Ekkaa’s mega facility in Noida aims at exports, to be operational soon

  • Interviews
  • Nov 28,23
Headquartered in Sonipat, Haryana, Ekkaa Electronics is original equipment manufacturer (OEM), and original design manufacturer (ODM) in India expert in designing and manufacturing LED TVs. Sagar Gupta, Director, Ekkaa Electronics in this interview with Ayushi Khandelwal, shares that the company is planning to expand manufacturing into other consumer electronic products as well with a new facility in Noida.
Ekkaa’s mega facility in Noida aims at exports, to be operational soon

Can you brief us about Ekkaa Electronics?
Established in 2018, Ekkaa Electronics has emerged as a leading electronics company in India. In the same year, we ventured into the production of LED televisions. During this period, the majority of manufacturers in India were primarily engaged in assembly processes. However, we distinguished ourselves as pioneers by introducing injection molding and mainboard manufacturing/SMT in the country. Implementing a comprehensive backward integration strategy, we assumed control over raw materials, supply chain management, and the production of core components, as well as the assembly of LED TVs.

I take pride in announcing that within a brief span of four years, we have secured a remarkable 10 per cent market share in the LED TV sector. Currently, we serve as an Original Design Manufacturer (ODM) for over 100 brands in India. Going ahead we plan to build highest capacity plant for LED TVs in India. We are in the process of the same. We aim to provide solutions the Indian as well as International brands, giving them a complete control over development and designing.

How does you company different form its competitors? What is the USP of Ekkaa Electronics?
Ekkaa's unique selling proposition lies in bridging the gap between major brands and smaller Indian brands in tier two and tier three. This is operated by managing their designing, development, supply chain, logistics etc and provide the final product. This operational approach significantly reduces their working capital requirements and lead times for these smaller brands. So, they can get the ball rolling within a very short period of time, which helps them to capture the market with a competitive edge against larger brands.

Can you tell us about you overseas operations?
At present, our primary export focus is on Nepal, where we command a substantial market share of 30-40% in LED TVs. Our strategic objective is to diminish reliance on imports from competitor nations, particularly China, in the electronics sector. Additionally, we have ambitious plans to initiate exports from our new manufacturing facility to countries such as Bangladesh, Sri Lanka, the Gulf region, and various African nations. These regions are prioritised as our initial targets due to their favourable duty structures for India, along with shorter lead times and lower logistic costs compared to other countries.

Nowadays, E-waste in the electronics industry has become a major challenge. How do you deal with this problem and process the e-waste? What other sustainability practices does Ekkaa Group follows?
From the past couple of years, government has also been very proactive in controlling e-waste. The realisation has come that e-waste cannot be finished but needs to be completely processed and converted to something else. At Ekkaa, we focuses on controlling the e-waste process it to the fullest and reduce the amount of wastage.  We have tie-up with companies who specialises in processing and dumping this e-waste in a proper manner. These companies are authorised by the government and have complete operational structure in this lead. As I mentioned earlier as well, we have a complete control over the manufacturing process right from the raw material to finished product. So, we sometimes tweak some designs in a way that the e-waste can be reduced to the minimum amount. In sustainability lead, we have plans to introduce solar panel in our upcoming facility in Noida. Currently, we have installed puf panels which offer high thermal efficiency resulting in low energy consumption and high energy efficiency.

What are some future developments you company is working into?
In 2020, we acquired a new land in Noida, the heart of electronics in India right now. Our strategic vision involves the construction of a cutting-edge mega facility dedicated to the production of consumer electronic products along with LED TVs. By maintaining a concentrated focus on core manufacturing, we aim to enhance backward integration at the plant by introducing pioneering activities, a first of its kind in India. For instance, we will be the first company in India to manufacture LED backlights in electronics. Currently, they are entirely imported from China or Taiwan.

Additionally, our plans encompass the in-house production of tools for metal pressing and the manufacturing of back covers for LED TVs, leveraging power presses technology within India. With this mega factory, we will be having a complete control over designing and manufacturing processes enabling us to offer comprehensive solutions to our OEM and ODM partners both in India and abroad. This mega factory marks a significant step toward achieving vertical integration and elevating our capabilities in the consumer electronics industry.

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