The document discusses the market for low voltage switchgear in India, including market size, key participants, trends, end users, growth rates of different product segments, and market shares of major players. It also provides strategies for a company to enter the market, including leveraging existing dealer networks, creating product differentiations, incentive programs for dealers/electricians, and promotional activations. The overall market size for low voltage circuit breakers, distribution boards, and allied products in India is estimated to be around 1400-1500 crores.

1. A perspective 2015-16

2. As old as the history of switchgear goes , the protection devices has only changed its form factor
and size over the years. Owing to better material and ergonomics products have grown smaller ,
efficient and economical by design.
So as the protection level moves from source to load the size and versatility decreases but market
competition increases; for e.g. : If there are 12 Major ACB manufacturers , it comes down 20
significant MCCB brands and at least 30 known MCB options
ACB MCCB MCB

3. Total LV Switchgear
Market is
approximately :
ì 8370 Crores
Top 4 players control
more than 60% market
Highly competitive
market dominated by
unorganized domestic
supplier
Key Market
Participants
Competitive
Trends
• Highly-competitive market, with L&T,
Schneider Electric, and Siemens controlling
over 50% of the market.
• Low-end and price-sensitive end users
tend to drive the unorganized LV
switchgear sector.
Key End
Users
• Industries / OEMs
• Utility based discoms
• Construction (residential and commercial sectors)
• Infrastructure (such as ports and airports)

4. 6.6
-4.8
19.3
-14.7
5.6
2.5
-20
-15
-10
-5
0
5
10
15
20
25
Switchgear % growth in 2014-15
Overall LV Switchgear industry Growth was 5.6 %
But MCB and modular devices demand grew
by 19% beating all estimates
Exchange rate over the entire year
Plastic material cost Conducting material cost
With depreciating rupee and material cost hitting a plateau ,
developing in-house product became more viable

5. Havells
30%
Legrand
15%
HPL
8%
C&S
10%
L&T
5%
Schenider
5%
SIEMENS
3%
ABB
2%
Others
22%
1. Havells with its multiple range of MCB : X PRO and Eurobreaker
versions controls the majority of market owing to its 250 plus
dedicated showrooms, 2500 dealers and more than 100000 retail
outlets in India
2. Legrand with its longest known legacy of MCB and modular devices
manages to be on the second position with its technologically
advanced products and good equity with dealers and interior
designers across the country
3. HPL and C&S are the most aggressive players in the market who
are banking on their long hauled government department accounts
and small scale panel builders
4. L&T , Schneider and SIEMENS are popular but are yet to make a
significant dent in the MCB market
Estimated market size of MCB , DB and allied
products in India is ì 1400 ~ ì 1500 Crores

6. North America & Latin
America market shows
consistent demand for
good quality
economical products
Kenya , Tanzania ,
Uganda , Nigeria,
Ghana Egypt and Libya
continues to show
good potential
Benefits of exporting over
1. Product improvement as per international
standard
2. Benefits in import licensing / duty
exemption
3. Export related duty drawbacks
4. Establishment of brand as a global brand
5. Definite push to overall sales

7. Crossing the CHASM
Leverage the existing dealer network of lighting and appliances to find
our ‘early adopters’
Create / develop product differentiations like aesthetics of
Legrand or bi-terminations and or performance of Havells MCB
Create a sub dealer / electrician incentive scheme which directly
benefits the end user as they are biggest influencers
Create cross marginalization of products when an existing Orient user
buys our MCB or such product

8. Demands :
1. Activations through conferences
2. Key Account Management
3. Skirting with key consultants and
government officials
4. Should have complementary industrial
product references
Demands :
1. Activations through ATL and
BTL methods; via media
agencies
2. A theme based promotion ,
like energy saving ,
environment friendly ,
reliability , etc.
3. Dealer , Subdealer ,
Electrician scheme and
incentive policy

9. Showcasing the aesthetic DB range Showing complementary products

10. Educating the importance of RCBOs Exhibiting the company’s strengths

11. A launch strategy is as custom designed as a suit for an occasion , it depends on
the purpose , growth plan , core philosophy and portfolio decisions
Now, I have here endeavored to come out with the most befitting strategy based
on a complete outsider view using some insights of the industry; which by all
means should set you up at around ì 45-50 Crores of revenue in coming years
So, I request the reader to use your own discretion while reading this report and
exculpate me for any misinterpretation or prejudice if is apparent in the document
Thank you for your patience to read this through