India’s manufacturing sector is expanding rapidly, increasing demand for reliable machine safety solutions. BBC Bircher Smart Access (BSA), a Swiss manufacturer of tactile safety technologies, seeks to strengthen its position in this market. This thesis assesses the potential for BSA’s safety mats and safety edges, identifies the most attractive target industries, and examines how BSA should position and expand its offering in India.

An exploratory mixed-methods approach combined primary and secondary research. Primary data comprised an expert questionnaire (n = 6) and six semi-structured expert interviews involving seven participants from the fields of machine safety. Manufacturing, business development and market-entry consulting. Secondary research examined machine safety, international standards, Indian manufacturing, and market development. A weighted scoring model assessed industries based on seven market-attractiveness criteria.

Automotive (4.30/5.00) and metal processing (4.05/5.00) emerged as the most attractive sectors. Tactile solutions showed particular value in harsh environments involving oil, chemicals and vibrations, while hybrid systems combining tactile and contactless technologies were common. Reliability (5.00/5.00), quality (4.83) and certification (4.67) ranked above initial price (4.00) in purchasing decisions, supporting a value-based rather than price-led positioning. Multinational corporations and export-oriented manufacturers were identified as particularly attractive customers segments due to their stronger emphasis on international standards and compliance requirements and workplace safety. A three-phase strategy is recommended: market validation through selected distributor partnerships and reference projects (0–12 months); combine distributors with direct sales to strategic accounts (12–24 months); and scale successful applications and partnerships (24+ months). BSA should position itself through reliability, certified performance, technical expertise and local partnerships.