Servokon is an established company that manufactures power conditioning products. Its ongoing R&D programme and continuous upgradation in designs and technology have ensured consistent growth for the company. In order to meet the increasing demand from the domestic sector, Servokon is all set to inaugurate its state-of-art production and testing facility in Ghaziabad. In a conversation with Richa Chakravarty of Electronics Bazaar, Zakir Hussain, director, Servokon Systems Ltd, talks about his company’s marketing strategy, growth and vision.
Saturday, October 18, 2014: EB: Servokon is among the established players in the field of power electronics. What has been your marketing strategy over the years?
This is our 25th year in the industry. As we celebrate our silver jubilee, we have crossed the ‘0.5 million satisfied customers’ mark. Quality has been our differentiating factor ever since the brand ‘Servokon’ was launched in the market. The size of a firm’s repeat and regular customer base is a sign of how good its products and services are, and we are happy that repeat and regular customers contribute a healthy share to our total sales. Presently, we cater to most of the corporate chains and the government sector. Servokon has always kept pace with the changing marketing platforms, whether it is print and digital media, exhibitions or any other platform.
EB: With so many players in the segment, how do you ensure that your products have an edge in the market?
Servokon is synonymous with high quality. This has helped in building trust among our customers. We have also been introducing new products at regular intervals, which has helped us in engaging and maintaining the interest of our clients. I am proud to mention that we are among the few manufacturers in India who support and offer a varied product range in the power conditioning segment. Ranging from 0.5kVA to 5000kVA, we offer the flexibility to supply the desired requirement within short delivery periods.
EB: How do you market your products?
We have different products for different markets, including the domestic, industrial and government sectors. We have been branding and marketing our products through both direct sales channels as well as through our channel partners. Presently, we have offices in nine states across India and have more than 500 dealers and distributors. This is an ongoing process and we have been adding to our channel network at a very fast pace every year. We have also been supporting our channel partners in all possible ways through our brand promotion activities, apart from supporting them with after sales service, campaigns, workshops, etc.
EB: What are the latest products you have launched?
Recently, we introduced a high tension automatic voltage regulator (HT AVR) and the person behind the product is our technical director, Ranabir Roy. He brings to the firm experience of over 50 years in the industry. This product is based on British technology and the mechanism is highly reliable. It is a robust product with an expected life of more than 30-35 years. It can achieve a 40 per cent saving in electricity consumption and can be manufactured up to 5000kVA in the 11kV and 33kV classes. We have also introduced our solar product range.
EB: Do you use any innovative promotional schemes to promote your brand and products?
We have always been involved in promotional activities like road shows, exhibitions, etc. Recently, we experimented with a campaign that used three-wheeler autos to promote our brand, and found a good response in Uttar Pradesh. We are also planning to start TV promotions next year.
EB: What has the growth of your company been like in the last two years?
We have been growing at a rate of almost 50 per cent, every year. In FY 2012-13, our revenue figures were Rs 240 million. For FY 2013-14, we registered a Rs 350 million turnover.
EB: What are your growth plans for this year?
Next month, we are inaugurating a 5000sqm factory in Ghaziabad. This unit will have state-of-art production and testing facilities. We are expanding our product range till 15MVA under the industrial segment. We are also planning to add more channel partners and a line of distributors to support us, as we plan to increase our market share among domestic products. Subsequently, we are aiming to cross a turnover of Rs 500 million this year.
