With over 25 years of experience in Asia—including two decades in China and the past three years in Singapore—Thomas Sattes brings a deep understanding of regional market dynamics and cultural diversity to his leadership at Balluff Automation. As Regional Vice President for the Asia Pacific region, he has been instrumental in driving the company’s transformation, spearheading its shift to a 100% subsidiary model in India, and implementing a customer-centric, sales-driven strategy across APAC. In this exclusive interview with Sanjay Jadhav, Editor of Machine Edge Global, Sattes shares insights on his evolving leadership philosophy, Balluff’s competitive edge in the automation sector, and the future of industrial automation shaped by AI, IIoT, and sustainability. He also discusses the company’s expansion in India, the importance of empowering local teams, and his vision for fostering innovation and efficiency in the rapidly evolving APAC market.
1. How has your leadership philosophy evolved during your time at Balluff, especially in managing such a diverse and dynamic APAC region?
My leadership philosophy has evolved to be more adaptive, people-driven, and strategically agile. In APAC – a region rich in cultural diversity and varying market maturities – I’ve shifted from a traditional oversight model to one that empowers local teams. I equip leaders with the vision and autonomy needed for success while maintaining overall strategic alignment. My personal journey – spanning 25 years in Asia, 22 of which were in China, and nearly 3 in Singapore, along with raising my son in a multicultural home – deeply informs my approach, blending global standards with local insights.
2. Can you elaborate on the decision to transition from a distributor model to a 100% subsidiary in India in 2019?
While Balluff had a distributor in India for many years, the growth I wanted to see hadn’t materialized. With Prime Minister Modi’s dynamic leadership sending a clear message that India is back and poised for sustained growth, I recognized the need for a more direct market approach. This “Balluff First” mindset drives our strategy, as we grow fastest in countries where we fully control our sales teams.
I like India – a country full of opportunity, well-educated people, and, of course, amazing food. Having first visited in 2001, I’ve witnessed firsthand the remarkable progress over the last decade. Operating as a 100% subsidiary – now Balluff Automation India – gives us complete control over our market strategy and operations. It enables us to engage more closely with our customers, offer tailored technical support, and adapt swiftly to local market dynamics, while allowing us to invest directly in local talent and execute a long-term strategy aligned with our global standards. Needless to say, it also enables us to loop back the market requirements of Indian customers to our research and development team so we can serve them even better.
I am, of course, grateful to BI India, our distributor before we had our own subsidiary, for reaching an agreement to merge their business into our newly established entity Balluff Automation India. This not only provided us with a solid foundation of skilled sales and technical teams but also reinforced our commitment to a unified, customer-centric approach in India.
3. What strategies have been instrumental in achieving significant business development in India and other APAC countries?
Our success is anchored in a strategic framework that combines regional scalability with local empowerment. I believe in a sales-driven leadership approach where each Managing Director actively serves as the “first sales engineer” in their market, engaging directly with customers to drive growth. This is supported by robust and scalable systems – a structured yet flexible framework that allows for consistent execution while adapting to local nuances.
We prioritize customer-centric execution by leveraging our deep technical expertise and application knowledge to deliver comprehensive, tailored solutions. Finally, building and nurturing high-performance teams is essential to translating our strategy into tangible results. This balanced approach has enabled us to achieve significant business development across India and the broader APAC region.
4. How does Balluff maintain its competitive edge in the rapidly advancing industrial automation sector?
At Balluff, a 100-year-old company with over 50 years of expertise in automation, our competitive edge comes from our unwavering commitment to innovation and deep industry knowledge. Our R&D center in Germany plays a pivotal role by gathering market requirements from diverse regions and converting them into next-generation sensors, industrial networking & IIoT solutions, and smart automation technologies that drive real-world efficiency. By embracing Industry 4.0, we integrate predictive maintenance and data-driven automation to optimize production processes.
Of course, our close collaborations with leading machine builders and integrators across nearly every industry – especially in the automotive sector, which has traditionally been at the forefront of automation developments – enable us to co-develop tailored solutions that meet the evolving needs of key global markets.
5. How do you see the future of industrial automation evolving?
I see several key trends shaping the future of industrial automation – trends that are not only close to my personal vision but also central to Balluff’s strategic approach:
• AI-Driven Automation: We’re moving toward an era where self-optimizing, predictive sensors and devices will become standard, significantly reducing downtime and boosting efficiency. I believe this will fundamentally transform operations across industries.
• Seamless IIoT Integration: As we progress toward Industry 5.0, the focus will shift from mere automation to fostering true human-machine collaboration. This evolution will create more intelligent and adaptive systems, where technology complements human expertise.
• Sustainable Manufacturing: There is a growing emphasis on energy efficiency and eco-friendly solutions. At Balluff, sustainability is a core element of our innovation strategy, driving us to develop technologies that not only meet stringent regulatory standards but also exceed market expectations.
• Cost Competitiveness & Market Dynamics: In today’s competitive landscape, cost efficiency is becoming as important as technological advancement. I see machine builders, especially in the Asia Pacific region – including India – playing an increasingly critical role. Their ability to deliver advanced, economically viable solutions is reshaping global market dynamics.
Together, these trends underscore the need for agile, innovative approaches to meet evolving industry demands. At Balluff, we are committed to ensuring our automation solutions remain both cutting-edge and cost-effective, positioning us – and our customers – for success in the future.
6. How is Balluff integrating sustainability into its operations and solutions in APAC markets?
At Balluff, sustainability is a core element of our business strategy, especially in the APAC region. We are committed to reducing our own environmental impact while empowering our customers to achieve better automation and operational efficiency:
• Energy-Efficient Solutions: Our products are designed to optimize resource use, helping customers reduce waste and lower energy consumption in their production processes.
• Eco-Friendly Manufacturing: We continuously improve our manufacturing processes to minimize our carbon footprint. We actively track our global CO₂ emissions and are committed to reducing them year over year.
• Customer-Focused Automation: By delivering advanced automation solutions, we help our customers enhance production efficiency, reduce waste, and achieve better energy management across their facilities.
Together, these efforts support our sustainability goals and enable our customers to operate more efficiently and responsibly, contributing to a greener future for the industrial automation sector.
7. What initiatives are in place to further strengthen Balluff’s presence and performance in India?
India is not only a cornerstone of our APAC strategy but also a global focus country for Balluff. We are taking decisive steps to deepen our market presence and capabilities:
• Expanding Local Footprint: We are actively expanding our country coverage by establishing fully operational sales and service offices in key cities – Delhi, Kolkata, Chennai, Mumbai, and Bangalore – to start with, and we have a firm plan to roll out additional offices each year until we achieve full country coverage.
• Strengthening Local Capabilities: We are investing in our Indian team through comprehensive training and high-potential (HiPo) development programs, ensuring they are equipped with the technical expertise and leadership skills needed to drive our growth. Additionally, we are in the process of upgrading our ERP system from SAP B1 to SAP R3, aligning with the global standard for larger markets and enhancing our operational efficiency.
• Enhancing Partner Networks: In areas where we do not have our own presence, we are reinforcing our relationships with trusted system integrators and solution providers to ensure robust market coverage and customer support.
Ultimately, it comes down to having a strong, motivated, and experienced sales team. They are best positioned to deliver innovative solutions that empower our customers to be more competitive in a dynamic market.
8. How do you ensure alignment and motivation across such a large and diverse team in APAC?
For me, it all comes down to people. Our success is built on finding, hiring, training, and retaining the best talent, and fostering a culture where everyone feels a strong sense of belonging and is empowered to excel. We work hard to bring people together – ensuring they know each other, share a common purpose, and have the confidence to voice their needs and ideas. There was a time when our Asia colleagues were merely following directions from Europe; today, they provide clear guidance on what they need to succeed.
Here’s how we do it:
• Clear, Aligned Goals: Every country team is fully briefed on our strategic vision and long-term priorities, ensuring that everyone – from local teams to regional leaders – works toward the same objectives.
• Empowered Leadership: We give local Managing Directors the autonomy to drive their markets, which builds trust and accountability. Our commitment to leveraging local expertise is evident in how team members, especially in key markets like India, hold influential roles both regionally and globally.
• Regular Communication: We maintain frequent town halls, leadership summits, and direct customer engagements, which keep our teams connected and aligned. This consistent dialogue reinforces a spirit of collaboration across the entire region.
• Recognition & Career Development: We assign challenging projects and great tasks that not only drive results but also foster personal and professional growth. By rewarding performance and nurturing career development, we ensure that every team member feels valued and motivated.
Ultimately, our focus on building strong, motivated teams across APAC is the cornerstone of our success. It empowers us to deliver innovative solutions, remain competitive in dynamic markets, and continuously push the boundaries of what we can achieve together.
Balluff’s success in APAC is built on adaptive leadership, customer focus, and scalable systems. With a commitment to innovation, sustainability, and a deep understanding of regional dynamics – shaped by my own 25 years in Asia and a personal life enriched by cross-cultural experiences – we are well-positioned to continue driving growth and setting industry standards.