ASK Automotive Private Ltd is a leading manufacturer and supplier of safety control cables, Aluminium die casting products and Friction products. Some of its leading roles is that of brake lining suppliers and brake pad manufacturers.

More details about the company were made public by its top executives in a recent meet with media events organized in the city.

“We are leading makers and suppliers of safety control cables, die casting products and friction products. We were founded in 1989 and have grown from strength to strength under the able guidance of our founder and CEO, Kuldeep Singh Rathee. In the last few decades, we have established a pan India presence that is represented by our 16 plants in prime locations. The company generates a turnover of more than 260 million US dollars and is devoted to the highest standards of excellence, quality, and safety. We cater to leading OEM’s like Suzuki, Hero, TVS, Bajaj, Yamaha, Royal Enfield, Maruti Suzuki, Mahindra and many more. Our company relentlessly chases ambitious goals and new horizons. ASK has earned the most quality and safety certifications like IATF-16949:2016, ISO 9001:2015, OHSAS18001:2007, and ISO14001:2015. Our vision is to be the global market leader in safety control cables, die casting products and friction products. Our mission is to ensure customer delight with a strong focus on the latest technology, timely delivery, cost competitiveness, quality, and safety. Our core values are Sustainability, Perseverance, Professionalism, Transparency, and Integrity,” said an executive.

The key strengths of the company are several. It is the biggest manufacturer of 2-wheeler friction products in the country. It has cutting edge manufacturing facilities. It has an in-house design center and facilities for tool & dies manufacturing. It also has in-house validation and testing facilities.

The company has many joint ventures and collaborations. In 2001, it entered into a tie-up with ASK- Technica, Japan for Brake shoes. In 2016, it tied up with Safety Control Cable Ind. Co Ltd. (HSH), Taiwan for Safety Control Cables. The same year, it entered into a technical collaboration with NUCAP, Canada for Disk Brake pads. In 2017-18, it set up a joint venture with ASK FRAS-LE FRICTION Pvt. Ltd., Brazil for producing brake pads and linings for commercial vehicles to supply the IAM and OEM markets.

ASK is one of the leading makers and exporters of Brake Lining for light and heavy commercial vehicles. At its cutting edge designing and manufacturing facility, they make a wide range of Asbestos and Non-Asbestos brake lining. The brake lining provides optimal braking in all temperatures, terrains and weather conditions. The strengths of the company are fully automated manufacturing facility, in-house dyno-testing facility, and low noise.

The company is also among leading brake pad manufacturers in India. Designed and tested for mainly for performance-oriented use, ASK brake pads are the main upgrade level for any braking mechanism. ASK brake pads ensure the perfect balance between performance and safety, besides minimizing wear of the pads and discs of the vehicle.