Senryaku Research and Advisory

Introduction Document

Shiv Shanker Singh

2022
shivs@senryakuconsulting.com I +91 95603 38881
About the Company
• Introduction
• Range of Services
• Core team and other key members
• Region and Market

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Senryaku Research and Advisory is helping business leaders reduce
their business risk by providing actional insights from the market
Services
Provides high quality Highly experienced team
Founded in 2016, Senryaku
research and business members having worked
Consulting
has emerged as a B2B and
strategy services with a with globally leading
B2B2C research based
customised approach for research and consulting
business advisory company
every client organisations

Areas of strengths –
Rich experience in Electrical
Competition Research
and Electronics, Power, High level of experience in
benchmarking, Growth
Energy, Automobile and markets across Asia, Middle
strategy, Market reports,
Chemicals along with East and Africa
Investor document, India
others
entry

Has supported global

companies with HR & Marketing
implementation services –
partner identification,
location identification,
meetings and other
services

©2022 Senryaku Research & Advisory 3

Senryaku is partnering with a range of new companies to global leaders
towards their growth stories

Wish to understand what

Need market intelligence and competitors are doing to beat
GTM for Global markets? market challenges?

Senryaku work across – Asia, Senryaku provide actional insights

Africa and Middle East by benchmarking competition in
detail

Exploring Indian markets to enter or

Are you an SME or Start-up and
build a new business?
need advisory support for
growth?
Senryaku heling companies across
emerging sectors – FMEG,
Senryaku supports with market
Retail/eCommerce, Telecom,
reports, investor decks, bankable
Chemicals, Defence, Automobile and
reports and other advisory
others
services
©2022 Senryaku Research & Advisory 4
Senryaku team becomes an extended team of the client to offer
customized advisory services

Build Expand Operate Reshape

Objective
Establish a Viable Rationalize; Become
Grow the Top Line Drive efficiency
business Agile
Services Portfolio
offered across Market Assessment / Entry / Feasibility Competition Benchmarking
multiple channels:
Business Plan / Due
Growth Strategy Digital Roadmap and Actions
1. Face To Face Diligence
(interaction
Channel / Partner
driven) Location Assessment Leadership Recruitment /Partnership
Selection
2. Workshop
Driven Customer Feedback and Satisfaction + Demand Assessment
3. Web Based
Competition Assessment – Supply Assessment
4. Telephonic /
CATI Based
Pricing Benchmarking, Channel Discounts and Raw Material Supply

Analytics – Prescriptive / Predictive across Value Chain

©2022 Senryaku Research & Advisory 5

Team comprises experienced consultants who have previously worked
with the globally leading consulting companies and Industry leaders
Team brings the following experience and skill sets TEAM comprises domain experts (ex Frost, Feedback,
Neilson, Accenture, EY) and industry veterans
across each engagements:
▪ In-house team of consultants and analysts, have a
cumulative experience of 100+ years in Consulting
& Advisory space
Senryaku
▪ Inhouse capability of large sample coverage for
primary interviews Industry
Advisors
▪ Team members have previously worked in leading
organizations from Consulting and Industry – Frost,
Feedback, Neilson, Accenture, EY and others
Technology
▪ Source external expertise as required Partners
– Research partners, Industry
Research
Partners
advisors, experts on board and
technology partners

©2022 Senryaku Research & Advisory 6

Team comprises experienced consultants who have previously worked
with globally leading consulting companies and Industry leaders (1/2)
Shiv Shanker Singh, Founder and Principal Consultant
shivs@senryakuconsulting.com

• Serial entrepreneur and global strategy consultant with hands-on experience creating
value for clients. Ex Hero and Ex Feedback Advisory
• Worked with 100+ globally leading players – Bajaj, Siemens, GE, ABB, Signify, Hero,
Mitsubishi, Panasonic, Wartsila and others
• SP Jain and INSEAD I 20 years of experience

Dr Ritu, Co-founder and Principal Consultant

dr.ritu@senryakuconsulting.com

• Medical professional and a healthcare expert

• Works with hospitals, global funds, doctors, and private investors to build and expand
their products and services catering healthcare delivery
• BDS I IMA Member I 10 years experience

Dominic Britto, Director and Partner

dominic@senryakuconsulting.com
• Global strategy consulting experience with leading global advisory companies - Frost &
Sullivan, Euro Asia Consulting, CII and others.
• Worked with global clients - Bajaj, Chemonal, DCW, Deepak Fertilizer, Eastman, SABIC,
Saudi Aramco, Bostik, E.I. DuPont, Dow Chemicals, Lubrizol, Mitsubishi and others
• Mumbai University and IIM A I 20 years of experience
©2022 Senryaku Research & Advisory 7
Team comprises experienced consultants who have previously worked
with the globally leading consulting companies and Industry leaders (2/2)
Name Position Experience Details
• Global market research and consulting experience
Nirupam Managing • Ex- D&B, UC Consulting, Feedback Advisory
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Deshwal Consultant • Have worked in India and Dubai catering to global companies across India,
Middle East and Europe
Head • Head the inhouse research team along with partners
Sahil
Research (Capability 10 Building Capability Centre with a network of research partner, advisors and
Dahiya
Centre) technology system integrators across Asia, Middle East and Africa
• MBA in finance and marketing, has a strong experience in strategy
Mansi Senior consulting and research. Expertise - Go to Market Strategy, Opportunity
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Choudhary Consultant Assessment, Operational Efficiency, Supply Chain, Business Plan,
Investment deck and others
• MBA in marketing and has a strong primary research experience. He has
Udit
Consultant 5 executed complicated research engagement across Middle East and African
Kaushik
markets
• Mechanical Engineer and MBA in Marketing
Ritika
Sr Analyst 3 • Strong capabilities in secondary research and primary interviews in India
Singh
and Asian markets
Ganesh • Based at Bangalore, Ganesh adds to the team capabilities towards coverage
Analyst 2
Srinivasan of south Indian markets
Abdul • Based at Kolkata, Abdul is proficient in Bengali and Arabic language. He has
Analyst 2
Rashid executed several research engagement in Bangladesh and KSA
©2022 Senryaku Research & Advisory 8
Extensive experience in delivering engagements across India, SEA, Middle
East, Africa and other key markets

©2022 Senryaku Research & Advisory 9

Recent Work across Main Sectors
• Energy & Power
• Electrical and Electronics
• Chemicals
• Healthcare
• Metal & Mining
• Industrial
• Telecom & Defence
• Automobile

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Strong domain knowledge of emerging areas across the key
verticals
Energy & Power E&E Chemicals Healthcare

Metal & Mining Automobile

Industrial Telecom & Defence

©2022 Senryaku Research & Advisory 11

E&E – Fast Moving Electrical Good, Electrical & Electronics and
Automaton products
1. Market Study:
Electrical & Electronics
I. Team has an experience of 100+ engagement in the space of Electrical and Electronics

II. Recent India market research – Switchgear, Wiring Devices, Fans, Smart Street Lighting
Solution, Solar Inverter, Lead Acid Battery, LED Lighting, HVAC, Ventilation Fans, Entrance
Automation, Home Wire and Cables, Project Lighting business and others

III. Recent engagement outside India – KSA market of Ventilation Fans, Bangladesh market for
UPS, UAE market of HVAC, KSA market of UPS and others

IV. Competition Benchmarking – Profiling of 3 leading players in Wiring Devices, Profiling of 5

players in Room AC, Profiling on top 5 players for Fans, Profiling of top 3 players in Lead
Acid Battery and others

Wiring Switchgear Entrance LED Ventilation

Wire &
Home Lighting
Devices Street Automation Fans
Cables
Automation Automation Products
BEMS Lighting Digitally Enabled Industrial HVAC
Smart Lighting in F&B
Safety & Security Services Automation Industrial Fans
Pole
©2022 Senryaku Research & Advisory 12
Energy and Power – emerging subjects across Oil, Gas, Renewable
and Power
Energy & Power 1. Opportunity analysis for a Global Control & Protection player in the
fast-growing power sector of Bangladesh – Project included around 50 f2f primary
interviews covering Suppliers, Distributors, EPC, Panel Builders and Utilities during August –
September 2019

2. Market Research on Diesel Generation Sets in Saudi Arabia – Around 20

f2f primary interviews covering Suppliers/Distributors and Rental Companies in KSA in 2019

3. Market opportunities for Port Automation & Crane Electrification

solutions in Thailand’s port & maritime sector – Entry strategy for a global port
automation player involving f2f primary research with 20+ players in Thailand

4. Market Study on Oil Tank Farms in Middle East Region – Assessment of

current Farm Tank players, capacity, product type, services, storage contracts and future
expansion. Study analysed future expected demand vs current supply to evaluate entry for a new
player

Lithium Battery Dry type transformer Battery Storage Solar Inverter

Power Storage System
Energy Services Waste Heat Recovery
Bio Fuel
Smart Grid Power Quality analyzer Smart Energy Meters
Solar testing
DC Chargers

©2022 Senryaku Research & Advisory 13

Healthcare – Medical Equipment, Components, Hospitals and Clinics,
Medical Education
Healthcare 1. Centre profiling for a leading IVF Chain in India: Detailed profiling of 10 IVF
centres in a different location in Delhi and Mumbai along with analysis on market size, growth,
pricing, value-added services

2. Market Sizing for Prefilled Syringes, Vial Bottles and Cartridge in

India: Production, Sales, Export and Import value and volume sizing. Primary interviews with
Component Suppliers and Drug Companies

3. Multi-Speciality Healthcare Market of Delhi (NCR): Profiling of select

acquisition targets (Multi-Speciality Hospitals) in Delhi NCR

4. Opportunity in the Indian Cardiovascular Pharmaceuticals Market

Study
5. Opportunity analysis for a new Pre-Natal Diagnostic Centre in Patna,
Bhubaneswar and Bangalore
Nutraceuticals
Medical Devices Infusion Therapy Paramedics

Mother & Child PACS Diagnostics Medical IT IVF Wellness

Dental Chains Oncology Treatment Cardiovascular Surgical Mask

©2022 Senryaku Research & Advisory 14

Metal & Mining comprises Steel, Tinplate, Zinc, Lead, Graphite and
others
Metal & Mining 1. Competition profile of a Globally leading steel trading player – Profiling of
the business activities, team size, structure, revenue, volume, and profitability across the Americas,
Europe, Africa, ME, Asia and Australia. The project included primary interviews across – the USA,
South Africa, Dubai, Hongkong and India

2. Growth Opportunities for a leading lead producer in India: Detailed mapping

for Lead demand covering 30+ Lead Acid Battery manufacturers, 15+ Lead Recyclers, and 50+
distributors/importers. Detailed product costing of LEAD Acid Battery and opportunities for value
addition.

3. Market Sizing for Graphite in India: Production, Sales, Export and Import value and
volume sizing of Graphite in India. Mining capacity and players, pricing and value-added products

4. Lead Generation for leading Tinplate suppliers in the Middle East and
Africa: Purchase requirement of 100+ potential customers of Tinplate by specifications, prices,
and current suppliers across the Middle East and North Africa

Graphite Trading Tinplate Cathode Bars

Heavy Steel Structures Steel Rebars
PEB
Zinc Cardiovascular Lead
©2022 Senryaku Research & Advisory 15
Case Studies
• Home Automation
• Competition Benchmarking
• Security and Entrance automation
• Fire Safety and Emergency Lighting
• Cupper usage in the HVAC market
• Smart street lighting solutions
• Decorative Coatings

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Engagement of access the market of Home Automation in India in 2019
Team studied the emerging home automation market covering 80 players, importers, system
integrators, consultants and Customers

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Competition profiling of Havells, Legrand and GM Modular in 2020
Detailed analysis of the competition – Havells, Legrand and GM Modular covering 300+
respondents

©2022 Senryaku Research & Advisory 18

Engagement on Security and Entrance automation in 2019
Market analysis of the BEMS and growth of KNX system in Lighting commercial covering
100+ OEM, System integrators, Channel partners, Consultants and Customers

©2022 Senryaku Research & Advisory 19

Fire Safety and Emergency Lighting Market in India (2018)
Market analysis of the Fire Safety and Emergency Lighting market covering 75+ OEM,
System integrators, Channel partners, Consultants and Customers

©2022 Senryaku Research & Advisory 20

Report on Cupper usage in HVAC market of India
Specially designed report for analysing the cupper usage and future substitution of the
same in HVAC market of India

©2022 Senryaku Research & Advisory 21

Competition benchmarking of FMEG players
Detailed competition benchmarking of the FMEG players – Division PnL, Sourcing,
Manufacturing, Sales, R&D, Component sourcing and others

©2022 Senryaku Research & Advisory 22

Understanding the development and ecosystem of smart cities in India
and identifying opportunities for smart street lighting solutions
Client: A leading Indian MNC with presence spread across – Consumer Products, (Appliances,
Fans and Lighting), EPC (Illumination, Transmission Towers and Power Distribution).

Business Issue Our Approach Benefits

Company was already into manufacturing &
supply of streetlighting poles and lights
They were contemplating to provide end-to-end
streetlighting solution for the emerging smart-
cities. This included associating with network
provider (LAN/WAN) and automation service
providers, developing / operating / maintaining
hardware, software / app (including user interface
/dashboard)
They needed complete transparency of market by
different services and identification of potentially
attractive services
Developed detailed understanding of the smart-
cities development trend including focus of
government, roles and responsibilities of various
stakeholders
Budget allocation and actual spend by the
government. Other sources of funding like loans,
PPP model, etc. and the realistic spending for
such projects
Detailed understanding was provided for smart
streetlighting, different business models and
breaks by various services
Possible market size development over the next 5
years
• Identified key PMC consultants leading the
smart-cities development drive in India
• Provided detailed understanding of various
technologies are products are currently used
and likely to be used in future
• Suggested that they could work with various
vendors to offer integrated solutions rather
than developing the same in-house
• Recommended select companies (IoT) for
partnership

©2022 Senryaku Research & Advisory 23

Shortlisting 1-2 potential locations for speciality fibers manufacturing in
each of the three selected countries
Client: A leading European manufacturer of wood-based speciality cellulose fibers used for
manufacturing fabric which is mainly used for women’s wear, home and interior furnishings and used
as technical textiles. These fibers are considered the closest substitute for cotton.

Business Issue Our Approach Benefits

Company already has manufacturing facilities
across Europe, USA, China and Southeast Asia for
basic fibers
Planning to add capacity for specialty fibers
Identify suitable site across select countries:
Indonesia, Thailand and Vietnam based on criteria
like raw material availability, environment friendly
utility sources (option of generating captive power),
regulations, financial incentives / subsidies and
market access
Possibility of backward integration
Detailed evaluation of attractiveness for each
country based on macroeconomic and political
factors
Evaluation of industrial zones and shortlisting of
zones based on access to raw material, power and
water
Selection of site based on plot suitability in terms of
size, shape and future expansion
Shortlisted 1-2 potential sites in each country
with detailed comparison on following
parameters:
• Macroeconomic / political scenario
• Sustainable raw material availability
• Environment friendly / renewable source for
power and water
• Skilled labour
• Regulations, including FTA with target markets
• Logistical infrastructure for exports
• CAPEX and OPEX
• IPR safety

©2022 Senryaku Research & Advisory 24

Deciding capacity & location for setting up plant-based on prioritization of
end-use segments, product types, addressable demand and possible share
Client: A leading European paint manufacturer offering products across decorative and industrial
segments with more focus on protective, marine and decorative coatings

Business Issue Our Approach Benefits

Company was already importing and supplying Detailed market study was conducted to • Decision on plant capacity for a greenfield
industrial paints in India understand the protective coatings market plant

Planning to set up a manufacturing facility in India Identify attractive end use industries and within
to target the growing demand that which are the attractive product types used • Possible option for location of plant

Focus on protective coating Study also included identification of products that

Needed clarity on which end use industry to target
and which products to produce locally
are import dependent as well as products offering • Products types that could be produced
better margins
• Target end use segments
Assess addressable demand and possible share
that can be targeted
• List of potential customers and their
purchasing details

©2022 Senryaku Research & Advisory 25

Shortlisting and prioritizing surfactants to be manufactured locally in
Saudi Arabia as a downstream expansion strategy
Client: Saudi Government had plans to develop downstream industries and reduce their
current dependence on upstream and refining. Based on this plan they had shortlisted
derivatives of Ethylene and Propylene oxides and within these surfactants which could be
assessed for attractiveness for local manufacturing. Basis was to identify products which would
maximize reduction of imports

Business Issue Our Approach Benefits

Based on starting raw material availability of
EO/PO, select anionic and nonionic surfactants
were shortlisted
Cationic and Amphoteric surfactants were
eliminated from the study scope
Objective was to identify applications that would
demand maximum quantity of surfactants to
reduce imports as well as cater to other GCC
countries and make local production a feasible
project
Prepared a long list of segments and products
within that which are manufactured locally and
would need surfactants like:
Personal Care (shampoo, soap (bar and liquid),
toothpaste), Home Care (laundry and dish wash),
Oilfield Chemicals (emulsifiers, lubricants,
corrosion inhibitors, biocides, defoamers), etc.
Volume of local production for these products was
mapped along with the type of surfactants used
and its volume including details of key suppliers
• Elaborate list of major surfactants was prepared
including their current as well as forecasted
consumption for different applications as well as
the key suppliers
• The products to be produced locally were
prioritized based on volume, value, raw material
availability, etc.
• Top three products that were shortlisted in order
of priority were Sodium Lauryl Sulfate (SLS),
Fatty Alcohol Ethoxylate and Sodium Lauryl
Ether Sulfate (SLES)

©2022 Senryaku Research & Advisory 26

Research Methodology
• Research Framework
• Primary Research
• Core Values

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Senryaku offers customized B2B research-based advisory services. The
company has a robust primary research-based delivery model

Engagement Research (Primary Strategic

Design and Secondary) Advisory

1. Workshop with the client
2. Deliverables and research
design is framed as per the
desired outcome
3. Selection of key
stakeholders to have a fair
representation of the
industry
4. Discussion and finalisation
with the client on the
potential output
1. A detailed primary and secondary 1. The report is accordingly prepared
research is conducted on the listed and presented to the management
competitors 2. Interest areas of the operational team
2. Senryaku adopts ethical ways of data and senior leadership are both
research through public sources and included
interviews with the stakeholders such 3. Potential extensions and next steps
as vendors, distributors, ex- are suggested
employees and others
3. Information is obtained and analysed
to present and subsequently
compared with the client’s data
4. Strategic and actionable inputs are
identified
©2022 Senryaku 28
Intensive primary interview methodology
▪ Database preparation of the target companies
1 ▪ Potential respondents are identified in each organization
▪ Contact details – telephone numbers, email ids etc are build
▪ Potential respondents in the competition are across sales & marketing, production, research,
supply chain and others
2 ▪ Potential respondents in user segments would be in sourcing, production, purchase and others
▪ Respondents include Senior and Middle Management
▪ Principal Consultant leading the engagement forms a team with a 4-5 members
▪ Team members who have strong exposure to the industry of interest or similar projects
3 will be preferred to work on the engagement
▪ Team members for competition benchmarking studies have suitable skills and background
▪ Questionnaire lists will be prepared for information gathering and assessment
▪ Interviews will be done with the potential respondents in a discussion mode
4 ▪ Information will be crosschecked by senior members, analysed and aligned to meet
business objectives

▪ Information collected is analysed and scrutinized in interviews with industry experts

5 ▪ High level of management involvement
▪ Frequent internal sessions to discuss the outcome of findings

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Core Values

©2022 Senryaku Research & Advisory 30

 Gurugram
Corporate office
DLF The Ultima, UTC031, Sector 81,
Gurugram, Haryana - 122004
Tel: +91 124 427 9832 I +91 95603 34006

Location: Gurugram I Mumbai I Bangalore

Email: advisory@senryakuconsulting.com www.senryaku.co.in

Thank You

DISCLAIMER
The information in this report has been obtained or derived from sources believed by Senryaku
Management Pvt Ltd (Senryaku) to be reliable. Any opinions or estimates contained in this report
represent the judgement of Senryaku at this time and are subject to change without notice