Description
This documentation is about the marketing of bharat electronics.
The strategic electronics industry in India has since grown to encompass several key areas. In 2006/07 the sector registered production of approximately Rs. 4500 crore (US$ 1.12 billion) (Source: Department of Information Technology, Government of India). Of this, BEL alone accounted for Rs. 3952 crore (US$ 988 million) representing 87% of total output by value. In the same year, it
Market
Independent India’s founding fathers had the foresight to see that self-sufficiency was the key to survival. Everything they did – from setting up steel plants to mining coal, from encouraging the use of fertiliser for increasing agricultural produce to setting up institutes of higher learning – the objective was single-minded: self-reliance. Bharat Electronics Limited (BEL) is a product of this far-sighted mind set. Dictated by realpolitik and circumstances India is, today, one of the world’s largest recorded profit before tax of Rs. 1052 crore (US$ 263 million) and declared a 180% dividend.
crystal displays and solar cells and systems. For India’s ambitious space programme, BEL has supplied several space-qualified components to the Indian Space Research Organisation (ISRO). International recognition was not far in coming. For two years in a row – 2004 and 2005 – Aviation Week and Space Technology ranked BEL first among medium-sized aerospace/defence companies worldwide. BEL was also ranked as the top Indian company in the Electrical and Electronic Equipment sector by Dun & Bradstreet in 2006. In the following year, the US-based magazine Defense News, ranked BEL 58th in its list of the top 100 global defence companies. BEL has also been felicitated with several national awards: the Business Standard Star PSU Award in 2004/05; the DSIR National Award for Research and Development in 2005; the SCOPE Award for Excellence and Outstanding Contribution to Public Sector Management in 2005/06; the Raksha Mantri’s Institutional Award for Excellence in Performance presented in 2005; the national award for Excellence in Cost Management from the Institute of Cost & Works Accountants of India (ICWAI) in 2005; the Commendation for Business Excellence from CII for ten of its units/strategic business units and the British Safety Council’s National Safety Award given to BEL, ten years in a row, have all added to BEL’s stature.
History
Starting from a single unit in Jalahalli, Bangalore in 1954, the company now has a pan-India presence with units in Ghaziabad, Panchkula, Kotdwara, Navi Mumbai, Pune, Hyderabad, Machilipatnam and Chennai. It also has a network of offices and service centres across the country. BEL currently employs 12,357 people including more than 3000 engineers. Driven by its commitment to self reliance, R&D has always been a priority at BEL; the company spends nearly 5% of its turnover on research. Products developed with indigenous technology accounted for nearly 81% of the
Achievements
There are a handful of public sector undertakings in India which have created an exceptional record for themselves. The Government has conferred upon them the title of Navratna. BEL is one of them. This outstanding company has made significant contributions to meet India’s defence electronics needs. PLAN AREN communication system, for instance, for the Army, PLAN ADGES (Air Defence Ground Environment System) for the Air Force and the Navy’s modernisation programmes have all been supported by BEL technology. The spin-offs from these have manifested themselves in scores of products for civilian use. Few would know that the bulk of the infrastructure for radio and TV broadcasting has been supplied by BEL. The company has also supplied transmission and switching equipment to Bharat Sanchar Nigam Limited (BSNL) while its air surveillance radars have served to upgrade several airports in the country. BEL has also pioneered the growth of the electronic components industry in India by manufacturing electron tubes, semiconductor devices, integrated circuits and hybrid micro circuits, liquid
spenders on defence. In 2006, with spends of US$ 23.96 billion (Rs. 95,600 crore) it ranked tenth in the world listing (Source: Stockholm International Peace Research Institute). Defence is an imperative; it is also a subject which attracts both close scrutiny and strictures. As a result, there often is technology denial by countries who own them. The solution obviously lies in indigenous research, development and production. In 1948, one year after gaining independence, the Government of India announced a comprehensive industrial policy. It empowered the Government to set up an infrastructure to create facilities to manufacture a host of critical products. The task of establishing a radar and electronics factory was given to the Ministry of Defence. It was from this authority that Bharat Electronics Limited was instituted in Bangalore in 1954.
company’s turnover during 2006/07. The two Central Research Laboratories at Bangalore and Delhi are engaged in advanced research dedicated to BEL product profiles. The company has the distinction of engaging with DRDO labs for radars, sonars, naval systems, communication equipment, electro optics, command and control systems and electronic warfare systems. BEL’s first joint venture company, BE DELFT, with Delft of Holland was set up in 1990. Recently, this has become a subsidiary of BEL and has been renamed BEL Optronic Devices Limited. A joint venture with General Electric of the US for the manufacture of X-Ray Tubes for medical electronics has met with immense success.
supplied to the defence services. To maintain its market share in the civilian segment, the company is diversifying into products like set top boxes and broadband modems. BEL has also begun the manufacture of a range of solar photovoltaic systems for domestic, industrial, agricultural and community applications. BEL’s Electronic Voting Machines (EVMs) redefined voting in India. The EVMs replaced ballot paper and facilitated free and fair elections in the country. The new EVMs are Braille compliant.
promotion for BEL. In commercial terms, however, BEL has maintained a low profile because of its largely defence-oriented product base. But increasing product diversification – and the need to gain visibility in the international markets – has prompted the company to become more attentive to its brand profile. In 2006, BEL launched a corporate campaign with the objective of registering the brand in the minds of informed Indians and to showcase its customer orientation. In an attempt to display its products and its capabilities BEL undertakes a number of belowthe-line activities. These include participation in product expos and in symposiums and seminars. From the perspective of garnering greater mindshare, BEL finds very rewarding its sponsorship of various scientific and professional events and publications. BEL has initiated an industry-academia collaboration under which it organises student visits to its factories and also facilitates student summer projects. It supports tech related activities in colleges and has instituted several scholarships and awards for students. BEL also invites industry captains and management gurus to deliver lectures, associates luminaries in its endeavours and is active in various national forums.
Brand Values
Brand BEL stands for quality, technology and innovation. The values that drive the company place customers ahead of everything else. Necessarily, this means working with transparency and integrity. The company places teamwork and employee satisfaction very high in its priorities. It encourages people to think out of the box, for out of this, it believes, comes innovation. As a responsible corporate citizen, BEL has been actively serving the community in general and the underprivileged in particular. BEL’s contributions include setting up and managing educational institutions, hospitals and a school for special children.
Product
BEL manufactures a wide range of equipment in the areas of military communication, radars and sonars, naval systems, telecom and broadcast, electronic warfare, tank electronics, electro optics, professional electronic components and solar photovoltaic systems. The company also undertakes turnkey system solutions. BEL’s products for the army include battery level radars, advanced land navigation systems and intelligent message terminals. Command information decision support systems manufactured by BEL help commanders assess the battle situation and take real time decisions; for securing battle communications BEL offers a compact, hand-held radio system with built-in high-grade digital secrecy for voice, in clear/secure mode; the company also manufactures broadband transmitting equipment which can be effectively used for jamming hostile receivers. To train gunners to track and engage moving targets in simulated battlefield conditions, BEL manufactures an anti-tank guided missile simulator. From BEL the Navy receives radars and launch preparation and centralised real time control systems for advanced technology vehicles. New generation sonars for submarines, electronic warfare systems and fire control systems are all manufactured and supplied by BEL. For the Air Force BEL manufactures radars, communication systems, high accuracy direction finders, radar warning receivers and command and control systems. Between 80% and 85% of the company’s turnover comes from products
Recent Developments
BEL perceives competition as an opportunity for consolidation, innovation and growth. The company is, today, providing greater focus to exports, strengthening its R&D base, enhancing product quality to Six Sigma levels, continuously seeking ways to reduce cost, developing human resources, creating strategic alliances and joint ventures and seeking diversification opportunities. BEL’s new business initiatives include MoUs signed with aerospace majors and global defence companies to exploit opportunities arising out of offsets, for working on various airborne electronic warfare programmes and in the field of Unmanned Aerial Vehicles. A term sheet has been signed with Rafael, Israel, which is expected to lead to the formation of a joint venture for missile electronics and guidance technologies. BEL is also exploring business avenues in the field of e-governance. To maintain its leadership position, BEL as a strategy initiative, is shifting its focus from reactive R&D to proactive R&D. Major R&D initiatives at BEL include development of capabilities in its core business areas such as radars, electronic warfare and electro optics. BEL has completed implementation of SAP, an integrated Enterprise Resources Planning solution, in all its nine units.
www.bel-india.com
THINGS YOU DIDN’T KNOW ABOUT
Bharat Electronics
BEL has more than 350 products, ranging from small components that cost a few rupees to huge systems costing more than Rs. 60 crore (US$ 15 million) Using solar home lighting, BEL is helping illuminate the homes of people in inaccessible areas of the Sunderbans, Nilgiris and the Thar Desert In 1981/82, BEL was setting up one TV transmitter every day across the country to bring television coverage to Indian homes BEL created the Police Network which connects all district headquarters to State capitals and the centre via satellite BEL manufactures the Receive Only Terminals that make distance education possible in rural schools of Kerala, Karnataka, Madhya Pradesh and Rajasthan under the EDUSAT programme To harness renewable energy, BEL commissioned a 2.5 MW wind energy power plant in Davangere district and a 3 MW wind energy power plant near Hassan in Karnataka. The total energy generated so far is over 4 million units
Promotion
The defence preparedness of India’s armed forces is the best
doc_720519778.pdf
This documentation is about the marketing of bharat electronics.
The strategic electronics industry in India has since grown to encompass several key areas. In 2006/07 the sector registered production of approximately Rs. 4500 crore (US$ 1.12 billion) (Source: Department of Information Technology, Government of India). Of this, BEL alone accounted for Rs. 3952 crore (US$ 988 million) representing 87% of total output by value. In the same year, it
Market
Independent India’s founding fathers had the foresight to see that self-sufficiency was the key to survival. Everything they did – from setting up steel plants to mining coal, from encouraging the use of fertiliser for increasing agricultural produce to setting up institutes of higher learning – the objective was single-minded: self-reliance. Bharat Electronics Limited (BEL) is a product of this far-sighted mind set. Dictated by realpolitik and circumstances India is, today, one of the world’s largest recorded profit before tax of Rs. 1052 crore (US$ 263 million) and declared a 180% dividend.
crystal displays and solar cells and systems. For India’s ambitious space programme, BEL has supplied several space-qualified components to the Indian Space Research Organisation (ISRO). International recognition was not far in coming. For two years in a row – 2004 and 2005 – Aviation Week and Space Technology ranked BEL first among medium-sized aerospace/defence companies worldwide. BEL was also ranked as the top Indian company in the Electrical and Electronic Equipment sector by Dun & Bradstreet in 2006. In the following year, the US-based magazine Defense News, ranked BEL 58th in its list of the top 100 global defence companies. BEL has also been felicitated with several national awards: the Business Standard Star PSU Award in 2004/05; the DSIR National Award for Research and Development in 2005; the SCOPE Award for Excellence and Outstanding Contribution to Public Sector Management in 2005/06; the Raksha Mantri’s Institutional Award for Excellence in Performance presented in 2005; the national award for Excellence in Cost Management from the Institute of Cost & Works Accountants of India (ICWAI) in 2005; the Commendation for Business Excellence from CII for ten of its units/strategic business units and the British Safety Council’s National Safety Award given to BEL, ten years in a row, have all added to BEL’s stature.
History
Starting from a single unit in Jalahalli, Bangalore in 1954, the company now has a pan-India presence with units in Ghaziabad, Panchkula, Kotdwara, Navi Mumbai, Pune, Hyderabad, Machilipatnam and Chennai. It also has a network of offices and service centres across the country. BEL currently employs 12,357 people including more than 3000 engineers. Driven by its commitment to self reliance, R&D has always been a priority at BEL; the company spends nearly 5% of its turnover on research. Products developed with indigenous technology accounted for nearly 81% of the
Achievements
There are a handful of public sector undertakings in India which have created an exceptional record for themselves. The Government has conferred upon them the title of Navratna. BEL is one of them. This outstanding company has made significant contributions to meet India’s defence electronics needs. PLAN AREN communication system, for instance, for the Army, PLAN ADGES (Air Defence Ground Environment System) for the Air Force and the Navy’s modernisation programmes have all been supported by BEL technology. The spin-offs from these have manifested themselves in scores of products for civilian use. Few would know that the bulk of the infrastructure for radio and TV broadcasting has been supplied by BEL. The company has also supplied transmission and switching equipment to Bharat Sanchar Nigam Limited (BSNL) while its air surveillance radars have served to upgrade several airports in the country. BEL has also pioneered the growth of the electronic components industry in India by manufacturing electron tubes, semiconductor devices, integrated circuits and hybrid micro circuits, liquid
spenders on defence. In 2006, with spends of US$ 23.96 billion (Rs. 95,600 crore) it ranked tenth in the world listing (Source: Stockholm International Peace Research Institute). Defence is an imperative; it is also a subject which attracts both close scrutiny and strictures. As a result, there often is technology denial by countries who own them. The solution obviously lies in indigenous research, development and production. In 1948, one year after gaining independence, the Government of India announced a comprehensive industrial policy. It empowered the Government to set up an infrastructure to create facilities to manufacture a host of critical products. The task of establishing a radar and electronics factory was given to the Ministry of Defence. It was from this authority that Bharat Electronics Limited was instituted in Bangalore in 1954.
company’s turnover during 2006/07. The two Central Research Laboratories at Bangalore and Delhi are engaged in advanced research dedicated to BEL product profiles. The company has the distinction of engaging with DRDO labs for radars, sonars, naval systems, communication equipment, electro optics, command and control systems and electronic warfare systems. BEL’s first joint venture company, BE DELFT, with Delft of Holland was set up in 1990. Recently, this has become a subsidiary of BEL and has been renamed BEL Optronic Devices Limited. A joint venture with General Electric of the US for the manufacture of X-Ray Tubes for medical electronics has met with immense success.
supplied to the defence services. To maintain its market share in the civilian segment, the company is diversifying into products like set top boxes and broadband modems. BEL has also begun the manufacture of a range of solar photovoltaic systems for domestic, industrial, agricultural and community applications. BEL’s Electronic Voting Machines (EVMs) redefined voting in India. The EVMs replaced ballot paper and facilitated free and fair elections in the country. The new EVMs are Braille compliant.
promotion for BEL. In commercial terms, however, BEL has maintained a low profile because of its largely defence-oriented product base. But increasing product diversification – and the need to gain visibility in the international markets – has prompted the company to become more attentive to its brand profile. In 2006, BEL launched a corporate campaign with the objective of registering the brand in the minds of informed Indians and to showcase its customer orientation. In an attempt to display its products and its capabilities BEL undertakes a number of belowthe-line activities. These include participation in product expos and in symposiums and seminars. From the perspective of garnering greater mindshare, BEL finds very rewarding its sponsorship of various scientific and professional events and publications. BEL has initiated an industry-academia collaboration under which it organises student visits to its factories and also facilitates student summer projects. It supports tech related activities in colleges and has instituted several scholarships and awards for students. BEL also invites industry captains and management gurus to deliver lectures, associates luminaries in its endeavours and is active in various national forums.
Brand Values
Brand BEL stands for quality, technology and innovation. The values that drive the company place customers ahead of everything else. Necessarily, this means working with transparency and integrity. The company places teamwork and employee satisfaction very high in its priorities. It encourages people to think out of the box, for out of this, it believes, comes innovation. As a responsible corporate citizen, BEL has been actively serving the community in general and the underprivileged in particular. BEL’s contributions include setting up and managing educational institutions, hospitals and a school for special children.
Product
BEL manufactures a wide range of equipment in the areas of military communication, radars and sonars, naval systems, telecom and broadcast, electronic warfare, tank electronics, electro optics, professional electronic components and solar photovoltaic systems. The company also undertakes turnkey system solutions. BEL’s products for the army include battery level radars, advanced land navigation systems and intelligent message terminals. Command information decision support systems manufactured by BEL help commanders assess the battle situation and take real time decisions; for securing battle communications BEL offers a compact, hand-held radio system with built-in high-grade digital secrecy for voice, in clear/secure mode; the company also manufactures broadband transmitting equipment which can be effectively used for jamming hostile receivers. To train gunners to track and engage moving targets in simulated battlefield conditions, BEL manufactures an anti-tank guided missile simulator. From BEL the Navy receives radars and launch preparation and centralised real time control systems for advanced technology vehicles. New generation sonars for submarines, electronic warfare systems and fire control systems are all manufactured and supplied by BEL. For the Air Force BEL manufactures radars, communication systems, high accuracy direction finders, radar warning receivers and command and control systems. Between 80% and 85% of the company’s turnover comes from products
Recent Developments
BEL perceives competition as an opportunity for consolidation, innovation and growth. The company is, today, providing greater focus to exports, strengthening its R&D base, enhancing product quality to Six Sigma levels, continuously seeking ways to reduce cost, developing human resources, creating strategic alliances and joint ventures and seeking diversification opportunities. BEL’s new business initiatives include MoUs signed with aerospace majors and global defence companies to exploit opportunities arising out of offsets, for working on various airborne electronic warfare programmes and in the field of Unmanned Aerial Vehicles. A term sheet has been signed with Rafael, Israel, which is expected to lead to the formation of a joint venture for missile electronics and guidance technologies. BEL is also exploring business avenues in the field of e-governance. To maintain its leadership position, BEL as a strategy initiative, is shifting its focus from reactive R&D to proactive R&D. Major R&D initiatives at BEL include development of capabilities in its core business areas such as radars, electronic warfare and electro optics. BEL has completed implementation of SAP, an integrated Enterprise Resources Planning solution, in all its nine units.
www.bel-india.com
THINGS YOU DIDN’T KNOW ABOUT
Bharat Electronics
BEL has more than 350 products, ranging from small components that cost a few rupees to huge systems costing more than Rs. 60 crore (US$ 15 million) Using solar home lighting, BEL is helping illuminate the homes of people in inaccessible areas of the Sunderbans, Nilgiris and the Thar Desert In 1981/82, BEL was setting up one TV transmitter every day across the country to bring television coverage to Indian homes BEL created the Police Network which connects all district headquarters to State capitals and the centre via satellite BEL manufactures the Receive Only Terminals that make distance education possible in rural schools of Kerala, Karnataka, Madhya Pradesh and Rajasthan under the EDUSAT programme To harness renewable energy, BEL commissioned a 2.5 MW wind energy power plant in Davangere district and a 3 MW wind energy power plant near Hassan in Karnataka. The total energy generated so far is over 4 million units
Promotion
The defence preparedness of India’s armed forces is the best
doc_720519778.pdf