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Indian UPS segment will surly grow in 2012.According to Frost & Sullivan, The Indian

UPS market was estimated to be worth between US$ 550-600 million in 2010-11. It is showing an upward trend and is projected to exhibit robust growth after the flat growth rates of the preceding years. This is the result of steady demand from sectors such as the government and infrastructure, information technology and IT enabled services (IT/ITeS), banking, financial

services and insurance (BFSI), manufacturing, telecom, power, oil and gas, etc. According to some industry estimates the UPS market in India is expected to cross Rs.4.500 crore in the current calendar year. With India's economy set to grow at a brisk pace and with the continued power deficit situation, the demand for alternate or backup power solutions in the form of generator sets, power inverters and UPS solution is expected to witness a healthy growth in the coming years.

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The overall market of UPS industry pie increased and a widespread shift from the unorganized to the organized

sector was quite evident. New markets were tapped in tier II and III cities. New technologies in UPS industry with

increased efficiency of power products have helped penetrate the market even further. The growing demand of

power in data centers and servers have all increased the need for a well addressed power electronics industry.

The Indian UPS segment will surly grow in 2012.

The overall market of UPS industry pie increased and a widespread shift from the unorganized to the organized sector was quite evident. New markets were tapped in tier II and III cities. New technologies in UPS industry with increased efficiency of power products have helped penetrate the market even further. The growing demand of power in data centers and servers have all increased the need for a well addressed power electronics industry. The

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The SMB segment is predicted to grow at a faster rate than any other segment .With a high IT adoption and widespread digitization by SMBs, the need for uninterrupted power has become crucial in the SMB/SME sector which generates a strong demand for UPS systems .Hence providing products and solutions for the SMB segment is top on our agenda .SMBs are constantly looking to save CAPEX and OPEX and hence the need to focus on this segment.

India has largely been a power deficient country, with the peak demand supply mismatch running into double digit. Though power generation has almost doubled in the last decade, it has not kept pace with the growth in demand. Power supply has historically been a prerogative of the state and the central government organizations and only in the last few years that the private sector organizations have ventured into both power generation and transmission and distribution. This is also limited to parts of few major cities and the power sector is yet to be de-regularized. With the quality of power grid supplied being a sore point, the demand for UPS systems continues to be there. Current market scenario and brand position

The UPS market in India is composed of numerous vendors and the low-end of the UPS space has a lot of regional and unorganized players catering to a loyal client base consisting mostly of SOHO and SMBs.

“UPS segment is broadly divided into four categories: Sub 1 KVA, 1KVA- Sub 5 KVA, 5 KVA to 10KVA and above 10 KVA and Intex has strong presence in 1 KVA and sub 1 KVA category. The entry level UPS contributes to 25% of the overall UPS Market size of INR 2520 cr. Household and SOHO segments are the biggest consumers of entry level UPS,” said, Vikram Kalia, GM-Product Managament, Intex Technologies (India) Ltd.

“The penetration of the IT/ITeS sector in tier 2 and tier 3 cities and the computerization initiatives of the government in various departments will be key drivers. In today’s time, customers are increasingly seeking a single-point solution for their total power protection needs. Hence,

another trend in the market is that of UPS suppliers u p g r a d i n g themselves to b eco m e to t a l power solutions providers, the fi ndings revealed. Apart from this, price, after-sales s e r v i c e , a n d delivery are the key differentiating f a c t o r s i n a d d r e s s i n g the demand of the market. As end users have specifi c applications and different requirements, it is important for suppliers to offer customized solutions to survive and sustain high growth in this fiercely competitive market. Even in the smaller UPS, the industry is moving towards an efficient battery management environment and proper monitoring of batteries, thus extending battery life,” added, Kalia.

“The UPS market across India is booming with opportunities. The Indian UPS market was worth $591.4 million in 2011 and is projected to reach $873.5 million by 2015 per IMS Research. The penetration of the IT/ITeS sector in tier 2 and tier 3 cities and the computerization i n i t i a t i v e s o f t h e government in various departments will be key drivers. Eaton has adopted a hub-and-spoke model for improving market presence. The company currently has a setup that can support partners directly in at-least 60-70 cities. Eaton has a wide gamut of UPS range covering the entire range of PC, workstations to data centers,” said, Deepak Sharma, vice president –Marketing, Power Quality, APAC, Eaton Corporation.

“Encouraged by this buoyant growth, APC will contribute signifi cantly by offering solutions to industry for various industrial scenarios

specifi cally designed to protect mission critical applications The future of the UPS market seems quite promising, as it fi nds application in industries as varied as telecom, manufacturing ,BFSI and marine applications. With power outages being a critical problem facing SMBs in rural markets, the importance of power back up have gained even greater signifi cance,” said, Gurudutt.M, Director, Home&Business Networks, APC.

According to Ankesh Kumar, director of channel products & marketing at Emerson Network Power in India, the market grew between 8-10% CAGR in the previous fi scal. I would put

the market size at about Rs. 3100 crores. Market dynamics are changing. Energy efficiency and ease of integration are

the most important factors impacting buyer decisions. Space optimization has permeated organizations of all sizes, generating more demand for rack-based UPS systems for rack closets. Further, as IT and physical infrastructure come to coexist in containment, monitoring solutions are increasingly being bundled with UPS systems. Emerson Network Power is the leader by far in the 20kVA+ category. We are also among the top players in smaller UPS.

“The year 2011 proved to be lucrative for

“Our focus is to enhance our products and solutions reach across the length and breadth of India. We are empowering our channel by giving them a wide and reliable product portfolio, comprehensive training, innovative incentive programs and timely post sales service back-up. Currently, we have engaged 6,000+ channel partners across the country with increased

Mr. Gurudutt.M, Director, Home&Business Networks, APC

penetration in B & C class cities. Our global channel landscape program identifi es the strengths of its partners and aligns their capabilities to our customer’s needs.”

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the power backup industry. The overall market pie increased and a widespread shift from the unorganized to the organized sector was quite evident. New markets were tapped in tier II and III cities. New technologies in UPS industry with increased efficiency of power products have helped penetrate the market even further. The growing demand of power in data centers and servers have all increased the need for a well addressed power electronics industry. The Indian UPS segment will surly grow in 2012.” said, Suhas Joshi, Director - Sales UPS, Delta Power Solutions (India) Pvt. Ltd.

“The Indian UPS market is highly competitive and fragmented & yet has a tremendous potential of growth. Price, after-sales service, and delivery are the key differentiating factors in addressing the demand of the market. The major challenges are due to low cost imports from China & Taiwan and increasing raw-material cost. As end users have specific applications and different requirements, it is important for suppliers to offer customized solutions to survive and sustain high growth in this fiercely competitive market. As for premium segment our Brand-APC ranked as # 1 & is considered as channel friendly,” said, Rajesh Goenka, Vice President, Sales and Marketing, Rashi Peripherals Pvt ltd.

“The growth of the Indian UPS market in the year 2011-12 has been about 9-12%. The UPS market growth is mainly skewed towards the performance of IT/ITES sector and the IT /ITES sector is witnessing a revival. Only a consistent healthy growth rate in the IT sector in the coming years would sustain double digit growth rates in the Indian UPS markets. With the increasing power deficit across the country, the frequencies of planned and unplanned cuts are also on a high across the country. With a healthy demand from consumers who are graduating from using invertors for just fans and light to air conditioners and other household appliances. The sector has witnessed 12 -14% growth rates in the Indian inverter market. Our current market share is 3.1 % and we are targeting at 8 % factoring in the market growth rates,” said Aditya Arora, COO, Base Batteries.

“Uninterruptible power supply (UPS) systems are essential for guaranteeing the business continuity of any industrial or commercial

enterprise. Al l business critical equipments must have a faultless and clean power supply i f they have to operate efficiently. The power cr i t i ca l e q u i p m e n t i s g r o w i n g significantly and UPS bus ine s s a l s o g r o w i n g along with that. A c c o r d i n g t o recent Frost and Sullivan report

the total Indian UPS market was estimated at $528.5 million in 2010-11. The growth rate in 2010-11 over 2009-10 was 10.6 percent and it is projected to exhibit significant growth rates up to 2017-18. The expected growth rate at a CAGR of 6.6 percent and touch $828.2 million by 2017-18. We enjoy very good market share in Higher end UPS. Over all we have a market share of around 5% and we expect to increase our market share to 10% in next couple of years,” concluded, Jerome Rodriguez, Managing Director - SOCOMEC UPS INDIA.Marketing Plan to capture the market

“Delta consolidates its position as a significant player with special focus on Data Center applications. The major focus has been on optimization of TCO (total cost of ownership). Delta offers modular and scalable UPS systems—Modulon NH Plus. The UPS are available in ratings of 20 kVA to 480 kVA, expandable in steps of 20 kVA. Modulon NH Plus UPS is the ideal solution for IT and data centre applications, meeting criticality requirements and resulting in a lower TCO (total cost of o w n e r s h i p ) . The modu l a r c o n s t r u c t i o n ensures lowest mean t ime to repair (MTTR) a n d p r o t e c t s f r o m s y s t e m d o w n t i m e . Also, Delta has plans to launch D a t a c e n t e r solutions with other product infrastructure solut ions l ike PDU/ PDC/ Racks and EMS in FY 2012. With 40 years of leadership in the core technologies of power electronics, the expert teams at Delta Electronics has developed a new generation of smart solutions for IT rooms,” said, Joshi of Delta Corporation.

“We are already a leading brand in 1KVa and Sub 1Kva segment so we would like to sustain

our volumes,” said, Kalia of Intex Technologies.“Eaton has a channel centric approach and

it intends to strengthen its engagement with channel partners across the country by facilitating solution deployment for them. Eaton recently launched “Power Advantage Partner Program”. This program offers high margins and rewards to the partner. Company will also work closely with them to close certain deals. Eaton has plans to offer UPS in a bundled package with servers that are being deployed by its partners. The company currently has its direct presence in Delhi, Chandigarh, Ahmedabad, Pune, Mumbai, Hyderabad, Bengaluru, Chennai and Kolkata. Last year, the company added another 7-8 cities including Cochin, Indore, Lucknow and Jaipur to its portfolio. We are looking at both, organic and inorganic ways, to enhance our market share,” said, Sharma of Eaton Corporation.

The SMB segment is predicted to grow at a faster rate than any other segment .With a high IT adoption and widespread digitization by SMBs, the need for uninterrupted power has become crucial in the SMB/SME sector which generates a strong demand for UPS systems .Hence providing products and solutions for the SMB segment is top on our agenda .SMBs are constantly looking to save CAPEX and OPEX and hence the need to focus on this segment.

“We are also looking at expanding our product portfolio in Tier II and Tier III cities. We have introduced a new segment of UPS called the Back UPS Pro which is specifically designed for SMBs and Home Offices. This is the first ever UPS to come with a LCD display and one which has some very intelligent green features which helps consumers save a considerable amount on their electricity bills . In the Online space, we have launched specifically for the SMB / SME segment- a new range of Online UPS – which is meant for tough and harsh Indian conditions, at

competitive price points. Another critical are that we are looking at is power solutions of mission critical solutions in industrial environments .We are focusing on secure and reliable power solutions for non IT environments. We have come up with a concept called “Secure Power” which is to provide reliable and high quality power

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“We believe the market is going to continue to maintain a high rate of growth as power conditions are unlikely to improve in hurry and investments in IT infrastructure rollouts continue. We also believe that the trend of growth outside major cities will continue. As a result our efforts will be focused not only on Channel expansion but also on share

Mr. Deepak Sharma, Vice president –Marketing, Power Quality, APAC, Eaton Corporation

of wallet of resellers we are engaged with. This will be done via high impact channel schemes on a regular basis.”

“Another trend in the market is that of UPS suppliers upgrading themselves to become total power solutions providers, the findings revealed. Apart from this, price, after-sales service, and delivery are the key differentiating factors in addressing the demand of the market. As end users have specific applications and different requirements, it is important for suppliers to

Mr. Vikram Kalia, GM-Product Managament, Intex Technologies (India) Ltd.

offer customized solutions to survive and sustain high growth in this fiercely competitive market. Even in the smaller UPS, the industry is moving towards an efficient battery management environment and proper monitoring of batteries, thus extending battery life.”

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solutions to Non –IT environments. Secure Power systems offers a comprehensive roster of hardware and services applicable to wide range of industries .We recently launched the Galaxy

5500 and the Galaxy 300 at Elecrama 2012 in the Secure Power space,” said, Gurudutt of APC.

“Growth at Emerson Network Power is being led by internal aspects such as an extended product portfolio expansion and external factors such as exploring newer market segments. With new products in our kitty, we are poised to take on the market and drive growth through a strong presence in renewable space, turn-key critical infrastructure projects and high-end industrial applications like blast proof UPS and DC power supplies for off shore requirements,” sa id, Kumar of Emerson Networks.

“In the recent years Socomec has expanded a lot on export market, especially in Asia. Our group is very keen on emerging markets like Asia and expects the highest growth from this region in coming decade. As far as India is concerned, this market has always been strategic for Socomec, and it will remain so. Socomec invested in the recent years on infrastructure and coverage for the service and maintenance of our UPS, and this proved to be fruitful as India was the highest

effi cient solutions. We have introduced Power VARs for select partners who would undergo an intensive training and enjoy our empowerment initiatives and incentives. APC has devised a partner lead sharing program. We pass on leads which will translate into a deal through our lead engine. Our partner online destination (PoD) helps partners with APC support. We have set up a 6,500 sq ft training center and customer care platform in Bangalore for our partners who can use it for showcasing the solutions to their customers. We are expanding our presence to 500 cities by adding partners in these territories. We are setting up proof of concept centers in a few locations. These POCs can be used by our partners to showcase new technologies to their customers,” said, Gurudutt of APC.

“Paradoxically, the challenges are linked to opportunities. The vast geography of the country represents a major logistics challenge and but a presents a large opportunity via a growing market. We are building a wide sales network and realigning partner structures to penetrate the Tier 2 and 3 cities. Eaton is reaching out to hitherto untapped territories.” said, Sharma.of Eaton Corporation.

“The biggest challenge comes from a lack of awareness of basic Power Quality Fundamentals. For instance on most occasions, users expect that once a UPS is installed it will automatically solve all power-related problems. Though the most common root causes of all power problems are faulty earthing and grounding systems that

will continue to cause downtime even after a UPS is installed. Usage of poor quality batteries and cheap power systems from unorganized market

makes high power systems unreliable. Regular Power Quality Audits & Monitoring that can prevent unplanned downtime and make UPS and other systems work efficiently, are not common in India,” said, Kumar of Emerson.

“Low cost ups which are not reliable act as deterrents sometimes specially into non-metro locations. Technological challenges such as effi ciency, transformer less design, advanced batteries and demand for more compact design are

“The biggest challenge comes from a lack of awareness of basic Power Quality Fundamentals. For instance on most occasions, users expect that once a UPS is installed it will automatically solve all power-related problems. Though the most common root causes of all power problems are faulty earthing and grounding systems that will continue to cause downtime even after a UPS

Mr. Ankesh Kumar, Director of Channel Products & Marketing at Emerson Network Power India

is installed. Usage of poor quality batteries and cheap power systems from unorganized market makes high power systems unreliable. Regular Power Quality Audits & Monitoring that can prevent unplanned downtime and make UPS and other systems work effi ciently, are not common in India.”

growth posted in 2011 across all the subsidiaries of the group. There are many developments to come in India and this market is defi nitively on top of Socomec management priorities,”

said, Rodriguez of SOCOMEC.

“ I n I n d i a except for couple of cit ies there is huge power shortage which is result ing in a high demand o f U P S a n d Invertors. Rashi along with APC is determined to take advantage of the situation and try to improve our business in th i s s egment . To achieve this w are working to engage more

and more par tners to focus on APC UPS,” said, Goenka of Rashi Peripherals.

“The focus is to increase our retail reach to 23000 Dealers, more OEM clients and better distribution efforts would give us a better market share. While we have been innovating newer technologies like Formula 1 car batteries, we are also working on manufacturing of higher KVA Online UPS (10- 200 KVA), which will be ready to launch during the last quarter of this calendar year,” concluded, Arora of Base Batteries.Major Challenges

“Having nearly 7,500 partners, engaged with 1,000 retail outlets, and large format retailers in metros, we have evolved certain interesting programs for partners to increase their profi tability. Besides bringing out new versions of the products every month to increase the services opportunity for our partners, we have COOP funds for them that help us evangelize our energy

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the key drivers and the challenges in this segment. Fortunately for Rashi we have the best of the brand and the product and technology with APC which is helping is to overcome the challenges and helping business. Due to strong brand image & reliability factor we are able to address such challenges,” opine, Goenka of Rashi Peripherals.

“Certain markets are hugely dominated by the unorganized players; wherein we are developing our strategies to cater to the needs of these cities better. We are conducting several Channel Partner meets and trying to understand better the requirements of the end customers in a more comprehensive manner. Also, for our Channel Partners we are developing customised solutions to face new market challenges and new methods to increase sales by training and constant feedback mechanisms,” said Arora of Base Batteries.

“Pricing is an important strategic issue because it is related to product features accordingly it can be either penetration pricing strategy or skimming pricing strategy. We determine our product prices in line with the market operating prices by effectively managing our inventories, lower operation cost and product availability. The Increase in sales depends on many factors. One of them is the coverage. Socomec UPS India is

already present pan-India, nevertheless access ing Tiers II and III cities requires the support and commitment of partners who share the values of Socomec. We make sure that partnering with Socomec remains the best options for partner willing to experience a growth similar to the one we experience right now with our direct sales,” concluded R o d r i g u e z

o f S o c o m e c .New Technology

“Product line for smart ups, GREEN UPS is recently introduced and power management software namely PARACHUTE software (auto shut down software) is integrated. These new technologies are available in APC which is resultant and creating a niche for us,” said, Goenka of Rashi.

“Higher KVA UPS systems are becoming a replacement to industrial size generators. They are environment friendly and also are easy

to maintain. Also, for power back up solutions, the costs are economical. Moreover, as the world i s mov ing towards Green Energy, we have

come up with Spectra charge technology for our batteries through which it charges the batteries faster and discharges slower. This helps in increasing the life span of a particular battery and also reduces the consumption of power,” said, Arora of Base Batteries.

“Customers are increasingly looking for higher backup time with the need to be increasingly connected for a longer time. They also look for small sized UPS with high effi ciency, power saving and user friendly features. Delta products come with higher capacity chargers, add-on

chargers and accessories that provide the user the capability to manage and diagnose. The challenges of fl exible capacity enhancements and lowest MTTR (mean time to recovery) demands are best addressed by modular and scalable UPS like Delta Modulon NH Plus Series. LCD panels on UPS also help users to get information on the current status of UPS,” said, Joshi of Delta Power.

“The facts speak for themselves: fi rst French manufacturer to offer static power supplies(1968), designer of the fi rst UPS with PWM technology (1980), fi rst to integrate IGBT technology into major power sources (1996),designer of the fi rst UPS in a modular rack system (2000), fi rst to integrate hybrid components (2001), first 200 kVA UPS with IGBT rectifi er (2003), new battery charging design (2004), dynamic energy storage system (fl ywheel) replacing the more traditional battery-based solution (2006),green power UPS with 96% efficiency(certified by YUV),800KVA & 900KVA single module UPS(2011), the recent introduction of Green Power 2.0 with a true unity output power factor (PF=1), it provides users with full-rated power (kW = kVA)(2012) … By reinvesting more than 10% of our sales in R & D, SOCOMEC is providing the means behind its ambition: to always be at the cutting edge of technology. This drive to be innovative and it impacts on the company’s continuing profi tability and its ability to stand apart from other market players as well as meeting our customers’ expectations and constraints,” said, Roudrigez of Socomec.

“Products from APC are continuously upgraded to achieve 95-96 percent energy effi ciency .Solutions with unit effi ciency are being provided, which have a lesser impact on the environment and translate into better solutions keeping in mind the energy requirements of customers .The standards that are adhered to in R&D and product development are so high that they ensure smooth running of machinery, thus minimizing power wastage. Equipment can be operated without additional pressure irrespective of weather conditions. Besides we implement ‘tropicalization’ of our services .This renders our solutions conducive to Indian market. We have recently launched the Back-UPS Pro for SMBs and SOHOs. The Back UPS Pro comes

“Low cost ups which are not reliable act as deterrents sometimes specially into non-metro locations. Technological challenges such as effi ciency, transformer less design, advanced batteries and demand for more compact design are the key drivers and the challenges in this segment. Fortunately for Rashi we have the best of

Mr. Rajesh Goenka, VP, Sales and Marketing, Rashi Peripherals Pvt Ltd.

the brand and the product and technology with APC which is helping is to overcome the challenges and helping business. Due to strong brand image & reliability factor we are able to address such challenges.”

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with some intelligent green features like 2 surge outlets .It is the most energy effi cient backup unit designed to protect homes and businesses from experiencing the inconvenience caused by power outages, minimize energy consumption and help the consumer save as much as Rs.2000 a year on electricity bills. Back -UPS Pro, not only saves data but also optimizes power consumption. Poor power environments and outages could mean losing important data or even an entire PC network. APC’s Back- UPS Pro guarantees the necessary power backup availability for users to remain up and running and save their work – eliminating the consequences and high costs caused by downtime. .We focus on Emerging Customer needs and the trends while deciding on the technology front. For example – considering the anticipated growth in Cat B, C class towns w.r.t. Geo expansion, we expect lot of consumers / customers to focus on Remote management in the coming times in the 8- to –40 Kva space, and we are offering Remote management solutions as a part of our standard product offering, which is again unique to the industry,” said, Gurudutt of APC.

“Eaton has products that cater to effi cient power management. The company offers air fl ow management systems and racks designed specifi cally to regulate air fl ows in a server room / Data Centre. Eaton acquired Wrightline, which specializes in these products. These devices improve the cooling effi ciency by up to 30% thus reducing the overall electricity costs. Eaton’s patented technologies like ABM; VMMS enable UPS systems to operate at high effi ciency despite low load conditions,” said, Sharma of Eaton.

The market is moving towards ‘Intelligent Integrated Infrastructure’ solutions. Intelligent solutions can, for example, alert if a battery cell may be damaging an entire string, or if a single dirty solar panel is reducing the output of an entire array. They can also adjust cooling operation if load or temperatures vary, change maintenance dispatch schedules if a generator is operating less than usual, and notify if fuel quality degrades.

“ Emerson Network Power is offering such a family of such ‘Smart Solutions,’ which bring together best-of-breed technologies

and industry best practices to enable c o s t - e f f e c t i v e m a n a g e m e n t o f c a p a c i t y , e f f i c i e n c y a n d availability through i n t e r o p e r a b l e systems that are confi gured to speed implementation, adapt to change and reduce costs. These solutions are designed according to industry best p r a c t i c e s f o r organizations to address challenges associated with balancing objectives for capacity, space utilization, availability and efficiency. Our portfolio of ‘Smart Solutions’ delivers ‘Effi ciency without Compromise’ through a cost-effective power, precision cooling and management infrastructure that helps organizations achieve their IT objectives regardless of size and complexity,” concluded, Kumar of Emerson Network.Key markets

According to Kalia of Intex Technologies, India is growing day after day across all the verticals and so are the power requirements. Manufacturing, textile, banking, industries and IT these are the major verticals that are highly dependent on the power back-up. Even if the utility power scenario improves in India; it will still not be able to fulfi ll 100 per cent power requirements of these industries. End Users face the similar situation and it is going to further worsen as the summers are approaching. So the demand of the product is universal and the prospects will remain bright and it will further grow along with these verticals.

“Key markets in India are, ITES, Data

Center; Telecom, Banking and Government Infrastructure projects spend in computerization of schools and other government institutes. In addition there are Industrial applications in Food Processing, Printing and Packaging, Textile, automation,” said, Sharma of Eaton Corporation.

“Our focus is to enhance our products and solutions reach across the length and breadth of India. We are empowering our channel by

giving them a wide and reliable product portfolio, comprehensive training, innovat ive incent ive programs and timely post sales service back-up.

Currently, we have engaged 6,000+ channel partners across the country with increased penetration in B & C class cities. Our global channel landscape program identifi es the strengths of its partners and aligns their capabilities to our customer’s needs,” said, Gurudutt of APC.

“ITeS has regained its lost vigor and remains the biggest demand driver. e-Governance projects are the future demand drivers as well as a key area of specialization for our UPS business. India’s booming data centre space offers a big business

“Socomec has good presence in IT & ITES, Manufacturing and Process Industry, BFSI Government, Educational Institutions, Infrastructure, Medical & Healthcare. Rise in the IT/ITES and manufacturing sector has led to increased depend¬ence on machines and automation. This development has

Mr. Jerome Rodriguez, Managing Director SOCOMEC UPS INDIA

forced to depend on an assured supply of electricity to function the business uninterruptedly. We expect the same growth momentum to continue in next 5years. The Indian education institutions infrastructure gro wth will provide the qualitative manpower for IT enabled industries. The investment in industrial segment also grows YoY showing signs of accelerating growth in this segment.”

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opportunity. Emerson Network Power is leveraging its data centre design, build and project management expertise and comprehensive portfolio of passive infrastructure solutions to tap this opportunity. Infrastructure and Education are also very attractive sectors for UPS products, the latter being responsible for exceptional demand. Demand from the telecom sector has not grown much owing to severe duress on the profit margins of operators,” said, Kumar of Emerson Network.

“Socomec has good presence in IT & ITES, Manufacturing and Process Industry, BFSI Government, Educational Institutions, Infrastructure, Medical & Healthcare. Rise in the IT/ITES and manufacturing sector has led to increased depend¬ence on machines and automation. This development has forced to depend on an assured supply of electricity to function the business uninterruptedly. We expect the same growth momentum to continue in next 5years. The Indian education institutions infrastructure growth will provide the qualitative manpower for IT enabled industries. The investment in industrial segment also grows YoY showing signs of accelerating growth in this segment,” said, Rodriguez of Socomec.

“The UPS business is broadly categorized into three verticals namely- Enterprise, Government & Institutional business and Channels & distribution which address the segments like IT, Telecommunications, Industry, OEM’s, BFSI, Hospitality, ITes, Government, institutions, Medical, Bottling industry, plastic and polymers, Intrusion, Ticketing, Entertainment and many more. Delta UPS products are double conversion online UPS which is the right UPS solution for the Indian market,” said, Joshi of Delta Power.

“Every home is an opportunity for us and it is our endeavor to reach each and every possible household which has electricity. Currently top 50 cities are the key markets and giving larger share of business but going forward we intend to bill to more than 1000 towns and cities,” said, Goenka.

“The Indian UPS market is driven by steady demand from various sectors. The power backup sector is crucial for business continuity in the corporate world. This highlights the tremendous opportunity the market offers for UPS manufacturers to expand, particularly those who address the commercial and industrial segments.

However , i t i s clear that the UPS that holds a major share in the power solutions market and continues to be steady going in five years from now. Going by the current rate of growth, one can safely say that the demand for UPS in the high density online category will continue to grow. The future of the

UPS market will be similar to that of the overall IT hardware market and we will be guided by the growth in the government, BFSI, and e-government sectors,” concluded Arora of Base Batteries.Future Plans

“To ensure availability and provide good service is going to be the key focus. Market looks for stable and reliable products to satisfy their requirements,” said, Kalia of Intex Technologies.

“Eaton We believes the market is going to continue to maintain a high rate of growth as power conditions are unlikely to improve in hurry and investments in IT infrastructure rollouts continue. We also believe that the trend of growth outside major cities will continue. As a result our efforts will be focused not only on Channel expansion but also on share of wallet of resellers we are engaged with. This will be done via high impact channel schemes on a regular basis,” said, Sharma of Eaton Corporation.

“Speed of execution is becoming the priority for our clients. Rapid deployment of turn-key infrastructure and flexibility will be very critical as companies of all sizes become IT intensive. Even the growing number of mobile applications and the shift from desktops signals an increasing dependency on the cloud for storage. Vendors with an end-to-end portfolio will be better positioned to prov ide cos t -effective and customized solutions to IT needs. We have aligned our capabilities in technology, product design and the delivery model to address the demand comprehensively and efficiently,” said, Kumar of Emerson Network.

“At present, the market consists of the market leader who is almost twice the size of the second runner up, who is again, incidentally twice of the size of the third runner up. As more unorganized players convert to the organized sector, and smaller players expand faster than the industry

“Higher KVA UPS systems are becoming a replacement to industrial size generators. They are environment friendly and also are easy to maintain. Also, for power back up solutions, the costs are economical. Moreover, as the world is moving towards Green Energy, we have come up with Spectra charge technology for our batteries through which it charges the batteries faster and discharges slower. This helps

Mr. Aditya Arora, COO, Base Batteries

in increasing the life span of a particular battery and also reduces the consumption of power.”

“Customers are increasingly looking for higher backup time with the need to be increasingly connected for a longer time. They also look for small sized UPS with high efficiency, power saving and user friendly features. Delta products come with higher capacity chargers, add-on chargers and accessories that provide the user the capability to manage and diagnose. The challenges of flexible capacity enhancements

Mr. Suhas Joshi, Director - Sales UPS, Delta Power Solutions (India) Pvt. Ltd.

and lowest MTTR (mean time to recovery) demands are best addressed by modular and scalable UPS like Delta Modulon NH Plus Series. LCD panels on UPS also help users to get information on the current status of UPS.”

speed, they start consuming their competitor’s market share. This will result in small gaps amongst the top 4-5 players and normalize all of them at an almost equal market share (ranging between 20-30% each). This is how we see the next few years in the industry,” said…of Base corporation.

“APC UPS is one of the key product categories which is required by all. Therefore Rashi is trying to reach maximum possible channel partners, educate them and push them to promote APC. Also we are focusing on smaller towns and cities which are predominantly a non-brand market. Further Rashi is also focusing on promoting service packs for these UPS. Few things that we are focusing on are improving partner communication and increasing no. of partners working solder to solder with us and also increasing our reach across India as future lies in the T2 and T3 cites due to economies of scope and scale they provide,” concluded, Goenka of Rashi Peripherals.At Last

The year 2011 proved to be lucrative for the power backup industry. The overall market pie increased and a widespread shift from the unorganized to the organized sector was quite evident. New markets were tapped in tier II and III cities. New technologies in UPS industry with increased efficiency of power products have helped penetrate the market even further. The growing demand of power in data centers and servers have all increased the need for a well addressed power electronics industry. The Indian UPS segment will surly grow in 2012. The biggest challenge comes from a lack of awareness of basic Power Quality Fundamentals. For instance on most occasions, users expect that once a UPS is installed it will automatically solve all power-

related problems. Though the most common root causes of all power problems are faulty earthing and grounding systems that will continue to cause downtime even after a UPS is installed. Usage of poor quality batteries and cheap power systems from unorganized market makes high power systems unreliable. Regular Power Quality Audits & Monitoring that can prevent unplanned downtime and make UPS and other systems work efficiently, are not common in India.

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