Dalip Sharma Managing Director, Delta Energy Systems (India) Pvt. Ltd.

CDMA, SCADA and SDH microwave networks; Double Conversion Online UPS Systems for all mission-critical power back-up needs for all types of small, medium and large applications that include IT, Telecom, Industrial, Medical and other similar applications mandatory requiring high availability; DC Brushless Fans and Blowers in various sizes and air-flow capacities ; Magnetic & Microwave components; Visual Displays products such as Video walls and E-cinema projectors; Industrial automation products including AC motor drives, Servo systems, Programmable Logic Controllers and Human-Machine Interfaces.

 

We have adopted a 360° approach to our marketing strategy in India. As part of the marketing plan, we intend to use all the possible mediums of marketing communications to reach out to our target audience such as advertisements in all major trade and business magazines, PR, exhibitions, events, telecalling, online promotions and many more activities. At the recently held “Telecomm India” exhibition, we received tremendous response for all our products. We have a two-tier channel strategy moving from master dealers and eventually resellers for our UPS business and from system integrators, engineering solutions providers to the sales channel for our industrial automation business. In the future, we plan to expand our channel base of tier II and III cities, thereby introducing our extensive product lines even in smaller towns and cities and further consolidate all our channels by appointing a national level distributor. We also plan to organize in-depth technical training meets to educate our partners on the global trends and Delta advantage.

 

The strategy today is to tap the available market potential to the fullest and bridge the demand-supply gap for providing optimum level of product supplies. The success lies in providing the right product mix for the customer, delivering best services to them and continuously aligning to the changing competitive environment. Delta will go to its customers with solutions designed for the particular business at an affordable price so the return on investment on such customized offerings is higher and the implementation and management is easier. To meet this challenge, we have already set up a manufacturing facility at Pondicherry and we are coming up with another one in Rudrapur. We have also set up our R & D Centre in India recently. Indeed, competitive pressures and globalization are reshaping the business. But India offers a huge market with over one billion consumers base. It means there is space for everyone offering world-class quality products with top-of-the-class service support, as today’s customer wants options to choose from. Delta provides quality products and our support services are rated to be excellent. The USP is simplification of design for the entire product line. Our R&D and manufacturing capabilities have helped us stay ahead of our competition.

 

In the UPS industry, we plan to launch several new next-generation UPS models with a focus on higher efficiency, modularity and compact design, thus keeping up with the current technology and at the same time providing world-class support both onsite and offsite. In our industrial automation business also, we will add up several new exciting product lines.

 

Delta is doing exceptionally well. We are growing at CAGR of 63%, clocking a turnover of Rs.400 crore this year. We are seeking growth at multilayered level. Apart from a revenue growth, we are looking at nationwide expansion plans for all our product categories like UPS, industrial automation, etc. in terms of sales and service support. Further, we will also add up several new product lines to our portfolio to extend our dynamic range of offerings. 

 

Our Service Network spreads across the whole country with six zonal offices and several service support engineers stationed across the country. Apart from giving full service support to our customers such as by providing 24x7x365 online/on-site support and managing critical site issues, we aim at achieving highest customer satisfaction with nearly zero equipment downtime. We also impart technical service training to our entire channel partners’ service engineers and help equip them with the desired skill set to achieve customer satisfaction along with service revenue for them.

 

The year 2008 has been earmarked for consolidation of all our current business units and their respective channel businesses. Our future plans also include launching our solar business in India. By the end of Q1 2008, we will also be launching India’s first Green Factory at Rudrapur.