The Gurugram-based Theeta Electricals Pvt Ltd is the country’s largest producer and exporter of tubular heating elements for domestic and industrial applications. A privately held firm, Theeta’s management team consists of well-qualified engineers and professionals with over decades of experience in the specialised field of electrical heating. In this interview, Avishkar Prakash, GM - Sales, Theeta Electricals Pvt Ltd, explains the importance of heating elements and factors driving the growth of the market.

 

How has been the growth of Theeta Electrical since it was established? 

Theeta was established in 1978 and has become synonym to the heating element industry. At present, Theeta manufactures more than 70 lakh elements per annum and since last 3 years has seen more than 20-25 per cent year on year growth. 

 

What is driving the demand for your "heating elements" and "industrial elements & systems"?

The appliance industry, which is the main focus industry for Theeta, has seen major growth in the recent years and the boom is expected to go on in the next 4-5 years. Annual growth of appliance industry is around 14 per cent year on year and apart from this there is huge potential in both exports and replacing imports of heating elements that happen in India.

 

What are the advantages offered by your products?

Our main focuses are quality and variety. Quality is a crucial aspect of heating element and India lacks quality suppliers. We manufacture export quality heaters.

 

How has been the exports business? Are you seeing growth in exports? 

We have seen steady growth in the exports market. However, our focus at present is on India, as the local market offers high growth potential.

 

What are the key challenges faced by manufacturers like you in India? 

Appliance industry is still not a mature industry and finding quality suppliers is still a challenge. Apart from that Indian appliance manufacturers are increasingly becoming quality conscious with the rise in expectation of Indian consumers. The kind of focus that was once seen in auto industry in terms of lifting the quality of suppliers and sub suppliers is now being seen in appliance industry.

 

Are you planning to launch any new heating element in the coming months? If yes, please elaborate.

We are developing aluminium foil heaters and cable heaters for refrigeration industry. The product is in final development stage

 

Energy efficiency is gaining prominence in various industries. How is your company tackling this issue?

We have recently acquired ISO 14000 and ISO 18000 and the main reason was to be an energy efficient company. We will also be working on getting Greenco certification in the coming years.

 

How is the tubular heating elements market in India? Which end-user industries are the major users of tubular heating elements?

Heating elements are used across the industry including kitchen and consumer appliances, oil industry, power industry, railways etc. For us, appliance industry is our biggest user though we supply across the industries.

  

What are the emerging trends in your industry? 

R&D is gaining importance as consumers are demanding newer products every year and quality expectation is increasing. This trend is forcing companies to invest in R&D, and those who don’t will be left behind in the race.

 

What are your growth plans for the company?

In the last one year, we have increased our capacity by shifting to a new location in our HP factory and investing in newer machines. We want to keep the pace of 20-25 per cent YoY growth.