The power solution industry has been experiencing a significant growth as the demand for these solutions is constantly increasing in various sector. Today, the need for technologically advanced and sustainable power equipment has becomes paramount for any business to succeed. BPE is one of the leading market players and consistently delivering innovative power solutions that push the boundaries of efficiency, reliability, and sustainability. To dive deep into the industry growth and BPE’s strategy to capture the market, Rajeev Ranjan, Editor, Digital Terminal recently held an exclusive chat with Sushil Virmani, Managing Director, BPE. Read the complete conversation below.
Rajeev: Kindly tell about the overall growth of BPE in the Indian market.
Sushil: Over the past 23 years, we have not only weathered the challenging fluctuations of the market but also experienced significant growth. Throughout this journey, we have been committed to introducing innovative products tailored to various segments, including IT, data centers, manufacturing, medical, and government. Our infrastructural offerings have played a crucial role in not only ensuring our survival but also driving a remarkable CAGR of over 15-20%.
Currently, our strategic focus revolves around extending our influence into critical 24/7 solutions, such as colo data centers, enterprise data centers, edge computing, and a substantial manufacturing base. Recently, we launched new products with capacities reaching up to the megawatt range. The previous year witnessed numerous successful installations, bolstering our confidence in capitalizing on the vast expertise and references we have accumulated over the years.
Rajeev: Please brief about your distribution model in India.
Sushil: Our success story has been built upon a robust B2B model. A key factor in our achievements is the establishment of a highly reliable network of distributors spanning across the entire country. At the national level, we are proud to have two esteemed distributors, one headquartered in Mumbai and the other in Delhi. These national distributors, in turn, have cultivated strong relationships with hundreds of distributors and channel partners throughout India. Thanks to this extensive partner network, we have developed a formidable connection with system integrators, further bolstering our B2B success, particularly in the large enterprise segment.
Rajeev: How do you take care of the service support for your customers across India?
Sushil: As a specialist in power solutions, our product requires a high level of service and support. We take pride in being proactive in guiding and assisting our customers throughout their journey. To implement this strategy, we have established two primary types of service offerings in the market. Firstly, we provide direct services through our own dedicated team in major metropolitan areas. With a strong presence in around 12 cities, we boast a workforce of 110 skilled service personnel, ensuring quick and efficient support to our customers.
Secondly, in remote locations, we rely on our authorized channel partners who have undergone comprehensive training in services and possess valuable experience. These partners are well-equipped to provide timely responses and resolutions to any issues that may arise.
Our commitment to exceptional service has yielded significant results, as evidenced by our annual sales of more than 100,000 units. We understand that being service-intensive is essential to maintain customer satisfaction and loyalty, and we continue to invest in our service capabilities to ensure our customers' needs are met at all times.
Rajeev: How are your products are perfect for data centers?
Sushil: The Indian data center segment, particularly colo data centers, is experiencing rapid and significant growth. These colo data centers are becoming increasingly popular and are displacing enterprise data centers in select locations. India is emerging as a top destination within the Asia-Pacific region for data center colocation services. Reliability is a paramount challenge in this sector, as products are expected to operate continuously, 24/7. Therefore, it is crucial to offer products that not only exhibit high efficiency but also possess features that deliver value to the customers. The current trend shows a significant increase in work density, with power requirements going up from a few kilowatts to 60 kW.
To cater to this demand, large capacity UPS systems with high efficiency, parallel capabilities, and remote monitoring are essential. We take pride in our recent accomplishment of installing over 8 megawatts of modular UPS systems for this segment. As the market expands and data centers evolve, it is vital for power solution providers to adapt to the changing needs and demands of the data center colocation industry to ensure the seamless and reliable operation of critical infrastructure.