PASHA GEN4 will be Showcased at ITM 2022

With the newly developed model, EFFE aims to raise its own standards by offering technological advantages that will provide added value to end-users. With its vision that is far from price-oriented design and production, and always open to innovations and advanced technologies, EFFE aims to make the machine that its customers will have to make a difference.

The manufacturing technology of dyeing and finishing machines in Turkey is above many European and Asian-origin machinery technologies. Due to our geographical advantage and our important position in the world textile industry, the improvement and development studies on the machines can always be kept up to date. İhsan Mokanoğlu, EFFE Machinery Industry and Trade, Inc. Managing Partner, emphasized that this is now widely accepted by the world, stated the following comments on the subject:

İhsan Mokanoğlu, EFFE Machinery Industry and Trade, Inc. Managing Partner

“As Turkish textile machinery manufacturers, it will be due to the support of our domestic textile manufacturers that we will be able to realize the success we have achieved in dyeing and finishing machines in other machinery types. That’s why we, as machine manufacturers and users, need to plan for the future together.

The expectation for quality always remains

The world is shifting, expectations are changing, but the expectation for quality always remains. Instead of designing to produce the cheapest among the cheapest, we should make good use of the advantages we have. We need to determine the future by developing machines that produce added value and provide advantages to users with distinctive features.

The machines developed by European countries, which have been pioneers in producing technology for many years, have become the reason for preference both in Turkey and in other textile manufacturing countries. In the purchasing preferences of the leading brands of the textile industry, European-origin machines were the determining factor in the placement of orders to textile manufacturers. At the beginning of the 2000s, many domestic companies that carried out sales and marketing activities of Turkish origin machines in developing textile countries were not competitive due to the perception that Turkish machines were not very adequate for the job. Although strategies to develop economical machines were determined in order to meet the expectations of the markets, unfortunately, many domestic manufacturers had difficulties in the presentation and sale of their machines due to the negativities they had with their customers.

Many of my colleagues have heard the clichéd explanations of domestic and foreign customers: ‘We should prefer European machines for our first machine investments in our new project’; ‘Unfortunately, we have some negative experiences with Turkish origin machines, so we cannot determine your products positively’ or ‘Why are your prices more expensive, you also are a Turkish machine manufacturer and your prices should be similar!’

Various updates on the PASHA GEN4 model

Many company representatives in the sector have faced similar dialogues. However, I can’t help but add that we should have a single goal in every situation and condition; to produce technology, to design advantages that make a difference, to determine marketing and promotion, R&D, human resources budgets correctly without considering production costs, to invest in people, technology and quality.

Instead of designing and producing inexpensive machines, we need to develop machines that meet the price-performance expectation, focus on the perception of total quality, and with a sustainable quality approach, which are distinct in the international markets and in Turkey, and which provide advantageous features to the users in terms of production and energy recovery. This is not a necessity; this is a requirement. We will aim to please our customers with various updates on the PASHA GEN4 model.

Our most important advantage compared to European companies is our inexpensive labor force. Our raw material prices, commodity prices, logistics, and finance costs are almost similar to many machine manufacturers. Of course, European companies know how to produce textiles well, but they aim to produce economic products by using the inexpensive labor force in developing countries due to their inexpensive workforce. Their long years of experience in machinery, technology development, and production, the point they have reached in terms of country perception, the ways they have gone through in achieving this success should set an example for us and we should produce machines that provide added value with their distinguished features instead of just being affordable machines.”