On behalf of Electrical India magazine, I would like to congratulate you on the launch of your Megaflex DPA UPS in the Indian market.
Would you like to tell me about the significance of the newly launched UPS?
Thanks for your wishes and it gives us immense pleasure in informing you that in order to bring the latest UPS into the Indian market, we have launched MegaFlex DPA UPS system, which is the latest in technology and creativity. Though the product has been available in the international market for about three years, our company is delivering it to India now. It is utilised in a variety of industries. As India is technologically advancing – and all sectors are expanding, whether it’s the IT side, the infrastructure side, or the data centre side, this innovation will benefit all of thee industries.
The product is exceptionally good in terms of footprint; it’s nearly 45% smaller than what we’re discussing in the current market scenario. In terms of the market’s current available models, it’s far more efficient. It is superior in terms of technology. The customers’ experience will vastly improve, as it provides a lifetime of trouble-free operation. Things along those lines are scalable. So, that is something we want to start now.
What is your expectation of the product’s penetration in the Indian market?
We’re talking about a UPS wherein the majority of the applications are mission specific, including infrastructural plans, hospitals and a variety of other mission critical applications. Mumbai is one of the country’s most desired data centre hubs for a variety of reasons. This may be one of our key locations, in addition to the others.
Are you adopting any specific strategy to place the UPS in the Indian market?
There are no specific plans for a serial placement. So, as the Indian market flourishes, we will grow along with that. We support the growth across the segments.
Also, this UPS fits in various segments. The UPS has a higher rating, higher range and that is mainly for the data center. It’s primarily mission critical. As far as applications are concerned, some of the industries might use it certainly because they would need (maybe) 1 MW UPS capacity that is what this provides. Majority of the other industries tend to use a lower megawatt capacity – for that we have other products. Other UPS ranges are available with us. So for this product, our prime focus will remain on mission critical data centers, that apart infrastructure, where sometimes people need higher power.
Do you have any specific investment plans to boost this particular segment?
We continue to invest in India as a part of our brand strategy. We already have a number of factories across India, and we will continue to invest as per the market requirement.
Even for this product line, with which we are just getting started now, when we will see reasonably good demand and customers’ interest in this technology & innovation, we will look for its localization plans. We aim to keep up with the market.
What kind of opportunities are you finding in Mumbai?
As mentioned earlier, data centres constitute the largest segment driving growth in Mumbai. As a result, in addition to the servers, we have buildings. Our product is a great solution to the IT sector. We believe that many IT companies are experiencing good growth, and we are seeing better infrastructures, environmentally friendly buildings coming up, which will consume a lot of energy and scale up on their consumption. That actually needs our new UPS as well – because it has a bigger capacity.
For everything, now backups are required like in banking and medical sector. Thus, with such application and process systems, we believe, data centres have become extremely important for their backup and storage systems and that is where your product will be most needed. Isn’t it? Will you go for direct marketing or distribute the product through dealers’ network?
In most of our businesses, we deal through distributors. As we are a product company, our electrification business is basically a dealer-oriented business.
This product belongs to a hyperscale sort of product line, it mostly falls under the capital goods category from the customers’ perspective. So, based on customers’ perspective, we will take the calls as they come. We have some large dealers or distributors who can handle this business. But if there is demand, we will also deal with customers directly when the customers want a manufacturer to be involved.
Which are the other countries where this UPS is being successfully used?
We’ve already launched this in the US and many European markets. Both have different standards. One is a US standard and the other one is an IEC standard. Our product meets both the requirements. So, all the major players in the data centre industry use this product.
How much supportive is this product from the medical segment point of view?
Medical segment is dependable on power and our product is something one can rely on. As mentioned earlier, medical records, medical samples and medical data are quite important – and shouldn’t be lost due to a minor hiccup in the electrical system. Thus, our product is an excellent solution. This setup will provide the medical segment with the ability to scale up in terms of power. It is dependable in every way.
