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GreatWhite Launches MCBs, Premium Switches; to Double Capacity

GreatWhite Launches MCBs, Premium Switches; to Double Capacity

Mumbai-based GreatWhite Electricals will soon be launching domestic switchgear and a premium range of modular switches. While the switchgear will reach markets in January, premium modular switches will arrive in February.

According to the company’s director, Hemang Shah, “Last October we launched building wires in FR and FRLS grades. This January, we have launched a full range of MCBs, along with RCCBs, isolators and DBs. Our single pole MCBs are in breaking capacity of 10kA, which no other Indian manufacturer has introduced yet. The USP of this range is its mid trip function, which is a unique feature of the knob coming to mid position in the event of electrical fault.”

During a recent visit to Delhi, Shah said that Myrah, the premium switch brand from GreatWhite, is expected to become the company’s flagship brand and pave the way to future growth for the company’s wiring devices segment. These switches, he elaborated, feature silent rocker mechanism (SRM) and dynamically designed sockets (DDS), both of which he considers as technological breakthroughs. “Our engineers have designed a precise movement to dramatically reduce the on/off sound to 55db. Similarly in sockets, a spring-like effect eliminates any chance of loose connection.”

Meanwhile, the company is also planning capacity expansion for its entire product category. Commented Kailash Didwania (, the company’s president, “We are getting a tremendous response for our products. Accordingly, we are going to double the capacity at our Haridwar facility.” Didwania opines that the surge in demand is mainly due to the fast growing real estate sector. He informed that the current capacity is 1,50,000 switches a day and 1,00,000 poles per month of MCBs at Haridwar; and 5,00,000 coils per month of wires at the Valsad unit.

“GreatWhite now has a network of some 2,000 dealers, and more are to be appointed,” Didwania informs, adding that the company’s warehousing infrastructure too is being enhanced to match growth. “As of now there are four warehouses, located at Haridwar in Uttarakhand, Valsad in Gujarat, Bhwandi in Maharashtra, and Patna in Bihar. Another two, one each at Bengaluru in Andhra Pradesh and at Sahibabad in UP will become operational by the next quarter.”

The company is quite active on the promotion front too. “We had earmarked `15 crore for marketing and promotional activities for the current fiscal. Of this, `8 core has already been spent on BTL activities including dealer and electrician meets.” Didwania informed that 400-plus meets – 300 for dealers and 100 for electricians – are planned by the end of financial year 2012-13. This is in addition to supporting dealers with PoP and shop signages as support material. “We are also advertising in trade magazines to reach valuable trade partners, besides regularly participating in exhibitions across the country.”

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