Description
The company, turning out more than 50 switches every second, has the distinction of being the world’s number one switch manufacturer. Keeping the momentum going.
Market
These are heady times. The country is moving forward rapidly and its people fanning across the globe learning the secrets of modern life and living. Armed with deep pockets and an innate desire to catch up with the rest of the developed world, the transformation has been truly awesome. Cities are turning into metropolises and sleepy towns into pulsating cities. The changes can be seen on India’s choked roads, in homes where style is replacing simple need and in the spaces that house companies that make India’s world go around. Many palpable changes are evident; not least of all in the electric switches and accessories segment. The market for this ubiquitous product is divided into two: nonmodular and modular. The former is mostly confined to rural and semi-urban areas where more than 100 manufacturers – almost all in the unorganised sector – battle for supremacy. On the other hand, the latter, now growing at some 20% annually, dominates the urban landscape. In the combined Rs. 800 crore (US$ 200 million) per year market what is most evident is the complete change that has taken place. From the
dimness of all-white, a range of colours, sleek designs and distinct styles have emerged. Leading this make over is the Rs.1000 crore (US$ 250 million) Anchor Electricals. The brand commands a massive 50% of the organised market. The other half is fought over by nine other national and multinational players.
Achievements
Anchor is almost generic to electrical switches and accessories in India. The company, turning out more than 50 switches every second, has the distinction of being the world’s number one switch manufacturer. Keeping the momentum going is a small army of achievements and supports: more than four decades of experience, a research and development unit that continuously innovates new product lines, an advanced tool-room armed with the latest CAD/CAM facilities, ISO:9002 Certification for quality control, South Asia’s largest installation of fourth-generation injectionand hydraulic-moulding machines and a team of more than 7000 employees. Seventeen factories located in Mumbai, Daman, Gujarat, Haridwar, Chennai and Hyderabad – as well as one of the most modern wires and cables plant in the world – cover 1.5 million square feet of space and gives Anchor unmatched manufacturing capabilities. The company manufactures more than 1600 LT electrical products and accessories catering to 70% of the market and enjoys an outstanding reputation for quality, reliability
and safety. Anchor also happens to be the only Indian company with CE and ISO: 9000 Certifications as well as IEC conformity – a testimony to its world-class range of more than 3000 products in 20 product groups. Anchor products are distributed across the country through 10,000 dealers and more than 300,000 retail outlets. Over the years, Anchor has fed India with state-of-the-art products by simply sourcing cutting edge technologies and collaborating with world-class organisations. This list reads like a who’s who of the world’s greatest electrical switch companies. Italy’s AVE (Anonima Vestonese Elettronica), the world’s foremost manufacturer of intelligent low-voltage electrical control and management systems and accessories; UK’s British General (Woods), world leader in contemporary technology-driven upper end switches and Heinrich-Kopp of Germany for its technologically advanced and aesthetically designed range of switches. To add to these stunning strengths, Anchor has acquired Rider, the electronic regulators and dimmers domestic brand. This has given Anchor a potent presence in India across the entire spectrum – from topend products to entry level merchandise. Anchor also has a sizeable presence in the Middle East. Apart from private-label manufacturing for its joint venture partners, the company has a commanding presence in West Asia and several parts of Africa. It has set for itself the target of generating 30% of its turnover from global sales by 2011. This will propel it to being one of India’s first truly Indian multinational brands. In April 2007, in another significant move, Anchor entered into a joint venture arrangement with Matsushita Electric Works Limited – owners of the worldfamous National and Panasonic brands. This Japanese electrical giant is helping Anchor extend and consolidate its leadership position in the Indian market. In the near future a range of innovative home automation systems and futuristic products for everyday categories will be introduced. These will include products in the home appliances, lighting, interior design solutions and security systems categories. For the year ended March 2007, Anchor Electricals had recorded net sales of Rs. 934 crore (US$ 233.50 million) and net profit of Rs. 180 crore (US$ 45 million).
History
Fifty years ago India was still coming to terms with its newfound independence. The existing markets were still
dominated by the last of the British manufacturers and well-set indigenous industrial groups. Entrepreneurship was riskier than ever. In this environment, two brothers Damji and Jadavji Shah saw an
middle class Indians and young professionals. The ascension into product and marketing legend was recognised and rewarded in April 2006 when Anchor acquired the coveted Superbrands status and joined the elite list of 91 Indian consumer bestsellers. These breathless years culminated in April 2007 with Anchor becoming a consolidated subsidiary of Matsushita Electric Works Limited owners of the world-renowned National and Panasonic brands.
Given the evolution that is taking shape, the company has concluded that the time is right for intelligent lighting. Its collaboration with AVE is a reflection of this belief. With AVE, Anchor has made an entry into lighting automation and home automation – a step that may well be suggestive of foresight.
Promotion
Anchor believes in brand building. Its exposure in media is a judicious mix of consumer research and relevant messaging. As a result, the brand is very visible and recall for its advertising high. Anchor was one of the first companies in this segment to have associated strongly with the television medium. Local promotions are often communicated over the vernacular press. Activities such as inshop displays, giveaways, sales-linked incentives and motivational gifts are used to keep momentum going. Belowthe-line is seen as an important medium. Using direct marketing tools as arrow heads, the company has built strong relationships with architects, electrical consultants, institution heads, builders, dealers, contractors and electricians. To reach influential decision-makers, Anchor publishes an exclusive Architect’s Diary featuring profiles of world-recognised architects such as Le Corbusier, Ken Woolley and Hafeez Contractor, amongst others. Channel partners – everyone vital for business generation – are taken on in-depth factory visits so that their understanding of the company and the products is strengthened. The Team Dependable campaign launched three years ago made an accurate analogy with the Mr. Dependable of Cricket India – Rahul Dravid – and his star performers from the Karnataka State Cricket Association. The point being driven home was that Anchor switches, accessories and wires, like Rahul, were absolutely dependable. The campaign was a resounding success.
Product
Anchor has always been quick to react to change that is relevant to evolving consumer needs. This has had the delightful affect of growing the market and keeping it updated with
opportunity for the manufacture of electrical tumbler switches. A smallscale factory was commissioned in suburban Mumbai. Christened ‘Anchor’ to connote solidity and steadfastness, it was a pioneer in the field of electrical engineering. The brothers would not have known then, that one day their fledgling company would go on to become a world-leader. From its early days, the company was determined to create quality goods – not just commodities. In time to come this proclivity would result in Anchor appropriating the high ground and becoming synonymous across India with superior products. Anchor introduced India to the piano switch in 1976. Insignificant as it may sound in the bigger scheme of things, this was a watershed event which forever changed the parameters by which switches would be judged. From a mundane product, the switch had been elevated to an aesthetic object, something to be displayed, proud of and talked about. Offerings like Roma, the first modular range of switches and accessories with 10 Amp AX rating which conformed to CE (Conformite Europeene) and CSA (Canadian Standards Association) Certifications as also to ISI and IEC values, have earned for Anchor the absolute trust of consumers. More than anything else these have been responsible for making Anchor the brand it today is. The current millennium has seen Anchor go from strength to strength. In 2000, Anchor was awarded the ISO:9002 Certification for quality control, design and development. A year later the AVE range of intelligent low-voltage electrical control and management systems and accessories was introduced. The range included such top-of-the-line products as anti-intrusion network; burglar- and fire- alarms, home automation systems, circuit protection and control, signalling, programming and measuring systems, enclosure and switchgear equipment and remote control wiring accessories. In 2003 Anchor Woods was launched. These rocker-style electrical switches and accessories were an integral part of British interior design and soon became an integral part of the homes of upper
the latest technology. Not surprisingly, Anchor can boast more than 3000 products in 20 product groups, including over 1600 LT electrical products and accessories. Collectively they
cater to more than 70% of the market. Anchor also happens to be the only Indian company with CE and ISO: 9000 Certifications as well as IEC conformity – a testimony to its worldclass status. Apart from electrical switches and accessories (sockets, voice and data outlets, regulators, dimmers, holders, power switches, plug tops, adaptors, etc.), Anchor also makes wires and cables, switchgears and protection devices (MCB, ELCB, RCCB, DB), energy metres, lighting luminaries and fixtures, fans as well as compact fluorescent lamps.
Brand Values
Anchor is synonymous with dependability, reliability, trust and safety. It is the choice of every architect, institution, builder, contractor and electrician. The brand strives to be relevant, to meet consumer expectations, fight competitive challenges, continuously innovate and remain the gold standard of electrical switches and accessories in India.
www.anchor-world.com
THINGS YOU DIDN’T KNOW ABOUT
Anchor
If a new city with a population of 1.5 million were developed each month, Anchor would be able to meet its complete requirement Anchor has one of the largest plastic moulding facilities in the world If Anchor’s manufacturing facilities were housed in a single building it would be 200 feet long, 100 feet wide and 75 storeys tall Anchor touches the life of every Indian from Kashmir to Kanyakumari
Recent Developments
The market for sophisticated security equipment is a rapidly growing niche whose demand Anchor has identified and fulfilled. LED footlights, motion sensors and electronic key tags are now available for quality hotels and other institutions. The demand for aesthetically different and appealing products has been met by the introduction of the Woods range. The range is a departure from the traditional and offers a variety of cover plates and an inclusive choice of matching accessories.
doc_472423742.pdf
The company, turning out more than 50 switches every second, has the distinction of being the world’s number one switch manufacturer. Keeping the momentum going.
Market
These are heady times. The country is moving forward rapidly and its people fanning across the globe learning the secrets of modern life and living. Armed with deep pockets and an innate desire to catch up with the rest of the developed world, the transformation has been truly awesome. Cities are turning into metropolises and sleepy towns into pulsating cities. The changes can be seen on India’s choked roads, in homes where style is replacing simple need and in the spaces that house companies that make India’s world go around. Many palpable changes are evident; not least of all in the electric switches and accessories segment. The market for this ubiquitous product is divided into two: nonmodular and modular. The former is mostly confined to rural and semi-urban areas where more than 100 manufacturers – almost all in the unorganised sector – battle for supremacy. On the other hand, the latter, now growing at some 20% annually, dominates the urban landscape. In the combined Rs. 800 crore (US$ 200 million) per year market what is most evident is the complete change that has taken place. From the
dimness of all-white, a range of colours, sleek designs and distinct styles have emerged. Leading this make over is the Rs.1000 crore (US$ 250 million) Anchor Electricals. The brand commands a massive 50% of the organised market. The other half is fought over by nine other national and multinational players.
Achievements
Anchor is almost generic to electrical switches and accessories in India. The company, turning out more than 50 switches every second, has the distinction of being the world’s number one switch manufacturer. Keeping the momentum going is a small army of achievements and supports: more than four decades of experience, a research and development unit that continuously innovates new product lines, an advanced tool-room armed with the latest CAD/CAM facilities, ISO:9002 Certification for quality control, South Asia’s largest installation of fourth-generation injectionand hydraulic-moulding machines and a team of more than 7000 employees. Seventeen factories located in Mumbai, Daman, Gujarat, Haridwar, Chennai and Hyderabad – as well as one of the most modern wires and cables plant in the world – cover 1.5 million square feet of space and gives Anchor unmatched manufacturing capabilities. The company manufactures more than 1600 LT electrical products and accessories catering to 70% of the market and enjoys an outstanding reputation for quality, reliability
and safety. Anchor also happens to be the only Indian company with CE and ISO: 9000 Certifications as well as IEC conformity – a testimony to its world-class range of more than 3000 products in 20 product groups. Anchor products are distributed across the country through 10,000 dealers and more than 300,000 retail outlets. Over the years, Anchor has fed India with state-of-the-art products by simply sourcing cutting edge technologies and collaborating with world-class organisations. This list reads like a who’s who of the world’s greatest electrical switch companies. Italy’s AVE (Anonima Vestonese Elettronica), the world’s foremost manufacturer of intelligent low-voltage electrical control and management systems and accessories; UK’s British General (Woods), world leader in contemporary technology-driven upper end switches and Heinrich-Kopp of Germany for its technologically advanced and aesthetically designed range of switches. To add to these stunning strengths, Anchor has acquired Rider, the electronic regulators and dimmers domestic brand. This has given Anchor a potent presence in India across the entire spectrum – from topend products to entry level merchandise. Anchor also has a sizeable presence in the Middle East. Apart from private-label manufacturing for its joint venture partners, the company has a commanding presence in West Asia and several parts of Africa. It has set for itself the target of generating 30% of its turnover from global sales by 2011. This will propel it to being one of India’s first truly Indian multinational brands. In April 2007, in another significant move, Anchor entered into a joint venture arrangement with Matsushita Electric Works Limited – owners of the worldfamous National and Panasonic brands. This Japanese electrical giant is helping Anchor extend and consolidate its leadership position in the Indian market. In the near future a range of innovative home automation systems and futuristic products for everyday categories will be introduced. These will include products in the home appliances, lighting, interior design solutions and security systems categories. For the year ended March 2007, Anchor Electricals had recorded net sales of Rs. 934 crore (US$ 233.50 million) and net profit of Rs. 180 crore (US$ 45 million).
History
Fifty years ago India was still coming to terms with its newfound independence. The existing markets were still
dominated by the last of the British manufacturers and well-set indigenous industrial groups. Entrepreneurship was riskier than ever. In this environment, two brothers Damji and Jadavji Shah saw an
middle class Indians and young professionals. The ascension into product and marketing legend was recognised and rewarded in April 2006 when Anchor acquired the coveted Superbrands status and joined the elite list of 91 Indian consumer bestsellers. These breathless years culminated in April 2007 with Anchor becoming a consolidated subsidiary of Matsushita Electric Works Limited owners of the world-renowned National and Panasonic brands.
Given the evolution that is taking shape, the company has concluded that the time is right for intelligent lighting. Its collaboration with AVE is a reflection of this belief. With AVE, Anchor has made an entry into lighting automation and home automation – a step that may well be suggestive of foresight.
Promotion
Anchor believes in brand building. Its exposure in media is a judicious mix of consumer research and relevant messaging. As a result, the brand is very visible and recall for its advertising high. Anchor was one of the first companies in this segment to have associated strongly with the television medium. Local promotions are often communicated over the vernacular press. Activities such as inshop displays, giveaways, sales-linked incentives and motivational gifts are used to keep momentum going. Belowthe-line is seen as an important medium. Using direct marketing tools as arrow heads, the company has built strong relationships with architects, electrical consultants, institution heads, builders, dealers, contractors and electricians. To reach influential decision-makers, Anchor publishes an exclusive Architect’s Diary featuring profiles of world-recognised architects such as Le Corbusier, Ken Woolley and Hafeez Contractor, amongst others. Channel partners – everyone vital for business generation – are taken on in-depth factory visits so that their understanding of the company and the products is strengthened. The Team Dependable campaign launched three years ago made an accurate analogy with the Mr. Dependable of Cricket India – Rahul Dravid – and his star performers from the Karnataka State Cricket Association. The point being driven home was that Anchor switches, accessories and wires, like Rahul, were absolutely dependable. The campaign was a resounding success.
Product
Anchor has always been quick to react to change that is relevant to evolving consumer needs. This has had the delightful affect of growing the market and keeping it updated with
opportunity for the manufacture of electrical tumbler switches. A smallscale factory was commissioned in suburban Mumbai. Christened ‘Anchor’ to connote solidity and steadfastness, it was a pioneer in the field of electrical engineering. The brothers would not have known then, that one day their fledgling company would go on to become a world-leader. From its early days, the company was determined to create quality goods – not just commodities. In time to come this proclivity would result in Anchor appropriating the high ground and becoming synonymous across India with superior products. Anchor introduced India to the piano switch in 1976. Insignificant as it may sound in the bigger scheme of things, this was a watershed event which forever changed the parameters by which switches would be judged. From a mundane product, the switch had been elevated to an aesthetic object, something to be displayed, proud of and talked about. Offerings like Roma, the first modular range of switches and accessories with 10 Amp AX rating which conformed to CE (Conformite Europeene) and CSA (Canadian Standards Association) Certifications as also to ISI and IEC values, have earned for Anchor the absolute trust of consumers. More than anything else these have been responsible for making Anchor the brand it today is. The current millennium has seen Anchor go from strength to strength. In 2000, Anchor was awarded the ISO:9002 Certification for quality control, design and development. A year later the AVE range of intelligent low-voltage electrical control and management systems and accessories was introduced. The range included such top-of-the-line products as anti-intrusion network; burglar- and fire- alarms, home automation systems, circuit protection and control, signalling, programming and measuring systems, enclosure and switchgear equipment and remote control wiring accessories. In 2003 Anchor Woods was launched. These rocker-style electrical switches and accessories were an integral part of British interior design and soon became an integral part of the homes of upper
the latest technology. Not surprisingly, Anchor can boast more than 3000 products in 20 product groups, including over 1600 LT electrical products and accessories. Collectively they
cater to more than 70% of the market. Anchor also happens to be the only Indian company with CE and ISO: 9000 Certifications as well as IEC conformity – a testimony to its worldclass status. Apart from electrical switches and accessories (sockets, voice and data outlets, regulators, dimmers, holders, power switches, plug tops, adaptors, etc.), Anchor also makes wires and cables, switchgears and protection devices (MCB, ELCB, RCCB, DB), energy metres, lighting luminaries and fixtures, fans as well as compact fluorescent lamps.
Brand Values
Anchor is synonymous with dependability, reliability, trust and safety. It is the choice of every architect, institution, builder, contractor and electrician. The brand strives to be relevant, to meet consumer expectations, fight competitive challenges, continuously innovate and remain the gold standard of electrical switches and accessories in India.
www.anchor-world.com
THINGS YOU DIDN’T KNOW ABOUT
Anchor
If a new city with a population of 1.5 million were developed each month, Anchor would be able to meet its complete requirement Anchor has one of the largest plastic moulding facilities in the world If Anchor’s manufacturing facilities were housed in a single building it would be 200 feet long, 100 feet wide and 75 storeys tall Anchor touches the life of every Indian from Kashmir to Kanyakumari
Recent Developments
The market for sophisticated security equipment is a rapidly growing niche whose demand Anchor has identified and fulfilled. LED footlights, motion sensors and electronic key tags are now available for quality hotels and other institutions. The demand for aesthetically different and appealing products has been met by the introduction of the Woods range. The range is a departure from the traditional and offers a variety of cover plates and an inclusive choice of matching accessories.
doc_472423742.pdf