Sakshi Gupta, Director of Marketing & Business Development at Litmus Industries Limited, is an experienced professional with a diverse background in driving company growth. She is dedicated to turning Litmus into a household name in Nepal. Her areas of expertise include marketing strategy development, brand promotion, sales support, customer relations, compliance, communication and business development. In an interview with New Business Age, she talked about Litmus Industries Ltd and its market presence, among other issues. Excerpts:
Please tell us about the journey of Litmus and your role in shaping the company's direction and fostering its growth?
Founded in 1977 under the visionary leadership of the late Shree Ramesh Gupta, Litmus Industries has undergone significant transformations and has emerged as an industry leader known for innovation and reliability. Our journey started with the manufacturing of ACSR conductors. Over time, we diversified our product line to include Aerial Bunched Cables, power cables, multistrand cables, enamel wires and other essential products, catering to the nation’s diverse needs.
Litmus has two main brands. Litmus Cables specialises in a wide range of wires and cables for residential and industrial use, while Lotus Winding Wires is focused on enamelled copper wires for motors and electrical equipment. My role is to drive the company's long-term growth strategy by identifying market opportunities, fostering strategic partnerships and maintaining our commitment to delivering products of the highest quality standards.
What recent advancements has the company introduced in its product portfolio to contribute to Nepal's electrification efforts?
As I earlier said, our journey started with the manufacturing of ACSR conductors. Since then, we have expanded our production to encompass all necessary products for the country’s electrification. We consistently enhance our product portfolio to align with the nation's requirements. We recently began manufacturing 400 kV ACSR moose conductors which have been supplied to Nepal Electricity Authority (NEA) and installed in the Hetauda-Dhalkebar-Inaruwa transmission line. Previously, these products used to be imported from India and China.
Some nine months ago, we introduced EcoWire-ZH, a zero-halogen wire in the multistrand cables category. It has received highly favourable feedback from the market. Looking forward, our strategy involves expanding our product offerings to include medium voltage power cables and XLPE-covered conductors. These initiatives are aimed at achieving self-sufficiency in wires and cables while supporting import substitution efforts.
How has the integration of advanced German technology influenced the company's success in the manufacturing of wires and cables?
In 2020, we initiated a transformative shift in the Nepali wires and cables industry by integrating advanced German technology. This strategic move not only enhanced the quality of our products but also increased our manufacturing capacity thereby eliminating the necessity for imports in the country. Today, we take great pride in not only meeting but exceeding the nation's demand with an annual production capacity of 2.5 million multistrand cables.
We recently began manufacturing 400 kV ACSR moose conductors which have been supplied to Nepal Electricity Authority (NEA) and installed in the Hetauda-Dhalkebar-Inaruwa transmission line.
Compared to conventional methods, the advanced German technology ensures unmatched precision, enhanced production control and consistently superior quality outputs. Through this innovative approach, Litmus has integrated diverse technological advancements across all phases of production, including drawing, extrusion, coiling, and stranding processes.
How does the company maintain product quality?
We source raw materials from reputable global suppliers and rigorously adhere to international manufacturing standards. Our operational focus revolves around delivering nothing less than excellence. Central to this commitment is our exceptional team of quality assurance and quality control specialists who meticulously oversee every facet of production. Our quality assurance process starts with thorough inspection of raw materials. Throughout manufacturing, we perform comprehensive quality assurance tests at every stage to ensure that each product meets standardised cable designs and precisely matches customer specifications.
How does Litmus prioritise quality and adhere to standards?
Litmus received the NS Quality Award from the Nepal Bureau of Standards and Metrology, the government authority for quality monitoring, in 2010. The Nepal Standard team conducted a thorough inspection of our factory, manufacturing processes and quality control mechanisms including testing samples from the market. We take pride in being the sole cable manufacturing company in Nepal to receive this prestigious award for excellence. Additionally, we are proud to become the first Nepali company to achieve the Indian Standard (IS) mark. Our manufacturing processes strictly adhere to both Nepal and Indian Standard protocols.
Litmus has produced and delivered 12,500 kilometres of Aerial Bunched Cables to the NEA over a three-year period. Furthermore, we are the first in Nepal to manufacture 400 kV Moose ACSR Conductors, currently being installed in the Hetauda-Dhalkebar-Inaruwa transmission line projects, as I mentioned earlier.
Could you please tell us how Litmus assesses the current market dynamics and challenges within the industry?
The primary challenges in the retail business stem from the market's emphasis on discounts. Many end consumers, particularly those involved in home construction, prioritise cost savings over quality when selecting wires and cables. This price sensitivity frequently results in the selection of lower-quality products, often without full awareness of potential consequences.
The Nepal Standard (NS) has established guidelines for conductor resistance and insulation thickness in the manufacturing of wires and cables in Nepal. While these guidelines are in place, there is a notable absence of monitoring and enforcement. Consequently, many companies compromise on quality to offer products at lower prices. This creates an uneven playing field for those like us who rigorously adhere to these standards. At Litmus, we maintain strict adherence to NS guidelines and never compromise on quality. This makes our products slightly costlier than others in the market. This dedication to quality not only ensures the safety and reliability of our products but also presents a challenge in a market that prioritises heavy discounts.
Litmus products undergo rigorous testing at esteemed laboratories including KEMA Netherlands, TAG, and CPRI to ensure adherence to the highest quality standards.
Do you have any plans to address these challenges?
We are focusing on two primary strategies to overcome these challenges. First is consumer awareness. We have observed that key influencers in the market, such as electricians and consultant engineers who guide homeowners in their purchasing decisions, often lack awareness of quality standards and NS guidelines. As a result, they may inadvertently recommend inferior products. To address this issue, we are organising meet-and-greet programs to educate these influencers and provide them with accurate information. Additionally, we intend to expand these campaigns to educate homeowners who are actively engaged in home construction.
Another strategy involves advocating for better regulation. We collaborate with industry bodies and government entities to enhance the monitoring and enforcement of standards. This effort aims to establish a level playing field where all companies adhere to consistent quality guidelines. Our advocacy for improved regulation is aimed at raising the overall quality of products available in the market.
What distinguishes Litmus from its competitors, and why should customers prefer Litmus products over others?
The primary unique selling proposition of Litmus lies in its steadfast commitment to quality. We take pride in manufacturing world-class products that prioritise safety and reliability above all else. Our wires and cables are crafted with pure copper for optimal conductivity. They undergo meticulous bunching to ensure smooth electricity flow, and feature double-coated insulation and precise centering to enhance safety and minimise fire risks. Additionally, our products are designed with a polished, glassy finish to facilitate effortless installation.
In addition to the focus on quality, Litmus distinguishes itself through rigorous quality assurance processes and ongoing integration of cutting-edge technology in the manufacturing process. Furthermore, our extensive product range addresses a broad spectrum of needs, ranging from house wiring to overhead conductors, offering a variety of lengths and sizes to meet diverse requirements. For example, within our house wiring products, we provide three distinct options: FR, FRLS, and our newly introduced eco-friendly wire, EcoWire-ZH. Our dedication to transparency and credibility is underscored by our comprehensive test certificates. Litmus products undergo rigorous testing at esteemed laboratories including KEMA Netherlands, TAG, and CPRI to ensure adherence to the highest quality standards. In essence, when customers choose Litmus, they are investing in products that offer superior quality, reliability, safety and innovation.
What strategic initiatives does Litmus plan to implement to sustain its growth and progress in the future?
Our vision is clear. We are committed to preserving our market leadership through innovation and operational excellence. We are pursuing opportunities to diversify our product offerings and enter new international markets. Additionally, we are cultivating strategic partnerships and harnessing technological advancements to maintain a competitive edge. Our objective is not only to meet but to surpass customer expectations. By remaining agile and adaptable, we are confident in our ability to drive ongoing innovation within our industry.
With a clear vision and proactive approach, we are poised for continued success in our industry. We are dedicated to identifying and capitalising on new growth opportunities thereby ensuring a strong market presence. We are confident in our ability to overcome challenges and thrive in the ever-changing business environment, and remain true to our core values while embracing opportunities for growth.
