In this interview, G Soundarajan, Vice Chairman, CRI Pumps Private Limited, elaborates about the company's new products, its global reach and expansion strategies. Coimbatore-based CRI Pumps Private Limited claims to be the largest pump manufacturer and exporter with turnover of over Rs 1,000 crore. Its pumps find an application in diverse sectors, including agriculture, industry, residential, mining, projects and civil applications. Excerpts from the interview:

Are the new stainless steel pumps by CRI Pumps being introduced in India for the first time?

The fully stainless steel pumps have already been marketed in more than 100 countries but they had not been introduced in India so far because the volumes wouldn't have justified the cost. But now that the demand is substantial, we are launching the SS range in India. These are submersible pumps made from corrosion-resistance stainless steel with built-in check valve for more longevity and hygiene. All the vital components of these pumps are made of high-quality 304/316 grade stainless steel and are guaranteed to deliver high discharge of water with less power consumption. The pump-sets are also capable for higher resistance for sand and other abrasives, thus ensuring longer life. We are making them available for 100 mm, 150 mm and 200 mm borehole applications. Around 400 models are being launched ranging from 0.5 HP to 300 HP.

What are the application areas for these pumps?

These pumps are ideal for a variety of applications such as domestic and civil water supply, pressure boosting, irrigation, building and dewatering -in addition to a variety of industrial applications like mining, sprinkler systems, etc. We have also launched a unique 60-feet head per stage working capacity models suitable for 150 mm boreholes. These ranges are most suitable for high-depth boreholes with less number of impeller stages, which results in higher efficiency and lesser maintenance cost. Initially these pump-set ranges are being launched in Madhya Pradesh.

What is your marketing and service support?

We will provide complete pumping solutions to the consumer. The company has installed software with pump selection facility at all its outlets to achieve better efficiency, longer life and less operating cost for an enhanced customer satisfaction. We have also launched mobile vans for spares' delivery across India.

Could you elaborate about your business deal with a British company?

CRI Pumps has signed a business transfer agreement with UK-based Pumps & Process Systems Ltd. This agreement enables us to scale new heights in embracing innovative technologies in delivering industrial pumping solutions such as pulp handling, slurry handling and chemical handling for a variety of industries such as paper mills, metals & mining, power, coal, chemicals and petrochemicals, food & beverages, among others. The new initiative will enhance the prospects of meeting industrial demands both in India and abroad.

What about your operations in China?

We have recently opened our sixth foreign subsidiary company called CRI Pumps Shanghai Co, Ltd., in China. This makes us the first pump manufacturer from India to have a 100 per cent wholly owned subsidiary in China intended for manufacturing and marketing specific products. We have already started producing select ranges of high-end energy-efficient pumps. We have also shifted some of our manufacturing operations from UK to China.

What are the USPs of your products?

Our energy-efficient products are recognised under the scheme of BEE, Government of India as trustworthy partner and they have replaced the existing inefficient agricultural pump-sets for a pilot project in Solapur in Maharashtra. Having sold over 1,70,000 star-rated energy efficient pumps in India, so far we have saved more than 30 crore units of energy for the nation. CRI Pumps has bagged the National Energy Conservation Award from the Ministry of Power for two consecutive years.

What about exports?

We export our products to more than 100 countries and the company has been awarded the EEPC Export Excellence award 9th time in a row for its export performance. Some of the countries we export to include South Africa, Spain, Brazil, Italy and Turkey. Our revenue from exports was Rs 175 crore last year and we are planning to reach Rs 240 crore this year.

How do you increase the profitability of your company?

We believe in backward integration so as to make the raw material available in-house and thereby make the products very cost-effective. For example, we have installed a 6,000 MT casting unit. Further, we have consistently diversified into other profitable streams such as making valves for power plants, refineries and steel, sugar and chemical units. We have also set up a PVC plant in Gujarat to make pipes and have forayed into the production of cables and wires. One of our recent additions has been solar pumping systems. We have now set up a 20-acre SEZ at Perundurai in Tamil Nadu. Of all these additions, the solar pump-sets are witnessing brisk sales because they are benefiting farmers in those villages where constant supply of electricity is a problem. Here, they are often forced to work during the nights when power is made available. As such, the solar-powered pumps have found a huge market.

What is the size of the pump market?

In India, the market size is estimated to be Rs 6,500 crore, which includes stainless steel pumps. Worldwide the market size is as huge as USD 32 billion, indicating amazing market potential for our products, which have already found acceptance in global markets, thereby giving us the first-mover advantage.

What are the company's future plans?

We intend to acquire another pump manufacturer in Europe, which specializes in making pumps for sewage disposal. This is a growing area of business and the expertise will help us tap the civic services segment.

(CRI Pumps Private Limited, 7/46-1, Keeranatham Road, Saravanmpatty, Coimbatore - 641 035. Tel.: 0422-3027000. E-mail: corporateoffice@cripumps.com. Website: www.cripumps.com)