Introduction.

Established in 1963, Anchor Electricals Pvt. Ltd is a wholly owned subsidiary of the Panasonic Corporation. Panasonic acquired Anchor, the 50-year-old Indian family-owned electrical equipment brand, in 2007.[1] The company produces low-voltage electrical switches and accessories, switchgear and protection devices, wires & cables, lamps & luminaires and fans. It also sells home automation products from Panasonic.[2]

The companies new manufacturing unit has been built at Daman, India. The investment for the plant has been Rs 200 crores and will produce a complete range of wiring devices.The plants current production capacity is of 240 million units. For the first two years,the products manufactured at Daman will cater to the domestic market, post which they will start exporting to Middle East.By 2015 the company is expecting 5 percent of their revenues to come from exports.[3] The factory adopts many green features including installation of LED lighting, solar panels and use of treated sewage water. It is expected to employ 1500 people once it reaches full capacity by next fiscal.[4]

Anchor also plans to enhance the Panasonic portfolio, with new products like fans and LED lights. They have started test marketing ventilation fans in Indian cities namely Bangalore, Mumbai, Pune and Hyderabad and over the next six months, they intend to add some more ranges of fans.

Over the last five decades, Anchor has managed to capture the attention of every citizen in this country. It started with a humble vision of manufacturing electrical products of outstanding quality at a time when the market involving electrical switches or wiring devices was handled by the unorganized sector. The advent of Anchor not only organized the sector, but also brought electrical accessories into mainstream commerce. As a brand, Anchor signifies Trust, Safety and Reliability. These qualities have helped Anchor carve a niche for itself in the electrical accessories market.Anchor is solely responsible for the manufacturing and marketing of world-class eco-friendly products that have added value to the lives of people. The ideology of Panasonic's founder, ‘Konosuke Matsushita' drives the everyday business at Anchor. It states that "the company must contribute to society through its business as a public entity." Anchor is a part of the second largest conglomerate in the electronics industry. As a proud part of the Panasonic Corporation that is located in Japan, Anchor has taken it upon itself to conserve the environment, thus paving a path to a safe, healthy and environment friendly lifestyle.

Anchor's merger with Panasonic resulted in a fusion of technological expertise and vast distribution strength. Today, Anchor offers a wide range of more than 3000 exciting products across various product groups. These products are sold with the help of 5000 dealers and 450,000 retail outlets.Firepro, an infrastructure and security solutions giant, was recently acquired by Anchor. This acquisition helped Anchor further its horizons in terms of growth and expansion. Dominating the electrical accessories market and playing a pivotal role in the country's infrastructure development, Anchor continues to deliver reliable services and long lasting products of top quality in India and other neighboring markets.

History

According to Damjibhai, a Bengalibabu lived across his shop and he would often prod his father to go into industry as it had more money than shop. Damjibhai’s family liked this advice and decided to start a new enterprise. In fact, this turned out to be a turning point for them.

That Bengali Babu was involved in this new adventure not as a partner but as one of the employees. A plot of land measuring 900 sq ft was purchased in the compound of Bombay Talkies in Malad. They installed dies, mould and tool-making machinery. Since the Bengali Babu was together, the company was named K B Industries, K standing for Kutchi and B representing Bengali Babu.

But the project which was started in 1960-61 did not last long. It ran into losses and at times there were problems paying salaries to workers. Damjibhai says that in this venture his uncle Vasanjibhai Velji was with them. We had to depend a lot on our workers and at the end of two years we decided to lock away the factory.

Often failures become stepping stone to success. Though K B Industries closed down, it left a burning desire in Damjibhai’s mind to do something new. This time he wanted to try his luck in manufacturing and decided not to involve the Bengali Babu with him. Those days electrical switches imported from Italy were hugely popular in India. These switches were not very complex and besides in Damjibhai’s factory whatever die and moulds were made they were electrical items related, so he had a fairly good idea of electrical items.

Around 1963 Damjibhai decided to start manufacturing of piano type fancy switches in the Bombay Talkies compound. His uncle parted ways as he was not inclined to join the new venture.

Damjibhai retained the place and along with his brother he started manufacturing of switches. In India those days black toggle switches were in currency. Piano switches were a new concept and people found it difficult to accept them. Damjibhai says that though we embarked on manufacturing of switches, marketing them was a huge challenge.

At the time in Lohar Chawl, Rasikbhai Dharia had a shop named Deepak Electricals in the electrical market. He would as a rule sell imported goods but for some reasons took fancy for selling indigenous goods. Damjibhai showed him his products. Raskibhai liked both the products and Damjibhai’s nature. They met and instantly hit off. Rasikbhai was now willing to sell his products. His Zagmag brand was manufactured in Damjibhai’s factory.

Now his factory was doing well. His products were getting sold. He also got support from another trader in Lohar Chawl. There was a huge market for his products and so he was now not content to selling only in Mumbai. He now wanted to expand his market all over the country and therefore decided to make his own brand of products. He started selling his switches with brand name Victor.

For some reasons the name ‘victor’ could not be registered so he started searching for new names. He took help of dictionary for the purpose and eventually Anchor name was chosen. This is how the Anchor brand saga started. However, Damjibhai clarifies that there was no particular reason for choosing this name. It was just that it was easier to pronounce and smooth on one’s ears.

Later on damji bhai anchorwala sold all his shares of anchor to pannasonic and started his own brand by the name of greatwhite by anchorwala

The Father Becomes The Competitor

Anchor not only manufactured switches, wires and cables, led lights, fans etc but also manufactured soaps, toothpaste, tooth brush etc. In 2007 Anchor decided to sell 80% stake to Japan’s Matsushita Electric Works — owners of the National and Panasonic brands — for a little over Rs 2,000 crore. In the same year, they also sold their consumer electronics business, Anchor Daewoo, to Chinese appliances company Haier for an undisclosed sum.

There is a detailed article mentioned below.

Article by Arijit Barman.

Within a month of global giant Reckitt Benckiser Group of the UK snapping up Ahmedabad-based Paras Pharmaceuticals for Rs 3,260 crore, yet another consumer care deal seems to be brewing. The Mumbai-based Shah family of the diversified Anchor Group has decided to put its FMCG portfolio of oral care and personal care products on the block, two independent sources told Business Standard.

A formal process of selecting potential suitors is expected to begin later this month. Kotak Mahindra Bank has been given the mandate by Anchor’s promoters to advise them on the sale.

The FMCG portfolio of the Rs 2,025-crore ($450-million) Anchor group is housed in privately-held group subsidiary Anchor Health & Beauty Care (AHBC). Founded in 1997, its portfolio includes white toothpaste, gels, toothbrushes, tooth powders and soaps. Anchor White toothpaste, with Bollywood star Kajol as its brand ambassador, along with Anchor Gel and Dyna soap are its flagship brands. They are big volume grossers. AHBC’s manufacturing facility is in Himachal Pradesh.

Sources said the FMCG portfolio is expected to end the fiscal with a close-to Rs 400-crore topline and the promoters are looking at three to four times current sales. That’s Rs 1,200-1,600 crore as a fair value for the business and brands.

However, AHBC promoter and Managing Director Atul Shah denied any such plans. “We deny this. A lot of people are speculating. We don’t have any such plans of an exit. No mandate has been given to anyone,” he told Business Standard. An e-mail sent to CFO Navin Patel did not elicit any response.

Analysts said AHBC gave heavyweights like HUL and Colgate Palmolive stiff competition by launching its 100 per cent vegetarian Anchor White toothpaste.

Its positioning, competitive pricing and higher trade margins forced market leaders Colgate and HUL to retaliate by dropping prices in an effort to retain consumer loyalty.

Today, the Rs 3,000-crore oral care market is dominated by three big players: Colgate Palmolive, HUL and Dabur, who between themselves control over 85 per cent marketshare. Anchor’s oral care portfolio is estimated to have a 4-5 per cent share, said sources.

ABHC positioned Dyna Soaps, with its four variants, in the premium category with Bollywood actor Katrina Kaif as brand ambassador. Sources add that Dyna has been growing faster than many other in-house brands of the group.

Dyna was launched in 2006, and the company claims that within a year it became the first new beauty soap in over a decade to enter the league of top 10 national soap brands. Sources say Dyna today has close to 3 per cent share in the Rs 8,000-crore domestic soap market, which is controlled by deep-pocket players like HUL, Godrej and Wipro.

Consolidation, therefore, will be a recurring theme. “Bigger and more focused players that have very strong distribution are able to scale up their business and it’s becoming difficult for smaller players to compete. Also if you are not dominant in your key categories, then the diversification route will be also tough. Big, established players with marketing muscle will also put a premium on innovation, while R&D will tend to suffer in smaller players,” said a Mumbai-based FMCG analyst, who did not want to be identified.

Sources said ABHC’s FMCG portfolio will elicit considerable interest among existing players, or newer entrants seeking to enter India. “HUL or Dabur may be keen to look at Anchor for its oral care brands. Likewise, Wipro or Emami may be interested in Dyna to increase their marketshare,” said an industry source privy to the developments.

“Generally speaking, homegrown brands are growing at a robust pace. That’s why the nomenclature. Many such brands are actually growing faster than many of the established global peers. But to divest a business or a brand is a pure finance and business decision,” said Jagdeep Kapoor, managing director at Samsika Marketing Consultants, who has advised the Anchor group in the past. Kapoor, however, refused to comment on any specific deal.

Sources said that in the past, the Shah cousins looked at the possibility of transferring the FMCG business from one family to another as an inter-promoter group transfer. But they had failed to come to a consensus on valuations. This time, both sides of the family seems to be ready to explore divestment options.

Forty-year-old Anchor Group, recently in the news for being part of the promoter consortium of the Kochi IPL team, has several business interests, including real estate and writing instruments. Shah brothers Damjibhai and Jadavjibhai started their business empire in 1963, but now their sons run the day-to-day management. Damjibhai’s sons, Atul and Sanjay, manage the FMCG portfolio. Their younger cousins, Mehul and Hemang, focus on the real estate and writing instruments businesses, as well as the Kochi IPL team. They were also looking to enter the paints segment.

This is not the first time the promoters have explored options to exit a business. In 2007, they sold 80 per cent stake in the flagship electrical business, which controlled two-thirds of the market, to Japan’s Matsushita Electric Works — owners of the National and Panasonic brands — for a little over Rs 2,000 crore.  In the same year, they also sold their consumer electronics business, Anchor Daewoo, to Chinese appliances company Haier for an undisclosed sum.

In 2009, ABHC reportedly toyed with the idea of selling Forhans, one of the country’s oldest toothpaste brands, to drive the growth of its successful in-house brands. In 2007, Anchor had acquired Forhans for an undisclosed sum from John Oak Remedies, an Indian company, which in turn bought it from Wyeth, the global pharma major, in 2005.

Damji bhai Anchorwala then entered the market with a new brand with the name of greatwhite electricals which prooved to be a major competition to anchor by panasonic.

Manufacturing.

Anchor by pannasonic manufactures its products in the four locations of Daman, Kutch, Haridwar, and Roorkee, through 14 integrated units.

The manufacturers have purchased large land units where factories have been set up which consist of a inbuilt tool room store house ware houses moulding machines etc. the switches are made of 2 different types of raw materials basically which are polycarbonate and urea plastic powders. they manufacture more than 5 different kind of ranges and each range consists of more than 150 types of different products. they also are into manufacturing of led lights cfls wires and cables and also fans etc.

The manufacturing units consists of skilled labour who make the dyes. the skill is used for precision work of designing the dye so that the moulds are perfect and the end product can be further made easily.

Secondly the unit consists of a large amount of domestic labour who do the fitting work. basically to make a switch we need to combine the moulds and the other raw materials such as screws, brass contacts, spark shield, jhullas etc.all of this is done by the labour.

There is a different unit in the same factory which deals with the packing of the products. when the products are assembles they are put into small plastic packs and are further packed into boxes. each box contains 10pcs which is the standard packing. then these boxes are further filled in a carton and then sold to the retailers whole sellers etc.

Manufacturing units also have supervisors for each and every unit. each unit is supervised by one manager. a different manager is kept for the warehouse who provides with the stock available stock dispersed and the daily sails from that particular manufacturing unit

Anchor has a direct presence across the country. With a vast Sales & Dealer network, it has undertaken a rapid expansion program. Every state has a dedicated manager who overlooks the daily operations and a team that is highly motivated to impart to its end users the total value for their money. Headquartered in Mumbai Anchor has a massive presence with 4 Regional Offices, over 23 state sales headquarters and with a total 37 Sales offices and is still expanding.

• Regional Office• State Office• Sales Office

   • 12 Sales Offices• 4 Regional Offices• 23 State Offices• 5,000 Authorized Stockists• 400,000 Retail Outlets

•450,000 sq.ft of warehousing space across the country

Products.

Switches & Accessories

Anchor Panasonic has been in the business of switches and accessories for the past five decades. In the year 1976, it gave the nation its first Piano Switch. It owns the brands Roma, Roma Allure, Rider and Penta which is into Door Bells, Spike Guards, Flexi cords, Plug Tops and Multi plugs. Below is the list and bifurcation by brands and type:

Luxury Switches - Ave, Designer Plates Modular Switches - Vision, Roma Viola, Woods, Roma Allure, Roma,

Rider Non Modular Switches - Penta, Anchor XL Other Devices - Accessories (Doorbells, Spike Guards, Flexicords),

Boxes, Pop Up Boxes

Wires & Cables

Anchor uses green technology, and hence the Wires and Cables Business unit has developed RoHS compliant "Green Guard cables" that are environment friendly and designed to make people, environment safer.Below is the list and bifurcation by brands and type:

Wires & Cables - Advance-FR, FR-LSH C2, Multicore Flexible Cable, Flexible Cable, Telephone Cable, Flat Cable, Export Range

PVC Electrical Insulation Tape - PVC FR Insulation Tape, PVC Insulation Tape

Lighting & Luminaires

This division primarily manufactures products in two categories lamps and consumer luminaires. Manufacturing of T3 spiral CFLs will commence in Roorkee factory, thus making Anchor Panasonic the first manufacturer that will manufacture spiral CFL shell straight from the tube. The company has newly ventured into LED, considering energy conservation as the base of the division in line with the vision of Panasonic to become the no 1. Green Company in the world by 2018, the 100th anniversary of Panasonic’s founding.Below is the list and bifurcation by brands and type:

Lamps - CFL, FTL Luminaires - T5 Luminaires, Strip Light Fixtures, Devices and

Accessories Panasonic Down Lights - CFL Down Light,[34] LED Down Light[35]

Fans

Ceiling fans are designed using ADM (Aerodynamic mechanism) with computer aided alignment. These are manufactured in their Dhamdachi plant. The working practice are aligned to the requirements of ISO 9001:2008. This is done to ensure consistency in the quality of products but also provides useful feedback as a base for continuous improvement. They are also venturing to design and manufacture fans that are energy saving, in line with the environment philosophy of Panasonic in the near future. Below is the list and bifurcation by brands and type:

Ceiling Fans - Lugano, Venice, Precedent, Dura, Flora, XL, Royal Gold Plus, Royal Gold, Penta Turbo, Flo, Flo GS, Lamini

Switchgear & Protection Devices

Anchor Panasonic switchgear and protection devices range is widely utilized by the industrial, commercial and the residential sector. The company has ;aunched the Panasonic MCB range in India and they provide unique three level indicators and comply with the RoHS (Restriction of Hazardous Substances) compliance defined by the European standards.Manufacturing facilities are situated at Haridwar and Daman. The company is also in the process of developing a complete range of environment friendly products such as a MCB that makes complete use of environment friendly raw materials. Below is the list and bifurcation by brands and type:

Anchor MCB - Gold Series, Anchor, Roma, Penta Panasonic MCB Distribution Board

Cliental.

Sr No Organisation Name of the Project Location

1 Mahindra Life Spaces Mahindra Life Spaces Mumbai

2 TATA Housing Subh Griha Housing Complex Boisar,Mumbai

3 Kotak Mahindra Bank Kotak Mahindra Bank BKC, Mumbai

4 Shoppers Stop Shoppers Stop Mall PAN INDIA

5 YES BANK YES BANK PAN INDIA

6 ONGC   Uran, Mumbai

7 Godrej Properties Planet Godrej Byculla, Mumbai

8 Reliance Industries   Nagpur

9 Future Group Home Town PAN INDIA

10 SBI SBI PAN INDIA

11 JET AIRWAYS International Airport Mumbai, Banglore

12 L & T Ecc PAN INDIA PAN INDIA

13 Adani InfrastructureAdani Institute of Medical Collage

Bhuj, Gujarat

14 Axis Bank Axis Bank PAN INDIA Branches

Anchor is associated with all of these companies not from the beginning. It took time for it to reach to this level but the unmattched quality, technology and research and development in the field of electrical household products it has today reached the top. The name Anchor it self makes u believe that the product is strong and reliable. Basically how this works is that Anchor has its own team of employees who go ahead and convince the architects of the offices and factories who then finalise the product.

Marketing gimmicks used by Anchor.

From the birth of Anchor certain marketing ideas are used by the company to sell the product in the market. They are

1. Selling ISI standard switches-

Selling ISI standard switches is not quite a big thing now but when anchor first came in to the market there was no competitor selling ISI marked switches. Basically the idea behind this was to gain the confidence of the retailers and end users and to make them believe that the products sold to them are of high quality. To have an ISI mark was much pain as the rules were very rigid every factory was supposed to have a lab where the quality of the switch is checked,heat test is done, screw testing is done etc. Every company could not do all of this because all of them did not have the capital and the view that it

would affect the sale of the company. After gaining the ISI mark all of the companies started to do the same as it started becoming important. Having an ISI mark on the switches boosted the sale of the company greatly and from here Anchor started growing.

2. Retail store shutters to be painted by the name of Anchor-

The second step taken by Anchor was to advertise its brand at a very low cost. The big decission was as to where the advertisement shoukd be done. The place decided was the main market where the wholesellers are located. This way when the shops would close down the name of the brand would easily be flashed. The idea was super hit as when the retailers would return home they would see the name of Anchor flashed on every shutter of the closed shops. It was affordable and the best place to advertise the brands name. When the retailers used to see the name of the brand again and again on the shutter the name got aquainted to them this way at a very low cost Anchor did a great marketing campaign.

3. Free Schemes-

We all know that in the world free things are always welcomed. To buy anything we need to pay money but when it comes free we get a different type of satisfaction, a feeling of achievement, the marketing team of anchor thought that giving free scheemes was a great idea which would attract many more retailers and wholesellers to sell the product in the market. the company launched a scheme of giving free switches with a lot of products for example the company promised to give 10 switches free along with every 100 switches ordered by the whole seller from the company. this was a great deal for every whole seller as if he would purchase 1000 switches he would get 100 switches free. it was an additional 10% discount which no distributer wanted to leave as this was reducing the purchasing cost of the distributer and widening the profit margins. because of this the distributer also could manipulate discounts further to its retailers and create competition in the market attracting a huger number of clients in the market.

4. Display Boards And Table Tops-

The next step was to decorate the tables of the retail shops and even the walls by the company for the retailers. By doing this they decorated the walls and the tables of the retail shops by their own products. the display boards and table tops were designed in fancy backgrounds in fancy ways and in many other designs which were eyes appealing. In retail shops the customers started seeing these fancy table tops and display boards and they started loving it. In this way the company started advertising its products basically for free

5. Target Schemes-

To increase the sales of the company the marketing team decided to distribute amazingly attractive target scheemes to retailers. They distributed target schemes such as giving a certain amount of gold, silver, cars, bikes, and international trips. the retailers were attracted to such schemes and started concentrating over the brand ANCHOR as their schemes were very amazing. Retailers started choosing it over other brands as it was very beneficial for the retailer. A retailer who did not have a bike in the house got a bike, who never had a car started completing the scheemes for the car and who ever wanted to go for an international trip worked for it. this boosted the sale of the company at a very large scale as the schemes were highly attractive.

6. Target Discount Schemes-

Target discount scheme was a great idea by the company as the sale of the company would grow if the dealers would try to reach the target. In a way it was also good for the dealers who could complete these schemes as they could get a monetary discount scheme and they could manipulate prices of the items and attract customers to them. Basically a target discount scheme works in such a way where if the dealer would complete a target sale of rupees 200000 he would get an additional discount of 10% on the bill and if 40000 he would get an additional discount of 10+5%. the scheme was a hot cake item for the dealers as everyone wanted discounts and be in the competition in the market.

7. TV ShowEvery one today watches interactive tv shows. we watch KBC, Kya aap panchvi class se tezz hain etc the same way anchor some years ago launched a TV show called ROMA 1 minute challenge. The show was about completing tasks in one minute. The show was a great hit and after the show everyone knew what ROMA was all about, no it isn't a lady but it is a subsidiary brand of switches which anchor has. It is its modular range which has the highest sale in the market in the current year. now everyone even the kids knew what roma was and the idea of the company to spread the awareness about its product was a super hit idea.

8. Coupon system.

The main customer for an electrical manufacturing company is an Electrician. He is the one who installs switches in each and every house hold. Anchor made an electrician happy by putting in coupon in the boxes so whenever an electrician would buy one box of switch he would get a coupon of some value.the electrician would collect such coupons and could redeem it for a set of nice tools or for some money or a lot of coupons for something huge may be a television or a fridge or a cycle or even a scooter. The coupon system attracted the electrician towards the brand because it had benefits for them.

9.Promotional Items

Promotional items was an attraction for the dealers as to promote the product the company would make bill books writing pads pens pencils etc for the dealers. They are said to be promotional items as they promote the comapnies name in small ways. These small things made the electricians happy as they felt as a part of the company and so did the dealers. For a dealer it was a way of giving a small gift.

10. Hoardings and TV adds.

Every big company uses this marketing technique to spread awarness about the product to the common man. It is a great technique as every person travelling moving around etc can see the hoarding about the product.

Competitors.

Anchor faces from various international companies such as Havells, Great White, G.M, Legrand because these comapnies have to it self the world market from the beggining. Also these comapnies are financially sound and very well acquainted to big buyilders and architects

Legrand swiches-

Legrand is a global specialist in electrical and digital building infrastructure. Its multi-polarity, ability to leverage its global knowledge to customize its offerings locally and providing end-to-end solutions across categories and sectors, makes it a preferred partner across segments.

Today, globalization is changing lifestyles and customers are asking for more smarter and sleeker solutions. Strengthening the brand philosophy of "Listen, Design, Make, Support" and responding to these requirements of the market, Legrand has introduced several smart innovative solutions to address their

needs.In India, Legrand has been a leader in the protection business for the last four decades with a wide range of circuit breakers and distribution boards.

Taking advantage of this strong position and the expertise of the group, Legrand India has progressively developed additional product ranges like wiring devices, home automation, door entry, lighting management system, cable management and structured cabling to its product offer.

With 25 offices spread across the country, and an extensive network of over 600 distribution partners and more than 7400 retailers, Legrand proposes a complete solution for every project be it residential, commercial, hospitality or industrial.

With an employee base of over 1000 in India, the company is fast emerging as a leader in its core business by extending products and services that suit every segment in the local market Legrand products and services comply with the three criteria of simplicity of use, simplicity of installation and simplicity of distribution. The distribution network of over 600 stockists and 6000 retailers enables Legrand (India) to quickly penetrate new market and product segments

Havells.

Havells India Ltd is a billion-dollar-plus organization, and is one of the largest & India's fastest growing electrical and power distribution equipment manufacturer with products ranging from Industrial & Domestic Circuit Protection Switchgear, Cables & Wires, Motors, Fans, Power Capacitors, CFL Lamps, Luminaires for Domestic, Commercial & Industrial applications, Modular Switches, Water Heaters and Domestic Appliances covering the entire gamut of household, commercial and industrial electrical needs.

Havells owns some of the prestigious global brands like Crabtree, Sylvania, Concord, Luminance & Standard.

With 94 branches / representative offices and over 5000 professionals in over 50 countries across the globe, the group has achieved rapid success in the past few years. Its 15 state-of-the-art manufacturing units in India located at Haridwar, Baddi, Noida, Faridabad, Alwar, Neemrana, and 6 state-of-the-art manufacturing plants located across Europe, Latin America & Africa churn out

globally acclaimed products. Havells is a name synonymous with excellence and expertise in the electrical industry. Its 20000 strong global distribution network is prompt to service customers.

The company has acquired a number of International certifications, like CSA, KEMA, CB, CE, ASTA, CPA, SEMKO, SIRIUM (Malaysia), SPRING (Singapore), TSE (Turkey), SNI (Indonesia) and EDD (Bahrain) for various products. Today, Havells and its brands have emerged as the preferred choice of electrical products for discerning individuals and industrial consumers both in India and abroad.

In an attempt to transform itself from an industrial product company to a consumer products company, Havells launched the consumer electrical products such as CFLs, Fans, Modular Switches Luminaires, Water Heaters and Domestic Appliances. The company has been consistent in its brand promotion with sponsorship of Cricket events like T20 World Cup, India-Australia Series and IPL Season first, second, third and fourth.

The company has also taken the initiative to reach directly to the consumers through "Havells Galaxy" – a one stop shop for all electrical and lighting needs. Havells has more than 100 such Galaxies across the country.

Social and environmental responsibility has been at the forefront of Havells operating philosophy and as a result the company consistently contributes to socially responsible activities. For instance, the company is providing mid-day meal in government schools in Alwar district, covering 30000 students per day. Besides this company has acquired land for constructing a larger kitchen with all the modern facilities to serve freshly cooked food to 50000 students in the area. Havells runs a mobile Medical Van, equipped with a trained doctor and necessary medicines in the rural areas of Delhi & NCR for the very poor and needy villagers. We also set up free medical check-up camps. In the past also, the company has generously contributed to the society during various national calamities like the Bihar Flood, Tsunami and Kargil National Relief Fund etc.

The essence of Havells success lies in the expertise of its fine team of professionals, strong relationships with associates and the ability to adapt quickly and efficiently, with the vision to always think ahead.

About Crabtree

When aesthetics come together with state-of-the-art technology, you get a product as refined as Crabtree. Crabtree modular switches have been adorning walls in homes and offices for years. Our endeavour is to always create products that adhere to the highest engineering standards.Crabtree is introducing a new category of switchgear - Xpro, a smart and efficient range of products that are designed to stand the test of time.High professionalism & product quality have made Crabtree a distinguished company.Production here is a symbiosis between advanced technology, maximum functionality and aesthetic designing to match the taste of the discerning clientele.Today, Crabtree is committed to meeting the challenges of the new economy through business ethics, global reach and technological expertise.

Great White.

GreatWhite Electricals, is a vision of a group that once pioneered the first ‘Piano’ switches in 1963. The group is in the business since last 5 decades and is all set to repeat the history by launching a new initiative ‘GreatWhite’. Under the guidance of the industry pioneer, Jadavji Lalji Anchorwala and under the able management of his two sons Mr. Mehul Shah and Mr. Hemang Shah, the company has launched products under four broad categories: Electrical Wiring Devices(EWD), Wires and Cables, Circuit protection system (MCB/RCCB’s) and Lighting & Luminaries. The company has state of the art facilities in Haridwar and Valsad and has already launched brands like Petra, Tivoli, Fiana and Myrah under its portfolio.

With about 50 years of leadership in the electrical industry, the group has also further diversified into Realty, Writing Instruments and Paints under the brand name Anchor Realty, Italia Pens and Anchor Paints respectively.

The Mission

.

To attain a level of unparalleled supremacy in electrical Industry.

The Vision

To redefine the way people use electrical products by providing thm with an unprecedented level of security and safety through process of extensive R & D and continuous innovation.

G.M switches and accessories.

GM is a company that has redefined switch manufacturing in India. At GM, we believe in constant innovation and we are the market leaders in switches and other home electrical accessories.

Founded in the year 2002, we have always been in the forefront of innovative home electrical solutions that have exceeded market requirements and expectations.

Our innovations are the result of a strong R&D team which is further complimented by an equally dedicated and capable product design team. Our state-of-the-art manufacturing facilities spread across the country ensure international quality of each and every product that carries the GM logo.

Our excellent sales team works closely with some of the country’s leading architects, professional installers and also with our distributors and regular dealers across India. All this is backed by exceptional customer service and an after sales team that ensures maximum customer satisfaction.

GM is headquartered in Mumbai, the financial capital of India.