Nina B. Singh, director, Inphynyt Accumulators India Pvt Ltd, not only dared to enter the male-dominated electronics sector but has also carved a niche for herself within the industry. She shares her experiences and insights in a conversation with Electronics Bazaar
EB: Can you share your experiences as a woman entrepreneur in an industry dominated by men?
NBS: If women do not come forth, every industry will be male dominated. It is an out-and-out advantage to be a woman entrepreneur. If you are willing to work as hard as men and keep yourself abreast with the industry’s current and future technologies, there is no way anyone can take your shine away. I am determined to succeed and gender plays no role here.
EB: What are the challenges that you have faced as an entrepreneur in this industry?
NBS: The battery industry still operates on an archaic module. The competitive packages, warranty structures and the actual models’ capacities are structured deceptively, making them look customer-friendly at the time of sale but, later, the customer feels cheated. Inphynyt hides no information from the customers, but educating them is a time-consuming task. Our industry is powered by two giants, and it’s quite challenging for a new entrant like Inphynyt to sustain and grow.
EB: What is the secret behind the huge success of Inphynyt batteries?
NBS: There are many reasons for this. To begin with, it’s our rich heritage of knowing the battery industry for decades; our product innovation which gave us Bijli Ghar, the only hybrid inverter battery; E-Tour is India’s first International Centre for Automotive Technology (ICAT) approved e-rickshaw battery with 12 months’ warranty and the superior quality of our automobile batteries. These models are a testimony of the integrity, hard work and creativity we put into designing our products, as opposed to just being copy-cats. Also, our disruptive franchise model has changed the customer’s sales and after-sales experience.
EB: What is your strategy to make Inphynyt a strong player in this segment?
NBS: We believe in product innovation, high quality, product durability, just-in-time service and non-stop warranty. Our strategy is to pass on the best to our customers, which we are able to do through our exclusive ‘power-hubs’. Our exclusive stores provide an international experience to our customers. Our batteries are the heaviest in the industry and we cut no corners when it comes to product quality. Every franchisee of ours acts as an integrated service centre, providing quick service to our customers. Our customers can use our non-stop warranty to encash their brand loyalty to us. It also works as a pension plan for our resellers.
EB: How do you price your products in a price-sensitive Indian market?
NBS: In the first sale, we are at least 15-20 per cent cheaper than our competitors, and in the second sale, under our non-stop warranty, we are 50 per cent cheaper than any brand available in the market.
EB: Where do you see Inphynyt in the next three years?
NBS: Over the last four years, our product has been recognised for its high quality and durability by our users. Our franchise model has been established and it is working well for the company, our franchisees and customers alike.
EB: Do share your perspective on the Indian battery market and upcoming application areas.
NBS: All segments of the battery industry are growing at a rate of over 20 per cent, year-on-year. Electric power and solar power are power segments that are poised for huge growth in the coming future. However, the market is concentrated and is dominated by two big brands. Lack of knowledge about products, both by the seller and the buyer, poses an immense challenge to a new player.
