— Anil Munjal, Director & CEO,
Riello PCI India Pvt Ltd
PCI Ltd, part of the
Prime Group, has formed a joint venture with
Europe- based RPS SpA, the fourth largest UPS manufacturer in the
world. The new company
Riello PCI India Pvt Ltd sells under the
brand name "Riello" and "Aros".
Anil Munjal, in an exclusive
interaction with
Electrical Monitor, speaks on the power continuity
market and maintains that the new JV, thanks to its wide range of
efficient and environment-friendly products, is poised to capture a
growing market share.
What is your view on the Indian power backup and continuity
market in terms of its size, and growth rate?
The Indian UPS market is poised to reach $828.2 million by
2017-18 as per a Frost & Sullivan report, which means that
there is a huge potential waiting to be tapped. Also the market
is a growing and competitive one where both multinational and
Indian suppliers are jostling for space.
What would be the key demand drivers for the power backup
equipment industry?
The biggest driver is increasing sensitivity towards
productivity. Its fallout is being sensed directly in higher
industry benchmarks in terms of uptime and IT deployment.
Sizeable demand from IT/ITES, telecom, manufacturing
and government-led computerization initiatives is driving
the power backup market. Data center is another major
driver of this market. The penetration of IT/ITES sector in
tier-2 and tier-3 cities is also pushing the demand drive of
UPS systems.
How has your collaboration with Riello helped in bringing
world-class technology to the Indian market?
Riello is one of the largest manufacturers of UPS Systems
globally and has been adjudged as UPS Company of the Year at
the recent Frost & Sullivan Best Practice Award 2012. This
award is presented to a company that has excelled in growth
strategy and implementation in achieving a high degree of
innovation with product and technologies. The innovative lineup
of Riello Aros energy efficient products are leaders in their
respective industry segments. These products not only ensure
clean and efficient power, but allow for optimization of power
management and thus are environment-friendly.
We got into this collaboration in order to bring these highly
energy efficient and top of the class technology UPS systems in
India. Today the market is demanding higher efficiency, low
power wastage, great reliability and user friendly features;
Riello Aros UPS Systems not only match these standards but
over exceed these parameters resulting in utmost customer
satisfaction. This collaboration has enabled us to help our
customers in lowering their energy cost and total cost of
ownership.
We understand that Riello PCI is conscious of making ecofriendly
and eco-sustainable products. Tell us more on this
philosophy.
Riello PCI has a countrywide initiative to become the most
environment-friendly power protection
company. Riello is a major contributor to the
European Commission - Code of conduct on
energy Efficiency and Quality of Uninterruptible
Power Supplies and the first European
manufacturer to rate its product for Eco Energy
Level efficiency. Also in order to demonstrate
our commitment to environment and promote a
clear method for users to identify potential costsavings
from reduced carbon footprint, we have
developed a unique Eco Energy levels rating
system. There are six levels, with Level 6 being
the highest that can be achieved by a UPS in full
online mode as defined by VFI-SS-111. 'Smart
Mode' is an intelligent economy mode at which
even higher levels of efficiency can be achieved.
How has been the market response to Riello-PCI
products?
Market response has been excellent towards
most of our UPS systems.
Riello Aros Multisentry Series is the best solution for those
looking for Eco sustainable options as it allows for a saving of
more than 50 per cent of the energy dissipated in a year,
compared to similar product in the market. Thanks to its stateof-
the-art technology, three levels NPC inverters have been
designed which ensures a high output of 96.5 per cent. The
exceptional performance makes it possible to recover the
initial investment cost in less than three years of operation.
Riello Aros Master HP Series is in heavy demand from our
clients. Master HP series is available in range of 100KVA
600KVA. It is equipped with features like double conversion
online technology achieved with IGBT and DSP (Digital Signal
Processor) control range is ideal for the power protection of
corporate wide, large network and industrial applications. The
Master HP range is one of the most efficient, flexible and
reliable UPS systems available today. The 'Smart Active'
function allows the unit to monitor the condition of the
mains power, and then selects the best operating mode to
maintain resilience whilst increasing operational efficiency to
99 per cent.
The reliability, availability, efficiency, advanced battery
management technology and smaller carbon footprint are
some of the features which make Riello Aros UPS systems the
best choice for the users.
Please tell us about your plans to expand the geographical
presence of Riello-PCI. When are your products likely to have a
pan-India reach?
We already have strong presence with offices and service
facilities pan India and plan to add 5-6 more branches this
financial year. We have office in 32 locations covering all major
cities. Now we plan to expand our channel business for single
phase UPS systems at a pan-India level. We will be coming up
more number of channel partners in different parts of the
country which will enable us to strengthen the presence of our
brand further.
What is your view on competition from Chinese
players in the Indian UPS market?
Competition within the market has been
increasing due to the low level of entry barriers
for new participants, especially in the low end
power range (up to 120kVA). These low levels
of entry barriers have enabled a lot of Chinese
and Taiwanese players to enter the market
who are offering cheap UPS systems which do
not focus on reduction of energy consumption.
Some of the major local manufacturers are now
labeling these Chinese imports as their own
brands and selling the same in the market
resulting in further worsening of the market.
But companies like us never compromise on
the quality of the product. We are in fact
focusing more on our R&D efforts to make our
UPS systems eco-sustainable. With such high
standards of products and services companies
like us have realized that there is no point doing
business by comprising on quality and sustainability of UPS
systems. Today a large majority of clients demand superior
quality and services so we definitely outperform the Chinese
and Taiwanese brands.
Please share some corporate goals that you would like Riello
PCI India to attain in the next (say) five years.
Some of the corporate goals are:
- To increase our market share
- To manufacture some of our product lines in India
- To continue our endeavor of creating more environment
friendly UPS systems