Su-Kam claims to sell the products at 10 per cent lower than the market price.
By Srabani Sen
Thursday, October 25, 2013: Su-Kam Power Systems has entered into a joint venture with Israel-based Gamatronic Electronic Industries to sell Gamatronic’s industrial power backup solutions in India. In an agreement between the two companies, within the first 6-12 months, Su-Kam will distribute and service Gamatronic’s products in India and will subsequently manufacture them at Su-Kam’s facility in Gurgaon.
Commenting on this strategic tie-up, Joseph Goren, managing director, Gamatronic, says, “From a small country like Israel, it is difficult to market to big markets like India and China. Su-Kam caters to a market of 1.2 billion people and so this agreement will enable us to offer our cutting-edge products to the fast-evolving power solutions sector in India.”
Adds Kunwer Sachdev, managing director and CEO, Su-Kam Power Systems, “Over the years, our experience has taught us that only cutting-edge technological innovations can offer long-term solutions to India’s power problems. And with Gamatronic’s technology, we are sure that we can acquire a good share of the UPS systems market, which is now being dominated by the US companies.”
Under this agreement, Su-Kam will market the Multiplexer series of modular UPS systems under the technical guidance of Gamatronic. These will be jointly branded as
Su-Kam-Gamatronic. These UPS systems will support sectors like IT, banking and finance and receivable financing, healthcare, telecom, automation, metro rails, defence, railways, etc.
“We have already started manufacturing the outer body panels of these UPS systems at our Gurgaon plant and will assemble the full product after the JV is formed,” Sachdev told Electronics Bazaar.
Su-Kam and Gamatronic are targeting sales of Rs 500 million in the first year. “Once the JV is formed and local production starts, we expect to achieve a turnover of Rs 2 billion in the next three years,” says Sachdev.
Besides catering to the domestic market, Su-Kam will also export these UPS systems to other markets. “There is a big market for industrial power back-up systems across the globe. We may soon export these products to Africa and the South East Asian nations,” he adds.
Explaining the technology of the Multiplexer series of modular UPS systems, Gurdev Saini, general manager, UPS, Su-Kam Power Systems, explains that modular UPS systems have a long-term usage, can be augmented based on the growth of the business and offer a healthy return on investment. The initial additional costs can be recovered within one-and-a-half years. “Although this technology exists in the Indian market, the Multiplexer series of modular UPS systems are more advanced as they can be scaled up to 500 kVA,” he adds.Eaton, a major player in the power electronics sector, offers UPS systems with similar technology, but they can be scaled up to 60 kVA only.
Su-Kam also claims that by manufacturing some of the components of this UPS system, they can offer these state-of-the-art products for 10 per cent less than those already available in the market.
The size of the market for modular UPS systems in India is estimated to be about 15 per cent of the standalone three-phase market, and it is growing at a rate of 25 per cent per annum. Modular UPS systems offer benefits like scalability, efficiency, reliability and low MTTR. “Modular UPS systems are green products, as they are highly efficient, save space and use less energy during manufacturing and transportation,” says Goren.
