As South Africa grapples with a flood of low-cost pump and valve imports from Asia and other global manufacturing hubs, the recent IFAT Africa trade show in Johannesburg offered a rare opportunity for local pump and valve manufacturers to prove their mettle.
For KSB Pumps and Valves, one of only a few manufacturers with large-scale local manufacturing ability the event was not just about showcasing products it was about asserting capability and longevity in a fiercely competitive market.
“We need to be seen,” says Hugo du Plessis, area manager at KSB Pumps and Valves. “If customers walk through the halls and they don’t see us but the economy-priced opposition is present then they will start asking questions. That’s why shows like IFAT are so important. This is where we tell our story and demonstrate the difference between price and true long-term value.”
According to Hugo shows like IFAT are critical for customer engagement especially when less expensive imports promise much but often fail to deliver the same level of support and durability. Many importers, he explains, don't have established agencies in South Africa, let alone support infrastructure.
“Municipalities and contractors are still chasing the lowest price. But they end up dealing with failures, maintenance nightmares and lack of spares. If something goes wrong three years down the line who’s going to fix it? Who's going to have parts on hand,” asks Hugo.
KSB by contrast leverages such events to show not only the breadth of their technology, like their newly developed locally manufactured wastewater pumping solutions but also their long-standing commitment to local manufacture after-sales support and technical expertise.
As one of only two major water pump manufacturers left in South Africa, KSB takes pride in keeping production local. “We’ve got over 400 people in our factory. We’re not going to turn that into a warehouse for imported pumps.”
He points to the excitement generated at IFAT around its new anti-clogging wastewater pump designed and manufactured entirely in South Africa. “It’s been running on-site in the Western Cape for 130 days with no issues compared to a competitor pump that blocks weekly. It’s running smoothly and well within temperature parameters.”
This product is set for its formal launch by the end of 2025 via a dual in-person and digital event and is a testament to KSB’s ongoing investment in local innovation. Similarly, KSB’s edge lies in their people with sales teams trained to be technically strong. When they sit with an EPC contractor or consultant they actually understand every specification and every technical detail. They are not just quoting prices and as far as KSB is concerned is rather a true engineering solutions. This technical approach is in contrast to many competitors who rely on indirect sales through resellers with limited knowledge or ability to provide engineering support. KSB prefers to stay involved from day one or before the project is even on paper.
While social media, YouTube and online brochures have their place nothing beats face-to-face interaction, says Hugo. “There are stories that you just can’t tell in a short video. When someone walks up to our stand and learns that our pumps have been running for 50 or 60 years in the field that’s when the penny drops.”
KSB also used IFAT to demonstrate their close relationships with international partners, including representatives from KSB France and KSB Dubai and to highlight strong collaboration with their South African sales partners in sanitations and projects. Some of these collaboration include showcasing smaller solar pump distributors alongside flagship KSB products made in South Africa and the global KSB factories contributions such as the ARX Pro Submersible Pump and CoraChrom borehole pump.
With global supply chains making it easier than ever to import KSB’s message is clear: quality, support and technical ability cannot be replicated in a container shipment. “We’ve seen big competitors falter because they played the price game for too long. They’ve lost touch with their customers and we refuse to make that mistake.”
“By attending IFAT and similar events we ensure that our customers such as the municipalities, contractors, engineers and other users have the chance to ask the tough questions, see real product innovations and compare apples with apples. “In an industry where equipment needs to perform reliably for decades it’s not just about the initial price tag. It’s about who will still be around to pick up the phone in ten years’ time,” Hugo concludes.
