Introduction.

Established in 1963, Anchor Electricals Pvt. Ltd is a wholly owned subsidiary

of the Panasonic Corporation. Panasonic acquired Anchor, the 50-year-old
Indian family-owned electrical equipment brand, in 2007.[1] The company
produces low-voltage electrical switches and accessories, switchgear and
protection devices, wires & cables, lamps & luminaires and fans. It also sells
home automation products from Panasonic.[2]
The companies new manufacturing unit has been built at Daman, India. The
investment for the plant has been Rs 200 crores and will produce a complete
range of wiring devices.The plants current production capacity is of 240 million
units. For the first two years,the products manufactured at Daman will cater to
the domestic market, post which they will start exporting to Middle East.By
2015 the company is expecting 5 percent of their revenues to come from
exports.[3] The factory adopts many green features including installation of LED
lighting, solar panels and use of treated sewage water. It is expected to employ
1500 people once it reaches full capacity by next fiscal.[4]
Anchor also plans to enhance the Panasonic portfolio, with new products like
fans and LED lights. They have started test marketing ventilation fans in Indian
cities namely Bangalore, Mumbai, Pune and Hyderabad and over the next six
months, they intend to add some more ranges of fans.
Over the last five decades, Anchor has managed to capture the attention
of every citizen in this country. It started with a humble vision of
manufacturing electrical products of outstanding quality at a time when
the market involving electrical switches or wiring devices was handled by
the unorganized sector. The advent of Anchor not only organized the
sector, but also brought electrical accessories into mainstream
commerce. As a brand, Anchor signifies Trust, Safety and Reliability.
These qualities have helped Anchor carve a niche for itself in the
electrical accessories market.
Anchor is solely responsible for the manufacturing and marketing of
world-class eco-friendly products that have added value to the lives of
people. The ideology of Panasonic's founder, Konosuke Matsushita'
drives the everyday business at Anchor. It states that "the company must
contribute to society through its business as a public entity."
Anchor is a part of the second largest conglomerate in the electronics
industry. As a proud part of the Panasonic Corporation that is located in
Japan, Anchor has taken it upon itself to conserve the environment, thus
paving a path to a safe, healthy and environment friendly lifestyle.

Anchor's merger with Panasonic resulted in a fusion of technological

expertise and vast distribution strength. Today, Anchor offers a wide
range of more than 3000 exciting products across various product
groups. These products are sold with the help of 5000 dealers and
450,000 retail outlets.
Firepro, an infrastructure and security solutions giant, was recently
acquired by Anchor. This acquisition helped Anchor further its horizons in
terms of growth and expansion. Dominating the electrical accessories
market and playing a pivotal role in the country's infrastructure
development, Anchor continues to deliver reliable services and long
lasting products of top quality in India and other neighboring markets.

History
According to Damjibhai, a Bengalibabu lived across his shop
and he would often prod his father to go into industry as it had
more money than shop. Damjibhais family liked this advice and
decided to start a new enterprise. In fact, this turned out to be
a turning point for them.
That Bengali Babu was involved in this new adventure not as a
partner but as one of the employees. A plot of land measuring
900 sq ft was purchased in the compound of Bombay Talkies in
Malad. They installed dies, mould and tool-making machinery.
Since the Bengali Babu was together, the company was named
K B Industries, K standing for Kutchi and B representing Bengali
Babu.
But the project which was started in 1960-61 did not last long.
It ran into losses and at times there were problems paying
salaries to workers. Damjibhai says that in this venture his
uncle Vasanjibhai Velji was with them. We had to depend a lot
on our workers and at the end of two years we decided to lock
away the factory.
Often failures become stepping stone to success. Though K B
Industries closed down, it left a burning desire in Damjibhais
mind to do something new. This time he wanted to try his luck
in manufacturing and decided not to involve the Bengali Babu
with him. Those days electrical switches imported from Italy
were hugely popular in India. These switches were not very
complex and besides in Damjibhais factory whatever die and
moulds were made they were electrical items related, so he
had a fairly good idea of electrical items.
Around 1963 Damjibhai decided to start manufacturing of piano
type fancy switches in the Bombay Talkies compound. His uncle
parted ways as he was not inclined to join the new venture.

Damjibhai retained the place and along with his brother he

started manufacturing of switches. In India those days black
toggle switches were in currency. Piano switches were a new
concept and people found it difficult to accept them. Damjibhai
says that though we embarked on manufacturing of switches,
marketing them was a huge challenge.
At the time in Lohar Chawl, Rasikbhai Dharia had a shop named
Deepak Electricals in the electrical market. He would as a rule
sell imported goods but for some reasons took fancy for selling
indigenous goods. Damjibhai showed him his products.
Raskibhai liked both the products and Damjibhais nature. They
met and instantly hit off. Rasikbhai was now willing to sell his
products. His Zagmag brand was manufactured in Damjibhais
factory.
Now his factory was doing well. His products were getting sold.
He also got support from another trader in Lohar Chawl. There
was a huge market for his products and so he was now not
content to selling only in Mumbai. He now wanted to expand his
market all over the country and therefore decided to make his
own brand of products. He started selling his switches with
brand name Victor.
For some reasons the name victor could not be registered so
he started searching for new names. He took help of dictionary
for the purpose and eventually Anchor name was chosen. This
is how the Anchor brand saga started. However, Damjibhai
clarifies that there was no particular reason for choosing this
name. It was just that it was easier to pronounce and smooth
on ones ears.
Later on damji bhai anchorwala sold all his shares of anchor to
pannasonic and started his own brand by the name of
greatwhite by anchorwala

The Father Becomes The Competitor

Anchor not only manufactured switches, wires and cables, led
lights, fans etc but also manufactured soaps, toothpaste, tooth
brush etc. In 2007 Anchor decided to sell 80% stake to Japans
Matsushita Electric Works owners of the National and
Panasonic brands for a little over Rs 2,000 crore. In the
same year, they also sold their consumer electronics business,
Anchor Daewoo, to Chinese appliances company Haier for an
undisclosed sum.
There is a detailed article mentioned below.
Article by Arijit Barman.
Within a month of global giant Reckitt Benckiser Group of the UK snapping up
Ahmedabad-based Paras Pharmaceuticals for Rs 3,260 crore, yet another
consumer care deal seems to be brewing. The Mumbai-based Shah family of the
diversified Anchor Group has decided to put its FMCG portfolio of oral care
and personal care products on the block, two independent sources told Business
Standard.
A formal process of selecting potential suitors is expected to begin later this
month. Kotak Mahindra Bank has been given the mandate by Anchors
promoters to advise them on the sale.
The FMCG portfolio of the Rs 2,025-crore ($450-million)
Anchor group is housed in privately-held group subsidiary
Anchor Health & Beauty Care (AHBC). Founded in 1997,

its portfolio includes white toothpaste, gels, toothbrushes, tooth powders and
soaps. Anchor White toothpaste, with Bollywood star Kajol as its brand
ambassador, along with Anchor Gel and Dyna soap are its flagship brands. They
are big volume grossers. AHBCs manufacturing facility is in Himachal
Pradesh.
Sources said the FMCG portfolio is expected to end the fiscal with a close-to Rs
400-crore topline and the promoters are looking at three to four times current
sales. Thats Rs 1,200-1,600 crore as a fair value for the business and brands.
However, AHBC promoter and Managing Director Atul Shah denied any such
plans. We deny this. A lot of people are speculating. We dont have any such
plans of an exit. No mandate has been given to anyone, he told Business
Standard. An e-mail sent to CFO Navin Patel did not elicit any response.
Analysts said AHBC gave heavyweights like HUL and Colgate Palmolive stiff
competition by launching its 100 per cent vegetarian Anchor White toothpaste.
Its positioning, competitive pricing and higher trade margins forced market
leaders Colgate and HUL to retaliate by dropping prices in an effort to retain
consumer loyalty.
Today, the Rs 3,000-crore oral care market is dominated by three big players:
Colgate Palmolive, HUL and Dabur, who between themselves control over 85
per cent marketshare. Anchors oral care portfolio is estimated to have a 4-5 per
cent share, said sources.
ABHC positioned Dyna Soaps, with its four variants, in the premium category
with Bollywood actor Katrina Kaif as brand ambassador. Sources add that Dyna
has been growing faster than many other in-house brands of the group.
Dyna was launched in 2006, and the company claims that within a year it
became the first new beauty soap in over a decade to enter the league of top 10
national soap brands. Sources say Dyna today has close to 3 per cent share in
the Rs 8,000-crore domestic soap market, which is controlled by deep-pocket
players like HUL, Godrej and Wipro.
Consolidation, therefore, will be a recurring theme. Bigger and more focused
players that have very strong distribution are able to scale up their business and

its becoming difficult for smaller players to compete. Also if you are not
dominant in your key categories, then the diversification route will be also
tough. Big, established players with marketing muscle will also put a premium
on innovation, while R&D will tend to suffer in smaller players, said a
Mumbai-based FMCG analyst, who did not want to be identified.
Sources said ABHCs FMCG portfolio will elicit considerable interest among
existing players, or newer entrants seeking to enter India. HUL or Dabur may
be keen to look at Anchor for its oral care brands. Likewise, Wipro or Emami
may be interested in Dyna to increase their marketshare, said an industry
source privy to the developments.
Generally speaking, homegrown brands are growing at a robust pace. Thats
why the nomenclature. Many such brands are actually growing faster than many
of the established global peers. But to divest a business or a brand is a pure
finance and business decision, said Jagdeep Kapoor, managing director at
Samsika Marketing Consultants, who has advised the Anchor group in the past.
Kapoor, however, refused to comment on any specific deal.
Sources said that in the past, the Shah cousins looked at the possibility of
transferring the FMCG business from one family to another as an inter-promoter
group transfer. But they had failed to come to a consensus on valuations. This
time, both sides of the family seems to be ready to explore divestment options.
Forty-year-old Anchor Group, recently in the news for being part of the
promoter consortium of the Kochi IPL team, has several business interests,
including real estate and writing instruments. Shah brothers Damjibhai and
Jadavjibhai started their business empire in 1963, but now their sons run the
day-to-day management. Damjibhais sons, Atul and Sanjay, manage the FMCG
portfolio. Their younger cousins, Mehul and Hemang, focus on the real estate
and writing instruments businesses, as well as the Kochi IPL team. They were
also looking to enter the paints segment.
This is not the first time the promoters have explored options to exit a business.
In 2007, they sold 80 per cent stake in the flagship electrical business, which
controlled two-thirds of the market, to Japans Matsushita Electric Works
owners of the National and Panasonic brands for a little over Rs 2,000 crore.
In the same year, they also sold their consumer electronics business, Anchor
Daewoo, to Chinese appliances company Haier for an undisclosed sum.

In 2009, ABHC reportedly toyed with the idea of selling Forhans, one of the
countrys oldest toothpaste brands, to drive the growth of its successful in-house
brands. In 2007, Anchor had acquired Forhans for an undisclosed sum from
John Oak Remedies, an Indian company, which in turn bought it from Wyeth,
the global pharma major, in 2005.

Damji bhai Anchorwala then entered the market with a new

brand with the name of greatwhite electricals which prooved to
be a major competition to anchor by panasonic.

Manufacturing.
Anchor by pannasonic manufactures its products in the four locations of
Daman, Kutch, Haridwar, and Roorkee, through 14 integrated units.
The manufacturers have purchased large land units where factories have been
set up which consist of a inbuilt tool room store house ware houses moulding
machines etc. the switches are made of 2 different types of raw materials
basically which are polycarbonate and urea plastic powders. they manufacture
more than 5 different kind of ranges and each range consists of more than 150
types of different products. they also are into manufacturing of led lights cfls
wires and cables and also fans etc.
The manufacturing units consists of skilled labour who make the dyes. the skill
is used for precision work of designing the dye so that the moulds are perfect
and the end product can be further made easily.
Secondly the unit consists of a large amount of domestic labour who do the
fitting work. basically to make a switch we need to combine the moulds and the
other raw materials such as screws, brass contacts, spark shield, jhullas etc.all of
this is done by the labour.

There is a different unit in the same factory which deals with the packing of the
products. when the products are assembles they are put into small plastic packs
and are further packed into boxes. each box contains 10pcs which is the
standard packing. then these boxes are further filled in a carton and then sold to
the retailers whole sellers etc.
Manufacturing units also have supervisors for each and every unit. each unit is
supervised by one manager. a different manager is kept for the warehouse who
provides with the stock available stock dispersed and the daily sails from that
particular manufacturing unit
Anchor has a direct presence across the country. With a vast Sales & Dealer
network, it has undertaken a rapid expansion program. Every state has a
dedicated manager who overlooks the daily operations and a team that is highly
motivated to impart to its end users the total value for their money.
Headquartered in Mumbai Anchor has a massive presence with 4 Regional
Offices, over 23 state sales headquarters and with a total 37 Sales offices and is
still expanding.
Regional Office
State Office
Sales Office

12 Sales Offices
4 Regional Offices
23 State Offices
5,000 Authorized Stockists
400,000 Retail Outlets
450,000 sq.ft of warehousing space across

the country

Products.

Switches & Accessories

Anchor Panasonic has been in the business of switches and accessories for the
past five decades. In the year 1976, it gave the nation its first Piano Switch. It
owns the brands Roma, Roma Allure, Rider and Penta which is into Door Bells,
Spike Guards, Flexi cords, Plug Tops and Multi plugs. Below is the list and
bifurcation by brands and type:
Luxury Switches - Ave, Designer Plates
Modular Switches - Vision, Roma Viola, Woods, Roma Allure, Roma,
Rider
Non Modular Switches - Penta, Anchor XL
Other Devices - Accessories (Doorbells, Spike Guards, Flexicords),
Boxes, Pop Up Boxes

Wires & Cables

Anchor uses green technology, and hence the Wires and Cables Business unit
has developed RoHS compliant "Green Guard cables" that are environment
friendly and designed to make people, environment safer.Below is the list and
bifurcation by brands and type:
Wires & Cables - Advance-FR, FR-LSH C2, Multicore Flexible Cable,
Flexible Cable, Telephone Cable, Flat Cable, Export Range
PVC Electrical Insulation Tape - PVC FR Insulation Tape, PVC
Insulation Tape

Lighting & Luminaires

This division primarily manufactures products in two categories lamps and
consumer luminaires. Manufacturing of T3 spiral CFLs will commence in
Roorkee factory, thus making Anchor Panasonic the first manufacturer that will
manufacture spiral CFL shell straight from the tube. The company has newly
ventured into LED, considering energy conservation as the base of the division
in line with the vision of Panasonic to become the no 1. Green Company in the
world by 2018, the 100th anniversary of Panasonics founding.Below is the list
and bifurcation by brands and type:
Lamps - CFL, FTL
Luminaires - T5 Luminaires, Strip Light Fixtures, Devices and
Accessories
Panasonic Down Lights - CFL Down Light,[34] LED Down Light[35]

Fans
Ceiling fans are designed using ADM (Aerodynamic mechanism) with
computer aided alignment. These are manufactured in their Dhamdachi plant.
The working practice are aligned to the requirements of ISO 9001:2008. This is

done to ensure consistency in the quality of products but also provides useful
feedback as a base for continuous improvement. They are also venturing to
design and manufacture fans that are energy saving, in line with the
environment philosophy of Panasonic in the near future. Below is the list and
bifurcation by brands and type:
Ceiling Fans - Lugano, Venice, Precedent, Dura, Flora, XL, Royal Gold
Plus, Royal Gold, Penta Turbo, Flo, Flo GS, Lamini

Switchgear & Protection Devices

Anchor Panasonic switchgear and protection devices range is widely utilized by
the industrial, commercial and the residential sector. The company has ;aunched
the Panasonic MCB range in India and they provide unique three level
indicators and comply with the RoHS (Restriction of Hazardous Substances)

compliance defined by the European standards.Manufacturing facilities are

situated at Haridwar and Daman. The company is also in the process of
developing a complete range of environment friendly products such as a MCB
that makes complete use of environment friendly raw materials. Below is the
list and bifurcation by brands and type:
Anchor MCB - Gold Series, Anchor, Roma, Penta
Panasonic MCB
Distribution Board

Cliental.

Sr No

Organisation

Name of the Project

Location

Mahindra Life Spaces

Mahindra Life Spaces

Mumbai

TATA Housing

Subh Griha Housing Complex

Boisar,Mumbai

Kotak Mahindra Bank

Kotak Mahindra Bank

BKC, Mumbai

Shoppers Stop

Shoppers Stop Mall

PAN INDIA

YES BANK

YES BANK

PAN INDIA

ONGC

Godrej Properties

Reliance Industries

Future Group

Home Town

PAN INDIA

10

SBI

SBI

PAN INDIA

11

JET AIRWAYS

International Airport

12

L & T Ecc

PAN INDIA

PAN INDIA

13

Adani Infrastructure

Adani Institute of Medical

Collage

Bhuj, Gujarat

14

Axis Bank

Axis Bank

Uran, Mumbai
Planet Godrej

Byculla, Mumbai
Nagpur

Mumbai, Banglore

PAN INDIA Branches

Anchor is associated with all of these companies not from the

beginning. It took time for it to reach to this level but the
unmattched quality, technology and research and development
in the field of electrical household products it has today
reached the top. The name Anchor it self makes u believe that
the product is strong and reliable. Basically how this works is
that Anchor has its own team of employees who go ahead and
convince the architects of the offices and factories who then
finalise the product.

Marketing gimmicks used by Anchor.

From the birth of Anchor certain marketing ideas are used by

the company to sell the product in the market. They are

1. Selling ISI standard switchesSelling ISI standard switches is not quite a big thing now but
when anchor first came in to the market there was no
competitor selling ISI marked switches. Basically the idea
behind this was to gain the confidence of the retailers and end
users and to make them believe that the products sold to them
are of high quality. To have an ISI mark was much pain as the
rules were very rigid every factory was supposed to have a lab
where the quality of the switch is checked,heat test is done,
screw testing is done etc. Every company could not do all of
this because all of them did not have the capital and the view
that it would affect the sale of the company. After gaining the
ISI mark all of the companies started to do the same as it
started becoming important. Having an ISI mark on the
switches boosted the sale of the company greatly and from
here Anchor started growing.

2. Retail store shutters to be painted by the name of

AnchorThe second step taken by Anchor was to advertise its brand at
a very low cost. The big decission was as to where the
advertisement shoukd be done. The place decided was the
main market where the wholesellers are located. This way
when the shops would close down the name of the brand would
easily be flashed. The idea was super hit as when the retailers
would return home they would see the name of Anchor flashed
on every shutter of the closed shops. It was affordable and the
best place to advertise the brands name. When the retailers
used to see the name of the brand again and again on the

shutter the name got aquainted to them this way at a very low
cost Anchor did a great marketing campaign.
3. Free SchemesWe all know that in the world free things are always welcomed.
To buy anything we need to pay money but when it comes free
we get a different type of satisfaction, a feeling of achievement,
the marketing team of anchor thought that giving free
scheemes was a great idea which would attract many more
retailers and wholesellers to sell the product in the market. the
company launched a scheme of giving free switches with a lot
of products for example the company promised to give 10
switches free along with every 100 switches ordered by the
whole seller from the company. this was a great deal for every
whole seller as if he would purchase 1000 switches he would
get 100 switches free. it was an additional 10% discount which
no distributer wanted to leave as this was reducing the
purchasing cost of the distributer and widening the profit
margins. because of this the distributer also could manipulate
discounts further to its retailers and create competition in the
market attracting a huger number of clients in the market.

4. Display Boards And Table TopsThe next step was to decorate the tables of the retail shops and
even the walls by the company for the retailers. By doing this
they decorated the walls and the tables of the retail shops by
their own products. the display boards and table tops were
designed in fancy backgrounds in fancy ways and in many
other designs which were eyes appealing. In retail shops the
customers started seeing these fancy table tops and display
boards and they started loving it. In this way the company
started advertising its products basically for free

5. Target Schemes-

To increase the sales of the company the marketing team

decided to distribute amazingly attractive target scheemes to
retailers. They distributed target schemes such as giving a
certain amount of gold, silver, cars, bikes, and international
trips. the retailers were attracted to such schemes and started
concentrating over the brand ANCHOR as their schemes were
very amazing. Retailers started choosing it over other brands
as it was very beneficial for the retailer. A retailer who did not
have a bike in the house got a bike, who never had a car
started completing the scheemes for the car and who ever
wanted to go for an international trip worked for it. this boosted
the sale of the company at a very large scale as the schemes
were highly attractive.

6. Target Discount SchemesTarget discount scheme was a great idea by the company as
the sale of the company would grow if the dealers would try to
reach the target. In a way it was also good for the dealers who
could complete these schemes as they could get a monetary
discount scheme and they could manipulate prices of the items
and attract customers to them. Basically a target discount
scheme works in such a way where if the dealer would
complete a target sale of rupees 200000 he would get an
additional discount of 10% on the bill and if 40000 he would get
an additional discount of 10+5%. the scheme was a hot cake
item for the dealers as everyone wanted discounts and be in
the competition in the market.

7. TV Show
Every one today watches interactive tv shows. we watch KBC,
Kya aap panchvi class se tezz hain etc the same way anchor
some years ago launched a TV show called ROMA 1 minute
challenge. The show was about completing tasks in one minute.
The show was a great hit and after the show everyone knew

what ROMA was all about, no it isn't a lady but it is a subsidiary

brand of switches which anchor has. It is its modular range
which has the highest sale in the market in the current year.
now everyone even the kids knew what roma was and the idea
of the company to spread the awareness about its product was
a super hit idea.

8. Coupon system.
The main customer for an electrical manufacturing company is
an Electrician. He is the one who installs switches in each and
every house hold. Anchor made an electrician happy by putting
in coupon in the boxes so whenever an electrician would buy
one box of switch he would get a coupon of some value.the
electrician would collect such coupons and could redeem it for
a set of nice tools or for some money or a lot of coupons for
something huge may be a television or a fridge or a cycle or
even a scooter. The coupon system attracted the electrician
towards the brand because it had benefits for them.

9.Promotional Items
Promotional items was an attraction for the dealers as to
promote the product the company would make bill books
writing pads pens pencils etc for the dealers. They are said to
be promotional items as they promote the comapnies name in
small ways. These small things made the electricians happy as
they felt as a part of the company and so did the dealers. For a
dealer it was a way of giving a small gift.
10. Hoardings and TV adds.
Every big company uses this marketing technique to spread
awarness about the product to the common man. It is a great
technique as every person travelling moving around etc can
see the hoarding about the product.

Competitors.
Anchor faces from various international companies such as
Havells, Great White, G.M, Legrand because these comapnies
have to it self the world market from the beggining. Also these
comapnies are financially sound and very well acquainted to
big buyilders and architects
Legrand swichesLegrand is a global specialist in electrical and digital building
infrastructure. Its multi-polarity, ability to leverage its global

knowledge to customize its offerings locally and providing endto-end solutions across categories and sectors, makes it a
preferred partner across segments.
Today, globalization is changing lifestyles and customers are
asking for more smarter and sleeker solutions. Strengthening
the brand philosophy of "Listen, Design, Make, Support" and
responding to these requirements of the market, Legrand has
introduced several smart innovative solutions to address their
needs.In India, Legrand has been a leader in the protection
business for the last four decades with a wide range of circuit
breakers and distribution boards.
Taking advantage of this strong position and the expertise of
the group, Legrand India has progressively developed
additional product ranges like wiring devices, home
automation, door entry, lighting management system, cable
management and structured cabling to its product offer.
With 25 offices spread across the country, and an extensive
network of over 600 distribution partners and more than 7400
retailers, Legrand proposes a complete solution for every
project be it residential, commercial, hospitality or industrial.
With an employee base of over 1000 in India, the company is
fast emerging as a leader in its core business by extending
products and services that suit every segment in the local
market Legrand products and services comply with the three
criteria of simplicity of use, simplicity of installation and
simplicity of distribution. The distribution network of over 600
stockists and 6000 retailers enables Legrand (India) to quickly
penetrate new market and product segments

Havells.
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,
Luminaires 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 & 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 15 stateof-the-art manufacturing units in India located at Haridwar,
Baddi, Noida, Faridabad, Alwar, Neemrana, and 6 state-of-theart 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 Luminaires, Water Heaters and Domestic Appliances.
The company has been consistent in its brand promotion with
sponsorship of Cricket events like T20 World Cup, IndiaAustralia 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.
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.
About Crabtree
When aesthetics come together with state-of-the-art
technology, you get a product as refined as Crabtree. Crabtree
modular switches have been adorning walls in homes and
offices for years. Our endeavour is to always create products
that adhere to the highest engineering standards.
Crabtree is introducing a new category of switchgear - Xpro, a
smart and efficient range of products that are designed to
stand the test of time.
High professionalism & product quality have made Crabtree a
distinguished company.
Production here is a symbiosis between advanced technology,
maximum functionality and aesthetic designing to match the
taste of the discerning clientele.
Today, Crabtree is committed to meeting the challenges of the
new economy through business ethics, global reach and
technological expertise.

Great White.
GreatWhite Electricals, is a vision of a group that once
pioneered the first Piano switches in 1963. The group is in the

business since last 5 decades and is all set to repeat the history
by launching a new initiative GreatWhite. Under the guidance
of the industry pioneer, Jadavji Lalji Anchorwala and under the
able management of his two sons Mr. Mehul Shah and Mr.
Hemang Shah, the company has launched products under four
broad categories: Electrical Wiring Devices(EWD), Wires and
Cables, Circuit protection system (MCB/RCCBs) and Lighting &
Luminaries. The company has state of the art facilities in
Haridwar and Valsad and has already launched brands like
Petra, Tivoli, Fiana and Myrah under its portfolio.
With about 50 years of leadership in the electrical industry, the
group has also further diversified into Realty, Writing
Instruments and Paints under the brand name Anchor Realty,
Italia Pens and Anchor Paints respectively.

The Mission
.

To attain a level of unparalleled supremacy in electrical

Industry.

The Vision
To redefine the way people use electrical products by providing
thm with an unprecedented level of security and safety through
process of extensive R & D and continuous innovation.

G.M switches and accessories.

GM is a company that has redefined switch manufacturing in
India. At GM, we believe in constant innovation and we are the
market leaders in switches and other home electrical
accessories.
Founded in the year 2002, we have always been in the
forefront of innovative home electrical solutions that have
exceeded market requirements and expectations.

Our innovations are the result of a strong R&D team which is

further complimented by an equally dedicated and capable
product design team. Our state-of-the-art manufacturing
facilities spread across the country ensure international quality
of each and every product that carries the GM logo.
Our excellent sales team works closely with some of the
countrys leading architects, professional installers and also
with our distributors and regular dealers across India. All this is
backed by exceptional customer service and an after sales
team that ensures maximum customer satisfaction.
GM is headquartered in Mumbai, the financial capital of India.