Future Factories; The surprise is that India's manufacturing revolution is starting at the high end.

Byline: Jason Overdorf

At a factory in greater Noida, an industrial suburb of Delhi, workers step through a series of "air showers" that blast the grime of one of the world's most polluted cities off their clothes. Then they pull on white coveralls, white hoods and plastic sandals before passing through an air lock into the "clean room" of Moser Baer, the world's third largest manufacturer of optical media, including CDs, VCDs and DVDs. Inside, rows of machines silently inject, coat, harden, finish, flip and label the shining disks, as a few white-suited workers adjust dials. Clean, quiet, heavily automated and nearly depopulated, this is the look of a nascent manufacturing revolution in India.

To anyone familiar with the Subcontinent, this picture comes as a surprise. Not so long ago even Indian consumers believed that Indian-made products were shoddy. Before the country began to liberalize its economy in 1991, the so-called license Raj stifled competition with red tape and nurtured inefficient makers of second-rate products. Even by the late '90s, as India began to emerge as a global power in information-technology services, the country remained a laggard in manufacturing. But lately India's manufactured exports have risen, from about $37 billion in 2002 to about $54 billion in 2004, and they could reach $300 billion by 2015, analysts say, as multinationals invest more heavily in India as a manufacturing base. Something similar happened in China, of course. But in India the early players are interested in the talent pool of chemists, designers and engineers, not low-skilled labor.

Look at headlines from the past 12 months: Nokia and LG Electronics unveiled plans to begin handset production in India. Hyundai, which has already exported about 50,000 cars from India, said it plans to make India its export hub for auto components. Toyota opened a factory that will make manual transmissions for vans, SUVs and small trucks produced in Thailand, the Philippines, South Africa and Latin America. Last month, Siemens announced plans to invest more than $500 million by 2009 in new and expanded factories in India.

Even picky German engineers are coming to associate India with quality. Jurgen Schubert, who heads Siemens's operations in the country, says that for years the company's quality testers in Germany stamped his Indian-made products "inferior," no matter how good they were. So in the late '90s, Schubert stuck made in germany on a shipment of Indian parts, and they passed inspection. "After I pointed that out to them," he says, "we no longer had any problems."

Multinationals have helped raise standards by encouraging Indian suppliers to modernize. When the big players entered the local auto market after liberalization in 1991, they assembled vehicles in India but imported many of the components. Now most of them are building cars using 70 to 90 percent local parts and materials. "If you come and look at our factories today, most of the work is done by brainpower, with computer-aided drafting, lots of automation," says B. N. Kalyani, chairman of Bharat Forge, India's largest auto-parts maker. "The IT boom essentially brought out the story that Indian engineering skills are good and Indian engineers can adapt to whatever the needs of the market are. That gives India an advantage over China in technical, skilled manufacturing."

That may be overstating the case. Few Western industrialists rank India ahead of China in any manufacturing category. ...