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Overview
Market Size: 10000 crore INR Growth of 9% in 2012 over 2011
Power Backup
Expected CAGR of 10% from
Drivers
Power Deficit of 10-15 % on an average Economic Growth, Rise in purchasing power and disposable income Increase in demand from high growth industries such as IT Services and Telecom Demand from rural pockets, SMEs Real Estate Boom Gradual shrinking of unorganized market
2010-15
Gensets
UPS
Inverters
Challenges
General lack of consumer awareness Competition from unorganized sector Low cost imports from China and Taiwan Increased sales of laptops (65% growth) over desktops (4% growth)
Generators expected to concede market share to inverters due to Improved operational efficiency Pollution-free, Environment-friendly, Noise-free Simplicity of operation Cost-Effectiveness
7% 8%
Others
<1 KVA 1-5 KVA 5-20 KVA 20-60 KVA 20% 20%
Market Share (Capacity) 15% 1400-1500 VA 800-850 VA 600-650 VA 200-250 VA $1,500.00 $1,000.00 $500.00 $0.00 $398.50 Market Value $1,400
45%
$828
2010
2016
2010
2016
Target Market
Rural and Semi-Urban Centres (Tier II and III cities) Duration of power cuts and load shedding is higher
Rural Farmers: Run tubewells for irrigation Differentiating Factors for Manufacturers
Price After Sales Service Availability
Customer Preferences
High Backup Time Compact Systems Simple to operate
Performance Metrics
Idle Current Consumption Output Power Factor Total Harmonic Distortion
Capacity
Efficiency
1000
2012
Triggers and Policy Initiatives National Solar Mission Policy 20 GW of solar power by 2022 as per JNNSM Increasing domestic photovoltaic production to 5
Threat of Substitutes: Low Few energy efficient and cost reducing alternatives
Intensity of Competition: Medium Generation Based Incentive Business Model High Exit Barriers
GW by 2020 according to JNNSM Achieving grid parity for solar power in 2020 according to JNNSM Funding of 20-25 percent of capital expenditure under the semiconductor policy Fund allocation for R&D activities and rural electrification programs
Decreasing cost of production, Bargaining Power of competitive Buyers: Medium international market
15 10 5 0 4
Imported Coal
14 8 8.58
Diesel Power
Acquirer
Emerson Schneider Legrand Reliance Luminous
Target
DB Power Electronics Ltd
Entry of MNCs indication of huge potential in sector Peak power requirement in summer months of March, April and May -> Seasonal Variation Solar Power Availability also highest during this period -> High Synergy