IndoAsian as a brand has a history of 55 years. It is the first brand that produced MCB in India.  Four years back, it became a part of the 4.5 billion euro company Legrand. Already available in more than 43 countries, this brand is popular with a variety of switch related products that include MCBs, RCCBs, DBs and ACBs. Ajay Wali, Vice President at International Marketing of this company was recently in Kathmandu and discussed with NewBiz issues surrounding the company’s new launches, market standing and its plans for Nepali market. Excerpts:

 

What is the focus of your visit here?

Indo-Asian has been in this market for a decade now and we are enjoying number one position in our category products. However, we recently expanded our product portfolio by introducing switches. These safety products like MCBs and switchgears are new products and the focus of my visit here was to launch them through a special event, also organized to commemorate our decade long relationship with the Golchha group, which started in 2004.

 

Could you please elaborate on these new products introduced in the Nepali market?

We offer middle segment products that are neither cheap nor premium. Our recently launched two products are Glint and Caretron. Glint is a beautiful product with a touch of luxury and innovation. If you have old style switches, with a slight change in the switches on the wall of your house, it will make a huge difference to the ambience of your rooms. Glint is just about this. Despite its luxurious design, it does not burn a hole in your pocket. Our motto says “small change makes a big difference” and our products deliver this belief of ours.

Next to Glint, we introduced a new MCB switch branded as Caretron. Our erstwhile MCB range included premium price products like the Gold plus MCB and their prices were increasing day by day. As a response, we worked out and came up with this economic model that is manufactured using the latest technologies and is competitively priced. Introducing these second brand products in the market, will further strengthen our position as leader in the niche. 

 

How is your product different from the existing products?

Our product offers premium features and luxurious designs at affordable prices. Products with so many features were not available in this segment at this price. Though there are switches with luxurious features they fall in the premium price range and therefore beyond the reach of a common man.

 

What are your expectations from the Nepali market?

We have been associated with the Nepali market for the last 10 years and we have been through many ups and downs here. There have been lots of political and business instability. Now, following the successful election, we are seeing positive changes in the Nepalese. This has created favourable business climate. We are already well established here and now we aim to expand our business here by adding new products. We will be growing by 30 to 40 per cent every year.

 

How do you perceive competition in the field of electronics?

Fortunately, in our segment, we do not see any player who can offer the value that we are offering. Therefore, we are enjoying a good leadership position in the niche. We always say, we are not the best, but we are best at what we deliver.

 

What is the price range of your new products?

The cost of a complete unit starts from NRs. 100 and can go up to NRs 1000.It depends upon the type of configuration one is demanding.