A

Summer Training
Project Report on

“BRAND AWARENESS & PREFERENCE REGARDING

HAVELLS GREEN CFL”
In

Submitted in partial fulfillment for the degree of Master

of Business Administration (2016-2018) affiliated to
Dr. Abdul Kalam Technical University, Lucknow

SESSION 2016-2018

KRISHNA INSTITUTE OF TECHNOLOGY KANPUR

Submitted to Submitted by
Mr. Abhishek Dwivedi Shivangi Kumari
HOD (MBA Deptt.) Roll no. 1635170044
MBA 2nd Year

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 ACKNOWLEDGEMENT

A formal statement of acknowledgement will hardly meet the ends of justice in the matter
of expressing my deep sense of gratitude and obligation to all those who helped me in the
completion of this project report.
The past six weeks working on this project under the guidance of my Project Leader and
Guide has greatly influenced my way of thinking towards facing the challenges during
day-to-day development of this project. This will help me a lot in future as I move further
ahead in my professional life in the days to come.

I am especially indebted to my Project Manager, Mr. Neeraj Pandey, without whose

precious time & expert guidance, the project would not have taken the current shape. His
guidance and in depth knowledge of Marketing concepts have boosted my confidence to
complete this project successfully. He made the intricacies of the existing project clear to
me. He deserves special thanks for his technical guidance throughout the project.He was
highly supportive to develop this project.

Last but not the least I would also like to express my gratitude to Havel's employees and
all my friends who helped me a lot throughout this project.

I am also thankful to Mr. Ashutosh Agnihotri who is my facility guide for giving his
valuable suggestion and guiding me throughout the course of this project right from the
stage of dissertation proposal.

SHIVANGI KUMARI

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 TABLE OF CONTENTS

PREFACE I

ACKNOWLEDGEMENT II

Chapter No. Contents Page No.

1 INTRODUCTION TO COMPANY 1

2 REVIEW OF LITERATURE 18

3 PRODUCT PROFILE 24

4 OBJECTIVES OF RESEARCH 35

5 RESEARCH METHODOLOGY 36

LIMITATIONS OF THE STUDY 41

6 DATA ANALYSIS & INTERPRETATION 42

7 RECOMMENDATIONS & SUGGESTIONS 64

BIBLIOGRAPHY

ANNEXURE

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 Company Profile (Havells India)

Figure # 1.1 Havells starting as a trading company – 1958

1.1) Profile

Starting off as an electrical trading company in 1958, Havells India Ltd. today is an
emerging leader and an end-to-end solution provider in the Power Distribution
Equipment industry. The company catering to the needs of domestic and industrial
market has seven manufacturing units in India.

Havells India Ltd, a billion-dollar-plus organization, and one of the largest & India's
fastest growing electrical and power distribution equipment company, manufacturing
products ranging from Building Circuit Protection, Industrial & Domestic Switchgear,
Cables & Wires, Energy Meters, Fans, CFL Lamps, Luminaries for Domestic,
Commercial & Industrial application and Modular Switches.

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Havells owns some of the prestigious global brands like Crabtree*, Sylvania, Concord,
Luminance, Claude, Sylvania:Linolite, SLI Lighting & Zenith.

Havells reach stretches across 91 branch offices, over 2000 authorized dealers and
thousands of approved retail outlets. The company has an enviable clientele, not only in
the domestic market, but also in international markets like UK, Malaysia, Singapore,
Bangladesh, Sri Lanka, Dubai, Africa, Iran and Iraq. The company is currently exporting
to over 50 countries globally.

Havells is acknowledged as a manufacturer & supplier of the widest range of quality low
voltage electrical equipment. With a number of strategic alliances in place, Havells is the
only company that has shown phenomenal growth rate with the help of various joint
ventures, acquisitions, mergers and takeovers.
Havells recently acquired Frankfurt headquartered, SLI Sylvania for $ 300 mn . The
company is a leading global designer and provider of lighting systems for lamps and
fixtures. Sylvania is one of the most globally recognized brand for over a century in the
electrical industry with brands like Sylvania, Concord:marlin, Lumiance, Marlin, Claude
and Linolite-Sylvania..

Figure# 1.2 Havells Today “POWERING LIVES”

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Vision:
"To be a globally recognized corporation that provides best electrical & lighting
solutions, delivered by best-in-class people."

Mission:
To achieve our vision through fairness, business ethics, global reach, technological
expertise, building long term relationships with all our associates, customers, partners,
and employees.

Values:

Customer Delight: A commitment to surpassing our customer expectations Leadership by

example. A commitment to set standards in our business and transactions based on
mutual trust. Integrity and Transparency: A commitment to be ethical, sincere and open
in our dealings. Pursuit of Excellence : A commitment to strive relentlessly, to constantly
improve ourselves, our teams, our services and products so as to become the best in class

4981
4741
4603

3909
3742
3418

2996

2453 2487

2100

1738
1563
1382
1160
961 1001
863
715

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2

[---FY 05-----] [------FY 06-----] [---FY 07----] [-----FY 08-----][ FY09]

18 consecutive quarters of growth

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Industry Overview
Indian industry overview
The acceleration in growth of Indian economy in the last decade is a well documented
fact. Over last 10 years the per capita income has trebled, resulting in higher consumption
levels across products and services. Increasing urbanization, higher Government
spending in infrastructure and power, strong rural growth and higher power generation
has led the structural changes in the Indian Electrical Industry which has been
appropriately backed by the transformation in social dynamics through increasing income
and change in consumer preferences.
With our understanding of new trends, people's needs and aspirations, as well as our
strong brand, solid financial foundation and engaged workforce, we will continue to
deliver structural growth and consistently healthy profit margins.
Global industry overview
GDP has increased substantially in the Latin American countries during 2010. Sustained
demand for commodities and positive internal factors improves the performance of the
region's economies. Brazilian economy, for instance, has grown by a blistering 7.5%
in2010, a rate unmatched since 1986. Following a strong rebound in Latin American
countries, Sylvania earmarked a strong year of growth, higher profitability and healthier
brand recognition.
However European economy is still stagnant. Within Europe, there is a significant
divergence in economic trends. Most of the countries in central and eastern Europe are
slowly recovering from the economic downturn, economies in some of the southern and
western European countries impacted by the sovereign debt crisis are stagnating or
contracting. The Germany economy, for instance, suffered from the sharp downturn in
global trade in 2009, had benefited in 2010 from strong international demand for high
quality capital equipment. Sylvania earmarked a stagnant sale but a strong turnaround in
its profitability in Europe. Improved relationship with wholesalers in Europe and lower
fixed cost will drive significant margin improvement over next few years.

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Company profile
Havells India Ltd is a billion-dollar-plus organization, and is one of the largest & India's
fastest growing electrical and power distribution equipment manufacturer with products
ranging from Industrial & Domestic Circuit Protection Switchgear, Cables & Wires,
Motors, Fans, Power Capacitors, CFL Lamps, Luminaries for Domestic, Commercial &
Industrial applications, Modular Switches, Water Heaters and Domestic Appliances
covering the entire gamut of household, commercial and industrial electrical needs.
Havells owns some of the prestigious global brands like Crabtree, Sylvania, Concord,
Luminance, Linolite & Standard.
With 94 branches / representative offices and over 5000 professionals in over 50
countries across the globe, the group has achieved rapid success in the past few years. Its
12 state-of-the-art manufacturing units in India located at Haridwar, Baddi, Noida,
Faridabad, Alwar, Neemrana, and 6 state-of-the-art manufacturing plants located across
Europe, Latin America & Africa churn out globally acclaimed products. Havells is a
name synonymous with excellence and expertise in the electrical industry. Its 20000
strong global distribution network is prompt to service customers.
The company has acquired a number of International certifications, like CSA, KEMA,
CB, CE, ASTA, CPA, SEMKO, SIRIUM (Malaysia), SPRING (Singapore), TSE
(Turkey), SNI (Indonesia) and EDD (Bahrain) for various products. Today, Havells and
its brands have emerged as the preferred choice of electrical products for discerning
individuals and industrial consumers both in India and abroad.
In an attempt to transform itself from an industrial product company to a consumer
products company, Havells launched the consumer electrical products such as CFLs,
Fans, Modular Switches Luminaries, Water Heaters and Domestic Appliances. The
company has been consistent in its brand promotion with sponsorship of Cricket events
like T20 World Cup, India-Australia Series and IPL Season first, second, third and
fourth.
The company has also taken the initiative to reach directly to the consumers through
"Havells Galaxy" – a one stop shop for all electrical and lighting needs. Havells has more
than 100 such Galaxies across the country.

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Social and environmental responsibility has been at the forefront of Havells operating
philosophy and as a result the company consistently contributes to socially responsible
activities. For instance, the company is providing mid-day meal in government schools in
Alwar district, covering 30000 students per day. Besides this company has acquired land
for constructing a larger kitchen with all the modern facilities to serve freshly cooked
food to 50000 students in the area. Havells runs a mobile Medical Van, equipped with a
trained doctor and necessary medicines in the rural areas of Delhi & NCR for the very
poor and needy villagers. We also set up free medical check-up camps. In the past also,
the company has generously contributed to the society during various national calamities
like the Bihar Flood, Tsunami and Kargil National Relief Fund etc.
The essence of Havells success lies in the expertise of its fine team of professionals,
strong relationships with associates and the ability to adapt quickly and efficiently, with
the vision to always think ahead.

Chairman profile
The group's phenomenal success over the years has been due to Mr. Qimat Rai Gupta's
mantra of "growth through quality, innovation and market consolidation". His focus on
research and development has enabled the group to develop products for consumers that
offer great value for money. His constant emphasis on promoting energy conservation
and environmental preservation coupled with his philanthropic service to the
economically weaker section of the society is his way of giving back in return to the
society that has helped this organization realize its true potential.

Mr. Gupta has held various responsible positions in Trade and Commercial associations

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of the Industry from time to time. He has, in his past, served as the President of
Federation of All India Electrical and Trade association. Mr. Qimat Rai Gupta has been
recognized by various sections of the industry for his path breaking work in this segment.
Amongst the acknowledgments bestowed upon him, Mr. Gupta received the Self-made
Entrepreneur Award "Udyog Patra" in 1989, Distinguished Entrepreneurship Award
2004, from the PHD Chamber of Commerce and Industry in 2004, Udyog Vibhushan
from the Institute of Trade & Industrial Development, Delhi in 2005 and Udyog Ratna
from PHD Chamber of Commerce & Industry for Economic Contribution to Uttaranchal
State in 2005.

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PRODUCT PORTFOLIO:
Products:
1) Domestic Appliances

2) Havells Modular Switches

3) Crabtree Modular Switches
4) Geysers

5) Building Circuit Protection

6) Industrial Circuit Protection

7) Lighting

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8) Cables and Wires

9) Fans

10) Motors

11) CFL

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12) Capacitors

Vision, Mission and Values

Vision
“ To be a globally recognized corporation that provides best electrical & lighting
solutions, delivered by best-in-class people ".
Mission
To achieve our vision through fairness, business ethics, global reach, technological
expertise, building long term relationships with all our associates, customers, partners,
and employees
Values
 Customer Delight: A commitment to surpassing our customer expectations.

 Leadership by example. A commitment to set standards in our business and

transactions based on mutual trust.

 Integrity and Transparency: A commitment to be ethical, sincere and open in our

dealings.

 Pursuit of Excellence : A commitment to strive relentlessly, to constantly improve

ourselves, our teams, our services and products so as to become the best in class.

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Unique business model
Havells business model is unique in India. We focus on the entire customer need of low
voltage electrical products by selling through same distribution channel. We have aligned
ourselves horizontally by having large product basket. Thus our channel management has
become important and Havells enjoys paramount relationship with its dealers for the past
four decades. The strategic business model that we adopted and implemented has certain
features which place our business in a unique positioning in India.
1. Brand building. Havells has created a strong brand in the electrical consumer
products in India which traditionally was a low involvement product category. We started
investing in brand promotional activities through large scale television advertisements in
2006 in addition to other mode of advertisement like seminars, print media and local
advertisements. It was unheard at that time about any electrical company co-sponsoring
cricket mega events like T-20 world cup, Indian Premier League.
2. Premium positioning. Havells brand is associated with quality at par with the
products of the global leaders. As a strategy Havells entered into the premium category in
each product while leaving 'bottom of the pyramid' strategy.
3. Common distribution channel. Havells selling pattern is quite different from its peers
in India. We sell our entire product categories through same distribution channel
targeting same consumer. As a result we are more consumer focused-channel friendly
company. We enjoy unparalleled space with both the consumer and dealers in our
industry.
4. Havells Galaxies. Breaking the conventional selling methods, Havells started 'Havells
Galaxies' which are one stop shops satisfying directly the entire electrical product need of
the consumer. Under franchisee model Havells Galaxies provide additional premium sale
channel to its existing channel partners.
Growth imperative
In financial year 2010-11 we extended our competitive advantage, while investing in
growth. We fortified our leadership and culture. We are a market-driven company
forming strategies based on the feedback from markets to capture growth opportunities
and to accelerate change while staying fast and productive. Growth is considered as a
process to achieve better returns to stakeholders. Growth imperative at Havells means:

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1. Lead in growth markets. In 2010-11 we grew exponentially in the markets where we
lead in the product segments and generated close to Rs. 4,000 crores revenue from Latin
America, India and Thailand. With a growth of 22% in financial year 2010-11, we
continue to make long term investments to drive growth across these geographies.
2. Launch new products. We are committed to grow ahead of the competition. India,
which is the key market for our electrical consumer durables segment, new product range
of Electrical Water Heater was launched in September 2010. To leverage brand presence
and distribution strength in India the next plan is to launch small appliances. Sylvania's
strong brand and distribution channel in Europe & Latin America will be further
leveraged by launching low voltage switchgears.
3. Entering new countries. Sylvania is a 100 years old brand having visibility across
five continents. Capitalizing on the brand recall in other geographies than Europe and
Latin America, Sylvania will be re-launched in growing economies.
4. Investing in manufacturing capabilities. During the last five years Havells invested
more than Rs. 650 crores in India for converting its manufacturing capabilities into
world-class, state-of-the-art units. We own largest facilities in terms of some of our
product segments in India and amongst top few in the world. As a manufacturing
organization we manufacture 85% of our products in India and outsource only those
products which are either not viable or cannot be done.
Global market driven forces necessitated us to reduce fixed cost and increase utilization
levels at the international manufacturing facilities. During recession in2009, we closed
down three manufacturing facilities in England, Brazil and Costa-Rica. Seven facilities at
Europe and Latin America are still operational where critical products are being
manufactured while conventional products are being outsourced from low cost countries
like China and India.
5. 'Information Technology - a business enabler'-
Havells innovative IT tools enabled the channel partners and business managers to work
ahead of competition.
IT Applications has been deployed in India for basic business functions of sales,
purchase, production, planning, accounting, research, development and designing through
SAP, to implement best business practices with maximum possible automation thereby

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increasing employees' efficiency & productivity. As a step further we deployed IT
support to the channel partners and customers by providing online sales order booking,
viewing delivery, billing & order status in order to empower them by making them self
sufficient, increase their awareness and level of transparency and thereby strengthening
the bond.
Havells is one of the few companies in India to start 'Mobility' extending all field sales
staff related applications in SAP to Blackberry to help sales staff in giving prompt
response to dealers for any of the queries.
Milestones

2017 Launch of Domestic Appliances

: Set up of new Industrial Switchgear Plant in Sahibabad
Launch of new range of Control Gear Cosmic Star series

2016 Launch of Havells brand in US & Mexico

: Sets up 2nd unit for Fan manufacturing at Haridwar.
Acquired 100% interest in Standard Electricals
Sets up World's First New Generation CMH Lamp Plant at Neemrana.
Enter into Electric Water Heaters business.

2011 Set up of fully automatic 2nd unit for switchgear manufacturing at Baddi.
: Global consolidation of CFL manufacturing plant at Neemrana for domestic
and export purposes.
Launch of India's 1st HPF CFL
Launch of India's 1st BEE 5* Rated Fan

2010 First Indian CFL manufacturers to have adopted RoHS, European norms on
: Restriction of Hazardous Substances in CFLs.
Set up of Global Corporate office, QRG Towers at Expressway Noida
investment of Rs.50 Crores in Global Center for Research and Innovation

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 (CRI)
Set up of fully automatic plant for Havells Lafert Motors at Neemrana
Change in Corporate BRAND identity

2009:  Set-up of Capacitor manufacturing plant in Noida, UP with the capacity

of 6, 00,000 kVAr per month.

 Acquired the Lighting business of a Frankfurt based company

"Sylvania", a global leader in lighting business and now the company's
turnover crosses US$ 1 Billion.

 Warburg Pincus, a global private equity firm and one of the largest
investors in India, invested US $110 million in Havells India Ltd.
Havells issued fresh shares to Warburg Pincus, representing
approximately 11.2% of the fully diluted share capital of the company.

 QRG Group entered healthcare business by acquiring a majority stake in

Central Hospital and Research Centre, Faridabad.

2008  Crabtree India merged with Havells India.

:
 Added CFL production unit in Haridwar manufacturing plant.

 Expansion at Alwar manufacturing plant for increase of production

capacity.

 Expansion at Baddi manufacturing plant and set-up of an Export

Oriented Unit.

 First Company to get the ISI Certification for complete range of CFLs.

 Started mid-day meal program at Alwar, Rajasthan caters to 10,000

students from 77 schools.

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2007  Set up manufacturing plant in Haridwar, Uttaranchal for manufacturing
: Fans.

 Awarded the KEMA certification by The Dutch Council for

Accreditation, making QRG the only group to attain this certification.

 Set up of R&D Center in Noida H.O.

2006  Set up manufacturing plant at Baddi , HP for manufacturing of Domestic

: Switchgear.

 Set up a manufacturing plant for manufacturing of CFL at existing

manufacturing plant in Faridabad, Haryan.

 Set up a manufacturing plant for manufacturing of Ceiling Fans at

Noida, UP.

 Set-up our own marketing office in London through our wholly owned
subsidiary company Havells U.K. Ltd.

 In December, 2004 placed 235 fully convertible debentures of Rs. 10

Lacs on M/s. Shine Ltd., Mauritius and the debenture will be converted
in June, 2006.

 Attained the CE certificate for CFL.

2005 Launch of Fans, CFL and Lighting

:

2004  Standard Electrical Company becomes a 100% Subsidiary of the

: company.

 Attained the IEC certification for Industrial switchgear and CSA

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 certification for all manufacturing plants.

2003 Acquired business of Havells Industries Ltd, MCCB of Crabtree India Limited
: and merged ECS Limited in the company to consolidate its area of core
competence.

2002  Acquired controlling stake in Duke Arnics Electronics (P) Limited

: engaged in manufacturing of Electronic Meters-Single Phase, Three
Phase, Multi Function, Tri Vectors.

 Acquired controlling interest in an industry major-Standard Electricals

Ltd.

2001 Introduced high-end Ferraris Meters in Joint Venture with DZG, Germany.
:

2000: Acquired Electric Control & Switchboards at NOIDA, UP for manufacturing

customized packaged solutions.

1999: Set up another manufacturing plant at Faridabad, Haryana for Control Gear
Products.

1998 Set up a manufacturing plant at Sahibabad, UP for Changeover Switches.

:

1997 Started manufacturing MCBs at Badli, Delhi in Joint Venture with Geyer,
: Germany.

1996 Acquired Towers and Transformers Ltd. and turned it into a profitably
: manufacturing Energy Meters Company in 1 year.

1995 Started manufacturing high quality Energy Meters at Tilak Nagar, Delhi.

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:

1994 Set up a manufacturing plant for HBC Fuses at Badli, Delhi.

:

1993 Set up the first manufacturing plant for Re -wireable Switches and Changeover
: Switches at Kirti Nagar, Delhi.

1992 Bought HAVELLS brand

:

1991 Commenced trading operations in Delhi.

:

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Corporate Governance
The QRG Group defines corporate governance strategically, which encompasses not only
what we do as a company with our profits, but also how we make them. It goes beyond
philanthropy and compliance and addresses how our company manages its economic,
social, and environmental impacts, as well as its relationships in all key spheres of
influence: the workplace, the marketplace, the supply chain, the community, and the
public policy realm.
We as a company have been in lead in offering a portfolio of eco responsible products
and services that deliver powerful, sustainable, energy-efficient solutions that don't
compromise on capacity and security. Our eco responsibility initiative also focuses on
how we run our business, and includes efforts to develop an alternative-energy strategy,
and thus reduce the environmental impact of our operations. We strive to bring corporate
responsibility to every aspect of our business. We're committed to managing a
responsible and diverse supply chain that's consistent with our high standards for
environmental and business practices.
Breaking down the barriers that constrain innovation is a challenge; we have readily
embraced right from the start. Our ability to build communities and promote the
exchange of ideas through assistive technologies, participation programs, and
standardization is transforming the way people experience our products. We offer our
customers holistic energy-efficient solutions, enabling them to not only save money and
protect their capital investment, but also lower their energy usage and protect the
environment, thus fulfilling our CSR responsibility of sustenance of depleting
environmental resources.

Corporate Governance and Ethics

An implicit sense of ethical business conduct has been the cornerstone of the QRG way
on corporate governance. On issues ranging from customer care and business excellence
to financial propriety and more, explicit rules and regulations supplement the traditional

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values on which our group companies have been shaped. This is what we have
endeavored to do in the 50 years of our existence. Our values of understanding, trust,
integrity and ethics have served us in good stead.
Corporate governance as practiced by our Group translates into being fair and civic-
minded, fulfilling our duties to the entire spectrum of stakeholders, and, most
importantly, making integrity an article of faith across all our operations. The group's
adherence to ethical business conduct is rooted in the vision of its Founder Mr Qimat Rai
Gupta. We started on sound and straightforward business principles, considering the
interests of our shareholders and welfare of our employees as foundation of our long term
success.

The 'leadership with trust' philosophy that has come to play such a vital role in how our
customers perceive us is all the more remarkable given the climate of unparalleled public
distrust of people in positions of authority today both in business and politics

Employee Relations
Our people are the key to our success. Their skills, knowledge, ideas and enthusiasm
drive our business. We have high-quality, diverse workforce and employees who fulfill
their potential. We have achieved this by giving them development and advancement
opportunities along with competitive compensation and benefits that appropriately
reward performance
We communicate widely with employees to demonstrate how their efforts contribute to
our success and to listen to their concerns. We also encourage them to align with our
vision. We are committed to open communications and a workplace where everyone's
voice is heard.
We use several channels to communicate with employees, including an internal web
portal and company website along with communication sessions with the top
management of the company. These sessions provide assessment of employee

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satisfaction and are inputs for business planning, management decision-making and
company strategy development. They also help employees implement company policies,
meet high standards of conduct and ensure their behavior reflects company values and
policies.
We seek to meet leading health, safety and wellness standards to enhance our business
performance while optimizing employee health. Our facility policies are designed to
continually reduce the risk of occupational injury and illness while promoting employee
health and well-being. We wish to be a company that is known for its leadership in
corporate ethics and responsibility. A company where employees are proud to work, and
customers, partners and suppliers want to do business with.

Financial performance
In the financial year 2010-11, Havells emerged from the economic downturn as a more
focused and agile company. The profit margins climbed above the prior-year levels and
strong increase in cash flow generation.

1. Havells India Performance - stand alone

The Indian business represented through Havells India demonstrated strong growth
momentum in revenue and particularly strong traction in the domestic segment. Despite
the increased cost, we have been able to maintain the margins at desired level. The profit
margins corrected in comparison to last year due to base effect of low raw material cost.

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During financial year 2010-11 net revenue grew by 22% to Rs. 2,882 crores
from Rs. 2,371 crores in financial year 2009-10. The earnings before interest,
depreciation and tax were up by 10% from Rs.305 crores in financial year 2009-10
to Rs. 337 crores in financial year 2010-11. Profit after tax was up by 6% from Rs. 228
crores in financial year 2009-10 to Rs. 242 crores in financial year 2010-11.
1.1 Revenue analysis - segment performance; The results achieved by major business
segments of the Company are as given below:
Segment wise Revenue analysis
Year 2009-10 Year 2010-11

Net % to Net % to Growth

In crores of rupees
Revenue total Revenue total %

Switchgears 673 28% 734 26% 9%

Cable & Wires 984 41% 1,232 43% 25%

Lighting & Fixtures 349 15% 445 15% 27%

Electrical Consumer
334 15% 469 16% 40%
Durables

Others 31 1% 2

Total 2,371 100% 2,882 100% 22%

• Switchgears division registered net revenue of Rs. 628 crores in domestic market during
financial year 2010-11 as compared to Rs. 522 crores registered in the last financial year
2009-10, registering a growth of 20%. The export revenue in Switchgears division has
dropped to Rs. 106 crores during financial year 2010-11 as compared to Rs. 151crores in
last financial year 2009-10. The drop in export is mainly due to closure of OEM contract
with UK based company. Havells is now planning to launch switchgears in the
international market.

• Strong growth momentum has been build up in Lighting and Electrical Consumer
Durables segments. The divisions have highest direct consumer interaction as compared

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to other segments. With the structural shift in the consumer preference, the division's
performance continues to be robust. We had launched Electrical Water Heater under
Electrical Consumer Durables segment in September 2010 which registered net revenue
of Rs22 crores in the financial year 2010-11.
2. Sylvania performance - stand alone
The International business represented through Sylvania has been successful turned
around during financial year 2010-11. The net revenue grew by 9% from Euro 413
million in financial year 2009-10 to Euro 450 million during financial year 2010-11.
2.1 Operating performance highlights in Euro currency
In millions of Euro Year Year

2009-10 2010-11

Net Revenue 412.8 449.4

Earnings before depreciation, interest, tax and amortization 7.1 26.0

Pension (liabilities)/ benefits (7.7) 5.4

Less: Depreciation 8.8 8.3

Less: Interest 12.1 11.0

Add: Other income 1.0 1.1

Less: Exceptional cost 43.6* 0.6

Profit before tax (64.1) 12.6

Less: Tax 4.9 5.6

Profit after tax (69.0) 7.0

*Exceptional cost during financial year 2009-10 has been adjusted with business
reconstruction reserve in the audited consolidated balance sheet of the Company

The EBIDTA during financial year 2010-11 would have been Euro 31.4 million
including pension benefits of Euro 5.4 million and Euro (0.6) million for the financial
year 2009-10including pension liabilities of Euro 7.7 million
2.2 Geographical revenue mix

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Within the constraint of still weaker economy of Europe, Sylvania earmarked a strong
turnaround in its profitability at Europe. Following a strong rebound in Latin American
countries, Sylvania earmarked a strong year of growth, higher profitability and healthier
brand recognition. During the financial year 2010-11, Europe contribution to the net
revenue was 63% as compared to 71% in 2009-10 due to stable revenue in Europe and
increased revenue in other part of the world. In Americas region which primarily includes
Latin American countries, the net revenue registered a growth of 35%.
Net revenue breakup on regional basis
In millions of Euro Net Revenue EBIDTA EBIDTA %

2009-10 2010-11 2009-10 2010-11 2009-10 2010-11

Europe 286.2 280.6 (4.0) 13.9 — 4.9%

Americas 107.7 145.0 9.5 13.2 8.8% 9.1%

Asia 13.5 19.4 1.0 1.3 7.4% 6.7%

Others 5.4 4.4 0.6 (2.4) — —

Total 412.8 449.4 7.1 26.0 1.7% 5.8%

The improvement in operating margin in Europe is largely attributable to completion of
restructuring plans and benefits accruing thereon during financial year 2010-11 along
with benefits of other operating efficiencies. The margin improvement in Americas was
led by revenue growth and operational efficiencies.
Opportunities & Threats
Opportunities in the Indian market: In India we have been focusing on the increasing
distribution network and product basket. With large population, increasing urbanization
and disposable income, the industry in which we operate provide sustainable growth on a
longer term basis.

Opportunities in the international market: Robust growth of emerging economies

provides large opportunities to Havells. We are a well established Company in these
economies and will continue to focus on the growth, new product launches and increasing
distribution strength. In other mature economies, the market trend is changing favorably.

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Havells strategy is to get higher profitability and stable cash flow generations in these
markets.
Threats
Slow down: A slowdown of the World Economy mainly European economy is quite
possible for the short term due to current global developments. Due to the strong linkage
of the manufacturing industry to the economy, such an event would adversely impact
growth in the short term for the Company.
Competition: Competition whether domestic or international has always been taken as a
challenge. Transforming challenges into opportunities has been a practice at Havells.
Cost of Raw material: Metal being a major raw material and its volatility may affect our
profit margins. Havells had adopted various measures to minimize the effect of escalating
prices of raw material.
Foreign Exchange: The business includes foreign currency risk due to outsourcing from
low cost countries and selling in other geographies. As it has been the market practice
followed by other major competitors and all companies working on a global platform, the
market absorption of the change is natural.
Entering into new markets or new products:
As discussed we have been planning to enter into new geographies which will have its
own challenges. We are also planning to launch new products which may need new
policies. The new initiatives will bring new challenges in near future. We believe that we
have sufficient management bandwidth to pass through these cycles with past
experiences.
Risk Management
Our risk management policy is based on a philosophy of pursuing sustainable growth and
creating economic value while avoiding and managing inappropriate risks. We view'
Enterprise Risk Management' as a process, which helps in managing the business risks in
more proactive & systematic way and helps in identification of risks by managing the
same to achieve the business goal. Risk management is an integral part of how we plan
and execute our business strategies.
The Company has established an Enterprise Risk Management (ERM) framework to
optimally identify and manages risks as well as to address Strategic, Operational, and

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Financial and Compliance risks. This is in line with the company's commitment to deliver
sustainable value to all its stakeholders. This framework aims to provide an integrated
and organized approach for evaluating and managing the risks.
Our ERM approach is based on the worldwide accepted "Enterprise Risk Management -
Integrated Framework" developed by the "Committee of Sponsoring Organizations of the
Tread way Commission" (COSO). Risk management at Havells is based on a
comprehensive, interactive and management-oriented Enterprise Risk Management
(ERM) approach that is integrated into the organization which addresses both risks and
opportunities. ERM process is connected with company's financial reporting process and
is closely integrated into the internal control system. We consider company's strategy,
effective & efficient utilization of its resources and reliability of financial reporting as
well as statutory compliance to be equally important.
The output of the periodical Risk Assessment is also used as an input to company's
Annual Internal Audit Program, which is approved by Audit Committee &Board.
Business risk evaluation and management is an on-going process within the Company.
Risk Management & Internal Control system
The Company's Internal Control Process has been designed to achieve its objectives to
permissible limits through the effective function and combination of its basic elements.
The Audit Committee adopted an objective driven process designed to extract strategic,
operational, process and compliance risks. The process will give assurance to all
stakeholders that all aspects of risk, within the context of the Company, are covered and
managed in a substantive, controlled and methodical manner. It concerns itself with the
Company's risk monitoring system and oversees the effectiveness of the internal control
system, in particular as it relates to financial reporting, the risk management and control
system.
Audit Committee meet quarterly in line with clause 49 of listing agreement of SEBI& in
accordance with section 292A of the Companies Act, 1956 to review the Business
Performance and to address weakness in the business control infrastructure as reported by
internal and statutory auditors or revealed by self-assessment of management, and to take
corrective action where necessary.

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Risk Categorization & Mitigation Program
A structured risk management process encourages management to take risks in controlled
manner. In order to provide a comprehensive view of Havells business activities, risk are
identified in a structured way by combining elements of a top-down and bottom-up
approach. Risks are reported on a regular basis as part of the "Business Performance
Management" process. The bottom -up approach is supported by workshop conducted by
the respective management at Branch, Factory and Corporate function level, whereas the
top-down approach ensure that potential risks and opportunities are discussed on
management level and are included in the subsequent reporting process.
This is supported by monthly "Strategic Business Unit" review meeting attended by cross
functional team members. In these meetings business performance is reviewed & key
issues are discussed for improvements/ preventive measures and necessary guidelines are
provided by the Top Management to the respective SBU Team. Having assessed relevant
risks, management determines how it will respond, after reviewing the likelihood and
impact, evaluating costs and benefits, and selecting options that bring residual (remaining
risk) within the entity's risk tolerances.
Three years ago, the Company management initiated activities for "Identification of Key
Business Risks & preparation of their mitigation plan" for managing the risks in
consultation with Ernst & Young (E &Y). Out of thirteen KEY risks identified in
consultation with (E & Y), Company prepared mitigation plan for nine risks and balance
four are expected to be completed before financial year 2011-12.
The Company has a structured risk management process to address different risk
categories: Strategic, Operational, Financial and Regulatory risks. The Company has
reviewed the existing policies & procedures across all business verticals and developed
"Standard Operating Procedures (SOPs)" including best business practices in the
industries. To ensure its effective implementation Risk Management &Governance Team
has been
– Conducting a Workshop with each department
– Developed a Control register mentioning the key activities with defined responsibilities
& periodicity for its review, which will facilitate the process owner& their functional
Head for their self-monitoring and effective implementation of SOPs.

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The management has introduced a specific risk based internal audit program in line with
International Best Practices for the financial year 2011-12. These steps will facilitate to
have enhanced control & uniformity across the organization.
Material Developments in Human Resources / Industrial relations
The concept of industrial relations has a very wide meaning and connotation in Havells
India. It means that the employer, employee relationship confines itself to the relationship
that emerges out of the day to day association of the management and the employee.
Industrial relations include the relationship between an employee and an employer in the
course of running of an industry and may project it to spheres, which may transgress to
the areas of quality control, marketing, price fixation and disposition of profits among
others.
At Havells the team shares a common vision of achieving excellence in every sphere of
business. Our 'Code of Conduct' clearly defines our ethics for performance, behavior at
work and our relationships. To promote competent and conducive working environment
Company follows following set of practices:
– A flat organization;
– Competency mapping at the time of joining to ensure that the right person does the
right job thus enhancing the productivity:
– Open to ideas, suggestions and communications for accelerated decision making;
– Recognition and rewards for performers.

Showing growth of Havells from 1997-2014

1.2) Promoters

QRG Group is one of the fastest growing Electrical and Power Distribution Equipment
Company in the country, manufacturing products ranging from building circuit

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protection, industrial & domestic switchgear, cables & wires, energy meters, fans, CFLs,
luminaries, bath fittings and modular switches.

The group comprises of 5 companies –

1) Havells India Ltd. (the flagship company)

2) Standard Electricals

3) Crabtree India Ltd

4) TTL

5) Sylvania

With 13 state of the art manufacturing plants, 24 branch offices and a strong backing of
over 3000 professionals across India the group has achieved rapid success in the past few
years.

The group has recorded a turnover of Rs. 963 crores in the previous financial year and is
poised for another quantum growth with projections suggesting a 50% increase over
previous year. While the industry has been growing at a pace of 20% CAGR, QRG
Enterprises has been marching faster at a compounded annual growth rate of 35% in the
past decade.

1.3) Board of Directors

1. Qimat Rai Gupta (Chairman and Managing Director)

2. Anil Gupta (Joint Managing Director)
3. Surjit Gupta (Director Operations)

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4. Ameet Gupta (Director International Marketing)
5. Rajesh Gupta (Director Finance)

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Milestones

Years Achievements

1958: Commenced trading operations in Delhi

1976: Set up the first manufacturing plant for Rewire able Switches and Changeover
Switches at Kirti Nagar, Delhi.

1979 :
Set up a manufacturing plant for HBC Fuses at Badli, Delhi

1980:
Started manufacturing high quality Energy Meters at Tilak Nagar, Delhi

The Company was originally incorporatd as Havell's India Private Limited on 8th
August under the Companies Act 1956 promoted by S/Shri Qimat Rai Gupta and
Surjit Kumar Gupta.

The Company also entered into a Technical Collaboration with M/s Christian
1983: Geyer GmbH & Co. Germany for the manufacture of Miniature Circuit Breakers
in India.

Acquired Towers and Transformers Ltd. and turned it into a profitably

manufacturing Energy Meters Company in 1 year

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1987 : Started manufacturing MCBs at Badli, Delhi in Joint Venture with Geyer,
Germany.

1989 : The company undertook addition to its tool room facilities by going in for
manufacturing of sheet metal and moulding tools in-house

1990 : Set up a manufacturing plant at Sahibabad, UP for Changeover Switches

1991: The company amalgamated with itself Elymer Havbell's Pvt. Ltd. which had
facilities for manufacture of HRC fuses with an installed capacity of 2 50 000 pcs.

1992: The name was changed to Havell's India Limitd vide certificate dated 31st

March

For the manufacture of ELCBs the Company signed another Technical

Collaboration with M/s Schiele Industrieworke Germany.

1993 : Set up another manufacturing plant at Faridabad, Haryana for Control Gear
Products

1994 : The company successfully launched the latest IEC design contractors relays and
motor starters for the first time in India which have been well received in the
market.

The company has finalized tie-ups in UAE Oman Kuwait and Egypt for marketing
its vast range of products in these countries.

1995 : The Company has introduced Product Managers and "Industrial Teams" to

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 emphasize the product mix and to strengthen its presence in all market segments.

1996 : Acquired a manufacturing plant at Alwar, Rajasthan for Power Cables & Wires
and entered into the manufacture of low tension power cables.

Entered into a Joint Venture with Electrium, UK for manufacturing Dorman

Smith MCCBs and Crabtree Modular Plate Switches.

Schiele industriwerke Germany who have been our collaborators for ELCBs have
entered into a new technical collaboration with the company for quality
upgradation for its products in the controlgear division.

The company decided to enter into the manufacture of Three Phase Energy
Meters for industrial applications.

Havell's group signed a Joint Venture Agreement with Hanson Electrical a group
company of the UK Pound 11 Billion Anglo-American conglomerate Hanson Plc.
one of the top ten Companies of UK.

1997 : Acquired Electric Control & Switchboards at NOIDA, UP for manufacturing

customized packaged solutions.

- Havell's Dorman Smith Pvt. Ltd. U.K. JV company wherein Havell's India Ltd is
a 25% shareholder with Electrium Ltd. UK with the introduction of state-of-the-
art `DORMAN SMITH' brand Moulded Case Circuit Breakers in India.

- Havell's group has signed a new JV agreement with Ampy Automation Digilog
Ltd. UK.

JV partners have tested the MCBs and have entered into an agreement with the
Company to exclusively market the MCBs in the world wide markets

Introduced high-end Ferraris Meters in Joint Venture with DZG, Germany.

Cable division at Alwar is now ISO-9001 certified.

1998 :
The 50:50 JV company "Havell's Dorman Smith Ltd. in which Havell's India Ltd.

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 is a 25% shareholder had launched Moulded Case Circuit Breakers last year in the
Indian market.

The Company also launched "Crabtree" brand modularplate switches which is

being perceived as the best available product in the market

1999 - Electrical switchgear makers Havell's India has entered into a strategic partnership
with Cambridge Technology Partners India for implementing ERP on a fast-track.

- The company has a 50:50 joint venture with DZG of Germany for manufacture
of high-end electromechanical and electronic energy meters.

2000 : Acquired controlling stake (60%) in Duke Arnics Electronics (P) Limited engaged
in manufacturing of Electronic Meters-Single Phase, Three Phase, Multi Function,
Tri Vectors.

Havell's entered into a technical collaboration with Geyer in 1998 to manufacture

miniature circuit-breakers.

For MCBs the company has a technical collaboration with Geyer AG of Germany
with Schiele Industriewerke of Germany for RCCBs and with Peterriens
Schaltechik Gmbh for changeover switches.

Acquired controlling interest in an industry major-Standard Electricals Ltd.

2001 : Acquired business of Havells Industries Ltd, MCCB of Crabtree India Limited
and merged ECS Limited in the company to consolidate its area of core
competence.

Awarded the highest revenue payer award for the year 2000 in the organised
sector category

2002 : Standard Electrical Company becomes a 100% Subsidiary of the company.

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 Attained the IEC certification for Industrial switchgear and CSA certification for
all manufacturing plants.

2004 : Set up manufacturing plant at Baddi , HP for manufacturing of Domestic

Switchgear.

Set up a manufacturing plant for manufacturing of CFL at existing manufacturing

plant in Faridabad, Haryan.

Set up a manufacturing plant for manufacturing of Ceiling Fans at Noida, UP.

Set-up our own marketing office in London through our wholly owned subsidiary
company Havells U.K. Ltd.

Attained the CE certificate for CFL.

Havells India Limited has sold out its entire shareholding of Standard Electricals
Limited an un-listed public limited company which was a 100% subsidiary of the
Company. Consequently with effect from such transfer Standard Electricals
Limited is no longer a subsidiary of the Company.

2005 : Set up manufacturing plant in Haridwar, Uttaranchal for manufacturing Fans.

Awarded the KEMA certification by The Dutch Council for Accreditation,

making QRG the only group to attain this certification.

Set up of R&DCenter in Noida H.O.

2006 : Crabtree India merged with Havells India.

Added CFL production unit in Haridwar manufacturing plant.

Expansion at Alwar manufacturing plant for increase of production capacity.

Expansion at Baddi manufacturing plant and set-up of an Export Oriented Unit.

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 First Company to get the ISI Certification for complete range of CFLs.

Started mid-day meal program at Alwar, Rajasthan caters to 10,000 students from
77 schools.

Set-up of Capacitor manufacturing plant in Noida, UP with the capacity of 6,

00,000 kVAr per month.
2007 :
Acquired the Lighting business of a Frankfurt based company "Sylvania", a global
leader in lighting business and now the company's turnover crosses US$ 1 Billion.

Warburg Pincus, a global private equity firm and one of the largest investors in
India, invested US $110 million in Havells India Ltd. Havells issued fresh shares
to Warburg Pincus, representing approximately 11.2% of the fully diluted share
capital of the company.

QRG Group entered healthcare business by acquiring a majority stake in

CentralHospital and Research Centre, Faridabad

2008 : First Indian CFL manufacturers to have adopted RoHS, European norms on
Restriction of Hazardous Substances in CFLs.

Set up of Global Corporate office, QRGTowers at Expressway Noida

Investment of Rs.50 Crores in Global Center for Research and Innovation (CRI)

2009 : Set up of fully automatic switchgear manufacturing plant at Baddi.

Consolidation of CFL manufacturing plant at Neemrana for domestic and export

purposes.
2010 : - Havells India Ltd has appointed Mr. S. K. Tuteja as an
Additional Director.

- Havells India has given the Bonus in the Ratio of 1:1

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2011: Havells foraying in premium appliances market

-Havells India Entering into a Joint Venture (JV) with Shanghai

Yaming Lighting Co. Ltd.

2012: Havells India has recommended of Dividend @ Rs. 6.50 per equity

share of Rs. 5/- each i.e. 130%

2013 : -Havells India has recommended of Dividend @ Rs. 7.50 per equity

share of Rs. 5/- each i.e. 150%, for the financial year 2012-13.

2014 : -Havells India has recommended of Dividend @ Rs. 10.00 per equity

share of Rs. 5/- each.

-Havells India Ltd has undertaken a sub-division of its equity

shares

of Rs 5 into Rs one each.

-Havells India has splits its face value from Rs 5/- to 1/-

1.5) Work culture at Havells

QRG is continuously applying modern management techniques such as Kaizen to enable

employees to improve their day to day functioning in small steps, one at a time. QRG has
also implemented Japanese version of 5S which stands for "a place for everything and

- 42 -
everything in its place". The company has introduced these techniques as it firmly
believes that small changes add up to large results and the only way for a corporation to
grow, is to make its people grow

The Group is driven by qualified and experienced professionals backed by a work force
of over 4000 employees. All branches and manufacturing facilities are computerized and
networked with each other. An open door policy at all levels encourages employees to be
participated, innovative and creative. Empowering employees helps the organization in
harnessing individual talents to the fullest. Emphasis is laid on building team spirit which
helps employees to realize collective potential.

1.6) Manufacturing Plants

Powerful trends are shaping up industry for the 21st century. Because of rapid spread of
advanced technologies complexity of work is increasing - almost daily. With the state of
the art equipments and manufacturing facilities, QRG group is helping to boost safety in
workplaces from the factory to the offices, domestic buildings to commercial plazas. All
the manufacturing units are ably supervised and controlled by technocrats and industry
specialists.
The group has well managed, well equipped tool rooms with machines like CCV Line,
CNC Machines, EDM Wire Cut, Spark Erosion Machines, Lathes and Surface Grinders.

Our strategic alliances with some of the leading technology corporations in the world of
electrical engineering, ensure constant access to the latest developments in the
international markets, which are then adapted to the tough tropical conditions.

Our manufacturing units are fully equipped with the latest and most sophisticated
facilities in India. And in the hands of our highly qualified technical experts, this results
in some of the most advanced product development in the country
Location: Branch offices / zonal offices / manufacturing plants

 Haridwar, Uttaranchal
Products manufactured: Fans and CFLs

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 Baddi, Himanchal Pradesh
Products manufactured: MCBs, CFLs and Switches
 Samepur Badli, Delhi
Products manufactured: MCBs, ELCBs and DBs
 Tilak Nagar, Delhi
Products manufactured: Energy Meters
 NOIDA, UP
Product manufactured: Fans
 Alwar, Rajasthan
Products manufactured: Cables & Wires
 Faridabad, Haryana
Products manufactured : CFLs and Industrial Products.
 Gurgaon, Haryana
Luminaries and Lighting fixtures
 Jalandhar
Products manufactured: MCBs, ELCBs, DBs, Wires and Industrial Switchgear
 Gurgaon, Haryana
Products manufactured: Modular Plate Switches & Accessories
 Bhiwadi, Rajasthan
Products manufactured: Bathroom fittings & Accessories
 Sahibabad, UP
Products manufactured: Trivector Meters, Reference Standard Meters
 Hyderabad,AP

Products manufactured: Energy Meters

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ORGANIZATIONAL STRUCTURE

Head
Office,Noida

Branch Office
North

Chandigarh,Ludhiana,
Jaipur, Kanpur,
Dehradun

Branch Office
East

Kolkata,
Bhubaneshwar,
Guwahati, Ranchi,
Siliguri

Branch Office
West

Ahemdabad, Bhopal,
Indore, Mumbai,
Nagpur, Pune,
Raipur, Surat

Branch Office
South

Calicut, Chennai,
Coimbatore,
Hydrabad, Kochi,
Madurai, Trivandrum

Branch Office
Abroad

London, Nigeria,
Bangladesh, China,
Sri-Lanka, Dubai

- 45 -
 1.7) Quality control at Havells

The essence of quality at QRG is closely wrapped in the way we think, plan and work. It
finds its true expression when we extend beyond ourselves to exceed our customer’s
expectations. To deliver products that are safer, faster and simply better.

Each time, every time. Building customer confidence through teamwork is a top priority
to provide a wide variety of products and services.

Realizing and respecting the basic needs of customers to feel more secure, we've
committed ourselves to make our products better, safer and smarter than what he or she is
looking for. That's a passion that began 30 years ago and that's how it continues to be
even today. Our customers rely on us and it is our responsibility to give them the very
best. All our products are as per IEC standards.

Certifications / Approvals

 ISO-9001 : 2000 (all manufacturing units)

 KEMA KEUR
 CE
 S–mark
 CSA
 CB
 SEMKO
 SIRIUM (Malayasia)
 SPRING (Singapore)
 TSE (Turkey)
 SNI (Indonesia)
 EDD (Bahrain)

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 Netherlands Canada UK Europe

India Malaysia Europe Russia

Singapore Sweden Turkey

Figure# 1.5 Certifications / Approvals

- 47 -
Major Clients of Havells India Ltd.

- 48 -
1.8) Research And Development At Havells

Innovation is the hallmark of every vital development at QRG. New ideas, inventions
deepen scientific knowledge and give its work force a new impetus towards technical
progress.

QRG technological strengths and its endeavor towards continuous research &
development has allowed it to fulfill its responsibilities towards its customers. The
responsibility of providing its customers the best products and zero defect services to
enable them to be comfortable and secure in usage of electricity.

Center for Research and Development

Havells has recently invested 20 million dollars in a new centre for research and
innovation. This centre has been set-up at the company’s H.O. premises in Noida.

The task of this centre is to provide the theoretical & experimental foundations for all
segments of electrical engineering. The centre closely cooperates with the various
departments so as to provide the best and the latest in terms of technology and design.
The Group has also decided to dedicate 2% of its turnover towards R&D.

1.9) Safety Matter

Protection against Electrical Shocks and fire:

With the ever increasing of the usage of electricity in our daily lives , the risk of electrical
shocks and hazards related to electrical fire to overcrowded wiring and leakage due to
installation failure.

Poorly insulated apparatus, faulty wires or the incorrect use of an electrical device cause
current to flow through the wrong face (i.e. through the insulation) to the earth. This
current is called the "Leakage Current". Leakage current in an electrical system is
responsible for two major risks.

 Risk of electrocution(electric shocks)

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  Risk of fire

Risk of Electrocution (Electric shocks)

Electrocution is the passage through human body, which is dangerous .The flow of
current through human body, affects two vital functions

 Breathing
 Heart Beat

Electrocution can lead to muscle contraction causing respiratory paralysis, cardiac

fibrillation and immediate cardiac arrest resulting in death depending upon the magnitude
of the leakage current and the contract voltage.

Risk of fire
Poorly insulated wiring or loose connections are enough to create fire hazards a portion
of the current which normally flows in the conductor can find a way back to the earth
through these "leaks" and through materials with varying degrees of conductivity. These
materials are not intended to conduct current, and may get heated up to such a degree that
they will set fire to whatever they are in contact with (insulation,wood etc.). This is the
start of fire.

Solution
Earth Leakage Circuit Breakers installed in the circuit senses these leakage currents and
isolates the faulty circuit thereby ensuring safety against the hazards of earth leakage. It is
mandatory to install an ELCB in the incoming circuit for all installations except those
specified by the section 30 of the Indian Electricity Act, 1910.

- 50 -
Product Profile

2.1.) Miniature Circuit Breakers (MCB’s)

In the residential, commercial and Industrial sectors, final electrical distribution needs are
continuously evolving. Improved operating safety, continuity of service, greater
convenience and operating cost have assumed tremendous significance. Havell's breakers
have been designed to continually adapt to these evolving needs.

Havell's maintaining pace with the technological changes has introduced Miniature
Circuit Breakers tested as per the latest
specifications IS:8828-1996, IEC:898-1995 for a breaking capacity of 10KA.

Figure# 2.1 Havells Miniature Circuit Breakers

- 51 -
2.2.) Capacitors

Havells started manufacturing of its new range of products Capacitors in February 2007
Havells Capacitors are designed and manufactured using S3 technology. It encompenses
product with triple shield with differential disconnector in the event of any fault within
due to environmental compatibility. Automatic controlled vacuum potting of "Element
Modules" ensures fault remains localized. and protects the installation in spite of hazards

Advance technologies adopted in our "Capacitors" offer you unmatched safety and
outstanding performance under Indian conditions benefiting you month after month and
every year from now on...
Our commitment to manufacturing excellence and providing a world class quality
products at affordable prices in creating your industry more energy efficient, now from
even wider spectrum of products from Havells; we offer you a complete solution which
is not only safe and reliable but also help you save your energy.

Figure # 2.2 Havells Capacitors

- 52 -
2.3.) Fans

Havells entered fan business in mid - 2003 and has emerged as one of the fastest growing
fan brands in the Indian market. Havells has captured customers' fancy with innovative
design and excellent finishes. From premium fans in exquisite antique finishes to fans
specially designed for kids, dual color fans and super speed fans. Havells offers a
complete range to meet varied individual needs

Figure# 2.3 Havells Fans

- 53 -
2.4.) Cables

Set up in the year 1996, Havells Cables plant (an ISO: 9001-2000 certified unit) is
located in Alwar, in the state of Rajasthan, India. Since inception, Havells has invested
heavily in the manufacturing infrastructure, which has today become one of the largest in
India. All wires & cables are manufactured on most modern laser controlled automatic
machines, using best raw material from primary manufacturers ensuring perfect quality

Features:

Highly compacted conductors to reduce AC losses which are due to skin and proximity
effect.
Purest insulation to bear thermal and thermo-mechanical stresses at continuous normal
and short circuit temperature conditions.
Complete protection against most forms of electrolytic and chemical corrosion.
Extruded inner sheath(for XLPE insulated power cable HT).
Sequential length marking on outer sheath of the cables.
Over 90%armour coverage of armored cables..

Figure # 2.4 Havells cables

- 54 -
2.5.) Switches
A new addition to the Havells product portfolio Pearlz, a range of aesthetically designed
modular plate switches that are engineered to deliver protection and built to last. A well-
designed knob provides soft operation and the ultra-tech mechanism ensures longevity.
Pearlz promises quality and reliability. Available in a pure white finish, these switches
lend pristine beauty to your walls for years.

Figure# 2.5 Havells Switches

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2.6.) Crabtree Bath fittings

Crabtree is a name synonymous with truly world-class luxury bath fittings. Backed by the
HAVELLS Group, India's leading electrical switchgear and equipment manufacturer,
Crabtree is in distinguished company.
To cater to its global clientele, the Group has set up an extensive distribution network for
this exclusive range both in India and abroad, to provide customers with technical support
and after sales service.
Production at Crabtree is a symbiosis between advanced technology, maximum
functionality and aesthetic designing to match the taste of the discerning clientele. The
state-of-the-art plant at Bhiwadi (Rajasthan) is a unique fusion of the best human and
technical resources.

Figure# 2.6 Crabtree Bath fittings

- 56 -
2.7.) Havells Meters

The world and with over nine decades of expertise in the field of energy measurement,
M/s With over 10 million Ferraris meters in successful operation in fourteen countries all
over. Deutsche Zahlergesellschaft, Germany (DZG), established in the year of 1917, now
offer their technology towards high quality metering in India.

TTL Limited, the Metering unit of Havells group, manufactures high quality single phase
Ferraris meters, under a joint venture with DZG, at their new unit at Sahibabad in Uttar
Pradesh, India. This manufacturing venture shall cater to the DZG market of highly
quality conscious European customers, to the world wide export markets, and to the
quality conscious.Indian utilities. A rugged, well established and proven meter design
ensures high quality, long life, trouble free, very accurate and reliable energy
measurement that shall go a long way in improving the Utility-Consumer relationship,
through reliable andgenuine data for billing purposes.

Figure# 2.7Havells Meters

- 57 -
Product Profile
2.8.) CFL (Compact Fluorescent Lamps)

Havell's is one of India's leading energy efficient, lighting solutions Company. Always
sensitive to the needs of the consumers and country, the company strives to serve them
better with energy efficient light sources. The new range of compact fluorescent lamps
and luminaries from Havell's are a result of this conviction.
Manufactured using state-of-the-art machinery, cutting edge technologies and top quality
raw materials imported from the world's best sources, provide the consumers with the
highest lumen output that too with lowest power consumption. These CFLs last eight times
longer than ordinary GLS bulbs. They brighten your life with more light, more savings and
more life.With two manufacturing units in India and clients ranging from Asia-Pacific,
Middle East, Europe, Africa and Australia Havell's CFL is a story of constant innovation
and profound quality.

Figure# 2.8 Havells CFL’s

- 58 -
 HAVELLS GREEN CFL

Havells is continuing upgrade products in order to best serve modern discerning

consumer. Havells CFL is environment friendly by introducing India’s first Eco friendly
GREEN CFL. Today most of company use liquid mercury due to cost effectiveness and
simple technology. These CFL contained a least 3 to 5 times more than prescribed norms
by Indian and international standard.
But Havells modified all its CFL production lines and adapt PDT (Pill Dosing
Technology). With PDT Havells now use amalgamated mercury pills that are less
harmful to the environment as compared to conventional use of liquid mercury. These
pills also conform to Indian and international standard on use of mercury in CFLs.
Additionally Havells is first Indian CFL manufacturing to have adopted RoHS, European
norms on Restriction of Hazardous Substances in CFLs.
Havells two unit plants in India and client ranging from Asia-Pacific, Middle East,
Europe, Africa and Australia Havells CFL is a story of constant innovation and profound
quality.

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- 60 -
OBJECTIVES OF THE STUDY

Every study is conducted with key objectives and aims kept in the fore. Without aims and
objectives the study is like a ship without radar. So aims and objectives of this study are.

1) To understand the awareness level of Havells and Havells green CFL.

2) To know how satisfied are customers and retailers with the products they
purchase and the services provided by the company.
3) To find out what the customer and the retailer wants from Havells GREEN CFL.
4) To know the market shares of GREEN CFL.
5) To know the perception of customer regarding the quality of GREEN CFL.
6) To know the most influential factors that influence the customer behaviour
towards GREEN CFL.

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- 62 -
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. The
research methodology included various methods and techniques for conducting a
research. “Marketing Research is a systematic design, collection, analysis, and reporting
of data and finding relevant solution to a specific marketing situation or problem.”
Sciences define research as “ the manipulation of things, concepts or symbols for the
purpose of generalizing to extend, correct or verify knowledge, whether that knowledge
aids in construction of theory or in practice of an art.”
Research is thus, an original contribution to the existing stock of knowledge marketing
for its advancement, the purpose of research is to discover answers to the questions
through the application of scientific procedure.
My research project has a specified framework for collecting the data in an effective
manner. Such framework is called “Research Design”. The research process which was
followed by me consisted following steps.

4.1) Defining the problem & Research Objectives

It is said, “A problem well defined is half solved”. The step is to define the project under
study and deciding the research objective. The definition of problem includes Brand
Awareness & Preference Regarding Havells GREEN CFL

4.2) Developing the Research Plan:

The second stage of research calls for developing the efficient plan for gathering the
needed information. Designing a research plan calls for decision on the data sources,
research approach, research instruments, sampling plan and contacts methods. The
research is descriptive in nature and is aimed at analyzing the brand awareness&
preference regarding Havells GREEN CFL.

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The development of Research plan has the following Steps:

a.)Data Sources
Two types of data were taken into consideration i.e. Primary data and Secondary data.
My major emphasis was on gathering the primary data. The secondary data has been
used to make things more clear.

i. Primary Data: Direct collection of data from the source of information,

including personal interviewing, survey etc.

ii. Secondary Data: Indirect collection of data from sources containing past or
recent information like, Annual Publications, Books, Newspaper and
Magazines etc.

4.3.) Research Approach

Surveys are best suited for Descriptive Research. Surveys are undertaken to learn
about people’s knowledge, beliefs, preferences, satisfactions and so on and to
measure these magnitudes in the general public. Therefore I have done this Survey for
the Descriptive Research Process.

4.4.) Research instrument

A close friend questionnaire was constructed for my survey. A Questionnaire
consisting of a set of questions was presented to respondents for their answers.
a.) Sampling Plan
The sampling plan calls for three decisions.
i. Sampling unit: Who is to be surveyed?
The target population must be defined that has to be sampled. It is necessary so as to
develop a sampling frame so that everyone in the target population has an equal
chance of being sampled. The sampling unit of this project was Kanpur .
ii. Sample Size: How many people have to be surveyed?

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 Generally large sample gives more reliable results than small samples. The sample
consisted of 100 respondents. The sample was drawn from 50 retailers and 50 end
user’s customers’ people having different educational qualifications, occupations and
age group. The selection of the respondents was done on the basis of simple random
sampling. The sample was drawn from people having different educational
qualifications, occupation and age groups.
iii. Contact Methods
Once the sampling plan has been determined, the question is how the subject should
be contracted i.e. by telephone, mail or personal interview. Here in this survey, I have
contacted the respondents through personal interviews.

4.5.) Collecting the information

The collection of data is a tedious task. For conducting any sort of research data was
needed. So for my research, there was plenty of primary data and for increasing the
validity of information collected, some books, journals, pamphlets, information about the
company were studied and taken into considerations. After this, I have collected the
information from the respondents with the help of questionnaire.
a.) Collection of Primary Data: Primary Data is the data collected from the
original source. In my survey and study, there was optimum availability of
primary data because every aspect was witnesses carefully at each point.
Questionnaire and personal interviews were the main instruments, which were
used for collecting primary data.
b.)Collection of Secondary Data: Secondary Data is the one which has already
been collected by someone else and some other person is using that information.
The source of secondary data was, some related books and websites related to the
company. The competent staff of the company helped me a lot in providing
information about the company.

4.6) Analyze the Information

The next step is to extract the pertinent findings from the collected data. I have tabulated
the collected data and developed frequency distributions. Thus the whole data was

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grouped aspect wise and was presented in tabular form. Thus, frequencies and
percentages were prepared to render impact of the study.

4.7.) Presentation of findings:

This is the last and important step in the research process. The findings are presented in
the form of graphs, pie charts, conclusions, suggestions and recommendations after data
analysis.

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LIMITATIONS OF THE STUDY

1) The possibility of respondent’s responses being biased cannot be ruled out.

2) Limited access to secondary data pertaining to Havells performance in other

regions or any other information was another problem in finding a correct
response.

3) Since a smaller sample was chosen so it may not be true representative of

population under study.

4) Most of the times people don’t give appropriate information.

5) Mostly retailers don’t want to give accurate information and act rudely.

6) The survey was to be conducted in a limited span of time (6 weeks) which also
posed a limiting factor.

7) The retailers are so busy in their business so that they did not show actual picture
of the situation.

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- 68 -
 1. Do you sell CFL?

Response No of respondent

Yes 87

No 13

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2. How many brand of CFL you sell?

Response No of respondent

One 1

Two 7

Three 22

Four 20

More Than Four 4

25
22
20
20

One
15
Two
Three
10
7
Four
4
5 More Than Four
1
0
One Two Three Four More Than
Four

Inference The above chart shows that 22 retailer sell three type of brand of CFL 20
retailers sell four type brand,7 retailers sell only two type, 4 retailers sell more than
four brands of CFL only one retailer sell one brand of CFL.

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3. Which brand of CFL frequently sells at your counter?

Response No of respondent

Havells 5

Philips 29

Crompton 13

Any Other 7

Table No.

Any Other Havells

13% 9%
Havells
crompton
greaves
Philips
24%

Philips crompton greaves

54%

Any Other

Inference According to this chart 54% retailer sell Philips, 24% sell Crompton, 13%
sell other brand of CFL. Only 9% retailer sells Havells at their counter. Thus we
conclude that few retailer sell Havells CFL at their counter.

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4. What do you feel about service of the Havells Company?

Response No of respondent

Very Good 7

Good 20

Average 13

Poor 11

Very Bad 3

Very Bad
6% Very Good
Poor 13%
20%
Very Good
Good

Good Average
37%
Average Poor
24%
Very Bad

Inference 13% retailer of my survey feel service of Havells company if very good,
37% feel service is good, 24% feel average about the service of the company, 20%
feel service is bad and 6% retailers feel service of company is very bad. So majority
of retailers are happy with the service of the company.

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5. Do you agree with the price of Havells GREEN CFL is competitive?

Response No of respondent

Strongly Agree 10

Agree 28

Disagree 14

Strongly Disagree 2

Can’t Say 00

30
28

25

20 Strongly Agree
14 Agree
15
10 Disagree
10 Strongly Disagree
5 2 Can’t Say
0
0
Strongly Agree Disagree Strongly Can’t Say
Agree Disagree

Inference The majority of retailers of my survey think the price of Havells

Company is competitive. But 14 retailers are not agree that the price of Havells
company is competitive.

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6. How effective the promotional activities of Havells Company?

Response No of respondent

Very Good 15

Good 19

Average 11

Poor 7

Very Bad 2

Very Bad
4%
Poor
13% Very Good
28% Very Good

Good

Average Average
20%
Poor

Very Bad

Good
35%

Inference 83% retailers think the promotional activities of Havells Company is

good and 13% think promotional activities of company is bad.

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7. In your opinion the new adjustment policy of GREEN CFL in the form of
7% less in bill is…………..

Response No of respondent

Useful 0

Useful to some extent 5

Wasteful Efforts 48

Can’t Say 1

Wastefull Effort,
50 48
45
40
Useful
35
30
Useful to some extent

25 Wastefull Effort
Useful to some Can't Say
20
extent, 5
15
10 Can't Say, 1
5 Useful, 0
0

Inference the new policy related to GREEN CFL is a wasteful effort of the
company according to the 48 retailers out of 54. Because retailer want guarantee
product for sell.

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8. What type of products do you want to sell?

Response No of respondent

Quality Products 15

Guarantee Products 35

Any Other 4

Any Other
7%

Quality Products
28%
Quality Products

Guarantee Products Guarantee Products

65%

Any Other

Inference From the above chart we conclude that most of the retailer wants to sell
guarantee product. Only 28% retailer prefer to sell Quality product because of they
avoid the risk as far as possible.

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 9. Availability of Havells GREEN CFL in the market………….

Response No of respondent

Always Available 48

Occasionally Available 6

Always Unavailable 0

Ocassionally Always unavailable

Available 0%
11%

Always Available
Ocassionally Available
Always Available Always unavailable
89%

Inference:- 89% retailer assume that the GREEN CFL easily available when they need.

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 Customer Profile

1. How did you get to know about Havells GREEN CFL?

Response No of respondent

Peer Groups 15

Family Member 10

Media 23

Any Other 2

25
23

20
15
15
Peer Groups
10
10 Family Member
Media
5
Any Other
0 2

Peer Groups
Family
Member Media
Any Other

Inference:- 23 consumer out of 50 get to know about Havells GREEN CFL by media.
Than 16 consumer get to know by peer group and 10 consumers know GREEN CFL by
family member. In this way media is best way to aware the people regarding GREEN
CFL.

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 2. In your opinion the most influential media to advertise is…………..

Response No of respondent

Newspaper 12

Television 26

Radio 8

Any Other 4

30
26
25

20
Newspaper
Television
15 12
Radio
10 8 Any Other

4
5

0
Newspaper Television Radio Any Other

Inference:- 26 respondents think that television is most influential media for

advertisement. Newspaper is influential according to the 12 consumer. Than radio is
influence the people.

3. The quality of Havells GREEN CFL is……………

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 Response No of respondent

Very Good 8

Good 25

Average 15

Poor 2

Very Bad 1

25
25

20
Very Good
Good
15
15 Average
Poor
10 8
Very Bad

5
2
1

Very Good Good Average Poor Very Bad

Inference:- The quality of GREEN CFL is good and consumer also assume that
quality of Havells CFL is very good (8 consumer). 25 consumers said that quality is
good. 15 consumer think quality is average. Only 3 consumers said quality is bad or
very bad.

4. The price of Havells GREEN CFL……………………

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 Response No of respondent

Very High 15

High 28

Normal 7

Low 0

Very Low 0

30 28

25

20 Very High
15 High
15 Normal
Low
10 Very Low
7

0 0
0
Very High High Normal Low Very Low

Inference:- From the above table 30% think price of GREEN CFL is very high and 56%
said price is high. Only 14% said price is normal.

5. In your opinion the brand image of Havells GREEN CFL is………

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 Response No of respondent

Very Good 14

Good 22

Average 11

Bad 3

25
22

20

14 Very Good
15
11 Good
Average
10
Bad

5 3

0
Very Good Good Average Bad

Inference:- From the above table we conclude that 44% of the customers are rating
good and 28% are rating very good so that Havells have good brand image in the market.

6. Reasons for your preference for Havells GREEN CFL………….

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 Response No of respondent

Price 4

Quality 15

Safety 9

Brand Image 22

Any Other 0

25
22

20

15
Price
15
Quality
9 Safety
10
Brand Image
4 Any Other
5

0
0
Price Quality Safety Brand Any Other
Image

Inference:- From the above table we conclude that 44% respondent prefer Havells CFL
for its brand image and 30% are for its good quality.

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 7. With the increase in the price of GREEN CFL (For meeting increased
cost of production) your purchase behaviour will………….

Response No of respondent

Never Change 7

Change to Some Extent 12

Totally Change 28

Can’t Say 3

30 28

25

20
Never Change
15 12 Change to Some Extent
Totally Change
10 7
Can’t Say
5 3

0
Never Change Change to Totally Can’t Say
Some Extent Change

Inference:- From the above table we conclude that 56% of the respondent change there
decision dew to change in the price so consumer behavior is highly influenced by change
in price.

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8. Factors for purchasing Havells GREEN CFL on higher price :

Response No of respondent

Save Electricity 2

Durability 0

Brand Image 4

Eco Friendly 1

Any Other 0

4
4

3.5

2.5 Save Electricity

2
Durability
2
Brand Image
1.5 Eco Friendly
1
1 Any Other

0.5
0 0
0
Save Durability Brand Image Eco Friendly Any Other
Electricity

Inference:- From the above table we conclude that most of the consumer purchase
Havells CFL on higher price because of its brand image.

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 9. In your opinion what is more important ………………

Response No of respondent

Quality 11

Price 10

Guarantee 26

Any Other 3

30
26

25

20 Quality
Price
15
11 Guarantee
10
10 Any Other

5
3

0
Quality Price Guarantee Any Other

Inference:- From the above table we conclude that guarantee and quality are main factor
while purchasing.

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- 87 -
Dealer influenced market Dealer recommendation crucial Price/ margins may play a
major role Havells not only expanded its switchgear range but also its reach into Asia-
Pacific and the Middle East. Major competitors are Schneider, Indoasian, Siemens,
GE, L&T & Legrand, those are catching the Havells market. The brand whose
relations in the market with the dealers are not sound or the dealers satisfaction is not
with the brand, the brand suffers in terms of Retailer‘s negative recommendation to
customers and market availability. Dealers/retailers are not updated with change in
price & change in product line. ―Some of them does not has the latest price lists‖
Dealers or retailers are more interested in pushing the product of the company which
provides them better schemes. Dealers are not given proper Technical support for the
training of the product.

- 88 -
- 89 -
 Recommendations and Suggestions

1) More local/ regional advertisements should be there to make people aware about
Havells and its products
2) There should be more advertisement on the world wide web also.
3) Campaigning should be done at all level.
4) Business Development Officers should contact Architects and Customers on
regular basis.
5) More flexible discount schemes should be provided
6) Product catalogues and price lists should be provided to the customers on regular
basis.
7) Increase the percentage rate of ADJUSTMENT POLICY. Or start guarantee.
8) Improve the behavior of sales person of the company as well as distributor.(6% of
respondent).
9) Company should further reduce its price.
10) Fulfill all the commitments which are made by company or distributor.
11) There is more need in improvement of quality of Green CFL so that it decreases
the rate of replacement.
12) The adjustment policy’s rate is not enough because replacement rate is 15% to
20%.
13) If company backs out any scheme, then it should give some time to the retailer.
14) Provide updated information and knowledge to the retailers about the product.
15) Provide equal Price to all the retailers.
16) Company should compromise with dealer according to the circumstances.
17) Company should improve its grievance handling system

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- 91 -
LIMITATIONS OF THE PROJECT For the time limitation I could not gather more
information to justify exact condition. The time constraints are limiting factors. The
study is limited by the size of the sample. As the sample size is very small,
geographical and regional differences could not be included. Difficult to take an
appointment with business class people. Most of the dealers and retailers could not
give me enough time to fill up questionnaire. It was very difficult to cover all the areas
under Pune

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- 93 -
Salient Conclusion from the work: After conducting Retailer‘s research for Havells Ltd,
with their valuable suggestions and responses to the different questions. We can conclude
that there is good market Awareness about Havells in the market. Retailer‘s satisfaction
level of most respondents is higher for Havells, which is provided by survey. Higher
satisfaction level of Havells was due to it provides good products at affordable prices.
This conveys that the dealers are stocking more Havells products than other companies.
About 90% of the Retailers of this Industry stocks Havells as their running item in
Pune. The company has a 40% share in India's low-voltage switchgear market. The
main factors contributing in Retailers Satisfaction are high Margin provided to them.
Quality is the main factor which influence the customer in buying the products of
Havells. According to the end consumers, the Price of Havells Product are a bit high
but the Quality is also better comparatively. Working environment of company is
sound. And all the employers work with coordination.

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- 95 -
1 How did you get to know about Havells GREEN CFL?

Peer Group
Family Member
Media
Any other ……………………..

2. In your opinion the most influential media to advertise is…………..

Newspaper
Television
Radio
Any Other ………………………

3. The quality of Havells GREEN CFL is……………

Very good
Good
Average
Poor
Very Bad

4. The price of Havells GREEN CFL……………………

Very High
High
Normal
Low
Very Low

5. In your opinion the brand image of Havells GREEN CFL is………

Very Good
Good
Average
Bad
Very Bad

6. Reasons for your preference for Havells GREEN CFL………….

Price
Quality
Safety

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 Brand Image
Any Other

7. With the increase in the price of GREEN CFL (For meeting increased
cost of production) your purchase behaviour will………….

Never Change
Change to some extent
Totally Change
Can’t Say

ATTEMPT QUESTION 10TH IF YOUR ANSWER OF 9TH QUESTION IS

“NEVER CHANGE”

8. Factors for purchasing Havells GREEN CFL on higher price :

Save electricity
Durability
Brand Name
Eco Friendly
Any Other ……………………………………..

9. Please specify the shortcoming in Havells GREEN CFL?

....................................................................

……………………………………………

10. Your suggestion for improving the quality of Havells GREEN CFL :

……………………………………………………………………………..

…………………………………………………………………………….

11. In your opinion what is more important ………………

Quality
Price
Guarantee
Any Other

- 97 -
BIBLIOGRAPHY

- 98 -
 Sr. Title Author Publication
No

1 Marketing Kotler, P Prentice Hall

Management
2 Research Kothari, C New Age International
Methodology R Publications

Journals

1.) 24th Annual Report 2006 – 2007 Havells India Ltd.

Web Sites

http://www.havell’s.com

http://www.thehindubusinessline.com/2005/09/30/stories/2005093002590200.htm

http://www.business-
standard.com/common/storypage_c_online.php?leftnm=10&bKeyFlag=IN&autono
=38132

http://www.toboc.com/1/570340/Exporter.aspx

http://www.efytimes.com/efytimes/fullnews.asp?edid=25052&magid=13

http://www.domainb.com/companies/companies_h/havells_India/20080331_expansi
on_plans.html

http://www.domainb.com/companies/companies_h/havells_India/20070314_lighting.
htm

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