As manufacturing moves steadily toward automation and data-driven quality control, the role of precision measurement has never been more central to industrial success. At the forefront of this evolution is Marposs, a global leader in inspection, measurement, and monitoring solutions that enable manufacturers to achieve consistent accuracy and productivity across complex processes.

In conversation with Sushmita Das, Editor of Gear Technology India, Ms Nitika Sharma, Head of Marketing at Marposs India, discusses her journey into the world of industrial technology, what sets Marposs apart in the highly specialised field of precision measurement, and how marketing serves as a critical link between engineering innovation and customer value. She shares her approach to communicating complex technologies across sectors such as automotive, aerospace, and semiconductors, reflects on her experiences as a woman in a technical domain, and outlines how Marposs’ marketing strategy is adapting to the rise of smart manufacturing and digital engagement.

1. What attracted you to working at Marposs specifically? What aspects of the company’s mission, values, or products do you find inspiring?

What attracted me to Marposs was its strong global reputation for precision, innovation, and quality, combined with a clear commitment to long-term customer value. The company’s culture of engineering excellence, continuous improvement, and ethical business practices resonated strongly with my own approach to building credible, customer-focused brands.

I was particularly inspired by Marposs’s ability to translate advanced technology into measurable manufacturing performance, which motivated me to contribute by strengthening its brand presence and market impact in India.

• What drew you to Marposs, and what do you think sets the company apart in the field of precision measurement and inspection?
  

Marposs stood out to me for its unmatched legacy in precision measurement and its strong focus on innovation, reliability, and customer-centric engineering. What truly sets the company apart is its ability to combine deep application knowledge with advanced inspection and monitoring solutions that directly improve manufacturing quality and productivity.

Equally compelling is Marposs’s long-term partnership approach with customers, which transforms technology into sustained value rather than standalone products.

• How do you approach marketing complex and highly technical products to diverse industries like automotive, aerospace, or semiconductors?

I approach marketing in a technical industry by first deeply understanding the application, customer challenges, and performance outcomes rather than just the product features. The focus is on simplifying complexity—translating advanced technical capabilities into clear, value-driven messages around quality, productivity, reliability, and ROI.

For diverse industries such as automotive, aerospace, and semiconductors, I tailor communication by aligning solutions to each sector’s specific standards, precision requirements, and business objectives. Close collaboration with technical teams and continuous customer feedback ensures that the messaging remains accurate, relevant, and credible across all markets.

• What strategies help you translate Marposs’s technical expertise into messaging that resonates with both engineers and decision-makers?

I focus on understanding the real manufacturing challenges behind the technology and then structure messaging around outcomes rather than complexity. For engineers, communication highlights precision, reliability, and process performance, supported by data and application examples.

For decision-makers, the same expertise is translated into business impact—improvements in quality, productivity, cost efficiency, and ROI. By using a layered communication approach and staying closely aligned with application and sales teams, the messaging remains technically accurate while clearly demonstrating value at a strategic level.

• How is Marposs leveraging digital tools like content marketing, online events, or social media to engage with customers and strengthen its brand presence?

Marposs leverages digital tools strategically to enhance customer engagement and strengthen brand presence. Through content marketing, they share insightful articles, technical case studies, and product updates that demonstrate expertise and industry leadership. Online events and webinars provide interactive platforms for customers to learn about the latest innovations and solutions, fostering direct engagement. Additionally, social media channels are actively used to showcase company achievements, product capabilities, and thought leadership, creating a continuous dialogue with the audience and reinforcing Marposs’ position as a trusted, innovative brand.

•  What are some key challenges of marketing in the manufacturing and measurement sector, and how do you stay adaptive to industry changes?

Marketing in the manufacturing and measurement sector comes with unique challenges. The audience is highly technical, decisions often involve multiple stakeholders, and the sales cycles are long. Additionally, communicating complex solutions in a clear and engaging way requires a fine balance between technical accuracy and simplicity.

To stay adaptive, we focus on continuous market intelligence, understanding evolving customer needs, and leveraging digital tools, content marketing, and thought leadership to remain relevant. We also actively monitor industry trends and competitor innovations, ensuring our marketing strategies are flexible and aligned with both technological advancements and customer expectations.

• As a woman working in a technology-driven company, how do you view the evolving role of women in the industrial and tech sectors? What changes would you like to see?

As a woman in a technology-driven company, I see the role of women in the industrial and tech sectors evolving rapidly. Women are increasingly taking on leadership positions, driving innovation, and shaping strategies that impact the future of technology and manufacturing.

However, there’s still room for progress. I would like to see more inclusive work environments, greater mentorship and sponsorship opportunities, and initiatives that encourage young women to pursue STEM careers. By fostering diversity, companies not only empower women but also benefit from a broader range of perspectives that fuel creativity and growth in the industry.

Working in a technical and industrial domain has been both challenging and rewarding. I’ve experienced strong support from colleagues and mentors who value expertise over gender, which has been encouraging. At the same time, like many women in traditionally male-dominated fields, I’ve occasionally encountered unconscious biases and the challenge of proving credibility in technical discussions.

These experiences have reinforced the importance of resilience, continuous learning, and building supportive networks. Over time, I’ve seen the environment becoming more inclusive, with organisations increasingly recognising the value of diversity in driving innovation and growth.

• How do you envision the marketing function at Marposs evolving over the next few years, particularly in light of the rise of automation and smart manufacturing?

At Marposs, under the leadership of Ms Mariangela Betteni, “Global Marketing Head” of Marposs, we envision a marketing function that is data-driven, customer-centric, and digitally integrated, while reinforcing a strong and consistent global brand image and strategy.

In the era of automation and smart manufacturing, marketing will demonstrate the tangible value of Marposs solutions through globally aligned yet locally relevant case studies, technical content, and interactive digital platforms.

By leveraging analytics, AI, and digital tools, we will deepen customer insight, personalise engagement, and deliver a coherent global narrative that reflects Marposs’s leadership in precision and innovation. Marketing will evolve from a communication function into a strategic partner, supporting a unified global strategy and guiding customers through the evolving industrial landscape.