The Growth Facto :

In a bid to deepen our presence, we have undertaken a string of initiatives, including augmenting our water pumps capacity, launching sine wave home UPS solutions range, introducing ABS-body water geysers, foraying into solar inverters and unveiling our new identity.

We have taken a lot of measures to consolidate our existing businesses and foray into new product categories this year (2014-15). Our company has invested a total of Rs 60 crores for capex of Sonipat (60cr.) & Kala amb (40cr.) pump units, which enabled us in rolling out 1,50,000 units of pumps per month, widening our agricultural range. This is a major achievement for us, as we are now geared to offer a complete range of domestic, industrial and agricultural pumps.

Elaborating about the recently-introduced sine wave UPS solutions range for domestic consumers - we have been working for the last three years to come up with a complete battery charging solution as the charging depends on many external parameters, which are critical to its running. One of the key parameters of our product range is to save energy while charging, which no other home UPS in the industry can match.

The launch of the other two products namely, ABS-body geysers and solar inverters helped us gain an image of a durable and energy-efficient solution provider. A major problem with geysers is that they suffer from corrosion and rust. We have taken care of this by bringing out the product with ABS body, which will enhance its service life. Foraying into solar inverter, sets us to a different league altogether, and provides an opportunity to cater to educational, commercial and residential sectors that are transforming to renewable energy like solar.

After redefining the electrical goods market, we entered the dynamic television market with a range of world-class LED Televisions. Aimed at Tier II & III towns and cities, our latest range brings the best television viewing experience to the consumers looking for cutting-edge technology at the best affordable prices. The range is powered by innovative features like Eye Protection Technology (EPT) - safeguarding eyes from growing irritation due to longer television viewing ; a host of connectivity features; eye catching colour profiles and much more. The range includes a total of 8 models in various sizes, namely – 16”, 20”, 22”, 24”, 32” (i), 32” (ii), 42” , 50" , priced between a bracket of Rs. 7490/- to Rs. 79,990/- .

Operating for the last 30-years in the market, with growing interest in diverse products, it became imperative to “don a new look” for the brand. “Our old logo was being perceived by customers as a company that manufactures only pumps. We worked with marketing communications firm Percept India ltd. to develop the new logo in the year 2013,August. The curve edged typography in the lower case of brand arise symbolises youthfulness and freshness, and the colour red in its background signifies energy, to connect with aspiring and informed customers.”

Such aggressive moves will certainly help us take our turnover to Rs 3000 crore by 2020. We clocked Rs 2039 crore last year (2015-16) and are confident of touching the figure of Rs 2520 crore fiscal year 2016-17.