— Mitin Patel, Managing Director,
Prima Automation (India) Pvt Ltd
Gujarat-based Prima Automation is widely recognized as India's
biggest player in the industrial automation control panel industry. In
a pioneering feat, Prima established itself as a formal player in the
control panel industry, way back in 1983, when the sector was
dominated only by organized and marginal players. In an exclusive
interaction,
Mitin Patel, speaks about the company's growth over
the past three decades. Patel shares his corporate goal of Prima
having world-class facilities and getting recognized as the nation's
pride in the field of control panel manufacturing. An interview by
Venugopal Pillai.
Prima is widely regarded as India's biggest player in the industrial
automation control panel business. Tell us about how Prima has
grown from its humble beginnings in 1983.
Prima's growth has been mainly due to its forward thinking. Prima
dared to make control panels way back in 1983—a sector then
dealt by only unorganized fabricators. Prima took a professional
approach for this product and today you can see the result. Who
can think of 2.25 lakh sqft facility for making only control panels?!
Prima adopted advanced systems much earlier than even its
professional customers. For instance, we obtained ISO9001 in
1999, much ahead of most of our customers. This year we will be
ISO14001 & 18001 certified company, again much ahead of most
of our customers! Prima has function safety professionals, PQN,
UL and CE certifications, to name a few.
Prima has all resources like highly skilled manpower, cabinet
manufacturing plant, electronic manufacturing plant,
transformer manufacturing plant, busbar fabrication shop, wire
harnessing shop, assembly shop and testing shop. Many peer
companies are just doing assembly work without engaging in
value-added activities.
Prima has lived up to its name, where P is Price (Value for
Money), R-Reliability (Quality Products), I-Innovation, MMoving
with Customers (Flexibility) and A-Attitude towards
stakeholders. With this philosophy Prima is a preferred
supplier for OEMs.
What are the major industries that you cater to, and what do you
regard as major business drivers in the years ahead?
We cater to a variety of industries. The main ones are
power—conventional and non-conventional energy, and
infrastructure industries.
Tell us about Prima's performance in the exports market? In
general, how do you rate the prospects of India-made control
panels in the global market?
Prima has achieved exports turnover of Rs.49 crore in FY08 and
Rs.95 crore in FY09. However, in the past three years, the export
market has collapsed drastically due to global recession. Now we
are getting more opportunity from MNC companies coming in
India for outsourcing activities. Control panels manufacturing
involves lot of skilled manpower, which is why India can offer
better pricing.
We often hear of competition from China in the electrical equipment
space. What is the situation with respect to control panels?
Yes. We do face their threat. But we have to challenge them and
become very competitive in terms of price, delivery and quality. I
am glad to inform that our company has signed agreements with
MNC companies which so far did major sourcing from China!
We understand that Prima panels recently got approval
certification from BHEL and NPCIL, etc. Please elaborate.
Prima is approved with most of the leading consultants including
EIL, PDIL, MECON, Technimont, ONGC, Worley Parson, L&T, Toyo,
TPL etc. We keep on getting more and more approvals every year.
Our shop is now approved by BHEL, NPCIL , Emerson,GE etc. Also,
as mentioned earlier, we are under the process of final
certification audit from TUV for ISO14001 and ISO18001.
Designing of a control panel involves a high degree of
customization. Tell us about how you closely work with your clients
in creating efficient and durable control panels.
We have full-fledged design and development department. We
have our engineers allotted for each customer, who closely work
with customers and keep on updating our products in line with
latest market trends and customer's product change.
Tell us about recent innovative panels made by Prima.
At Prima, innovation is an ongoing process. This year we have
developed computerized transformer test panel, 2.1-mw gas
generator set package panel, 2.0-mw wind turbine panel, process
pump control panel, GPRS-based weather station, machine
controller etc.
India has a large number of players in the unorganized sector
for control panel fabrication. Do you think this affects the
overall national quality?
Yes. For any control panel, its cabinet is a vital part. It has to be
esthetically good, providing weather protection as required
and should have paint quality that lasts throughout the panel's
life cycle. Unfortunately, local fabricators do not give anything
up to the mark, and this spoils the name of our country. Control
panel buyers of late have realized this and are hence going for
quality suppliers.
Can you describe the modern testing facilities of Prima
Automation?
Prima has a complete testing facility which included PLC based
simulators, computerized test beds, automatic IR & HV panel,
primary and secondary current injection test kits, various
power sources, stabilizers, signal generators, oscilloscopes,
power manager etc.
Prima Automation has come a very long way since
its inception. If you were to cite three corporate goals
that you would like to achieve in the next 5-7 years, what
could they be?
Three goals that I would like to see Prima attaining are:
- To become a preferred panel supplier for all MNC companies,
coming to India for outsourcing their control panel needs.
- To be the pride-of-India control panel manufacturing facility
with world class setup and systems.
- To increase its direct export by establishing marketing network
in other countries.