Prestige Institute of Management and Research, Indore

(An Autonomous Institution Established in 1994, Accredited Twice Consecutively with

Grade „A‟ NAAC (UGC) ISO 9001: 2008 Certified Institute, AICTE / UGC Approved
Programs affiliated to DAVV, Indore)

(Session 2019 – 2021)

BUSINESS MARKETING ASSIGNMENT

(PRODUCT- Electric Wires

Submitted to: Submitted By:

Dr. Prayatna Jain Mohammed Mustufa

Class- MBA – FT A III Semester

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Scholar No. 1121212396
TABLE OF CONTENTS

1 SPECIFICATION AND FEATURE OF 3-5

PRODUCT

2 TENTATIVE USAGE OF PRODUCT 6-7

3 DETAILS OF MARKET LEADERS 8-10

4 GOVERNMENT REGULATIONS 11-12

5 EXPORT AND IMPORT DETAILS 13-15

6 LOCAL PLAYERS 16-17

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Electric Wires

Electric wires introduction: -

Electrical wire is the medium through which electricity is carried to and through
each individual home that uses electrical power. It is made of a metal that easily
conducts electricity, usually copper, in a plastic sheath called an insulator.

In 1892, Thomas Edison was awarded a patent for “electric conductor”. Edison

described the object of his invention as effectively insulating wire so that it will be
waterproof and fireproof.

The use of hard drawn copper wire then expanded into electrical transmission lines
and throughout the electrical industry. The metallic circuit or two-wire circuit was
developed and patented by Alexander Graham Bell in 1881.

The ordinary wire was invented about 2,000 years ago. In 1873 Joseph Glidden,
an American farmer, invented barbed wire similar to that in use today. But
some other Americans produced primitive forms earlier; the first was probably L B
Smith of Ohio in 1867. Before the invention and general use of barbed wire,
American farmers had to invest as much money in fencing as in livestock.
Cowboys saw it as a threat to their occupation. Opposition
3 to its use led to fence-
cutting wars in Texas, Wyoming and New Mexico, but the use of barbed wire
spread across the plains of America and the stock-farmer replaced the rancher.
In India the electric supply for domestic consumption was first introduced in
Delhi in 1903.

Types of Industrial Wires

PVC: - Single core multi-stranded copper conductor, PVC insulated wires with
normal flame retardant properties.

HRFR-HEAT RETARDANT FLAME RETARDANT: - Single core multi-

stranded copper conductor, HRFR PVC insulated wire with heat resistant and
excellent flame retardant properties.

HR-HEAT RETARDANT: - Single core multi-stranded copper conductor, HR

PVC insulated wire with heat resistant and normal flame retardant properties.

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HR-FRLSH: - Single core multi-stranded copper conductor, HR-FRLSH PVC
insulated wires with heat resistant; excellent flame retardant and low smoke
properties.

Specification

Wire size: - Wire sizing

indicates the diameter of the metal conductor of the wire and is based on the
American Wire Gauge (AWG) system. The gauge of a5 wire relates to the wire's
current-carrying capacity, or how much amperage the wire can safely handle. When
choosing the right size of the wire, you must consider the gauge of the wire, the wire
capacity, and what the wire will be used for. Wires that are not properly matched to
the amperage of the circuits they serve can create a notable risk of short circuit and
fire.

Color code: - Color coding is used both on the outer sheathing of bundled electrical
cables and on the individual conduction wires within cables or inside conduit.
Understanding this color coding can help you identify what the wiring is used for
and helps maintain consistency within an electrical system. Cable coloring relates to
the size of the wires inside the cable and the cable's amperage rating. For example,
white-sheathed NM cable is used for 15-amp circuits, while yellow NM cable is
rated for 20-amp circuits.

The coloring on individual conducting wires usually does not indicate a size or
rating but rather the standard or preferred use of the wire. For example, black and
red wires typically are used for current-carrying or "hot" connections, and white
wires usually are grounded "neutral" conductors. Green-insulated wires and bare
copper wires are used for grounding wires.

Features

 Shock proof

 High tensile strength

 Excellent conductivity

 Longer life

 Available in varied lengths

 Nominal rates.

 Polycab industries cables are energy efficient as only electrolytic copper

conductors of 99097% purity having very low resistance are used thus
ensuring low energy losses.

 Polycab cables have enhanced properties of PVC insulation to reduce the

toxic smoke generated in case of fire.
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Evolution of Wires
Knob And Tubes: - Between 1890 and 1910, a wiring system known as knob and
tube was the principal system of installation.

Flexible armored cable: - In the 1920s to 1940s, electrical installations took a turn
to a more protective wiring scheme—flexible armored cable. Flex, also known as
Greenfield, because the flexible metal walls helped to protect the wires from
damage, and also offered a metal pathway that could ground the system when
properly installed.

First-Generation Sheathed Cable: -In the 1930s, a quicker installation method

was developed. Nonmetallic sheathed cable  was born, which incorporated a
rubberized fabric coating sheath, much like knob and tube wiring, but here the hot
and neutral wire were run together in this one sheathing.
Metal Conduit: - In 1940sThis invention allowed users to pull many individual
conducting wires in the same rigid metal tube enclosure. The conduit itself is
considered a viable grounding method.

Modern NM cable: - Around 1965, The form of NM cable was an update to older
NM cable, incorporating the use of a bare copper grounding wire that joined the
insulated hot and neutral wires contained within the sheathing. Instead of rubberized
sheathing, modern NM cable uses a very tough and durable vinyl sheathing. This
update made the MN cable inexpensive and very easy to install.

 Underground feeder wire (UF) can be buried directly under the ground without the
need for a protecting conduit. This type of wire has a hot, a neutral, and a ground
wire embedded in a solid plastic vinyl sheath that protects it from moisture. This
offers an inexpensive method for running power underground to outbuildings and
yard lights.

Metals used in wires: -The preferred metal used in the conducting wires has been
copper, known as the best conductor of electrical current. In the mid-1960s, when
copper prices were quite high, aluminum came into vogue as a material for electrical
wiring.

Modern Innovation: -Copper wire conductors in NM 7sheathed cable or in rigid

metal or PVC plastic conduit has been the norm since the mid-1970s, and there are
currently no new innovations in the wiring materials themselves.
Tentative Usage

 Power distribution: -Copper is an excellent conductor of electricity and

hence, the preferred electrical wiring for underground transmission lines.
Since they aren’t too big, bulky or heavy, they manage to save a lot of space,
reduce power losses and can withstand lower cable temperatures.

 Kitchen appliances: - the simple kettle that instantaneously heats the water
for your coffee. Its heater is made of copper. And the best part is these
copper electrical wires are more than 99.9% pure, so rest assured if the
appliance does break down
 Security uses: -When it comes to safety, especially taking CCTV cameras
into account, their cable types rely on copper plates and wiring for better
signal quality, ensuring it works seamlessly for a long time. For CCTV
cameras, the copper plate helps in faster transmission of data.

Market Leaders

1. Polycab wires: - Polycab is engaged in the business of manufacturing and

selling wires and cables and fast moving electrical goods ‘FMEG’ under the
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‘POLYCAB’ brand. Apart from wires and cables, we manufacture and sell
FMEG products such as electric fans, LED lighting and luminaries, switches
and switchgear, solar products and conduits & accessories. Our promoters
 collectively have more than four decades of experience among them. Our
Company was incorporated as ‘Polycab Wires Private Limited’ on January
10, 1996 at Mumbai as a private limited company under the Companies Act,
1956.

Top Management: -

Chairman and Managing Director- Inder T Jaisinghani.

CEO- Ramakrishnan Ramamurthi.

Secretary- Sai Subramaniam Narayana.

Branches: -Delhi, Chandigarh, Noida, Lucknow, Jaipur, Guwahati, Kolkata,

Orissa, Patna, Ranchi, Ahmedabad, Indore, Pune, Raipur, Bangalore, Chennai,
Kochi, Secunderabad.

Turnover: - Polycab, the country's largest manufacturer of cables and wires, aims
to cross a turnover of Rs 20,000 crore by 2020. Before the end of this
fiscal, Polycab has already touched a turnover of Rs 4,500 crore.

Market Share: -The Company is the largest wire & cable company in India with a
12% market share of the total market.

Vision and Mission: -We will create a great place to work at by inspiring our
people to continuously innovate and bring greater value to our customers and
environment, thereby enhancing stakeholder value.
Enhance and strengthen our leadership position in wires and cables, Continue to
invest in technology to improve operational efficiencies, customer satisfaction, and
sales and strengthen brand recognition.
GST Applicability: - 28%.

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2. Havells wires: -Havells India Limited, is an India electrical equipment
company based in Noida, India. In business since 1958, the company has products
ranging from home and kitchen appliances, lighting for domestic, commercial
and industrial applications, LED lighting, fans, modular switches and wiring
accessories, water heater, industrial and domestic circuit protection switchgear,
industrial and domestic cables and wires, induction motors, and capacitors among
others. Havells India owns some brands like Havells, Lloyd, Crabtree, Standard
Electric and Promptech.
The company has 23 branches / representative offices with over 6,000 workers in
over 50 countries. India's first Lloyd's exclusive outlet is acquired by businessman
Mr. Rajan Bansal. The store is situated in western part of New Delhi, Paschim
Vihar. As of 2016, it has 11 manufacturing plants in India located at
Haridwar, baddi, Noida, Faridabad, Alwar, Neemrana, and Bengaluru. In 2014,
Havells was listed 125th among 1200 of India's most trusted brands according to
the Brand Trust Report 2014, a study conducted by Trust Research Advisory.
Establishment: -In 1958, Qimat Rai Gupta dropped out of school and founded an
electric trading operation in the electric wholesale market of Old Delhi. With an
investment of Rs.10,000, he started Havell's Industries.  In 1971, Gupta bought
Havells brand from Haveli Ram Gandhi, and in next five years he started the first
manufacturing plant at Tilak Nagar, New Delhi of the Rewireable Switches and
Changeover Switches in his Kirti Nagar Plant, near New Delhi. In next few years,
Havells started to set up manufacturing of the energy10metres. Later, it acquired
Towers and Transformers Ltd. and turned it into a profitable manufacturing energy
meters company in one year. Later, the company entered MCBs manufacturing at
Badli, Delhi, in a joint venture with Geyer, Germany.
 Products: -
 Building Circuit Protection
 Miniature Circuit Breaker
 Industrial Circuit Protection
 Motors
 Professional and Consumer Lighting
 LED Lights and Bulbs
 Small Domestic Appliances
 Air Purifiers
 Air Coolers
 Capacitors
 Ceiling Fans, Table Fans, Pedestal Fans, Wall Fans, Exhaust Fans
 Water Heaters
 Water Purifiers
 Domestic Water Pumps
 Electrical Wire Accessories
 Personal Grooming Equipment's
Top Management: -
Chairman and Management directors: - Anil Rail Gupta.
Turnover: -  Havells' revenue from operations during financial year 2018-19 was
at Rs 10,057.62 crore, whereas the total income during the fiscal was 10,185.17
crore. Havells India reported a net profit of Rs 791.52 crore during the fiscal ended
March 31, 2019.
Market shares: - In the fiscal year 2020, the market share of Havells India across
the country was estimated to be approximately 14%
Vision and Mission: -To be a globally recognized corporation for excellence,
governance, consumer delight and fairness to each stakeholder including the
society and environment we operate in.
To achieve our vision through business ethics, global reach, technological
expertise, building long-term relationships with all our associates, customers,
partners and employees.
GST Applicability: - 18%. 11

3. Finolex Cables Ltd.

Introduction: -In July 1945, two young brothers P.P. Chhabria and K.P. Chhabria
came to Pune from Karachi in search of livelihood and within six months set up a
small shop selling electrical cables. The retail business became quite successful. A
sizeable order in the mid 1950's from the Defence Department for wire harnesses
for trucks and tanks bolstered their confidence and they decided to manufacture
Cables, themselves
The company started its operation with the manufacture of PVC insulated electrical
cables for the automobile industry. Since then, the Company has constantly
endeavored to augment its product range to include PVC Insulated Industrial
Cables , FR-LSH PVC Insulated Industrial Cables, PVC Insulated Single Core and
Multi-core Flexible Industrial Cables, Rodent Repellent Multi-core Flexible
Industrial Cables, PVC Insulated Winding Wires and 3 Core Flat Cables, XLPE 3
Core Flat Cables, Power and Control Cables, High Voltage Power Cables,
Polyethylene Insulated Jelly Filled Telephone Cables, Auto & Battery Cables, Co-
axial and CATV cables, LAN Cables, Switchboard Cables, Fibre Optic Cables,
Solar Cables and others. Besides a wide variety of Wires & Cables, the Company
is also manufacturing lighting products, electrical accessories, switchgear, fans and
water heaters. The company has received the IS/ISO 9001 Quality Management
Systems Certification across all product lines and plants. Also IS/ISO 14001
-Environmental Management Systems Certification has been accorded to its plants
in Urse and Goa. The company has received several honors’ such as Harvard
Business School Association of India - Economic Times award for "corporate
excellence"; IIM - LIC award for 'marketing' and the Engineering Export
Promotion Council's 'export performance certificate'. The company was awarded
the Export House status by the Directorate General of Foreign
12 Trade.
Finolex Cables has always been striving for offering better products to market on
time. For achieving this, Finolex Cables has set up four modern state-of-the-art
 plants. These manufacturing plants are located in Pimpri (Pune), Urse (Pune), Goa
& Roorkee (Uttarakhand).
Branches: -
 Ahmedabad. Finolex Industries Limited,
 Bangalore. Finolex Industries Limited,
 Chennai. Finolex Industries Limited,
 Cochin. Finolex Industries Limited,
 Indore. Finolex Industries Limited,
 Mumbai. Finolex Industries Limited,
 Delhi. Finolex Industries Limited,
 Kolkata. Finolex Industries Limited,
Top Management: -
Chairman: - Mr. D K Chhabria.
Director: - Mr. Yatin Redkar.
Turnover: -It has a turnover around Rs.26 billion.
Vision and Mission: -To maintain Leadership by being the Largest and most
Diversified Cable Company in India through Total Quality, Latest Technology and
the Best Customer Service. 
GST Applicability: -18%

4. RR Kabel

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Introduction: -RR Kabel is part of RR Global, a USD 850 Million conglomerate
in the electrical sector with a presence in over 85 countries globally. Spread across
multiple business verticals including Wires & Cables, we continue to endeavor to
create best quality products using the latest advances in wire design and
engineering. We offer the widest range of premium wires and cables for various
residential, commercial, industrial and infrastructure purposes.
RR Kabel is ISO 9001, ISO 14001 and OHSAS 18001 certified company. We are
available globally with our products being certified to BASEC(UK), UL(USA),
CSA(Canada), VDE(Germany), TUV Rheinland (Germany) and others.
Our products are also compliant to REACH (Registration Evaluation Authorization
of Chemical Substances) and RoHS (Restriction of Hazardous Substances)
directives have also been achieved with extensive research and development by
skilled professionals to make sure our products adhere to global guidelines and
standards.
We believe that the future of our industry lies in innovation and effective R&D,
that in turn helps one to push boundaries and eliminate borders. We at RR Kabel
believe in this and hence are constantly emerging with new products that are
globally significant, aimed at providing an environment of utmost safety.
We take pride in being the first wire and cable company in India to have such a
diverse and extensive range of products. We are one of the leading companies in
electrical and copper industry & our journey to success as well as leadership has
been complimented with a desire to adapt with new innovations and technology.
We are accredited with the highest number of product and system certifications,
with a continuous pursuit of evolving technology, we are determined of achieving
even greater success.
Branches: -

Vadodara

305/A, Windsor Plaza, R. C. Dutt Road, Alkapuri, Vadodara – 390 007

Ahmedabad
B-801, 8th Floor, Mondeal Heights, Beside Hotel Novotel, S.G. Highway,
Ahmedabad 380015
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Jaipur
J-16, 3rd floor, Lal Kothi J Scheme, Behind IOC Petrol Pump, Sahakar Margm
Jaipur - 302015
 Pune
301, Monoplex Plaza, Model Colony, Near Deep Bunglow Chowk, Shivaji Nagar,
Pune – 411 016
Surat
G-16, Ground Floor, International Trade Centre, Majura Gate, Surat – 395 002
Mumbai
Ram Ratna House, Oasis Complex, P. B. Marg, Worli, Mumbai – 400 013

Top Management: -
 FOUNDING PILLARS. Tribhuvan Kabra.
 Chairman RR Global. SHREEGOPAL KABRA. 
 Managing Director & Group President, RR Global. MAHENDRA KABRA.
 Director. SUMEET KABRA,HEMANT KABRA.
 CORE TEAM. ASHOK LOYA.
 Director-RR Kabel. BIPAN KAUL.
 Director-RR Electrical Middle East FZC. SANJAY TAPARIA.
Turnover: -RR Kabel Limited's operating revenues range is Over INR 500 crore
for the financial year ending on 31 March, 2019.
Market Shares: -Strong market position in the home wires and cables industry in
India: The organized home wires and cables industry in India has a market size of
around Rs 20,000-25,000 crore, of which RR Kabel is estimated to have
9% market share and is the fourth largest player.
Vision and Mission: - Inspired thinking brings a meaningful change to the lives
we touch around the world.
Delivering products & services that promise superior technology, performance and
enhanced value to consumers, stakeholders, employees and society at large.
GST Applicability: -Fearing higher GST rates on wires, cables & electronic
components could have a crippling effect on the manufacturers, industry
associations have demanded lower GST rate of 18 percent for these key products.
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While the current effective tax rate for these products works out to be 18.12%,
under GST they will be taxed at 28%.
5. V-Guard
Introduction: -V-Guard is a consumer goods company with diversified product
offerings. Headquartered in the city of Kochi, Kerala, the company has over 500
distributors, 40,000 retailers and 31 branches across India as of March 2019. It's
listed with the NSE and BSE since 2008. Over the years V-Guard has sold into
domestic, industrial and agricultural electronic goods and appliances category
taking the total company revenue to over Rs. 2150 Crore in 2016–17
The company started in 1977, when Kochouseph Chittilappilly set out to build a
brand in the Indian electric and electronic goods industry The company started
with a small manufacturing unit for voltage stabilizers, a capital of Rs.100,000 and
two employees. The Kangaroo logo was created by artist Sreekandan V.A. (Manii).
The company's current managing director, Mithun Chittilappilly is a Post Graduate
in Management from the University Of Melbourne, Australia. In the year 2006, he
joined V-Guard as the executive director and in 2012, he was appointed as the
managing director of the company.
Chairman and founder, Kochouseph Chittilappilly was born in 1950 in Thrissur
District, Kerala, into a family traditionally engaged in agriculture. He holds a
master's degree in Physics and began his career as a Supervisor in an electronics
company. He is one of the founder promoters and was also the acting managing
director of the company till in April 2012 he passed the baton on to his son Mithun
Chittilappilly.
Top Management: -
Mr Kochouseph Chittilappilly is the Chairman Emeritus of V-Guard Industries
Ltd. 16
Mr. Cherian N Punnoose, a Fellow member of Institute of Chartered Accountants
of India, joined the Company as Independent Director in 2012. He was the Vice-
 Chairman of the Board till March 2020 and assumed the office of Chairman from
April 1, 2020.
Turnover: - Rs23.21 billion.
Vision and Mission: -Let us endeavour to make V-Guard a trusted household
name.

 To offer a range of products at affordable prices, which add to comfort of

life through saving in manual labour, time and energy or for entertainment.
 To make our products meet international quality standards and provide
trouble free performance.
 To adopt designs, which support timely and efficient post sale service.
 To continuously innovate and add value to our products, if needed with
technical collaboration.
 To continuously assess and improve customer care.

GST Applicability: - 18%

Import and Export of Polycab wires: -

1. China: US$22.4 billion (17.5% of insulated wire/cable exports)
2. Mexico: $12.5 billion (9.8%)
3. United States: $10.1 billion (7.9%)
4. Germany: $8.3 billion (6.5%)
5. Vietnam: $5.1 billion (4%)
6. Romania: $4.12 billion (3.2%)
7. Morocco: $3.55 billion (2.8%)
8. Italy: $3.47 billion (2.7%)
9. Hong Kong: $3.4 billion (2.6%)
10. Czech Republic: $3.2 billion (2.5%)
11. Poland: $2.93 billion (2.3%)
12. South Korea: $2.93 billion (2.3%)
13. Philippines: $2.6 billion (2%)
14. France: $2.5 billion (2%)
15. Spain: $2.4 billion (1.9%)

By value, the listed 15 countries shipped 69.8% of globally

17 exported insulated
wires and cables in 2019.
Among the top exporters, the fastest-growing insulated wire/cable exporters
since 2015 were: Vietnam (up 78.3%), Morocco (up 51.6%), Italy (up 24.3%)
and France (up 23.7%).
Two countries posted declines in their international sales of insulated wires and
cables: South Korea (down -10.3%) and Hong Kong (down -5.5%).

Local players: -
1. Tirupati Agencies
2. Babaji lamps and cable house
3. R K Trading company
4. Shreeji Marketing
5. JP Marketing

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