COMPARATIVE STUDY ON MODULAR SWITCHES (ANCHOR ROMA)

WITH THE COMPETITORS IN PROJECTS AND INSTITUTIONAL SALES

2014

UTTARANCHAL UNIVERSITY, DEHRADUN Page 1






COMPANY PROFILE


COMPARATIVE STUDY ON MODULAR SWITCHES (ANCHOR ROMA)
WITH THE COMPETITORS IN PROJECTS AND INSTITUTIONAL SALES
2014

UTTARANCHAL UNIVERSITY, DEHRADUN Page 2

Anchor Electricals Pvt. Ltd.
Over the last five decades, Anchor has managed to capture the attention of every citizen in this
country. It started with a humble vision of manufacturing electrical products of outstanding
quality at a time when the market involving electrical switches or wiring devices was handled by
the unorganized sector. The advent of Anchor not only organized the sector, but also brought
electrical accessories into mainstream commerce. As a brand, Anchor signifies Trust, Safety and
Reliability. These qualities have helped Anchor carve a niche for itself in the electrical
accessories market.
Anchor is solely responsible for the manufacturing and marketing of world-class eco-friendly
products that have added value to the lives of people. The ideology of Panasonic's founder,
Konosuke Matsushita' drives the everyday business at Anchor. It states that "the company must
contribute to society through its business as a public entity."
Anchor is a part of the second largest conglomerate in the electronics industry. As a proud part of
the Panasonic Corporation that is located in Japan, Anchor has taken it upon itself to conserve
the environment, thus paving a path to a safe, healthy and environment friendly lifestyle.
Anchor's merger with Panasonic resulted in a fusion of technological expertise and vast
distribution strength. Today, Anchor offers a wide range of more than 3000 exciting products
across various product groups. These products are sold with the help of 5000 dealers and
450,000 retail outlets.
Firepro, an infrastructure and security solutions giant, was recently acquired by Anchor. This
acquisition helped Anchor further its horizons in terms of growth and expansion. Dominating the
electrical accessories market and playing a pivotal role in the country's infrastructure
development, Anchor continues to deliver reliable services and long lasting products of top
quality in India and other neighboring markets.

Established in 1963, Anchor Electricals Pvt. Ltd is a wholly owned subsidiary of the Panasonic
Corporation. Panasonic acquired Anchor, the 50-year-old Indian family-owned electrical
equipment brand, in 2007.
[1]
The company produces low-voltage electrical switches and
accessories, switchgear and protection devices, wires & cables, lamps & luminaires and fans. It
also sells home automation products from Panasonic.
[2]

COMPARATIVE STUDY ON MODULAR SWITCHES (ANCHOR ROMA)
WITH THE COMPETITORS IN PROJECTS AND INSTITUTIONAL SALES
2014

UTTARANCHAL UNIVERSITY, DEHRADUN Page 3

The companies new manufacturing unit has been built at Daman, India. The investment for the
plant has been Rs 200 crores and will produce a complete range of wiring devices.The plants
current production capacity is of 240 million units. For the first two years,the products
manufactured at Daman will cater to the domestic market, post which they will start exporting to
Middle East.By 2015 the company is expecting 5 percent of their revenues to come from
exports.
[3]
The factory adopts many green features including installation of LED lighting, solar
panels and use of treated sewage water. It is expected to employ 1500 people once it reaches full
capacity by next fiscal.
[4]

Anchor also plans to enhance the Panasonic portfolio, with new products like fans and LED
lights. They have started test marketing ventilation fans in Indian cities namely Bangalore,
Mumbai, Pune and Hyderabad and over the next six months, they intend to add some more
ranges of fans.
[5]

Manufacturing
Anchor manufactures its products in the four locations of Daman, Kutch, Haridwar, and
Roorkee, through 14 integrated units.
[6]


COMPARATIVE STUDY ON MODULAR SWITCHES (ANCHOR ROMA)
WITH THE COMPETITORS IN PROJECTS AND INSTITUTIONAL SALES
2014

UTTARANCHAL UNIVERSITY, DEHRADUN Page 4

PRODUCTS
Switches & Accessories
Anchor Panasonic has been in the business of switches and accessories for the past five decades.
In the year 1976, it gave the nation its first Piano Switch. It owns the brands Roma, Roma Allure,
Rider and Penta which is into Door Bells, Spike Guards, Flexi cords, Plug Tops and Multi plugs.
Below is the list and bifurcation by brands and type:
Luxury Switches - Ave,
[7]
Designer Plates
[8]

Modular Switches - Vision,
[9]
Roma Viola,
[10]
Woods,
[11]
Roma Allure,
[12]
Roma,
[13]
Rider
[14]

Non Modular Switches - Penta,
[15]
Anchor XL
[16]

Other Devices - Accessories (Doorbells, Spike Guards, Flexicords),
[17]
Boxes,
[18]
Pop Up
Boxes
[19]

Wires & Cables
Anchor uses green technology, and hence the Wires and Cables Business unit has developed
RoHS compliant "Green Guard cables" that are environment friendly and designed to make
people, environment safer.Below is the list and bifurcation by brands and type:
Wires & Cables - Advance-FR,
[20]
FR-LSH C2,
[21]
Multicore Flexible Cable,
[22]
Flexible
Cable,
[23]
Telephone Cable,
[24]
Flat Cable,
[25]
Export Range
[26]

PVC Electrical Insulation Tape - PVC FR Insulation Tape,
[27]
PVC Insulation Tape
[28]

Lighting & Luminaires
This division primarily manufactures products in two categories lamps and consumer luminaires.
Manufacturing of T3 spiral CFLs will commence in Roorkee factory, thus making Anchor
Panasonic the first manufacturer that will manufacture spiral CFL shell straight from the tube.
The company has newly ventured into LED, considering energy conservation as the base of the
division in line with the vision of Panasonic to become the no 1. Green Company in the world by
2018, the 100th anniversary of Panasonics founding.Below is the list and bifurcation by brands
and type:
COMPARATIVE STUDY ON MODULAR SWITCHES (ANCHOR ROMA)
WITH THE COMPETITORS IN PROJECTS AND INSTITUTIONAL SALES
2014

UTTARANCHAL UNIVERSITY, DEHRADUN Page 5

Lamps - CFL,
[29]
FTL
[30]

Luminaires - T5 Luminaires,
[31]
Strip Light Fixtures,
[32]
Devices and Accessories
[33]

Panasonic Down Lights - CFL Down Light,
[34]
LED Down Light
[35]


Fans
Ceiling fans are designed using ADM (Aerodynamic mechanism) with computer aided
alignment. These are manufactured in their Dhamdachi plant. The working practice are aligned
to the requirements of ISO 9001:2008. This is done to ensure consistency in the quality of
products but also provides useful feedback as a base for continuous improvement. They are also
venturing to design and manufacture fans that are energy saving, in line with the environment
philosophy of Panasonic in the near future. Below is the list and bifurcation by brands and type:
Ceiling Fans - Lugano,
[36]
Venice,
[37]
Precedent,
[38]
Dura,
[39]
Flora,
[40]
XL,
[41]
Royal Gold
Plus,
[42]
Royal Gold,
[43]
Penta Turbo,
[44]
Flo,
[45]
Flo GS,
[46]
Lamini
[47]


Switchgear & Protection Devices
Anchor Panasonic switchgear and protection devices range is widely utilized by the industrial,
commercial and the residential sector. The company has ;aunched the Panasonic MCB range in
India and they provide unique three level indicators and comply with the RoHS (Restriction of
Hazardous Substances) compliance defined by the European standards.Manufacturing facilities
are situated at Haridwar and Daman. The company is also in the process of developing a
complete range of environment friendly products such as a MCB that makes complete use of
environment friendly raw materials. Below is the list and bifurcation by brands and type:
Anchor MCB - Gold Series,
[48]
Anchor,
[49]
Roma,
[50]
Penta
[51]

Panasonic MCB
[52]

Distribution Boards
[53]


COMPARATIVE STUDY ON MODULAR SWITCHES (ANCHOR ROMA)
WITH THE COMPETITORS IN PROJECTS AND INSTITUTIONAL SALES
2014

UTTARANCHAL UNIVERSITY, DEHRADUN Page 6

Awards & Recognition
Superbrand Award: Consumer Superbrand four times in a row.
[54]

Consumer's Most Trusted Brand in Lighting and Most Trusted Brand: Consumers voted the
winner of this award in a survey conducted by 'Reader's Digest' magazine.
[55]