Panasonic Life Solutions India Ltd (PLSIND), a traditional leader in the wiring devices space, is now making a mark in the wires & cables market as well. The first company to launch flame retardant (FR) properties in electrical wires, PLSIND has lined up a slew of products for the buildings, industrial and communication segments. In this exchange, we have Sunil Narula, Vice President, Marketing, Panasonic Life Solutions India Pvt Ltd, taking us through Panasonic’s wire & cable business, in depth. Narula, while discussing a host of industry-related issues, stresses on the fact that safety today is more imperative than any time in the past. Excerpts.
Let us start by understanding the various wires and cables produced by Panasonic Life Solutions India in the broad fields of building wires, communication cables and industrial cables.
Panasonic Life Solutions India is a leading player in the manufacturing of electrical construction material (ECM) space. With constant innovation, the company offers the best-in-class products providing a wide spectrum of the safest and the highest quality building wires & cables which can be used for both commercial and residential purposes. In the building wire category, it offers a range of wires & cables right from advanced flame retardant, extra-flexible flame retardant, FireGuard FR, and two core unsheathed cable. On the industrial front, the multicore series of cables include both flat and round variants. Lastly, in the communication cables, it offers telephone & switchboard cable and UTP 4Pair 6 LAN cable.
Also, recently with an aim to expand its offerings under this category, Panasonic Life Solutions India introduced coaxial cables that are designed with the latest state of the art manufacturing and testing facilities. These cables are widely used for the transmission of video and audio signals.
The property of fire-resistance is much sought after when it comes to home/building wiring. Tell us about Anchor’s building wires in the fire-resistant range and the overall inclination of buyers in choosing fire-resistant wires.
Anchor by Panasonic has a vast range in the home/building wiring segment. Building wires have flame retardant (FR) properties and Anchor was the first brand in the industry to introduce FR properties wires. Also, insulation is a very critical part of the manufacturing wires. Earlier wires were manufactured using PVC (polyvinyl chloride) material which is a toxic material in nature. Anchor by Panasonic came up with FR PVC insulation which was less toxic with a higher oxygen index for better fire performance. The benefit is that the higher the oxygen index, the lesser the chances of wires catching fire. Hence, the wires offered by Anchor consist of a 30 per cent oxygen index making wires safe and help curb the chances of wires catching fire.
Anchor by Panasonic has been a traditional leader in the wiring devices segment. Tell us how the brand image has helped in Anchor’s rather late entry in the wires & cables business.
With the growth of the Anchor brand for over five decades, we have been able to build a robust trade channel in the ECM space. Our presence spans across more than hundred-thousand electrical retail outlets across the country, which not only sell our flagship category of wiring devices but also sell our range of wires & cables, lighting, and IAQ solutions.
Post-acquisition by Panasonic Corporation, the company has moved from being a traditional electrical manufacturer to an unparalleled technology-oriented multinational that provides innovative, cutting edge solutions in the electrical construction material (ECM) space. We have developed and positively evolved over this long journey, actively promoting Japanese technology that is appropriate for the needs of Indian customers.
In wire & cables segment, we are introducing high quality and high bandwidth products with new features like RoHS, low attenuation value, and termite resistance. Panasonic Life Solutions India has recently introduced a line of coaxial cables to add to its growing portfolio of wires and cables. This range of coaxial cables has been designed to resist moisture that ensures reliability and optimum electrical characteristics. This cable is exclusively designed for the transmission of high-frequency signals with no minimum losses and effect on the performance.
Tell us about Anchor’s market penetration in tier-II and sub-tier-II cities, and towns.
In the post-COVID era, Panasonic Life Solutions India aims to accelerate its reach and expansion in the tier-II and sub tier-II markets. The company will invest heavily in its retail and distribution strategy by expanding its network in these markets and setting up a franchise-operated model in the form of exclusive brand outlets that act as experience centers for customers and influencers. It will also allow people to associate and grow with the brand Panasonic while assuring customers of superior quality and high-tech products.
We are changing the way we communicate and connect with our employees, customers, dealers, influencers, and other stakeholders. With the rise of digitization, new digital communication channels are being developed, to maintain our link with our stakeholders and the community at large.
Though reputed players like Anchor insist on producing safe wires by deploying high-grade electrolytic copper and top-quality PVC insulation, we feel consumer awareness is necessary for creating a market for safe wires.
For the overall wires & cables business of Anchor, what would you consider as principal growth drivers in the medium term? Though the national household electrification scheme (Saubhagya) essentially would mean electrification in towns and villages, do you see this as a demand driver for Anchor?
Electricity consumption is one of the most essential utilities for the development of a nation. To achieve 100 per cent household electrification is one of the significant aims of the government. The growing demand for uninterrupted electricity supply and reaching the yet untouched regions, it is a positive growth driver to expand our reach and ensure every household is equipped with electricity. This is following the ‘Saubhagya’ scheme introduced by the government that has been working rapidly for 100 per cent rural electrification in India and is a huge boost to the electrical industry as a whole. Being an industry leader in the wiring and cable segment, this is an opportunity to flourish and ensure development across regions. The impact will only increase the demand furthermore to reach out to the rural markets of India.
