Novatek-Electro specialises in the development and subsequent manufacturing of programmable power electronics instrumentation, or so-called general-purpose and special-purpose intelligent electronic systems. This kind of electronics finds application in producing next generation switching protection devices, apparatus for monitoring, control and metering, protective relaying devices and automatic equipment, technology controllers, etc. Mr Debasish Ghosh, Director, Novatek Electro (India) Pvt Ltd, talks to IPF about the company, its products and activities in India. Excerpts:

With Russian/Ukranian origins, this is an interesting company operating in high technology segment. What are the origins of this enterprise?

Novatek Electro (India) Pvt Ltd is a subsidiary of Novatek-Electro Ltd, which was established in one of the major Ukrainian port cities, viz., Odessa, in 1991 as a research & development company primarily for doing research in the field of power electronics, semiconductor electronics and laser based technologies.

How long has the company been operating in India? Not just with direct presence but products imported prior to that?

Novatek is selling its products in India for the past 4-5 years. The subsidiary was opened in the year 2009 for carrying out extensive marketing, spreading awareness of latest innovations in technology, keeping steady stock (which is regularly replenished for timely delivery) and providing after sales back-up to end users and dealers.

What is the range of products that the company offers? What makes it different?

Novatek offers a complete range of microprocessor based numeric multifunctional intelligent devices and relays for various industrial and domestic requirements. These include:

• Electrical circuit fault protection smart relays and devices
• Multifunctional and programmable Astro timers and time delay relays
• Numeric relays for motor protection with real time monitoring and controlling facility
• Numeric power management system with integrated real time monitoring and controlling facility
• Overload relays with auto reset timers and integrated digital display
• Analog and digital data logger
• Automatic healthy phase selector and transfer switch
• Digital temperature controllers and scanners having built-in communication ports
• High voltage cable protection system with integrated communication for SCADA
• Laser based automated system for dispersion determination of micro particles, and
• Innovative ultra fast voltage stabilization system (patented new technology), apart from other products.

Mines, steel mills, refineries and projects - these seem to be the key customer segments of the company. What is the USP here?

Wherever there is requirement of precision and fail proof technology Novatek is called to provide solutions. We provide three years replacement guarantee on all our products, which are extremely reliable and effectively work in all type of climatic conditions from very low temperature of deep Russian North to hot and humid climate of India and African countries.

R&D is a key strength of the company. What have been the landmark achievements in terms of new product launches?

Company consists of highly experienced specialists in the field of engineering in microprocessor based devices as well as engineers of control and safe operation of all types of electric circuits and power systems. In addition, Novatek-Electro Ltd has a number of research workers, scientists with Ph.D degree, research engineers and specialists in precise semiconductor electronics, laser technology, etc. This allows us to design and manufacture new generation products with outstanding reliability and functionality. Some of the products made by Novatek-Electro Ltd have no equivalents and could be considered at the level of scientific discoveries.

How strong/effective is the after sales service?

Novatek-Electro products are maintenance free as a result of which after sales is easy for our products, as we replace the whole equipment in case of any fault or rare manufacturing defects and do not undertake repairs. After the incorporation of the Indian subsidiary things have become easier as all the services are provided locally and immediately.

How does the cost of ownership over the life cycle compare with competition?

Our products are mounted and assembled on the modern equipment and incorporate high quality electronic mounting technologies. Experienced developers and programmers of the company make good use of the cutting-edge software products.

The strategy of our company is to provide consumers with the reliable and high quality devices. Our devices have the following inherent advantages:

• Innovative microprocessor based intelligent digital technology
• Highly reliable, true RMS, robust (all weather tolerant) proven devices
• Best value for money - reasonable price with unbeatable functional ability
• Simple installation and maintenance free
• Multifunctional - protection for all possible problem areas integrated in the same module*.

How is the present business environment?

Novatek Electro India is getting good and favourable response from the market, specifically the end users and poised to inevitable growth and market consolidation.

What are the future plans?

Market consolidation; develop and launch new generation India-specific products/solutions after studying the difficulties faced by local industries and specially the neglected SME sector; Increase awareness and extend the reach to create a pan-India presence; start product manufacturing in India and reduce import dependency (become local); and look into export possibility in SE Asia and neighboring countries making India as the hub.

* A comparative analysis is available on request to understand this factor (Novatek Electro (India) Pvt Ltd, Delhi. Tel: 011-43089550. Fax: 91-11-43089581. Email: debasish.ghosh@novatek-electro.com, novatek.india@airtelmail.in)