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Global Brands are flocking the country to get a share of the pie of

the large Indian customer base. Few companies that have stood the
test of time and reinventing for this accelerated economy are
shaping up for greater roles to play in India.

Honda Siel Power Products Limited (HSPP) appears to be one such


company where Customer Empowerment is the guiding principle.
Having established its leadership position for the past 25 years in
the country for portable generators and allied products, Honda Siel
Power Products Ltd is now moving towards introduction of Cutting
Edge Revolutionary Technology with the Introduction of never
before seen INVERTOR based Portable Generators Technology in
India.

In an interview with Business World, Gagan Pal, National Head


Sales & Marketing, Honda Siel Power Products Ltd, tells us
about the company’s plans…

Tell us a little bit about the company.

Honda Siel Power Products (HSPP) is a subsidiary of Honda Motor


Company, Japan with a turnover of apprx Rs. 400 Crores (financial
year ended 31st March’11). HSPP is engaged in the manufacturing
and marketing of Portable Generators, Water Pumps and General
Purpose Internal Combustion Engine. It also markets brush cutter,
lawnmower and GX series Engines. HSPP enjoys a substantial
market share of 72% in Generators and 40% in Water pumps.

What is the range of Portable Generators manufactured by


Honda Siel?

HSPP’s range of Portable Generators targets all segments of the


value chain. The present range is from 0.35 kVA to 5.5 kVA suitable
for operation in Petrol, Kerosene and LPG gas with options of Electric
start in select models. All products manufactured meet the stringent
Air & Noise Emission Norms formulated by CPCB and notified by
MOE. The company also earlier imported completely built units
(CBU) of 5.5 kVA output, called EU65is from Honda Japan. Thanks to
the excellent customer response, HSPP has started production of
this model in India. Besides EU65is, we have recently launched
EU30is, a 3 kVA invertor technology portable genset also produced
in India.

Tell us about the latest offering, EU30, for the Indian


Market.

The Honda EU30is is amazingly the Most Compact & Advanced


Generator from Honda and is power packed with revolutionary
features not available in any other genset in India. The Six powerful
product features include

(1) 3 kVA POWER, to effortlessly bring an air conditioner and other


appliances to life during power outages,
(2) ULTRA COMPACT space saving design makes the EU30is 39%
smaller, 40% lighter and more portable, as compared to similarly
classed conventional generators.
(3) ULTRA SILENT, separate triple chamber construction & OHV
technology with canopy ensures that it delivers unbelievable silence
while complying with Noise & Pollution standards laid by CPCB
(4) ECO THROTTLE, which automatically changes engine speed to
match the load delivering remarkable savings in fuel consumption &
thus running cost
(5) INVERTER TECHNOLOGY, for pure Sine Wave Power Output that’s
completely safe and ideal for voltage & frequency sensitive
electronics including medical equipment and computers
(6) ULTRA EXPANDABLE for multiplying power by combining two
EU30is and getting 6 kVA output

Apart from the above, the Honda EU30is is equipped with a digital i-
MONITOR that displays wattage, engine speed and hours of
operation. To aid servicing, the i-MONITOR also features a self-
diagnostic function alerting the operator when maintenance is due
thereby increasing engine life. As a safeguard, the engine
automatically shuts down when the oil level is low, minimizing any
potential damage. It is also equipped with Auto Choke feature that’s
helps to start this little marvel generator without wastage of time to
fuel in priming & draining

What is your approach on marketing your products to the


customer?

Ours is a market-driven company targeting all segments of the


value chain. Our Marketing approach begins and ends with the
customer. He is the guiding philosophy of all marketing activities.
Our seventeen Area Offices in all major cities of India consistently
service the customers. Infact, we are progressing consistently
towards the Greenfield Organisation wherein we would increase our
proximity towards a vast majority of customers.

Tell us about the part of the value chain your company is


focussed upon?

We have gensets priced from Rs. 17,000 to Rs. 1,65,000. Thus, the
diverse nature of our generators with customised characteristics for
all parts of the value chain is evident. However, justifying the
market scope for portable gensets, there is a huge middle-class
household segment in the country. Besides, there are segments like
doctors, shopkeepers and other commercial users having a host of
power appliances and the Institutional segment (Banks, Education,
Defence, etc) is also a strong demand category for stand by power.
The widening demand-supply gap in power has made it necessary
for all these people to opt for portable power gensets.

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