Delta’s Tryst with India

Power protection vendor, Delta Energy System, considers India to be a crucial market, as stakes are high for the company in the country.

The power backup market in India is lucrative and growing fast, primarily due to chronic power shortage. The market comprises of generators or gensets, and battery-based devices like inverters and Uninterrupted Power Supply (UPS). Increasing power deficit and demand from enterprises indicates strong growth prospects for this industry.

With reports of power outages becoming more frequent and ever-increasing demand being placed on the state-run utility providers, enterprises in India are trying hard to maintain business continuity and ensure their IT investments operate smoothly. Power protection vendor, Delta Energy System, addresses the most basic ingredient of business continuity – electricity.

From being an indiscreet peripheral a few years ago, the UPS today has emerged as an important “mission-critical Infrastructure enabler” for businesses across verticals. Be it for datacenters, the healthcare or the telecom industry, UPS systems have become a key requirement. “Customers, across verticals, are seeing value in the UPS systems. Be it for datacenters, the healthcare or the hospitality industry, UPS Systems are a key requirement. With the increased use and erratic power conditions in India, the demand for back-up power solutions has increased,” says Deepak Sharma, Country Business Head, Sales UPS, Delta Energy Systems. The erratic power conditions coupled with frequent fluctuations and surges have increased the demand for quality back-up power solutions. The awareness of business continuity solutions is growing rapidly and companies are fast realizing the importance of network uptime for their businesses.

“The need for effective power management solutions is the need of the day. There are many UPS companies with good product lines, but customers today need an end-to-end integrated solution. Technology in the field has evolved drastically over the last few years,” says Deepak Sharma.

“So organizations that have products with innovative technologies and capability to offer a comprehensive solution to meet the customers need effectively have great potential to grow. We, at Delta, have been guided by our mission – To provide innovative, clean and efficient power management solutions for a better tomorrow,” adds Deepak.

Delta Group is a $5.34 billion US company and the world’s largest provider of switching power supplies and brushless fans, as well as a major source for power management solutions, components, visual displays, industrial automation, networking products and renewable energy solutions. Established in 1971, Delta Group has sales offices worldwide and manufacturing plants in Taiwan, China, Thailand, Japan, Mexico, India and Europe. Delta is committed to environmental protection and has implemented green, lead-free production and recycling and waste management programmes for many years. Delta has 44 R&D centres across the globe.

Delta offers a complete range of UPS right from a 600VA for SOHO to 4000kVA for large datacenters or industrial application. More than price advantage, Delta products offer more value and complete package to customers.

The Indian UPS market has continued its outstanding performance with estimated average yearly growth of almost 20 per cent in the Q3 of 2008. Large three-phase installations continue to drive revenues to record levels in the Indian UPS market, which has been worth Rs.1,299.05 crore in 2006, and more than Rs.1,574.61 crore in 2007, making it the second-largest UPS market in Asia. Overall, the UPS segment has seen a steady growth over the years. This is also evident from the fact that more and more brands are entering this segment.
The UPS market is growing at a phenomenal rate with annual growth rate of over 27% in revenue sales. The Indian UPS market is expected to witness a CAGR of 13.4 per cent up to 2014, driven by steady demand from various sectors.

Deepak Sharma, Director – Sales UPS, Delta Energy Systems, adds, “Encouraged by this buoyant growth, Delta is determined to launch several new exciting models for various applications lined up in this year. We have been growing at an annual rate of 100 per cent year on year and are among the fastest growing UPS companies in India with a widest range of product portfolio.”
Delta Group has appointed Global Infonet Distribution (P) Ltd. as their national distributors for promoting small and medium range of UPS solutions in India. Delta intends to achieve comprehensive coverage in the metro as well as upcountry markets by strengthening its marketing, distribution and retailing capabilities thru Global Infonet. This appointment is announced subsequent to the previous move of Delta setting up its local manufacturing unit for the high KVA UPS production. Delta now brings forward to its customers the Small, Medium and High KVA product lines thru Distribution and Enterprise direct marketing channel with a strategy to adequately reaching to its SOHO as well as enterprise customers in India.

Channel Initiatives
Delta intends to reach our customers through all possible mediums. We will reach them directly through our regional network as well as through our distribution network. Therefore, our business partners play a key role in the process. We have a strategy for our channel business, which is to expand our reach across the country as well as consolidate our current channel business. Now, Global Infonet would distribute Delta UPS products from 600VA up to 30kVA ratings all over the country. Global Infonet would help expand the company's reach to additional cities as well as propel the growth momentum in India across all the major cities like Delhi, Chandigarh, Dehradun, Indore, Gurgaon, Ghaziabad, Ludhiana, Lucknow and Jaipur in the north, Kolkata, Guwahati and Bhubaneswar in the east, Mumbai, Nagpur, Pune, Ahmedabad and Raipur in the west and Chennai, Kochi, Bangalore and Hyderabad in the south. With this alliance, the company’s products and services will be available to the end-customers in the shortest possible time.

Delta also offers the entire range of Online UPS Solutions from 1 KVA to 4,000 KVA that is entry to high-end level. But for the high-end high capacity range, rest of the solutions are available through our channel route. We would like to focus more on the SME, corporate industrial and government segments for our UPS business. Currently, we have a current strength of 30 power business partners for UPS with several power resellers under them.

Delta will keep launching new products for the Indian customers, as per their requirements. Delta will keep hiring new talents, and investing in its people and technology.

Delta is fast becoming a leading choice among power solution users as it offers a good value proposition to its customers through wide array of products and services. By establishing national distribution, Delta has increased its reach to the untapped regions across India. Delta intends to reach its customers through all possible medium. The national distributor will help us penetrate the market more effectively as well as consolidate our direct channel business.
Delta is continuously working on reducing the per watt size of the rectifier and increasing the power efficiency & density. The company is also working aggressively on designing cost-effective alternate energy solutions. It has recently established Green Factory at Rudrapur, in addition to Gurgaon and Pondichery factories. Delta is also coming up with a new corporate office in Gurgaon.

Finally…
India is a priority in Delta’s scheme of things. The company is looking at India with a positive outlook and continues to invest in technology, processes and people. India will continue to be an important market for the company, both as a growing market and as a quality source for human, material and engineering resources. The company is trying its best to enhance the market share in each key vertical.

Delta focusses on brand building, innovation, and sales execution as drivers for sustainable growth. Its commitment to brand building includes providing marketing support for the brand promotion. “We focus on our marketing and brand promotions. We are one of the major sponsors of datacenter events happening in Delhi, Gurgaon, Bangalore and Mumbai. Delta is showcasing its products through all upcoming exhibitions in India in the Tier 1, 2 and 3 markets,” says Deepak Sharma.