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With special reference to (Havells India Ltd.)
By: Hitesh Goyal MBA Aug 29, 2008
The Project Titled Detailed Analysis of Havells India Limited has been conducted by me during 11-07-08 to 30-08-08 at Havellls India Limited (Cable Division). I have completed this project under the guidance of Mr. Sanjay Kaushik. I owe enormous intellectual debt towards my guides Mr. Sanjay kaushik who has augmented my knowledge in the field of Production. He has helped me learn about the process and giving me valuable insight in Production Strategies. I would like to thank all the respondents without whose cooperation my study/project would not have been possible/complete.
Last but not the least, I feel indebted to all those persons and organizations who/which have provided helped directly or indirectly in successful completion of this study. Date 30.08.2008 Hitesh Goyal
This is to certify that Hitesh Goyal student of Master of Business Administration, class of 2008, IIPM, New Delhi has undertaken the Summer Internship Training at Havells India Ltd(Cable Division) during 11.07.2008 and 30.08.2008. under my close supervision and guidance. He has conducted a study and completed the Project Detailed Analysis of Havells India Limited. To the best of my knowledge, this piece of work is original and no part of this report has been submitted by the student to any other Institute/University earlier. Date 30-8-08 Mr. Sanjay Kaushik (Incharge Quality Control Department) Havells India Ltd.
2 5 6-7 8-16 17-27 39-41 29-38 42-47 48-49 50-51 52-55 56-60 61-63 64-65 66-70 CERTIFICATE FROM INDUSTRY GUIDE 3 Executive Summary COMPANY PROFILE DIFFERENT POLICIES EXISTING MARKETING STRATEGIES Manufacturing Process & PLANT VISIT NEW CLIENTS INTERNATIONAL BUSINESS DEALERS NETWORK COMPARATIVE ANALYSIS SWOT ANALYSIS ETOP ANALYSIS NEW MARKETING STRATEGIES FACTOR OF SUCCESS SYNOPSIS 4 .TABLE OF CONTENTS TOPIC ACKNOWLEDGMENT SYNOPSIS PAGE NO.
HR. NAME OF THE ORGANISATION: Havells India Limited (Cable Division). Questions are also asked to various officers in plant. RESEARCH METHODLOGY: The methodology adopted is preparing some structured questions and asked these questions to number of respondents.Mr. Sanjay Kaushik 5 . guide: . finance managers. which includes marketing.Respondents (ii) SECONDARY . Internet etc. informal interactions with individuals are also considered as a part of the research. SOURCES OF DATA: (i) PRIMARY .Company brochures and manuals. OBJECTIVE: To analyze the marketing strategies and operations of Havells . Besides. etc.. Objective of this project is to understand the marketing strategies of Havells and to know that where the Havells stands in electrical cables and wires industry.NAME OF THE PROJECT: Detailed Analysis of Havells India Limited.
Executive Summary 6 .
manufacturing products ranging from Building Circuit Protection. In E-marketing sites . magazines& media Advertisement in newspapers. a billion-dollar-plus organization. Cables & Wires. Sylvania. companies can give details about there products. Luminaires for Domestic. CFL Lamps.Marketing of company Company can advertise through online B2B (Business to Business) marketing sites. magazines & media Searching new clients and sending Introductory letters Participation in technical fairs and exhibitions Participation in technical fairs and exhibitions in which companies from all over India participate and advertise there products. E. and one of the largest & India's fastest growing electrical and power distribution equipment company. Concord.. product catalogue etc 7 . SLI Lighting & Zenith. Lumiance. Advertisement in newspapers .D. marketing offices. NEW MARKETING STRATEGIES Designing of catalogue for the company A catalogue can be designed for the company which will contain all the products manufactured by the company along with there technical specifications. Commercial & Industrial application and Modular Switches. Claude. Industrial & Domestic Switchgear. email I. addresses of corporate office. Sylvania:Linolite. employee strength. Havells owns some of the prestigious global brands like Crabtree*.Executive summary Havells India Ltd. Fans. clients . Energy Meters.
Company Profile 8 .
Latin America & Africa churns out globally acclaimed products like Switchgear. Luminaires. Commercial & Industrial application and Modular Switches. the group has achieved rapid success in the past few years. 5002 crores in the previous financial year and is poised for another quantum growth. Vision: "To be a globally recognized corporation that provides best electrical & lighting solutions. Havells owns some of the prestigious global brands like Crabtree*." 9 . The essence of its success lies in the expertise of a fine team of professionals. SIRIUM (Malaysia). SLI Lighting & Zenith. and one of the largest & India's fastest growing electrical and power distribution equipment company. ASTA. Its 20 state-of-the-art manufacturing plants spread over India. Luminaires for Domestic. CFL Lamps. Sylvania. SPRING (Singapore). SNI (Indonesia) and EDD (Bahrain) for various products. Concord. The company has acquired a number of International certifications. CB. Fans. CE. manufacturing products ranging from Building Circuit Protection. the ability to adapt quickly. Havells India Ltd has recorded a turnover of Rs. Havells India Ltd is a name synonymous with excellence and expertise in the electrical industry. delivered by best-in-class people. TSE (Turkey). CFLs etc. Energy Meters. Sylvania:Linolite. With 91 branches / representative offices and over 8000 professionals spread over 50 countries across the globe. Industrial & Domestic Switchgear. Today Havells and its brands has emerged as the preferred choice for a discerning range of individual and industrial consumers both in India and abroad. a billion-dollar-plus organization. efficiently and ably supported with the vision to think ahead. KEMA.Company Profile Overview Havells India Ltd. SEMKO. Its 20000 strong global distribution network is always ready to service its clients. Cables & Wires. like CSA. Claude. Europe. strong relationship with associates. CPA. Lumiance.
Pursuit of Excellence : A commitment to strive relentlessly. building long term relationships with all our associates. sincere and open in our dealings. Leadership by example. QRG group is helping to boost safety in workplaces from the factory to the offices. this results in some of the most advanced product development in the country. our services and products so as to become the best in class Manufacturing Plants Powerful trends are shaping up industry for the 21st century. business ethics. our teams. partners.Mission: To achieve our vision through fairness. Our manufacturing units are fully equipped with the latest and most sophisticated facilities in India. and employees. All the manufacturing units are ably supervised and controlled by technocrats and industry specialists. Values: • • • Customer Delight : A commitment to surpassing our customer expectations. Lathes and Surface Grinders. With the state of the art equipments and manufacturing facilities. to constantly improve ourselves. technological expertise. Because of rapid spread of advanced technologies complexity of work is increasing . domestic buildings to commercial plazas.almost daily. Spark Erosion Machines. The group has well managed. EDM Wire Cut. ensure constant access to the latest developments in the international markets. Integrity and Transparency : A commitment to be ethical. well-equipped tool rooms with machines like CCV Line. 10 . which are then adapted to the tough tropical conditions. A commitment to set standards in our business and transactions based on mutual trust. CNC Machines. global reach. And in the hands of our highly qualified technical experts. customers. Our strategic alliances with some of the leading technology corporations in the world of electrical engineering.
Haryana Products manufactured: CFLs and Industrial Products. Uttaranchal Products manufactured: Fans and CFLs Baddi. ELCBs and DBs Tilak Nagar. Delhi Products manufactured: MCBs. CFLs and Switches Samepur Badli. The first one to get this certification is TTL.All our manufacturing plants are ISO:2000 certified. Manufacturing plants locations of Havell’s India Ltd. Haryana Luminaires and Lighting fixtures • • • • • • • 11 . Gurgaon. Rajasthan Products manufactured: Cables & Wires Faridabad. Himanchal Pradesh Products manufactured: MCBs. Delhi Products manufactured: Energy Meters NOIDA. We are in the process of attaning ISO:14001 for all the plants. the meter manufacturing plant. UP Product manufactured: Fans Alwar. Brands – Havells Locations • Haridwar.
Rajasthan Products manufactured: Bathroom fittings & Accessories o Brands – TTL. 3ø Electronic o 12 . Duke Arnics Locations o Sahibabad. 1ø Electronic. Wires and Industrial Switchgear Brands – Crabtree Locations o Gurgaon.Brands – Standard Locations • Jalandhar Products manufactured: MCBs. DBs. Reference Standard Meters Hyderabad. ELCBs. 3ø Ferraris. DZG. Haryana Products manufactured: Modular Plate Switches & Accessories Bhiwadi. AP Products manufactured: Energy Meters – 1ø Ferraris. UP Products manufactured: Trivector Meters.
Product range of Havells India ltd Building circuit protection Miniature circuit breaker Changeover switch Residual current circuit breaker Residual current circuit breaker with overload and short circuit protection Distribution board Industrial circuit protection Air Circuit Breakers Loadline MCCBs Digital MCCB Panel Board System Automatic Transfer Switches Changeover Switches By-Pass Changeover Switch Switch Disconnector Off Load Changeover Switches Contactor Thermal Overload Relay Starters Switch Disconnector Fuse Fuse Switch & Switch Fuse Fuse Holder 13 .
Fuse Link & Fuse Base Plug & Socket Load Break Switch Capacitors Cables LT PVC/XLPE Power/Control Cables Domestic House Wire/Multicore Flexible Cables Specialty Cables a) Telephone Cables b) Instrumentation Cables Energy meters Lighting solutions CFL Fans Modular plate switches Bath Fittings and Accessories 14 .
and environmental impacts. We as a company have been in lead in offering a portfolio of eco responsible products and services that deliver powerful. Corporate governance as practiced by our Group translates into being fair and civicminded. This is what we have endeavored to do in the 50 years of our existence. fulfilling our duties to the entire spectrum of stakeholders. explicit rules and regulations supplement the traditional values on which our group companies have been shaped. The group's adherence to ethical business conduct is rooted in the vision of its Founder Mr Qimat Rai Gupta. but also lower their energy usage and protect the environment. thus fulfilling our CSR responsibility of sustenance of depleting environmental resources. energy-efficient solutions that don't compromise on capacity and security. integrity and ethics have served us in good stead. Our eco responsibility initiative also focuses on how we run our business. trust. Our values of understanding. On issues ranging from customer care and business excellence to financial propriety and more. but also how we make them. enabling them to not only save money and protect their capital investment. and thus reduce the environmental impact of our operations. We offer our customers holistic energy-efficient solutions. making integrity an article of faith across all our operations. considering the interests of our shareholders and health and welfare of our employees as foundation of our long term success. and. the supply chain. and standardization is transforming the way people experience our products. Corporate Governance and Ethics An implicit sense of ethical business conduct has been the cornerstone of the Havells way on corporate governance. social. We're committed to managing a responsible and diverse supply chain that's consistent with our high standards for environmental and business practices. It goes beyond philanthropy and compliance and addresses how our company manages its economic. we strive to bring corporate responsibility to every aspect of our business. Havells has readily embraced right from the start. At Havells. and the public policy realm. the community. most importantly. the marketplace. and includes efforts to develop an alternative-energy strategy.Corporate Governance We at Havells define corporate governance strategically. sustainable. as well as its relationships in all key spheres of influence: the workplace. 15 . We think we started on sound and straightforward business principles. which encompasses not only what we do as a company with our profits. Breaking down the barriers that constrain innovation is a challenge. participation programs. Our ability to build communities and promote the exchange of ideas through assistive technologies.
meet high standards of conduct and ensure their behavior reflects company values and policies. ideas and enthusiasm drive our business. We also encourage them to align with our vision. They also help employees implement company policies.Employee Relations Our people are the key to our success. 16 . including an internal web portal and company website along with communication sessions with the top management of the company. management decision-making and company strategy development. Their skills. knowledge. We are committed to open communications and a workplace where everyone's voice is heard. We have high-quality. diverse workforce and employees who fulfill their potential. We have achieved this by giving them development and advancement opportunities along with competitive compensation and benefits that appropriately reward performance We communicate widely with employees to demonstrate how their efforts contribute to our success and to listen to their concerns. These sessions provide assessment of employee satisfaction and are inputs for business planning. We use several channels to communicate with employees.
UL. because of its constant innovations and stress on product research and development. Havells is synonymous with quality products in the field of electrical industry. Due to this policy most of the company’s products are approved by international quality bodies such as KEMA. and VDE and are as per IEC standards. A dedicated and highly motivated team of people of the company make it possible to achieve the company’s quality policy. CE.Different Policies Quality Policy “Building customer confidence by providing a wide range of quality products and services through team work”. CSA. Havells is widely perceived as a top quality manufacturer with high brand equity and is an ISO 9001: 2000 certified company. 8 Quality Management Principles of Havells Customer Focus Leadership Involvement of People Process approach System approach to management Continual Improvement Factual approach to decision making 17 .
These 8 quality management principles are used as a basis for all the operating systems of the company leading to all its plants being ISO 9001:2000 Certified. The essence of quality at Havells is closely wrapped in the way of thinking, planning and working of havells. The Quality Mantra of Havells is to deliver products that are safer, faster and simply better. Each time, every time. Building customer confidence through teamwork is a top priority to provide a wide variety of products and services. Havells have a simple rule on quality. if it doesn't exceed customer expectation, it's not quality performance. Various Certifications and/or Approvals
ISO-9001 : 2000 (all manufacturing units) KEMA KEUR CE S–mark CSA CB SEMKO SIRIUM (Malaysia) SPRING (Singapore) TSE (Turkey) SNI (Indonesia) EDD (Bahrain)
Certifications and Approvals (Cable Division) ISO 9001:2000:- For Design, Manufacture, Marketing, and Servicing of Power, control, special, and instrumentation cables and Domestic wires. IS:1554 (Part-I) :- PVC insulated (Heavy Duty) Electric Cable. For working voltages up to and including 1100 V. IS:1554 (Part-II) :- PVC insulated (Heavy Duty) Electric Cable. For working voltages from 3.3 KV up to and including 11 K V. IS:7098 (Part-I) :- Cross linked polyethylene insulated PVC sheathed cables. For working voltages up to & including 1100 V. IS:694 :- PVC insulated cables for working voltages up to & including 1100 V. FIA :- Fire Insurance Approved for wires. TAC :- Tarrif Advisory Committee for wires.
Human Resource Policy
The Company values human resources as it is very vital to the growth of the Company. Havells continuously evolves policies and processes to attract and retain its substantial Pool of scientific, technical and managerial resources through friendly work environment that encourages initiatives by individuals and recognizes their performance. “Employee Empowerment” drives Havells employee policies, as Company try to continuously focus on giving every member of the team a challenging and happy working environment. HR Department encourages them to pursue their education while they work. Havells also encourage and facilitate regular training through Technical workshops conducted by Company’s overseas collaborators and management workshops by independent consultants. In turn company’s employees are energized into pushing themselves beyond the limits and thus use their potential to the maximum. Training to existing employees is continuously being imparted in-house and through external sources to hone their skills for meeting challenges. Havells always encourages young personnel with their ideas and view. Management is easily accessible to the employees and their problems are attended to promptly. The relation between the management and employee is very cordial. Regular open meeting are conducted in the Company where each and every employee present their views and opinion before the management and others just like a member of a family.
All members of the Havells were overwhelmed by the calamity and came forward to contribute a day’s salary which was matched by the Company in the Prime Ministry’s Relief Fund for the Tsunami Relief Operations. thus resulting in widespread loss of lives. founded by QRG group. Sri Lank and Southern India. 2004. Havells has starting to provide the mid-day meal to children in 3 Schools in Alwar region.Social Obligations Serving people with no means is the duty of every well-to-do person or company in India. the human world faced one of the biggest tragedies of all time when Tsunami hit various countries in South East Asia including India. The Charitable Trust is running a mobile dispensary. Havells has also planning to start this activity in other areas especially near the Company’s other units. Thailand. Rajasthan where the Company has its Cable & Wire Division. Havells tried to help the disaster affected. The Company had contributed Rs. 21 . which goes into different parts of Delhi and provides free medical check-ups and medicines to about 150-200 people every day.11 Lacs to QRG Foundation. livelihood and wealth of hundreds of thousands of people across Indonesia. In the wee hours of 26th December. property. a charitable trust.
The employees of Havells are also made conscious of their responsibilities towards protecting the environment and add its beauty. 22 . Safety and Environmental policy Havells is very much concerned with the health and safety of every person at its factories and offices and is protecting and nurturing the environment. Havells is concerned not only to comply with only regulatory norms for prevention and control of pollution. Directors of Havells have always felt that compliance of end-of-the-pipe effluent and emission standards and attentions is also given for planting of trees.Health. Havells are in the process of getting ISO 14000 and 18000 approvals for our Domestic Switchgear and Industrial Switchgear plants as a confirmation of our environmental friendly operations taking care of all safety aspects in the working conditions of each person employed in the Company. but also to go beyond this by adopting clean technologies and improvement in management practices. greening of surrounding areas in and around factories and beautification of the plant’s vacant premises.
11 KV RSEB Lines are replaced by 33 KV RSEB lines. for better reliability. • A 10 HP jet pump has been replaced by a new and efficient Submersible Pump. lesser power cuts and power fluctuations. This shall save energy on account of running the pump from 4 Hours daily to 2.I. The new heat economizer is placed at the boiler to use the energy from boiler exhaust.CONSERVATION OF ENERGY Energy conservation measures taken Havells gives priority to energy conservation. to decrease losses at bends and joints. Screw type Air compressors have been put to replace the old reciprocating air compressors. Controllers. The traditional On-Off Temperature Controllers are replaced with latest P. 23 . which gives more light and savings of energy.I. with frequency converter drives leading to huge power savings.1/2 hours • • • • • • • • • All conventional GLS lights at the works have been changed with energy saving CFLs. Also new energy saving fans wherever possible have been installed. Replacement of G. The traditional slip ring motors have been replaced by new induction motors. consumption and its effective utilization. The transparent sheets are used in our new shed roofing to use solar light.D. Havells regularly reviews measures to be taken for energy conservation. Electric oven has been replaced by HSD fired oven. Pipe lines for supply of compressed air to SS Pipe Line of bigger diameter.
• Havells planned to maintain the power factor after introduction of Digital Power factor meters. By changing one new Air Compressor. this will give a saving of Rs.3.a. and new transformers worth Rs. The company will save energy by at least 5%.per month.5 Lacs to monitor the consumption. This will save electricity consumption. • The Switchgear Unit of Havells is going to replace compressor having capacity of 244 CFM in place of 2 Nos. due to the low voltage available in the area. • The Switchgear Unit of Havells is going to install One 1000 KVA Transformer. this will give expected saving of Rs. • Havells decided to purchase one new screw type air compressor having capacity of 200 CFM worth Rs.5 Lacs.5. 100 each CFM belt drive. with built-in on load tap changeover to achieve proper voltage and avoid extra losses. the Company is able to save energy by 75%.25 Lacs per annum.3.25 Lacs p. the company would be able to save Rs.55000/.Additional Investment and proposals for Energy Conservation The requirement of power is not very large and the position did not warrant any special measures for conservation of energy. By changing the GLS bulbs into CFLs and Tube Lights in production area. 24 .1. Benefits derived as a result of above • • • Savings of Energy and Electricity consumption hence reduction in electricity bills.
Transformer (e) Reconstruction of Modified R & D laboratory. (ii )Technology up gradation (a) Switchover to HR FR WIRES from normal FR wires (b) Installation of MULTIDRAW FWD machine from Neihoff. the first of its kind in the Indian Market was launched in 1200 mm & 1400 mm sweeps (Velocity E. (f) Installation of Vacuum Loaders on H. 25 .Research And Development Policy Specific Areas in which R & D carried out by the Havells (i) Import Substitution (a) Project for indigenous manufacturing of Table.S . (c) Installation of 3150 mm DRUM TWISTER machine. (b) Setting up of first plant in India to manufacture P. (h) Energy efficient range of Ceiling Fans. Pedestal and Wall Fan has been taken up to reduce dependence on Imports of this range of Fans. (Parallel Light Lamp).Germany. (g) Reciprocating Compressors has been replaced by Screw Compressor to achieve Energy conservation.50 & Fusion E.T Cable extrusion line.T. 2005.L.L.S-50) (i) Certification from BIS (Bureau of Indian Standards) has been obtained for 1200 mm & 1400 mm Ceiling Fans. (d) Procurement of New 1000 KVA H. This shall serve an import substitute and goes with Havells philosophy of making India selfreliant rather a producer for the world market for manufactured goods. FPL (36W and 18W CFL) which started its operation in the month of February.
TQM and Kaizen Benefits derived as a result of above (a) Cost Reduction (b) Usage and Design Improvement (c) Quality Upgradation (d) New Product Introductions (e) Reduction in Scrap generation Future plan of action (a) To continue R & D work for upgradation of technology of the existing products. instead of thermal magnetic design. (f) Standard colour samples for inspection and manufacturing introduced at various locations i. Life testing of capacitor started. from vendor manufacturing to inhouse manufacturing.(j) 380 KVA HSD fired DG set installed for better Noise pollution control and better efficiency.e. (k) Introduction of micro processor based MCCB upto 250 Amp. (iii) Quality Improvement (a) Traditional normal FR WIRES replaced by Heat Resistive Insulation . (d) Introduction of better quality of Varnish for improved reliability of the motor’s stator. to meet market needs and to provide customers delight. 26 . (g) Implementation of systems based on 5S. (b) More consistency in diameters as well as annealing in copper conductor. (e) Capacitor endurance testing equipment installed. Reduction in rework on various locations. (c) Improved quality of Dielectric in HT extrusion line. continuing with the efforts on import substitution and developing new products helping the company to expand its range of products.
resulting in cost reduction and acceptability of the products in international market. (e) Capacity enhancement of micro processor based MCCB. Havells is constantly in touch with the latest developments in the field of electric/ electronics and accordingly updation in plant and machinery is regularly being reviewed. Technology Absorption. 27 . Adaptation and Innovation 1. made towards technology absorption.(b) Introduction of Various new models in Ceiling Fans/ Table / Pedestal / Wall Fans and light duty ventilating fans. Efforts. (c) Construction of new HT extrusion line by incorporating C. improvement in manufacturing process.V extrusion line. Havells is regularly pursuing for up gradation of technology in existing products and development of new products and also adopted the latest developments made by its Collaborators. grant of ISO 9001:2000 certification etc. Benefits derived as a result of above efforts. adaptation and innovation. (d) Development of HV cable of voltage rating more than 33KV grade. 2. in brief.C. Improvement in quality of the products.
Power Cables Worldwide Southeast Asia. Mid East. Energy Saving Lamps. Sector – 59.: Fax: +91-120 . Africa. Worldwide Above US$100 Million (USD) 28 Web site Year established Sister concerns Branches No. E-mail: firstname.lastname@example.org / 2588182 / 2477666. Energy Meter. Control Gears.com/ 1958 Havells India limited.Company profile Company Name Corporate Address HAVELLS INDIA LIMITED E-1. of Plants Number of Employees Products/Services Business Type Industry Focus Geographic Markets Company Markets Annual Sales Range . Penals.). All Types of Cables. 24 13 Above 1000 People Switchgears.com http://www. Standard Electricals limited. Off. TTl.: Fax: +91-11-23916816. Noida-201307 (U.com Intl. Crabtree India limited. India Ph: +91-120 – 2477777 Corp.havells.P. Busi. E-mail: ibd@havells. Electrical Plugs & Sockets. Div. Luminaries Manufacturer Circuit Breakers. Fuses. Fans.
Manufacturing Process & Plant Visit 29 .
5. WIRE DRAWING STRANDING REWINDING TESTING DESPATCH ~ ~ ~ ~ ~ Al Wires to be drawn for required size Required Conductor Size to be Stranded a/w Steel core with Specified Design.HAVELL'S INDIA LIMITED (CABLE DIVISION) – ALWAR ACSR CONDUCTOR MANUFACTURING PROCESS DESCRIPTION 1. All Tested length are cleared for despatch. Condoctor to be tested as per specification. 2. 3. 30 . Conductor to be rewounded as per packing length. 4.
Cores to be Rewinded & Cured with specified requirement. Insulated & insulation screened ( non metalic part) with required specification in one process through tripple extrusion process. To be done with required specification. Conductor to be screened. All Cables are Rewinded on Wooden Drums & Tests Carried-out as required specification. Cores to be screened with cu tape helically as per required specification CORE CURING REWINDING & INSULATION SCREENING ( METALIC PART) LAYING-UP INNER SHEATH ARMOURING OUTER SHEATH REWINDING & TESTING All Rewinded Cores to be arrange together to from a Cable with specified design.INSULATION & INSULATION SCREENING ( non metalic part) Wires to be drawn for required size Required Conductor Size to be Manufactured with Specified Design. SCREENING . To be done with required specification.HAVELL'S INDIA LIMITED (CABLE DIVISION) – ALWAR WIRE DRAWING STRANDING COND. To be done with required specification. 31 .
COILING & TESTING ~ All Cables are Rewinded & Tests Carried-out as required specification. 2.HAVELL'S INDIA LIMITED (CABLE DIVISION) – ALWAR CABLE MANUFACTURING PROCESS CHART (WINDING WIRE) 1. HAVELL'S INDIA LIMITED (CABLE DIVISION) – ALWAR 32 . 3. WIRE DRAWING INSULATION ~ ~ Wires to be drawn for required size Conductor to be Insulated with required specification.
All Tested length are cleared for despatch. Plant Profile(ALWAR) 33 .ACSR CONDUCTOR MANUFACTURING PROCESS DESCRIPTION 1. 2. Condoctor to be tested as per specification. 4. 3. Conductor to be rewounded as per packing length. 5. WIRE DRAWING STRANDING REWINDING TESTING DESPATCH ~ ~ ~ ~ ~ Al Wires to be drawn for required size Required Conductor Size to be Stranded a/w Steel core with Specified Design.
024 lines. Nearest national Highway: Nearest Railway Station: Nearest Airport: Infrastructure Facilities: a) Power : b) Telephone: 1.H.: 0144-81601 & 81602 34 . Rajasthan for Power Cables & Wires.Havells India Limited Took over a manufacturing unit at Alwar. Alwar city – 12 Kms. Location : Matsya Industrial area Alwar. TELEFAX facilities are available 132 KV GSS is situated at MIA Telephone exchange is situated in MIA with N. Delhi – 163 Kms. Havells Cable Division is now a name to be reckoned with is the leading quality manufacturer of LT XLPE. Havells earned the reputation of “ONCE HAVELLS ALWAYS HAVELLS”. Alwar (junction) Delhi Distance from important place: Telephone nos. Jaipur – 150 Kms. PVC Insulated Cables and Domestic cables in Rajasthan. FAX. STD. 8 at 90 Kms.
Fax no.: Address: Matsya 0144-81603 Havells India limited (Cable Division). LT PVC/XLPE Power/Control Cables Domestic House Wire/Multicore Flexible Cables Specialty Cables a) Telephone Cables b) Instrumentation Cables PVC INSULATED CABLES 35 . ii. Industrial are Alwar (Raj. A-461/462. iii.)-301001-India Product Range: • Cables i.
Conductor (Unsheathed) and Sheathed Black 1100 Voltage Grade. 36 . PVC Insulated Telephone Cable. Three Core Flat Flexible Cable for Submersible Pump Motors Gas Injected Physical Foamed Polyethylene Jelly Flooded Co.Range : Single Core Industrial HRFR PVC insulated (Life Line) Copper Conductor (Unsheathed) or Sheathed Flexible . Multicore Round HRFRLS / ZHLS insulated Copper Conductor Cables 1100 Voltage Grade. Singhe Core industrial HRFRLS PVC insulated (Life Guard) Copper Conductor (Unsheathed) Wiring Cables 1100 Voltage Grade. Cable for Fixed Wiring 1100 Voltage Grade Single Core industrial ZHLS insulated (Life Guard) Copper Wiring Cables 1100 Voltage Grade.axial Cables.
Over 90%armour coverage of armoured cables. Purest insulation to bear thermal and thermo-mechanical normal and short circuit temperature conditions.. Complete protection against most forms of electrolytic and Extruded inner sheath(for XLPE insulated power cable HT).XLPE Power & Control Cable Features : Highly compacted conductors to reduce AC losses which are proximity effect. Sequencial length marking on outer sheath of the cables. due to skin and stresses at continuous chemical corrosion. 37 .
Non-migration of compound permitting vertical installation.Cables Advantages of PVC Cables A non-hygroscopic insulation almost unaffected by moisture. Advantages of XLPE Cables Higher Current Rating. 38 . Not affected by vibration. A non-hygroscopic insulation almost unaffected by moisture. The resistance of the XLPE to acids. compared to thermoplastic material. Longer Service Life. Higher Short Circuit Rating. Good ageing characterstics. For a short time it can withstand maximum 130oC and is favourable to endure short circuit stresses. the crack resistance is increased. The thermal resistivity of cross-linked material is favourably low. Complete protection against most forms of electrolytic and chemical corrosion. A tough and resilient sheath with excellent fire . It is less sensitive to the setting of the network protection. The excellent mechanical features of the insulation improves the protection against external effects. Due to the chemical cross-linking internal stresses are reduced. Because of the thermosetting process taking place due the effect of cross linking. Consequently the material is less sensitive during manufacturing process to the setting of the cooling gradient. alkalies is outstanding and is often compensating the adverse environmental influences.resisting qualities. The low dielectric loss is a significant advantage.
EXISTING MARKETING STRATEGIES 39 .
Designing of catalogue for the company . Advertisement in newspapers & magazines – advertisements in newspapers ( Times of India. Advertisement will contain the information about the products manufactured . 3. Company’s vision . goals.) will help company increase there client base. Searching new clients and sending Introductory letters . The companies who are in power distribution sector and who has requirement of switchgears can contact the head office mentioned in advertisement. mission . quality policy . Introductory letters along with company catalogue can be send to these companies. Electronics for you etc. 4. Hindustan Times. We can expect orders from these companies in future. Catalogues can be send to the companies who are in power distribution sector and who can be potential clients of the company.potential Clients or the companies dealing in power distribution sector can be searched from internet. Dainik Jagran. Participation in technical fairs and exhibitions – participation in technical fairs and exhibitions like ELECRAMA (it’s an electrical exhibition organized by IEEMA every year in which companies from all over India participate and advertise there products. quality policy & address of corporate offices will also be mentioned in the catalogue. Buyers from all over India visit the fair and place orders) will also help increase its client base.a four page catalogue can be designed for the company which will contain all the products manufactured by the company along with there technical specifications. Punjab Kesri) and Magazines (Electrical Today . 40 . 2. 1.NEW MARKETING STRATEGIES Marketing strategies which can be used in future by the company to increase its client base and increase its sales. certifications and approvals from the government.
Marketing of company – company can advertise through online B2B (Business to Business) marketing sites. Example : www. clients . marketing offices. Company can give advertisement banners which can be hyperlinked to company website.com www.indianyellowpages.company can also search clients on Internet on B2B (Business to Business) buying & selling sites. In E-marketing sites . companies can give details about there products. addresses of corporate office.. weekly checking of B2B sites can help in identification of buyers who are interested in purchase of products manufactured by our company.tradeindia. employee strength. Online searching of buyers .com www. Buyers can search sellers according to product and place orders to the company.com 6.indiamart. E.5. 41 .com www.punebusinessdirectory.D. email I. product catalogue etc.
New Clients List Clients Bharti Airtel Limited Airport Authority of India Ansal DLF Limited Delhi Metro Rail Corporation Eros Group ICICI Prudential Idea Infosys LT Maha Genco Parsvnath Reliance Telecom Reliance Industries Limited TATA Consultancy Services 42 .
Power Corporation Cafe Coffee Day Apgenco BHEL BPTP BRP BSNL Chandigarh Police Concor DELPHI AREVA Indian Railways Mumbai Municipal DDA Air India Apollo Cancer Hospital 43 .Unitech Vodafone W.B.
Gas Authority of India GVR Electro Techniques 44 . Ltd.W.P. Bharat Heavy Electricals Ltd. Ltd.D. Canara Bank Best System Powergear Control Devices Diebold Systems Pvt. Flex Industries Ltd. Eastern Railway Eicher Tractor Ltd.Avon Cranes Ltd. Nuclear Power Corpn. Sail C.
45 . Tal Bros. NTPC Permanent Magnet Ltd Q.Hindalco Maruti Udyog Ltd. Ltd. Metro Rail Mindspace Rail Coach Factory North Eastern Railways Rado Industries Ltd. Ashok Leyland Ltd. Bharat Aluminium Co.H. Tisco DRDO Atul Auto Ltd.
I.P. (Hero Group) Hindustan Lever Ltd. Housing Society Reliance Energy Ltd.C. HCl Highway Cycle Ltd.P. The Hindu E.Australia Government Bharat Coking Coal Vizag Steel Plant BMC Vishal Retail Pvt.P.C. H.D.F Indian Institute of Technology Indian Oil Corporation 46 . Ltd.L.
47 .S. M. Pvt. Maharashtra State Electricity Board Maheshwari Electrical Mfrs. Mahindra & Mahindra Ltd. Ltd.E. Raj Industries Nest Foundation Northern Coalfields Ltd.Integral Coach Factory Kirloskar Brothers Ltd.
This team provides specialized sales. Despite the intense competition in the global electrical industry. IBD caters it’s international clientele spread over 51 countries with offices in Dubai. 48 . marketing and technical support along with services to meet the challenging requirements of the modern day customer.International Business QRG’s International Business Division ‘IBD’ is a dynamic team of professionals who are committed to fulfill the aspirations of the organization in the international markets. China. Nigeria and distribution networks in all major countries. Havells recorded a three times growth of 8 million USD in the previous year and targets to cross 22 million USD in the current year.
Shipley. Raipur North : Chandigar. Guwahati. Mumbai. UK. Kairouan. Belgium. Newhaven. Hyderabad. Indore.Havells Branch Offices Havells International Offices Distribution (22) Manufacturing & Development (10) Sylvania Lighting Headquarters (frankfurt) Havells International Offices Nigeria. Dubai Havells Branch Offices East : Bhubaneshwar. Germany. Kanpur South : Bangalore. Jaipur. Haryana. Bogota. Delhi. Brazil. Chennai. Etienne. Tunisia. Kochi Manufacturing and Development Centres Europe and Africa Erlangen. Coimbatore. St. UK Haarlem. Nagpur. Ranchi West : Ahmedabad. Dehradun. China. Pune. Tienen. San Jose. Columbia. Latam. Costa Rica (1) 49 . France. The Netherlands. Inhedo. Kolkata.
50 . employees and customers. thus paving the way for unparalleled future growth. Dealers form the core of the company and thanks to a well organized distribution network of over 2500 dealers and more than 30000 retail outlets in India the company is able to meet its customers demand.Dealer's Network QRG's legendary customer focus empowers its people to build sturdy and lasting relationships with its business partners.
COMPARATIVE ANALYSIS STRATEGIC PLANNING SYSTEM Havells India Limited Finolex Cables Limited Long term planning Short term planning Longer PLC Shorter PLC High value. low price products Controlled growth Rapid growth Mature & high growth business High margin business Standard Products Customized Products Design to cost MASS Marketing Design to performance NICHE Marketing 52 . High price products High volume.
BUDGETING SYSTEM Havells India Limited Finolex Cables Limited Conservative Aggressive Fund for small and attractive locations Fund for large and low cost locations Less emphasis on cost cutting More emphasis on cost cutting Feature and quality driven Cost driven Margin of safety Tight ship 53 .
REPORTING SYSTEM Havells India Limited Finolex Cables Limited Limited vertical integration Vertical integration Taller structure Flatter structure High level of MIS networking Average level of MIS networking 54 .
PERFORMANCE EVALUATION SYSTEM Havells India Limited Finolex Cables Limited Difficult Easy Frequent and repetitive evaluation Occasional evaluation 55 .
SWOT ANALYSIS 56 .
Strong management.SWOT ANALYSIS STRENGTHS • • • • • • • • • • • • • • • • High Brand Equity Quality Products and Services Large Product Range Strong marketing Network Mature and High growth Business Strong Market Value Strong International Business Department High level of MIS Networking Excellent Execution Proactive Innovation Listed in the BSE and NSE High growth rate (100%). Self manufacturing of product. Full project execution facility Availability of capital. 57 .
8 crore rural households in five years 58 . we need to extend our product line.000 MW. This mission would require that our installed generation capacity should be at least 2. of potential clients The Government of India has an ambitious mission of ‘POWER FOR ALL BY 2012’. Consistent improvements in product quality and inner urge to achieve a “world class” status have created increased demand for Indian electrical products in the international market • A total capacity addition of around 70.14. OPPORTUNITIES • • Large no. entailing huge investment opportunities in distribution sector • Providing access for electricity to 7. 00. Less effective domestic marketing strategies as compare to International marketing strategies.WEAKNESSES • • • • • Vision and Mission are not mentioned by company No advertisement through media Small product range in Cable and wire segment as compare to finolex The product line is small.000 MW by 2012 from the present level of 1.000 MW is envisaged. • • The LV switchgear industry has shown excellent growth (almost 50%).
This additional duty will not be included in the assessable value for levy of education cess on imported goods. Manufacturers will be able to take credit of this additional duty for payment of excise duty on their finished products. 1975. • Indian manufacturers expect to get advantage by testing the equipments in NABL Accredited Laboratories so that re-testing may not be needed in the other countries covered under mutual recognition agreement for testing THREATS Customs duty of 5% has been imposed on iron and steel melting scrap. For Havells.8 crore rural households in five years.000 MW is envisaged. there are very large Investment opportunities exists in domestic international market . the rate of growth of power supply needs to be over 10 % annually. The 4% special CV duty. under section 3(5) of the Customs Tariff Act. the rate of growth of power supply needs to be over 10 % annually. It will apply to both agricultural and industrial products.• • In order to support a rate of growth of GDP of around 7 % per annum. The new programme involves providing access for electricity to 7. has been extended in general to all imports. State governments have agreed to allow the gradual entry of the private sector in distribution Since independence so far only about 44% rural households could be given access to electricity and more than one lakh villages are still to be electrified. 59 . a total capacity addition of around 70. It is expected that demand will grow to 782 billion Kwh by 2006-07 and by the end of 11th Plan (2007-2012). entailing huge investment opportunities in distribution sector. which was imposed last year only on ITA goods and their parts/components. In order to support a rate of growth of GDP of around 7 % per annum.
500 per tonne. The domestic market for consumer electric products is highly competitive with presence of unorganized sector. though these sectors will provide sales growth but are low margin business with higher competition. 60 . Ispat Industries increased prices by Rs 1.000 per tonne. The company is venturing into capacitors and motors. The prices of these metals are currently on an upturn. but now it has adopted a new tack: the ministry has strongly recommended 100% FDI in trading of electricity through the automatic approval route Increase in the prices of raw materials Entry of big players in the market. However. the company is able to pass on the incremental cost though with a time lag. which may put pressure on the margins.000 per tonne for various grades of steel. Copper constitutes almost 40% of the total cost of production of electric equipment. The power ministry's record in attracting foreign investors in the power trading business has been shocking. As the unorganized sector does not pay excise. The company is facing increasing pressure on its margins. the company has set up plant in Baddi. Rise in steel and aluminium prices: Hindalco has announced a hike of Rs 3. SAIL is believed to have hiked prices by 7% between Rs 800 per tonne to Rs 2. as rising input costs have not been completely passed on to end consumers. Delay in acquisition in the European markets could also stifle its expansion plans in European market The company’s principal inputs are aluminium and copper. where it would have excise benefit through which it would be able to take on the unorganized sector more efficiently.
The 4% special CV duty. SAIL is believed to have hiked prices by 7% between Rs 800 per tonne to Rs 2. under section 3(5) of the Customs Tariff Act. 61 . This additional duty will not be included in the assessable value for levy of education cess on imported goods. It will apply to both agricultural and industrial products. Ispat Industries increased prices by Rs 1. The power ministry's record in attracting foreign investors in the power trading business has been shocking.ETOP ANALYSIS Threats Customs duty of 5% has been imposed on iron and steel melting scrap. has been extended in general to all imports. which was imposed last year only on ITA goods and their parts/components.000 per tonne for various grades of steel. but now it has adopted a new tack: the ministry has strongly recommended 100% FDI in trading of electricity through the automatic approval route Increase in the prices of raw materials Entry of big players in the market. Manufacturers will be able to take credit of this additional duty for payment of excise duty on their finished products.500 per tonne. Rise in steel and aluminium prices: Hindalco has announced a hike of Rs 3. 1975.000 per tonne.
though these sectors will provide sales growth but are low margin business with higher competition. The company is facing increasing pressure on its margins. which may put pressure on the margins. Opportunities Havells mainly depends on it’s MCB’s and Switchgear segment and It is estimated that the present size of the switchgear market. As the unorganized sector does not pay excise. Delay in acquisition in the European markets could also stifle its expansion plans in European market The company’s principal inputs are aluminium and copper. as rising input costs have not been completely passed on to end consumers. The LV switchgear industry has shown excellent growth (almost 50%). Indian electrical industry has registered about 62 . the company has set up plant in Baddi. where it would have excise benefit through which it would be able to take on the unorganized sector more efficiently. The prices of these metals are currently on an upturn. is around Rs 3100 crores. The company is venturing into capacitors and motors. not including domestic switches. Copper constitutes almost 40% of the total cost of production of electric equipment. However. the company is able to pass on the incremental cost though with a time lag. The domestic market for consumer electric products is highly competitive with presence of unorganized sector.
a total capacity addition of around 70.000 MW is envisaged.3% growth the year 2004-05 as compared to the same period for the year 2003-04. of potential clients A total capacity addition of around 70.8 crore rural households in five years. Continuous handsome growth for this sector for at least next five years. entailing huge investment opportunities in distribution sector Investment opportunities It is expected that demand will grow to 782 billion Kwh by 2006-07 and by the end of 11th Plan (2007-2012). Consistent improvements in product quality and inner urge to achieve a “world class” status have created increased demand for Indian electrical products in the international market Indian manufacturers expect to get advantage by testing the equipments in NABL Accredited Laboratories so that re-testing may not be needed in the other countries covered under mutual recognition agreement for testing Large no. entailing huge investment opportunities in distribution sector. State governments have agreed to allow the gradual entry of the private sector in distribution Since independence so far only about 44% rural households could be given access to electricity and more than one lakh villages are still to be electrified.19. 63 . The new programme involves providing access for electricity to 7.000 MW is envisaged.
Searching new clients and sending Introductory letters Potential Clients or the companies dealing in power distribution sector can be searched from internet. from the database of IEEMA the companies which are in power distribution sector can get the information about Ultima Switchgears. the rate of growth of power supply needs to be over 10 % annually. Membership of industry associations (ex. IEEMA) The company will be listed on the official website as a member of IEEMA .In order to support a rate of growth of GDP of around 7 % per annum. 64 . NEW MARKETING STRATEGIES Advertisement in newspapers & magazines The companies who are in power distribution sector and who has requirement of switchgears can contact the head office mentioned in advertisement.
E. product catalogue etc Online searching of buyers Company can also search clients on Internet on B2B (Business to Business) buying & selling sites. marketing offices. employee strength.Marketing of company Company can advertise through online B2B (Business to Business) marketing sites. clients . In E-marketing sites . companies can give details about there products. 65 . addresses of corporate office.D.. email I.
at the same time. The company has a skilled workforce that works on its R&D projects. DZG. reducing cost and upgrading the quality of its products. It has developed a good 66 . which has assisted the company to leverage the technical expertise and developing quality products in the electrical products segment. Geyer AG. The company has developed efficient partnerships to increase its market penetration in the EU. It has also entered into alliances with several companies.Factors for Success Strategic Alliances The company has formed strategic alliances and partnerships with many leading players operating in the end-to-end solutions in the power distribution equipment industry. thereby facilitating sharing of technology. Havell’s has entered manufacturing alliances with several leading electrical companies such as Electrium. developing a strong product portfolio to capture them. Havell’s has efficiently leveraged alliances to gain an entry into global markets. Leading the Way through Innovation Havell’s has focused on research and development to produce novel products. etc..
With four international marketing hubs in London. the company is targeting exports in a big way. Havell’s also plans to increase its capacity to ward off cost pressures and reduce development costs. Havell’s has plans to diversify its product portfolio by venturing into the electrical motors and power capacitors space. 67 . It also aims to leverage its established brand presence in these segments. Expansion Plans of Havells Globally It had plans to open four new offices with two each in Far East Asia and in West Asia and North Africa region. As a part of its growth strategy. which has enabled it to penetrate the market. The company has plans to increase its brand presence and reach in the EU through strong acquisitions. The Company has developed a strong brand presence through alliances with and the acquisition of leading electrical equipment manufacturers in the region. The company has identified the housing and power sectors as future growth drivers and plans to tap these spheres. Sri Lanka.brand name by introducing innovative products in the market. It has plans to expand its operations in the EU in-organically and enhance its international presence. Dhaka and Dubai. It has also initiated various segment-wise growth plans to drive growth in its overall operations. The company expects to increase its exports by approximately 100 per cent. Havell’s is taking initiatives to tap potential markets in the EU.
This 68 .Milestones in International Business 1) Havells Acquires Greek Company Havells India Ltd. Havell’s Netherlands BV. 2) Havells India currently has its own marketing and distribution office in UK. will own 100% of the shares of the SLI Sylvania companies. Concord: Marlin. The corporate name of SLI Sylvania group entities will change immediately to Havell’s Sylvania. Havells currently is the lead supplier enjoying a 33 per cent market share in switchgear OEM segment. this acquisition will open up marketing and distribution networks for South-East Europe. a Dutch subsidiary of Havell’s. 3) Havells India Completes $300mn Acquisition of SLI Sylvania Company to be renamed Havell’s Sylvania Havell’s India Ltd. After completion. Luminance. has got the approval from its Board of Directors to acquire a Greek Company for an amount close to Euros 10 Million. With this transaction Havell’s has secured full control of the $594mn SLI Sylvania and rights* to its enviable portfolio of brands like Sylvania. This is Havell's India’s first overseas acquisition and it comes after three months of intense deliberations with a number of European companies. has announced the completion of its overseas acquisition of SLI Sylvania. The due diligence for this acquisition is still is process. a leading global designer and provider of lighting systems for lamps and fixtures. Claude and Linolite–Sylvania.
State Bank of India and Bank of India. The Havell’s Sylvania headquarters is based in Frankfurt and the management team is continue intact under Havell’s. Latin American and other developed western markets but also to launch Havell’s Sylvania throughout India. The acquisition has been financed jointly by Barclays Bank. COO and CFO.landmark acquisition provides Havell’s with the opportunity not only to expand its product portfolio in the European. Integration activities are currently underway between both organizations. and Mark Becker. CEO. Havell’s had announced in March this year. SLI Sylvania has 10 manufacturing plants located across Europe. with a focus on global growth synergies. SLI Sylvania had reported 2006 revenues of US$594mn and a normalized EBIDTA of US$ 41. This is the largest overseas acquisition by an Indian Electrical company. Sylvania is one of the most globally recognized brands for over a century in the electrical industry. target should have adequate scale b) Brand: Well recognized brand with leading position in core markets 69 . that it would acquire SLI Sylvania for $300mn thus taking its revenues past the $1 bn mark. International Acquisition criteria of Havells Havells has been looking for the optimal acquisition opportunity for the last few years Criteria for acquisition laid out include a) Scale: Given required management bandwidth for integration.2mn. headed by Paul Griswold. Latin America and Africa with employee strength of more than 4000.
c) Markets: Key European markets and/or Emerging growth markets such as Latin America/Eastern Europe/ Africa d) Distribution : Strong distribution network with ability to add Havells product to the basket (Electrical distributors/ Installers) e) Products: Segments where Havells has adequate domain knowledge and ability to synergize f) Management: Competent management team with a globalization view. 70 .
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