ElMeasure : Technology leadership in energy management field

Mr. Sam P. Cherian – Chairman, Elmeasure India Private Limited

Q. Elmeasure being one of the leading providers of power management solutions & has significant market share for industrial automation products, how did Elmeasure manage this bounteous growth?
ElMeasure is a solution driven company that focuses on energy management. Some of the main reasons for the growth we enjoy is directly attributed to the products and solutions we deliver that are designed with our customer in mind. A rigorous push for quality and after sales service is the mainstay at our business enabling us to keep our customers happy. Our cutting edge technology that showcases products built on the latest platform making several of our new products a first in the country. The above reasons have enabled us to be one of the leading providers of energy management solutions in the country.

Q. What is the overall outlook for Elmeasure & brief us about your company’s global & domestic presence?
The sky rocketing price of energy and the ever increasing demand has had a significant impact on the bottom line of any business. ElMeasure being in the energy management field has seized this opportunity and has developed innovative products and solutions using the latest technology for different industrial applications. This has helped us to chart a new growth strategy for ElMeasure and today we are regarded as the second largest organization in metering and energy management business in India. With domestic success and with quality products, we have set out to expand our business globally. ElMeasure now has a presence in over 30 countries with Japan being our major export market.

Q. How about Elmeasure’s initiatives in power management space? Which are your focus areas?
We have developed ideal solutions for all types of consumers such as the light & heavy industries, commercial sectors such as shopping malls/ arcades, business centers, power generating stations, education, hospitality and many more. We have now diversified into Building Energy Management and offer wireless solutions for Lighting control, Fire alarm / CCTV system, water / battery management etc.

Q. What are the market opportunities for Elmeasure products in India? How do you plan to position these products?
Supply and demand scenario in India in the power sector is completely out of balance and power cuts are rampant all across the country. The cost of generating energy is much higher than managing what we already have and ElMeasure’s solution can help bridge the gap. Energy management is the need of the hour and our products and solutions can be used everywhere energy is consumed making the market potential exponential. Our new product the ‘Prepaid Energy Meter’ with 3 in 1 solutions with an option to integrate water and gas has received overwhelming response from our customers in India and abroad. This product is well positioned to drive our growth in the coming year.

Q. What is your marketing strategy for Indian market?
Brand ElMeasure has recently gone through a transformation and today we are proud to say that we are a company that provides our customer with infinite possibilities to manage energy. Our strategy is to promote the concept of Energy Management and explore application areas in a power utility.

We utilize our time with the customers in understanding their manufacturing process, the challenges and problems encountered and appropriately leveraging our products and solutions to realize energy savings. Our technology speaks for itself and today we as a company is moving energy management from a wired to wireless solution. Our products and solutions are scalable, user friendly, and cost effective with an average ROI of twelve months.

Q. Can you please elucidate the contribution of R&D in the success of Elmeasure products?
We have an in-house R&D facility recognized by the Department of Scientific and Industrial Research (DSIR), Government of India for both hardware and firmware development in sharp difference to many of our competitors. Our products are built on the latest platform providing our customer with unique features and solutions. Customization and tailor made solutions are possible because of the R&D team that stands behind us and delivers consistently. Our R&D team has developed world class products and we can boast of being the “No I” as far as the product range, quality and superiority is concerned. Our products have obtained Trade mark, CE certification and UL certification. This has helped us to market our products to Europe and American continents.

Q. Brief us about the quality policy for the business?
Quality is the mainstay at our business and the same is pushed for at all levels of the organization. We are an ISO 9001-2008 company with a majority of our products having UL or ETL certification. As mentioned earlier one of the reasons for our growth in the industry is purely because our customers realize that ElMeasure stands for Quality and the best after sales service.

Q. Can you brief us more about Elmeasure system’s top line product range?
Our product range includes BEMS (Building Energy Management System) with complete automation and control features. To compliment it we have products like Prepaid Energy Meter with an option to integrate process parameters with electrical parameters and protection, Power Distribution Unit, Multifunction Meters, Digital Panel Meters and control products such as Compact Demand Controllers with 4 relay output and 4 row LED display meter with auto scaling, Power Factor controllers, Motor Protection Systems, Earth Leakage Relay etc. Most of our products can accept digital input for cost effective networking, 4 digital outputs with full flexibility for controlling. Another unique product that has been launched recently is ‘Power Duos’, a unique product that can measure both AC and DC power source. This product has received good response from our customers.

Q. What do you think are the strengths of Indian power industry & How it is positioning itself against the global market?
In India the Energy Management Industry has the expertise to develop and render quality solutions. The focus on R&D has helped us to churn out quality products that the market requires and the fact that Japan remains our major export market speaks volumes on the quality of our products.

Q. Please highlight Global perspective of power industry and what is the differentiating factor?
The global market is similar to India even though there is a narrower demand supply gap. Hence there is a lot of scope for Energy Management in the global markets. Energy Losses contribute to excessive expenses and eventually erode the profits of any organization. Therefore Energy Management is the need of the hour all over the world.

Q. What are the key technological trends that are driving power management industry?
Energy Management System with automatic control features and wireless communication, on-line monitoring and data acquisition with SMS and email alerts are the key technological trends that are driving the power management industry.

Q. According to you what is the forecast for the Indian power management industry?
The Indian power management industry is poised for rapid growth as the power situation looks grim with the ever increasing gap between demand and supply. There is large room for credible players in the market in the long-term and they will always be sought after. This situation augurs well for our future growth.

Q. According to you what are the factors affecting your business?
The below factors can be mentioned as affecting our business,

• The fluctuating value of the rupee makes it difficult to source quality components in the international market.
• Cheap products that is flooding the market. India is price sensitive and many are lured to it but soon realize that it fails to deliver.
• The Unethical and unprincipled competition indulged by some in the pursuit of quick profits.
• Government policies that is not favorable to the growth of manufacturing industry.

Q. What are the issues you need to address that are related to power management industry?
A strong push for energy management is lacking in the country that already suffers from an energy shortage. Power is essential to fuel economic growth and every unit saved is a unit produced. Hence a strong energy management policy will effectively narrow the existing gap between supply and demand.