Why Product Perception, Not Price, Will Decide the Future of India’s MSMEs: Suyash Singhal’s Perspective on Manufacturing Growth?

For decades, India’s manufacturing sector has been driven by one recurring belief: if a product is competitively priced, it will eventually find a buyer. But as markets become increasingly competitive and customer expectations continue to rise, many small and medium manufacturers are discovering that quality alone is no longer enough. The first judgment often happens long before a product is used—it happens the moment it is seen.

According to Suyash Singhal, Director of Surface Paints Pvt. Ltd., this shift presents one of the biggest opportunities for India’s MSME manufacturing ecosystem.

With over two decades of experience rebuilding a manufacturing business and working closely with metal manufacturers across the country, Singhal believes that product perception has become an overlooked business advantage. His work in industrial coatings has given him a front-row view of how finish quality influences customer confidence, pricing power, and purchasing decisions far beyond aesthetics.

Unlike many second or third-generation business leaders who inherit established enterprises, Suyash Singhal’s entrepreneurial journey began under very different circumstances. Instead of stepping into a thriving legacy, he became part of rebuilding a business after his family chose peace over conflict during a business separation. That experience shaped not only his leadership philosophy but also his belief that long-term relationships create stronger businesses than short-term commercial wins.

Today, as Director of Surface Paints Pvt. Ltd., Lucknow, he leads an industrial coatings company serving manufacturers across India with powder coatings, industrial coatings, wood coatings and surface solutions for metal applications. The company works with manufacturers in sectors such as metal furniture, safes, industrial fabrication, handicrafts and institutional projects.

However, Singhal believes his role extends beyond manufacturing coatings.

“Many MSMEs lose opportunities not because they build inferior products, but because the product fails to inspire confidence at first glance. Buyers often associate finish with quality before they evaluate engineering or durability,” he explains.

This perspective aligns with a growing challenge facing India’s manufacturing sector. While MSMEs continue to compete with larger organisations possessing greater resources, the battle is increasingly being fought through customer perception, consistency and product presentation rather than price alone. Industry trends also indicate that smaller manufacturers must differentiate through specialised value rather than competing solely on cost.

For Singhal, industrial coatings represent much more than a protective layer.

He views them as an investment in a manufacturer’s brand reputation.

Whether it is a steel almirah, an industrial enclosure, metal furniture or an engineered component, the finish often becomes the customer’s first experience with the product. A durable, consistent and premium-looking finish can influence trust, reinforce perceived quality and help manufacturers position themselves more competitively in the market.

This philosophy has gradually become central to Surface Paints’ approach. Instead of treating coatings as a commodity, the company focuses on helping manufacturers improve the overall appearance, durability and market perception of what they build.

Equally important is Singhal’s emphasis on relationships.

Throughout his career, he has maintained that manufacturing remains a people-driven business where trust, consistency and long-term partnerships often outweigh transactional selling. This relationship-first approach continues to shape both his leadership style and the company’s customer engagement philosophy.

Looking ahead, Singhal sees a significant opportunity for Indian MSMEs.

He believes that as global competition intensifies, manufacturers that invest in consistent quality, stronger product presentation and dependable partnerships will be better positioned to compete—not just against domestic competitors, but increasingly on international standards as well.

“Indian manufacturers don’t need to imitate multinational companies. They need the confidence to present their products with the same level of quality, consistency and finish. When perception improves, opportunities follow.”

As conversations around manufacturing continue to evolve, Suyash Singhal aims to contribute not only as an industrial coatings manufacturer but also as a voice advocating for stronger, more competitive and globally respected Indian MSMEs. For him, the future of manufacturing is not defined by who produces the cheapest product—it is defined by who creates the greatest confidence in every product that reaches the customer.