Background: The Assembly Challenge
An automotive component supplier based in Pune, Maharashtra, manufactures interior trim assemblies for two-wheeler and passenger vehicle OEMs. The company was experiencing persistent production efficiency problems in its door panel sub-assembly line, specifically in the bonding of four adhesive foam pads used for NVH (noise, vibration, harshness) damping and three double-sided film tape pieces used for wire harness routing clips.
The existing process used manually cut pieces from tape rolls held in dispenser bins at each workstation. The assembly operators cut each piece to approximate length using scissors, peeled the backing, and applied the tape to the panel substrate. The total adhesive application operation per door panel assembly was consuming 4.2 minutes per panel across the seven adhesive pieces.
The Problems Being Experienced
Problem 1 — Dimensional inconsistency: Manually cut tape pieces varied in length by ±8–15mm between operators and across shifts. This variation caused inconsistent NVH pad contact area and wire harness clip positioning, which in turn created assembly variation that downstream vehicle OEM quality audits were identifying as a source of squeak and rattle complaints.
Problem 2 — Adhesive waste: Roll tape dispensers were being consumed 18% faster than the theoretical material yield implied by the assembly specification. Investigation revealed that operators were cutting and discarding pieces that were cut too short, trimming irregular edges, and leaving tape exposed on part-used rolls between shifts. Material waste was approximately ₹28,000 per month at the assembly line volume of 800 door panel assemblies per day.
Problem 3 — Operator ergonomic issues: Repeated roll tape cutting was identified in an internal ergonomic assessment as a risk factor for repetitive strain in the hand and wrist. The assessment recommended reducing the frequency of cut-from-roll operations.
Problem 4 — First-time right rate: The assembly line's first-time right rate for adhesive application operations was 91.2% — below the line target of 96%. The 8.8% rework events were dominated by adhesive pieces applied in incorrect position, requiring time-consuming removal and reapplication.
The Solution Approach
SMISH Industries in Pune was engaged to assess whether custom adhesive die cuts could address all four problem areas within the same component cost envelope as the existing roll tape approach.
The assessment process involved:
Step 1: SMISH Industries' technical team visited the assembly line and documented the exact dimensions, tolerances, and application sequence for all seven adhesive components.
Step 2: Existing roll tape specifications were reviewed — the foam pads were PE foam with acrylic adhesive, and the wire harness clips were double-sided polyester film tape.
Step 3: First article die cut samples were produced for all seven components to the exact finished dimensions required, with the correct liner format for the assembly application sequence (sequential liner strips for the three wire harness clips, individual liners for the four foam pads).
Step 4: A line trial was conducted over two production shifts using the die cut components, with SMISH Industries technical staff present to observe application and address any specification adjustments needed.
Step 5: Data from the trial was compared with baseline data from the existing roll tape process.
Results of the Die Cut Implementation
Assembly time reduction: The pre-cut die cut components eliminated all tape measuring and cutting operations. Each adhesive piece was simply peeled from its liner and applied directly. Total adhesive application time reduced from 4.2 minutes per panel to 1.8 minutes per panel — a 57% reduction in adhesive assembly time for this operation.
At 800 panels per day and 250 working days per year, the 2.4-minute saving per panel represents 8,000 hours of assembly time annually — freeing operator capacity equivalent to approximately 4 full-time positions for redeployment.
Dimensional consistency: Die cut components delivered to ±0.5mm dimensional tolerance compared to the ±8–15mm variation of manual cutting. The downstream NVH pad contact area variation was eliminated. The vehicle OEM quality audit finding related to this assembly operation was closed within 6 weeks of the die cut implementation.
Material waste reduction: Pre-cut die cuts with individual liners eliminated all off-cut waste and roll-end waste. Material consumption aligned to the theoretical yield within 2% (residual variation was liner waste at the assembly station, which was subsequently optimised by adjusting liner format). Monthly material waste cost reduced from ₹28,000 to approximately ₹3,500 — a saving of ₹24,500 per month.
First-time right rate improvement: With dimensionally consistent, correctly sized components and individual liners that made correct orientation clear, first-time right rate for adhesive application improved from 91.2% to 97.8% — exceeding the 96% line target.
Ergonomic improvement: Elimination of repetitive tape cutting operations was confirmed by the company's safety team as having addressed the ergonomic risk identified in the prior assessment.
Cost Analysis
The unit cost of the pre-cut die cuts was higher than the equivalent tape area consumed from rolls: approximately 22% higher on a material cost per panel basis. This was expected and was factored into the business case before implementation.
Total cost comparison per panel (adhesive components only):
Previous roll tape approach: Material cost + waste + rework cost + assembly labour for cutting = ₹47.20 per panel effective total cost
Die cut approach: Material cost + negligible waste + near-zero rework = ₹31.80 per panel effective total cost
The 22% higher material unit cost was more than offset by waste elimination and rework reduction. The assembly labour saving was treated as a capacity benefit (redeployment) rather than a direct cost saving for this analysis, as no headcount reduction was implemented.
Net effective cost saving: ₹15.40 per panel.
Annual saving at 800 panels per day, 250 days: ₹30.8 lakhs per year.
Payback period for die tooling investment: Less than 3 weeks.
What This Case Study Demonstrates
This case study illustrates a principle that applies across almost every OEM manufacturing operation where roll tape cutting is used: the total cost of roll tape in a production environment is always higher than the purchase price suggests, and pre-cut die cut components almost always deliver a net cost reduction when assembly labour, waste, and rework are correctly accounted for.
The savings are largest where:
- Assembly operators cut multiple tape pieces per unit
- - Dimensional consistency of adhesive placement affects product quality
- - Roll tape waste is visible on the production floor (off-cuts, part-used rolls)
- - Rework rates for adhesive assembly operations exceed 3–4%
Lessons for Other OEM Manufacturers
Lesson 1: Measure before assuming. The decision to switch from roll tape to die cuts should be made after measuring actual assembly time, waste rate, and rework rate — not on estimated savings.
Lesson 2: Include assembly labour in the business case. Material cost comparisons alone always show die cuts as more expensive. Full cost comparisons almost always show die cuts as less expensive.
Lesson 3: Liner format matters as much as dimensions. The liner format (individual liners, tabbed liners, sequential strips) affects assembly ergonomics and first-time right rate. Discuss liner format with your die cut manufacturer before finalising the specification.
Lesson 4: Trial before full commitment. A two-shift production trial on actual production tooling is the most reliable way to validate die cut specifications before committing to die tooling for all part numbers.
SMISH Industries: Die Cut Conversion Solutions for Automotive OEMs in India
SMISH Industries in Pune works with automotive Tier 1 and Tier 2 suppliers to develop die cut solutions that improve assembly efficiency, reduce material waste, and eliminate adhesive-related quality issues. The company provides line assessment visits, first article samples, and production trial support as part of the die cut development process.
If your assembly operation uses roll tape cutting and you are experiencing the problems described in this case study — dimensional inconsistency, material waste, rework, or ergonomic concerns — contact SMISH Industries for a line assessment. The assessment is conducted at no charge for manufacturers within Maharashtra. For manufacturers outside Maharashtra, contact us to discuss assessment arrangements.
Frequently Asked Questions
How long does it take to develop and qualify die cuts for a new automotive assembly application?
For standard tape materials and simple shapes: first article samples within 5–7 working days, production trial within 10–12 working days. For applications requiring tape specification development or unusual shapes: allow 15–20 working days from initial enquiry to production trial availability.
Does switching to die cuts require investment in new application tooling at the assembly line?
In most cases, no. Pre-cut die cuts are applied by hand using the same peel-and-stick process as roll tape — no fixtures or application tooling are required. For high-volume lines considering automated tape application, die cuts in the correct format can be compatible with semi-automated dispensing equipment. Discuss your automation plans with SMISH Industries during the assessment.
What happens to the steel-rule die tooling if the product changes?
Die tooling belongs to the customer (this should be confirmed in your purchase terms). If the product changes and the die cut dimensions change, new tooling is required. If the change is minor, existing tooling may be modified rather than replaced. SMISH Industries maintains customer tooling in its facility and notifies customers when tooling is approaching end-of-life based on part count tracking.
Can die cuts be supplied in kitted format — all components for one panel assembly in a single bag?
Yes. Kitted die cuts (all components for a single assembly in a labelled bag or tray) simplify material control at the assembly workstation and eliminate the need for operators to count individual pieces. This format is available from SMISH Industries and is particularly useful for high-mix, low-volume assembly operations.
Is SMISH Industries able to provide PPAP documentation for automotive Tier 1 suppliers?
SMISH Industries provides documentation aligned to automotive PPAP requirements including First Article Inspection reports, material certifications, and dimensional measurement data. Contact our quality team to discuss your specific PPAP level requirements.
Contact SMISH Industries
Ready to convert your roll tape operations to precision die cuts and achieve the kind of results described in this case study? Contact SMISH Industries in Pune for a line assessment, first article samples, or a quotation for your die cut requirements. We serve automotive, electronics, electrical, and industrial OEM manufacturers across Maharashtra and India. Visit smishindustries.co.in to get in touch with our technical team.