Havells India plans to strengthen the presence of its brand, Standard Electricals, in India as it launched a new brand identity to align with changing consumer preferences. The company has also launched the first ‘Made in India’ MCB (miniature circuit breaker), a new range of LED lights and energy-efficient fans.

The company is looking to tap new markets in India by launching innovative products and entering new segments with the launch of the new brand identity of Standard. It also plans to ramp up its dealer and distribution network for Standard Electricals.

Ameet Gupta, Director, Havells India, said Standard has been a trusted brand in the electrical segments. “Our strategy is to have strong multiple brands to increase distribution of our products. This strategy also highlights the strength of the Standard products and deepen its commitment in both the Indian and the global markets.”

The Standard currently contributes around ₹200 crore to the overall turnover and the company hopes it to increase to ₹1,000 crore by 2020.

The company also launched its new premium range of MCBs and RCCBs (residual current circuit breakers), which have been completely designed and developed by the Havells’ R&D team in India.

“We are the leaders in the domestic switchgear segment in India and we will further cement our leadership position in this segment with the new range,” Gupta added. The company is targeting ₹650-crore revenue from this segment by the end of fiscal 2017 by ramping up production 1.5 times.

Talking about the company’s LED lights range — Lumeno—Gupta said Havells is focused on delivering high quality and affordable LED lighting products. The company is targeting ₹600-crore revenue from the LED segment in two years.

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