As new­com­ers in In­dia, we wanted to part­ner with some­one who has enough strength in the north­ern re­gion of the coun­try

Electronics Bazaar - - Contents -

EB: Give us a brief in­tro­duc­tion to Sanyo Denki—its fo­cus ar­eas, prod­ucts, ser­vices and its plans for the fu­ture.

Ta­m­a­gawa: Sanyo Denki has been in busi­ness since 1927. As a world leader in ther­mal technology, the com­pany con­tin­ues to in­tro­duce state-of-art prod­ucts to meet the in­creas­ing de­mand for less power, more air flow and re­duced noise. Sanyo Denki’s pri­mary con­cern is qual­ity, re­li­a­bil­ity, top per­for­mance, and the on­go­ing de­vel­op­ment of prod­ucts that meet the high global stan­dards for en­vi­ron­ment pro­tec­tion.

For ev­ery prod­uct, we fo­cus on the qual­ity-con­scious end of the mar­ket. Even a small Sanyo Denki fan is com­posed of many com­po­nents, small ca­pac­i­tors, tran­sis­tors, etc. So we fin­ger­pick the com­po­nents of the high­est qual­ity for our prod­ucts—that is what makes the dif­fer­ence. Our cool­ing fans stand out from the com­pe­ti­tion be­cause of the dual board bear­ings—most cool­ing fans are made of sin­gle plas­tic board bear­ings. In the tele­com sec­tor, service can­not stop for even a

As new­com­ers in In­dia, we wanted to part­ner with some­one who has enough strength in the north­ern re­gion of the coun­try Sanyo Denki In­dia Pvt Ltd has en­tered into a brand new al­liance with ITP Elec­tron­ics Pvt Ltd to boost its pres­ence across In­dia. In a con­ver­sa­tion with the Elec­tron­ics Bazaar team, B.M. Vaish, chair­man, ITP Group and Keisuke Keith Ta­m­a­gawa, busi­ness de­vel­op­ment man­ager, Sanyo Denki, talk about their new part­ner­ship and Sanyo Denki’s lat­est ar­ray of prod­ucts.

minute since that will give rise to ma­jor prob­lems. So re­li­a­bil­ity is cru­cial. Some of our prod­ucts have been de­vel­oped spe­cially for such cir­cum­stances, like the long-life fan which runs for around 20-21 years. It is a com­pletely main­te­nance-free prod­uct. This prod­uct is ideal for deserts or moun­tain­ous re­gions where weather con­di­tions are harsh.

EB: Do give us some in­sights into the dif­fer­ent sec­tors your prod­ucts are used in.

Ta­m­a­gawa: We pri­mar­ily fo­cus on the tele­com sec­tor, and on the BTS (base trans­ceiver sta­tion) space trans­mis­sion sys­tem. Nowa­days, more and more peo­ple are shop­ping on­line. So, in or­der to ac­cept or­ders con­tin­u­ously, com­pa­nies have to set up data cen­tres and servers, which will keep run­ning smoothly. We are look­ing at this space as a new field of ap­pli­ca­tion. Other than that, in­vert­ers and PV in­vert­ers are some new ap­pli­ca­tion ar­eas for us.

EB: Do you mar­ket your prod­ucts to end con­sumers or are you more in­dus­try­ori­ented? How pop­u­lar is Sanyo Denki among its tar­get cus­tomers?

Ta­m­a­gawa: The con­sumer mar­ket is a tough one in terms of price and com­pe­ti­tion. So in­stead of fo­cus­ing on that, we in­tend to fo­cus more on the in­dus­trial sec­tors. Our pri­mary cus­tomers are the var­i­ous man­u­fac­tur­ers and not the end users. In terms of fame, even though Sanyo Denki is not as pop­u­lar as the big mar­ket play­ers, we are a brand known for our re­li­a­bil­ity.

EB: What were the fac­tors that led to the as­so­ci­a­tion be­tween Sanyo Denki and ITP?

Ta­m­a­gawa: Sanyo Denki In­dia has been es­tab­lished in Chen­nai. But across North In­dia, we are very much the new­comer. So we wanted to part­ner with some­one who has enough strength in the north­ern re­gion of In­dia – a cri­te­rion that ITP mea­sured up to. More­over, the prod­ucts that ITP deals with are closely re­lated to Sanyo Denki’s prod­ucts. So we thought that a part­ner­ship with ITP will help us achieve com­bined growth in the In­dian mar­ket. This is the ma­jor rea­son for choos­ing ITP as our part­ner.

EB: What are Sanyo Denki’s im­me­di­ate goals?

Ta­m­a­gawa: The man­u­fac­tur­ing of motors has started at our head­quar­ters in Chen­nai. We had set up the Gur­gaon of­fice in Au­gust 2015 to cater to the north­ern re­gion of the coun­try. Our ma­jor fo­cus right now is to grow in north In­dia along with western In­dia. We now have ITP as our part­ner to reach out to the cus­tomers in th­ese re­gions.

EB: Are you fol­low­ing any par­tic­u­lar strat­egy to strengthen this tie-up in In­dia? What are your in­vest­ments in the al­liance?

Ta­m­a­gawa: We are at the early stages of this al­liance. We are both con­sid­er­ing how to de­velop it through con­tin­u­ous dis­cus­sions. We have many suc­cess sto­ries in the Ja­panese mar­ket and in mar­kets like China, USA and Europe. So we can def­i­nitely lever­age our track record. But we think that we need to build our rep­u­ta­tion in the In­dian mar­ket through the help of our prod­ucts, which is what will ul­ti­mately help us suc­ceed here. We be­lieve the vi­sion we have for our cus­tomers will be the key to suc­cess in In­dia. Mean­while, the process of mak­ing our in­vest­ments in this al­liance is still in progress.

EB: We would like to hear more about the in­cep­tion of ITP and the com­pany’s jour­ney so far.

Vaish: The ITP group was founded in 1967. From the very begin­ning, we have al­ways given pri­or­ity to qual­ity. In the early days, there were a lim­ited num­ber of com­pa­nies and our cus­tomers were of ut­most im­por­tance. We started off in a small place in Ben­gali Mar­ket, New Delhi. Then we moved to Nehru Place and, sub­se­quently, as we grew fur­ther, to Okhla.

EB: Let’s talk about the dif­fer­ent com­pa­nies you have al­ready part­nered with and plan to as­so­ciate with in the fu­ture.

Vaish: Over the course of time, we tied up with the Ger­man com­pany Gruna. Om­ron also tied up with us for elec­tro-me­chan­i­cal prod­ucts and, now, we are for­tu­nate to have Sanyo Denki. It’s a dif­fi­cult prod­uct for the mar­ket but we love that chal­lenge. We are go­ing to work to­gether and bring about a dif­fer­ence with the prod­ucts we have.

EB: Among all the sec­tors that Sanyo Denki prod­ucts cater to, which sec­tor presents the most busi­ness chal­lenges?

Vaish: The tra­di­tional mar­ket for Sanyo Denki prod­ucts is tele­com, and glob­ally, the com­pany has a good mar­ket share in this seg­ment. The im­por­tant ques­tion is: why is it that the Chi­nese and Tai­wanese fans can­not mea­sure up to the re­quire­ments of the tele­com sec­tor? Nowa­days, tele­com tow­ers are com­ing up in re­mote ar­eas and, there­fore, reach­ing them within a short time for main­te­nance pur­poses is dif­fi­cult. That presents a chal­lenge.

EB: What, in your opin­ion, are Sanyo Denki’s core strengths?

Vaish: Any other de­vice may fail but Sanyo Denki fans will keep work­ing, no mat­ter how bad the weather is. This is a huge strength. This is the case with high end servers. Ideally, low end servers should also have the same kind of prod­uct, be­cause when we talk to those in the server busi­ness, they tell us that the root cause for sys­tem fail­ure is the mal­func­tion­ing of the fan. Be­cause of low qual­ity fans, a sys­tem that costs around

` 1 - 3 mil­lion can fail.

EB: What is the X-fac­tor that helps Sanyo Denki prod­ucts stand out in the mar­ket?

Vaish: The mar­ket has not ma­tured yet, which is forc­ing com­pa­nies to com­pro­mise on cer­tain as­pects of qual­ity. That is where we play our role. We want to make peo­ple aware of the im­por­tance of th­ese prod­ucts. Nowa­days, schools and col­leges have started us­ing ro­bot­ics prod­ucts. We hope to get in touch with peo­ple who are into sys­tems in­te­gra­tion or the com­pa­nies who are mak­ing th­ese prod­ucts. Au­to­ma­tion is go­ing to be an im­por­tant mar­ket for us. We are still in learn­ing mode and as we en­ter the mar­ket, we will get to learn more. Also, with the help of Sanyo Denki and its prod­ucts, we at ITP will be able to gain mo­men­tum grad­u­ally.

EB : Do you tar­get cap­tur­ing a par­tic­u­lar slice of the mar­ket within the com­ing year?

Vaish: The re­cent prod­ucts that have been launched, are new to the mar­ket and so there is no par­tic­u­lar mar­ket share, as such, that can be specif­i­cally men­tioned. The first part of our work will be to as­sess the mar­ket, un­der­stand how big it is and what its po­ten­tial is. This is a long term process. With re­gard to this prod­uct, when we say ‘qual­ity’, the term doesn’t carry the typ­i­cal mean­ing. When we use the term ‘qual­ity’, we in­tend to fo­cus on the life span of the prod­uct, some­thing that is very dif­fi­cult to achieve. We are head­ing into a mar­ket that we need to learn more about first.

From the left: B.M. Vaish, chair­man, ITP Group, Vikram Sharma, man­ager-mar­ket­ing, ITP Group, Abhishek Sharma, sales ex­ec­u­tive, Sanyo Denki, Keisuke Keith Ta­m­a­gawa, busi­ness de­vel­op­ment man­ager, Sanyo Denki and Anil Ba­tra, mar­ket­ing di­rec­tor, ITP Group

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.