Watrana Traction Private Limited

What Watrana Traction Private Limited does

Watrana Traction Private Limited is a privately held Indian material handling equipment company headquartered in New Delhi, founded by the Watrana family in 1976 and now operating alongside wholly owned subsidiaries Watrana Rentals Private Limited, ForkLiftSpares.com, and TractionBattery.com. The business operates as a multi-brand authorized dealer for Hangcha (forklifts, reach trucks, multi-directional and side-loading equipment), Combilift (multidirectional, articulated, sideloading forklifts), Nilfisk (industrial cleaning equipment), Exide and Hawker (traction batteries), and Lifttruck (pallet trucks, stackers, aerial work platforms), supplemented by in-house traction battery container design and manufacturing. The company has grown from 10 employees in 1976 to 2,500+ today across a branch network covering Delhi, Greater Noida, Pune, and Bhiwadi, with 160+ factory-trained mechanics and a dedicated Premier Forklift Training Academy in Greater Noida.

The company monetizes through a diversified mix of one-time equipment sales (new and used forklifts and material handling equipment), recurring service and repair contracts (preventive maintenance, AMCs, electronics repair, software re-programming), subscription-style rental income from a fleet of 2,000+ material handling units operated through Watrana Rentals, spare parts sales via the ForkLiftSpares.com portal, traction battery sales via TractionBattery.com, and professional services revenue from forklift operator and technician training programs (P1 through P4 tiers). All equipment, rental, and service pricing is quote-based with no public price list, and customer contracts are typically multi-year.

Watrana serves enterprise customers across verticals including automobile manufacturing, consumer electronics, FMCG, beverages, retail and logistics, pharmaceuticals, and airport/seaport cargo handling. The customer base features large multinational and Indian-conglomerate logos (Nestle, Coca Cola, Unilever, Hyundai, LG, Reliance, Whirlpool, 3M, Asian Paints, Good Year, Denso, Bharti Retail), and the company is ISO 9001:2008 certified. Go-to-market is sales-led through direct field sales teams, branch offices, an online inquiry channel, and participation in industry exhibitions; the company also runs dedicated online portals for spare parts and batteries, extending reach beyond the direct sales motion.

Name

Watrana Traction Private Limited

Legal name

Watrana Traction Private Limited

Website

https://watrana.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Watrana Traction Private Limited is a privately held Indian material handling equipment distributor and service provider, operating as an authorized dealer for Hangcha, Combilift, Exide, Hawker, and related OEMs while running a 2,000+ unit rental fleet, spare parts e-commerce portal, and operator training academy serving enterprise customers across manufacturing, FMCG, retail, pharma, and infrastructure.

Ownership category

akta.pro rank

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Equipment Sales: Sales of new and used material handling equipment including forklifts (diesel, electric-li-ion, electric-lead acid), reach trucks, multi-directional equipment, side loaders, rack forklifts, order pickers, battery operated pallet trucks, and towing tractors. Also distributes Lifttruck brand equipment.
2. Spare Parts Sales: Sales of spare parts for forklifts and material handling equipment through ForkLiftSpares.com online portal. Maintains inventory of thousands of common and rare spare parts.
3. Equipment Rentals: Rental of material handling equipment fleet of 2000+ units. Provides forklifts with operators, maintenance, spares and consumables on long-term rental basis. Operated through Watrana Rentals Private Limited.
4. Service and Repair: Preventive maintenance, incidence-based repairs, annual maintenance plans (AMCs), electronics repair, software re-programming, engine overhauling, tyre change, hydraulics repair, safety/sensor checks, and equipment painting.
5. Traction Batteries: Sales of traction batteries through authorized dealer partnerships with Exide and Hawker. In-house manufacturing of battery containers and custom configurations.
6. Training Services: Forklift operator training programs including classroom and hands-on training. Offers P1 (1-day), P2 (6-day), P3 (25-day), and P4 (30-day) training programs for operators and technicians.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Watrana Traction Private Limited is a multi-brand material handling equipment dealer and distributor in India. It sells new forklifts and warehousing equipment under Hangcha, Combilift, Lifttruck, and Nilfisk brands, distributes Exide and Hawker traction batteries with in-house battery container manufacturing, and supplies spare parts via ForkLiftSpares.com. It complements these sales with long-term equipment rentals (fleet of 2,000+ units), preventive maintenance and repair services, and a forklift operator training academy offering P1–P4 programs.

Product overview

Watrana Traction Private Limited is a comprehensive material handling equipment company operating as a multi-brand portfolio rather than a single unified product. The core offerings consist of new equipment sales through authorized dealer relationships with Hangcha (forklifts, reach trucks, multi-directional equipment), Combilift (articulating and sideloading forklifts), Nilfisk (cleaning equipment), and Lifttruck (pallet trucks, stackers, aerial work platforms). The company also sells and manufactures traction batteries through partnerships with Exide and Hawker, alongside in-house battery container manufacturing. Supporting the equipment sales are integrated service offerings including spare parts supply (via ForkLiftSpares.com), comprehensive repair and maintenance services, equipment rental (with a fleet of over 2000 units), and professional operator/technician training programs. Used equipment sales round out the portfolio.

Differentiator

Problem solved

Functional benefit

Products and services

• Hangcha Forklift Equipment Complete range of material handling and warehousing equipment including Forklift Trucks (Diesel, Electric-Li-ion, Electric-Lead Acid), Reach Trucks, Multi-Directional Equipment, Side Loader Equipment, Rack Forklift Trucks, Order Pickers, Battery Operated Pallet Trucks, and Towing Tractors. Sold by Watrana as authorized dealer for Hangcha to enterprise customers.
• Combilift Material Handling Equipment Multidirectional, Sideloading, and Articulated Forklifts from Combilift, the largest manufacturer of these equipment types. Distributed by Watrana as authorized dealer for enterprise material handling operations.
• Lifttruck Material Handling Equipment Range including Pallet Trucks, Manual and Electric Table Lifters, Manual and Semi Electric Stackers, Electric Pallet Trucks, Power Stackers, Aerial Work Platforms, Hand Carts, Platform Trolleys, and Shop Cranes. Supplied by Watrana from Lifttruck for warehouse and light-duty material handling needs.
• Nilfisk Cleaning Equipment Industrial cleaning equipment from Nilfisk distributed by Watrana as authorized dealer to complement material handling offerings in warehouses and industrial facilities.
• Exide Traction Batteries Leading brand of traction batteries for material handling equipment, distributed by Watrana as authorized dealer for Exide to enterprise customers.
• Hawker Traction Batteries Premium brand of traction batteries for material handling equipment, distributed by Watrana as authorized dealer for Hawker to complement the Exide offering.
• Used Material Handling Equipment Pre-owned forklifts and material handling equipment (Toyota, Nichiyu, Nissan, Sumitomo) including forklifts, reach trucks, and order pickers with Battery, Diesel, and LPG power types and various capacities, listed for sale on Watrana's website.
• Forklift and Material Handling Spare Parts Comprehensive inventory of spare parts for all types of forklifts and material handling equipment, including thousands of common and rare-to-find parts backed by an extended global supplier network. Available through the ForkLiftSpares.com online portal.
• Traction Battery Manufacturing In-house design, prototype, and manufacturing of traction battery containers with custom configurations, offered alongside Exide and Hawker traction batteries to provide a complete range of battery solutions for the material handling industry.
• Service & Repair Comprehensive repair services for all types of material handling equipment (Toyota, Nichiyu, Linde, Still, Jungheinrich, Daewoo, BT, Voltas, Godrej) including preventive maintenance, incidence-based repairs, annual maintenance plans (AMCs), electronics repair, software re-programming, engine overhauling, tyre change, hydraulics repair, safety/sensor checks, and equipment painting.
• Equipment Rental Long-term rental fleet of over 2,000 material handling equipment units (Toyota, BT, NICHIYU, HYUNDAI, BYD, BENDI, EP, HANGCHA, AISLE MASTER), mostly battery operated with some diesel. Available with attachments like Paper Roll Clamp, Bale Clamp, Side Shifter, Appliance Clamp. Includes operators, maintenance, spares, and consumables. Operated through Watrana Rentals Private Limited.
• Forklift Training Programs Forklift operator and technician training programs at Watrana's Premier Forklift Training Academy in Greater Noida. P1 (1-day classroom safety), P2 (6-day hands-on for freshers), P3 (25-day comprehensive classroom and practical), and P4 (30-day technician) programs based on international standards combining classroom learning and hands-on practical training.

Quantifiable outcome

• Ready stock of thousands of spare parts covering 100% gamut of forklift spare parts
• +2 more outcomes

Named customers12 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• HangchacoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Hangcha brand material handling equipment including forklifts (diesel, electric-li-ion, electric-lead acid), reach trucks, and warehousing equipment. Hangcha specializes in lithium ion based equipment.
• CombiliftcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Combilift - largest manufacturer of multidirectional, sideloading, and articulated forklifts. Combilift products are part of Watrana's core product range.
• NilfiskminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Nilfisk cleaning equipment, extending product offerings to include industrial cleaning solutions alongside material handling equipment.
• ExidecoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Exide traction batteries for material handling equipment. Strategic partnership providing comprehensive battery solutions.
• HawkercoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Hawker traction batteries, complementing Exide partnership to offer a complete range of traction battery options.
• LifttruckminorChannel Partner/ Reseller/ DistributorSupplier of Lifttruck material handling equipment including pallet trucks, manual and electric table lifters, manual and semi electric stackers, electric pallet trucks, power stackers, aerial work platforms, hand carts, platform trolleys, and shop cranes.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/watrana-traction-private-limited

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Watrana Traction Private Limited