Market

'Quality of Life' has become the defining phrase in the India of today. The socialistic functionality of the first five decades after independence has given way to a market that is aesthetics- and quality-driven. While this is true of all consumer segments it is most visible in the construction sector. Commercial and residential spaces are no longer four walls and a roof they are style and lifestyle statements. The spin-off effects of these has been reaped by the electrical construction material industry which has, in the course of a decade, become a high growth sector. However, the market for electrical wiring devices, switches and accessories presents its own kaleidoscope of issues. While one part of the market is controlled by organised manufacturers, the corresponding other half is influenced by the unorganised. Clearly, with limited resources and no pressing need to upgrade, the unorganised players some 100 in numbers in the main, manufacture the conventional non-modular switches selling almost exclusively in semi-urban and rural markets. The new-age modular version is the forte of the high-capacity, governmentregulated organised players selling in urban markets. On paper, at least, the divide is complete. Increased awareness of environmental issues has put basics like electricity conservation, durability and safety, on the public radar, even in tier II towns. In turn, this has increased acceptability of branded, quality products helping drive the entire market towards the organised sector and growing the industry by some 20% annually (Source: MP report). The market for modular and non-modular switches is valued at Rs. 1800 crore (US$ 375 million) (Source: internal data). In this market the industry leader is the Rs. 1085 crore (US$ 226 million) Anchor Electricals which controls

History
Established in 1963, Anchor began life by producing electrical wiring devices which became the company's flagship product. As the market developed its product line was extended to include lighting fixtures, luminaires, lamps and tubes, energy meters, ceiling fans and electric wires. Today, this Mumbai-based company is the largest electrical wiring devices manufacturer in India. Soon after, Anchor acquired Rider, a home-grown company manufacturing electronic regulators and dimmers for mood lighting. In 2001 Anchor entered into a joint venture with AVE S.P.A. (Anonima Vestonese Elettronica) of Italy the Ferrari of light switches for its range of intelligent low-voltage electrical control and management systems and accessories. This was followed in 2003 by the introduction of the Woods range a brand widely recognised as a world-leader in contemporary technology-driven switches for the top-end of the market. 2007 was a watershed year for Anchor. In April, Panasonic Electric Works Limited (earlier known as Matsushita Electric Works Limited), bought 80% of the company's equity. This acquisition opened the floodgates for a whole

an estimated 50% of the organised market for electrical wiring devices (Source: company estimate). The balance 50% is fought over by nine other manufacturers.

Achievements
In the immediate past, electrical switches in India were black-bodied, single-lever contraptions mounted externally on walls. Anchor, on its own, changed all of this when in 1976 it introduced India's first piano-type switch. Such was the impact of this launch that Anchor became a generic name in the switches and accessories market in the country. Even today, in several parts an electric switch simply means an Anchor. Anchor is now a company that offers a range of more than 3000 products in twenty product groups. This vast production base is supported by fourth-generation injection- and hydraulic-moulding machines in what is billed as one of the largest such facilities in South Asia. The company was awarded the ISO: 9002 certification for quality control, design and development nearly ten years ago. The company has pulled an entire industry forward by opening new markets and reaching small mofusil towns through a network of 10,000 dealers and 300,000 retail outlets. This vast distribution system is sustained by 1.5 million square feet of state-of-theart manufacturing facilities in Daman, Kutch and Haridwar. While the facility in Kutch manufactures fluorescent tubes, CFL lamps, wires and cables, its wiring devices are manufactured in Haridwar and Daman. The entire operation is supported by 7000 employees.

range of patented Panasonic technologies in the home appliances, interior design solutions and security systems. On 29th September 2009 Panasonic bought out the balance 20% in Anchor thus taking complete charge of the company. Today, Anchor is 100% Panasonic owned.

Product
Home now is not only just a place where the heart is it is a space that showcases the owner's personality. Increasingly, house-proud Indians are foraging the markets often, seeking the help of interior specialists for products that combine designer looks with cutting edge performance. Most accept the view that light fixtures and fittings add a crucial appeal. It is in

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this space that Anchor offers unmatched quality with its huge range of world-class brands and state-of-the-art products. The brand scores on three counts. The first is in the high levels of automation it has been able to introduce in its various plants. At Haridwar, for instance, its factory has integrated production lines, made up in the main, of fully programmed automatic and semi-automatic machines which cater to the growing demand for wiring accessories in India and the export market. The second advantage Anchor is able to exploit is its in-house, state-of-the-art moulding facilities. This allows the company to completely control quality and maintain stringent standards. The third benefit it offers is the continuous research and development that is carried out in one of the finest design centres in India. Manned by dedicated engineers this resource is equipped with over fifteen CAD/CAM work stations, EDMs and multi-axis CNC machines. The introduction of Panasonic to this eclectic mix has had a revitalising effect on the company. A whole new range of products not just manufacturing, design, quality and processes have been strengthened and accessories launched including home automation systems, video door phones, smoke and heat detectors and living light controllers. Cutting across several economic strata are brands such as Ave and Woods which offer high-end technologies; Roma, India's first modular switches and still a preferred choice amongst a vast majority; Anchor Penta with silver alloy switch contacts for a truly long life; the Rider range of electronic regulators and light dimmers and Anchor XL, a colour range of mini-modular accessories. Anchor lightings and luminaires offer a wide range of CFLs and FTLs both for domestic and commercial use while the Anchor range of fans ceiling, wall mounted, pedestal and exhaust are finding greater acceptance in a cramped and intense market. On the protection devices front, Anchor offers miniature circuit breakers (MCBs), residual current circuit breakers (RCCBs) and distribution boxes. Anchor products are thus increasingly finding favour with architects and builders across the country. Anchor also manufactures wires for domestic use as well as cables and insulation tapes in a fully automated plant.

very advanced light control systems meant for large commercial complexes, hotels, stadiums etc. and lighting safety systems sourced from its parent company in Japan. All these will be sold through the company's existing retail network as well as through other selected consumer electronics outlets at better addresses. In view of the rapidly maturing market, the company is also on course to launch the very elegant Roma Viola range of switches using Panasonic technology, as well as an eco-friendly range of green compact fluorescent lamps. As the company enlarges it operations it will also need to focus on issues that will arise out of its sheer size. As a result, Anchor has already commenced streamlining its internal processes by making its supply chain more robust and sales channels very efficient. The aim is to address all subjects ranging from the dealer to the end customer and bring about a transparency in the consumer-company relationship. It is Anchor's aim to migrate from being recognised as just a switch manufacturing company to a one-stop electrical solutions organisation.

have enabled it to maintain strong relationships with all stakeholders. Architects, builders, contractors and electricians are periodically taken on factory visits to demonstrate, first hand, the high levels of automation and the quality control standards that Anchor has put in place. The company also publishes an exclusive Architect's Diary to reach out to decision-makers. Recently, it sponsored the National Congress for Architects held in Bangalore where students from colleges of architecture found a platform to interact with their peers. It was Anchor's way of winning their future trust and support. On the ground where the fight for the consumer's custom takes place, Anchor is very alive. At any time it has several activities running concurrently. These may include in-shop displays, giveaways, sales-linked incentives and motivational gifts. Each is designed to recognise exemplary effort and reward it as appropriate.

Brand Values
An anchor by dictionary definition is something that affords stability and a sense of confidence.

Promotion
As a company in the business of manufacturing electrical products, Anchor has always stressed on the importance of safety. Quality and dependability are, therefore, pre-eminent features of its entire range. It doesn't either forget that of equal importance are good looks. It is for this reason that Anchor products are a fine combination of safety and aesthetics. The brand's promotions combine consumer research with relevant messaging. The Anchor Team Dependable commercial in 2006 had Rahul Dravid the Mr. Dependable of the Indian cricket team. It showed a bunch of schoolchildren struggling to study in the dark because of a power failure in their hostel. Rahul solved the problem by calling up the Anchor Team Dependable to fix their power connection. The Anchor Roma advertisement series depicted the heart-warming scenes that are illuminated at the press of a Roma switch as in the case of the father, who on his return from abroad, turns on the light to see his new born for the very first time. Anchor leveraged India's cricket mania innovatively during the ESPN telecast of the ICC World Cup in South Africa. Each time an Indian player got out a pop-up saying 'Anchor One shock even we couldn't prevent' would scroll across the screen. It was a memorable, non-intrusive way of branding and gaining public attention. Anchor's below-the-line activities This, supported with the additional value of dependability is the hallmark of the Anchor brand. Anchor strives to continuously innovate and remain the gold standard of electrical switches and accessories in India. In over 40 years of its existence it has become a symbol of universal acceptability and trust. As it marches forward under the banner of the powerful Panasonic brand it will only redouble its effort.

Recent Developments
As a subsidiary of Panasonic Electric Works (PEW), Anchor has an immense pool of technical resources and products. The company is set to market integrated automated smoke detectors and light control systems. This initial range spans everything from features-rich, easyto-install home security and lifestyle products to

www.anchor-world.com
Things you didnt know about

Anchor
If a new city with a population of 1.5 million was developed each month, Anchor would be able to meet its complete requirement If Anchor's manufacturing facilities were housed in a single building it would be a structure 200 feet long, 100 feet wide and 75 storeys tall Anchor, the world's number one switch manufacturer, turns out more than 50 switches every second With 194 injection moulding machines and 105 hydraulic moulding machines, Anchor has one of the largest moulding facilities in South Asia Virtually every component and almost all raw materials used in production at Anchor are sourced from in-house facilities

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