KEI Industries is one of the leading manufacturers of cables and wires in India. In an interaction with Subhajit Roy, KEI’s CMD discusses about the company’s performance, industry outlook, competitive scenario, and his future plans.
KEI has completed 50 years. What are the major milestones that you look back on with satisfaction and pride?
We have recently celebrated 50 glorious years of KEI in India. Going regionally to meet our dealers, customers and rejoicing with them on this occasion has been my most memorable assignment. This celebration stands synonymous to all the hard work put in the last 50 years and all this work has resulted us in reaching at this level today. This milestone is what I look back with utmost pride and satisfaction.
What are the business mantras you have embraced as you sought to establish your success story?
I have 37 years of experience and have been working at KEI Industries Ltd. in the capacity of Chairman-cum-Managing Director since 1992. I have always believed in having a transparent and friendly environment. Building a cordial environment is key to running a successful business.
How has the business evolved post collaboration with Pro Cable?
In 2005, we stepped into the production of medium voltage cables like 11KV, 22KV and 33KV cables, which remains our mainstream product till date. Later in 2010, we decided to increase the voltage range in our cables and we added voltage ranges of 66KV, 132KV and 220KV in our product segment. For this purpose, we entered into a technical collaboration with a Swiss company Pro Cable and used their technical and marketing assistance to open our project in Chopanki, Rajasthan. This is the mainstream product of our company, today. In fact, we have used their technical assistance to enter into the voltage range of 400KV. ROW issues have led to the replacement of overhead transmission in many cities and areas with underground cables, at present.
What’s your outlook on the recent status of electric wire and cable market in India?
The growth in the current market of electric wire and cable market in India is quite good which can be attributed to several reasons. Firstly, there is substantial growth in the solar and wind power. Secondly, a lot of infrastructure projects such as highways etc. are underway. Overhead to underground cabling is also happening at substantial number of places. Thirdly, industrial sector is also witnessing growth especially in steel and refinery sector.
How does KEI stand apart from its peers?
At KEI, we have meticulously and strategically built a ‘power’ful connect that helps us touch millions of hearts, and light millions of homes every day, in many small and big ways. Several factors such as presence across major sectors, transparency in all dealings, world-class manufacturing facilities, Robust R&D capabilities and being end-to-end service providers set us appear from our peers.
At KEI, we have received the certification and approval for Quality Management System, Environment Management System, and Occupational Health and Safety Management system. Further to that, we have also received Certificate of Accreditation for its facilities at manufacturing unit Bhiwadi, Alwar (Rajasthan) in discipline of Electrical Testing from National Accreditation Board for Testing and Calibration Laboratories (NABL).
Tell us a bit more on your product launches, expansion plans etc.
With the aim to cater the customer of electrical wires and cables, KEI recently came up with the range of co-axial and communication cables. It includes jelly-filled co-axial cables, LAN (computer) and CCTV (4+1) cables and telephone cables.
We are working towards continuously expanding our business. In sync with that, the company is aggressive on expansion with over 1,400 dealers PAN India by this fiscal end, almost a jump of 9 per cent from our 1,284 dealers as on March 31, 2018.