Established in 1979, Electronics Relays India Pvt Ltd (ERI) is one of the leading manufacturers of solid state relays in India. With a slew of new product launches planned in the near future, the company expects robust growth in business. In this interview, Madhav R Badsheshi, Sr Manager – Marketing of ERI (who also spearheads the business development of ERI and creative engineer in product development) highlights how the company intends to take the business to next level.

How has been the journey of Electronic Relays since its inception?
Electronic Relays India Pvt Ltd (ERI) has been pursuing its fascination with the future since 1979, the year it started manufacturing solid state relays and input/output modules. ERI began its endeavor by exporting a major portion of its production to the US, subsequently expanded activities and began catering to the huge demand in the domestic markets too. The customer list today remains highly satisfied and hugely appreciative of ERI’s preoccupation with quality and professionalism.

Who are major customers for your products & services? How is the demand for your products?
It is an industrial intermediary product used for switching applications. OEM business is major and few examples are furnace control, traffic signals, process control, machine tool industry, etc.
They are extensively used in the plastic injection molding machines, petrol pump controllers, coffee machines, food processing equipment, etc.

The demand commensurates with the growth of industry and keeps increasing at 10 per cent every year. The driving force is the shift in the industries from the western world to eastern world. China being in economical problem adds to the advantage to the Indian manufacturers. Some unrest in Thailand also would jump as an advantage to us.

How is India as a potential market for global manufacturers?
India has the required support from the academics like IITs, IISc, etc to cope up with new product and market development. India has got the talent and professionals to take up the global challenges meeting the QCDs requirements.

How do you ensure high quality standards for your products?
India from its ancient times is known for innovation and laid the culture to produce quality products/services. Keeping this age old culture, the quality is built into the product right from understanding customer requirements, design for manufacturing and zero defect concepts.

We at ERI never compromise on quality and make use of approved parts. The international product approvals also ensure audit once in three months to check the RM (raw material), process and testing. This is a 100% assurance to our customers for right quality.

Are you going to launch any new product/technology/application in 2019?
ERI will launch a few new products of which one is an innovative product. The other one is for the coffee machine to control the function of the DC motor avoiding the PCB assembly and provide a modular design.

How has been the performance of exports?  
We export our products (solid state relays and I/O modules) to the US, Mexico, Europe, UK, Middle East etc. Exports in 2017 was good and during 2018 was much better. We may increase exports by 30 per cent.

What are your growth plans for the company?
We plan to grow by introducing new products and high value addition products in the near future. We expect to grow by 30 per cent in the near future.