Summer Internship Project Proposal

“A study of Brand Perception of RR Kabel”

Post-Graduate Diploma in
Management (PGDM)
Submitted by: - ADITYA KUMAR SINGH
Roll No: - JN23MA004
Batch: - PGDM (2023-2025)

A-32 A, Sector 62, Institutional Area, Noida-

201309 (U.P)

Page |1
About Electric Wires & Cables Industry
The electrical wires and cables industry in India serves as a critical pillar for the nation's
infrastructure development and progress. It plays a vital role in powering industries, homes,
telecommunications, and various sectors of the economy. This note provides an in-depth
analysis of the growth, challenges, and prospects of the electrical wires and cables industry in
India.
The roots of the electrical wires and cables industry in India can be traced back to the early
20th century when the demand for electricity started to rise. In the initial stages, the industry
heavily relied on imports to meet the growing demands. However, recognizing the need for
self-sufficiency, the Indian government encouraged domestic production, leading to the
establishment of numerous manufacturing units.
 Increasing Energy Demand: The burgeoning population, rapid urbanization, and
industrial growth in India have driven an exponential increase in energy demand. This
surge has drove the need for electrical wires and cables to cater to expanding power
infrastructure.
 Infrastructure Development: The Indian government's focus on infrastructure
development, including power plants, smart cities, transportation networks, and
telecommunications, has been instrumental in propelling the demand for electrical
wires and cables.
 Renewable Energy Transition: India's commitment to renewable energy sources, such
as solar and wind power, has created significant opportunities for the electrical wires
and cables industry. Connecting renewable energy installations to the grid requires
specialized cables and wiring solutions.
 Telecommunications Expansion: The rapid growth of the telecommunications sector,
including mobile networks, broadband, and internet connectivity, has been a major
driver of demand for high-quality communication cables.
The Indian government has undertaken various initiatives to support the growth of the
electrical wires and cables industry:
 Make in India: The Make in India campaign aims to promote domestic manufacturing
and attract foreign direct investment, providing opportunities for the industry to
expand production capacity and enhance competitiveness.
 Infrastructure Development: The government's focus on infrastructure development,
such as the Bharatmala project, Smart Cities Mission, and Digital India, creates a
favourable environment for the electrical wires and cables industry. These initiatives
drive the demand for reliable and technologically advanced wiring solutions.
 Ease of Doing Business: Reforms in policies related to manufacturing, taxation, and
ease of doing business have streamlined operations and created a conducive
environment for the growth of the industry.
 Renewable Energy Transition: The Indian government's ambitious renewable energy
targets, such as the 450 GW target by 2030, will require significant investment in
transmission and distribution infrastructure. This presents a significant growth
opportunity for the electrical wires and cables industry.
 Smart Cities and Digitalization: The development of smart cities, along with the
increasing digitalization of various sectors, will drive the demand for advanced
electrical wires and cables. These developments require efficient power distribution
and high-speed data transmission.

Page |2
The electrical wires and cable industry in India is a significant part of the electrical industry,
accounting for nearly 40% of it, the industry has experienced exponential growth in the last
two to three decades, thanks to rapid urbanization and industrial development. The market is
growing at a CAGR of 15%. The domestic segment has brought in the difference for India
and Africa. The boom in the telecom sector and the central government-led PLI schemes are
other reasons behind the growth of the industry. The Indian domestic wires and cables market
is at about Rs 450-500 billion and makes up approximately 40-45 percent of the Indian
electrical industry
There are several players in the wires and cables industry in India. Polycab India, Finolex
Cables, Havells, KEI Industries, and V-Guard Industries are some of the top players in the
industry based on market capitalization. J-Power Systems Corp, Sterlite Technologies, and
Universal Cables are some of the top cable manufacturers in India known for their
commitment to quality and innovation.
Forecasted size of the consumer durables industry in India in 2022, by appliance

Challenges of the Industry

Despite the industry's promising future, the wire and cable sector faces
headwinds like rising prices and competition from Chinese imports. With
the rising cost of copper, the wire and cable industry are seeing its profit
margins erode and its ability to compete globally eroded by swings in raw
material prices. Increasing use of wire and cable transportation is a direct
response to the country's record-high fuel prices, which have a knock-on
effect on domestic transportation. And because so many businesses in this

Page |3
 sector are still unstructured, consumers often must settle for lower-quality
options because they are not getting the support they need from these
company.

Competitive Landscape and Key Vendors

Numerous international, regional, and local vendors, as well as organized

local vendors, compete fiercely in India's cable market. In order to maintain
their market shares, well-established international electric wire and cable
manufacturers need to differentiate their products from those of regional
and unorganized players in the wire and cable market by offering superior
quality at a competitive price. Cable and wire companies are using tactics
like mergers and acquisitions to grow their businesses and gain access to
cutting-edge technologies that will allow them to better serve their
customers.

About RR
Ram Ratna Wires Ltd is India's largest producer of specialty fine magnet to thicker sizes
copper Wires. The total turnover of RR Wires Ltd is 1260 Cr. RR is India's largest buyer of
copper, consuming around 70,000 tons of copper per annum and India's only manufacturer of
enamelled copper wires that offer the widest range starting 0.018 mm to 4.876 mm. An ISO
9001, 14001, 45001, 50001 & IATF 2016 certified company, all the products are
manufactured as per international standards and quality policies. Our varied product line
includes sixteen products that broadly fall into five groups i.e., Enamelled Copper Wire
(EW), Enamelled Copper Strips (ECS), Submersible Winding Wire (SWW), Bare Copper
Strips (BCS) and Enamelled Aluminium Wire (EAW). Our end products meet all the well-
known Indian and international standards including IS, IEC, JS and NEMA. All products are
UL certified, RDSO and BHEL approved along with RoHS (Halogen Free) & REACH
compliance.

Page |4
  1.25 billion USD annual turnover (INR 9000+ Cr. Plus)
 Started Manufacturing in 1986
 Presence in more than 90 Countries
 12 Manufacturing Facilities
 1.5 million sq. metres of production setup in India
 900+ Electrical & Infrastructure solutions
 42 Marketing offices
 800+ Marketing professionals
 4000+ Employees

About RR’s Products

 Wires and Cables
 Fans
 LED Lighting
 Switches
 Appliances
 Automated Multilevel Car Parking Systems
 Magnet Wires
 Copper Bus Bar & Tapes
 Electrical Accessories
 Busduct
 Electric Vehicle

The company is the largest exporter of housing wires in India, which contributes around 30%
to its revenue share. RR Kabel claims to have a 12% share of the organized market in India.
The company is the fifth-largest branded wires and cable manufacturer in India. RR Kabel is
backed by private equity firm TPG Asia VII SF Pte Ltd, which holds a 20.99% stake in the
company and will sell some of its stake in the IPO. The company has filed an initial public
offering (IPO) to raise up to $27.53 million. RR Kabel plans to use funds raised through the
IPO to repay or prepay borrowings, in part or in full, from banks and financial institutions.
Numerous international, regional, and local vendors, as well as organized local vendors,
compete fiercely in India's cable market. In order to maintain their market shares, well-
established international electric wire and cable manufacturers need to differentiate their
products from those of regional and unorganized players in the wire and cable market by
offering superior quality at a competitive price. Cable and wire companies are using tactics
like mergers and acquisitions to grow their businesses and gain access to cutting-edge
technologies that will allow them to better serve their customers.

Page |5
 Company’s Mission and Vision-

Vision
Inspired thinking brings a meaningful change to the lives we touch around the world.
Mission
Delivering products & services that promise superior technology, performance and enhanced
value to consumers, stakeholders, employees, and society at large.

 Intense Competition: Facing competition from both established players and new
entrants in the market.


Page |6
 Key competitors are -
 Finolex Cables
 Havells India
 KEI Industries
 Polycab Wires
 Anchor

RR Kabel also offers a range of services, including:

 Technical support
 Product training
 After-sales service

RR Kabel operates in several functional areas, including:

 Marketing
 Finance
 Human resources
 Logistics
 Manufacturing
 Research and development

Page |7
 Milestones achieved

RR Global Code of Ethics & Conduct

National Interest
RR global is committed to the Development of Bharat in its values, culture & economic
wellbeing globally. It shall not undertake any activity that is contrary to this objective. Every
r global company shall define its business policies adhering to the laws of India and carry out
its business affairs in accordance with the economic, developmental policies of the nation.
The document that defines the code is called as Ratna path.
Quality of Products and Services
R Global company shall be committed to supply goods and services of the highest quality
backed by superior after-sales service to delight the clients beyond their expectation the
quality standards of the company's goods and services are bench marked to global standards
delivery consistently.
Environment, Health, and Safety
ARR Global company shall strive to provide a safe and healthy working environment and

Page |8
comply, in the conduct of its business affairs, with all regulations regarding the preservation
of the environment of the territory it operates in. ARR
Global company shall be committed to prevent the wasteful use of natural resources and
minimize any hazardous impact of the development, production, use and disposal of any of
its products and services on the ecological environment.
Equal Opportunities Employer
RR global is committed to the recognition of merit as the base of providing employment and
shall provide equal opportunities to all its employees without regard to their race, caste,
religion, colour, ancestry, marital status, sex, age, nationality, disability. Employees of a r
global shall be treated with dignity and in accordance with the RR global principles and
maintain a work environment free of sexual harassment, whether physical, verbal, or
psychological.
Manufacturing Facilities

RR Kabel started its journey into wire and cable manufacturing more than 2 decades ago with
its 1st manufacturing set up established in 1999 at Silvassa, U.T. of D&NH and DD. The
establishment is spread across 14 acres of land with the facility covering more than 2 lakh Sq.
ft. This facility also includes an advance set up for moulded cords and harness manufacturing.
RR’s establishment at Waghodia (near Vadodara, Gujarat) is spread across 250 acres of land
with the state-of-art plant spread over 13,00,000 square feet. The inhouse compound
manufacturing facility is a SCADA based infrastructure capable of delivering various grades
of compounds used in cable manufacturing. Manufacturing facilities give RR the in-house
ability to manufacture 100% of our requirements for wires and cables. Both the facilities are
certified with ISO 9001:2015 (Quality Management System), ISO 14001:2015 (Environment
Management System) and ISO 45001:2018 (Occupation Health & Safety)
As an initiative to be a Green Company, RR has installed 1.25 MW and 250 kW of roof top
Solar Power Plant at our Waghodia and Silvassa facility respectively.
RR have always strived to offer top quality products to our markets across the globe. In order
to achieve this, besides Waghodia & Silvassa, RR has developed manufacturing plants in
Roorkee, Bangalore & Gagret, India.

CSR Activities
 Tribal school children
 Agricultural programs
 Girl child education
 Cleanliness drive

Page |9
  Computer training sessions
 Cultural values training
 Software skills training
 Guest speakers

Research And Development

RR Kabel implements an inclusive research and innovation ecosystem with a separate and
dedicated R&D facilities at each of our units located in Silvassa and Waghodia. These
facilities are approved by DSIR (Dept. of Scientific and Industrial Research, Ministry of
Science & Technology). In collaboration with a team of highly skilled professionals we are
breaking down barriers that have restrained innovations to be a challenge.
RR has a strong focus on quality, and our central quality and test laboratory for wires and
cables in our facility at Waghodia, Gujarat is accredited by NABL (National Accreditation
Board for Testing and Calibration Laboratories) as per ISO/IEC 17025. It can perform over
700 tests on our products. In addition, we have well-equipped laboratories at our remaining
facilities for process monitoring, raw material testing and type testing of products.

Sustainability
In today’s world, sustainable development is an imperative for all businesses. As a
responsible corporate established more than three decades ago in India, RR Kabel intends to
play a significant role in our nation's ambitions of sustainable growth. RR has already begun
sustainability journey and are well on our way to progress on specific. areas of environment,
social and governance.

P a g e | 10
 Section-
2
About
Project

P a g e | 11
TITLE: - Understanding Brand Perception of Brand RR Kabel through its
Electricians
During my internship with RR Kabel, I was given a crucial task that held significant
importance for the company. My primary responsibility was to conduct surveys among
electricians in the Amritsar District, with the objective of understanding their perception of
the RR Kabel brand. This initiative aimed to gather valuable insights from key stakeholders
in the market, enabling the company to identify areas of improvement and growth.
By meeting with electricians, retailers, and architects, I had the opportunity to engage directly
with professionals who interacted with RR Kabel products on a regular basis. Through open
and meaningful conversations, I delved into their opinions, experiences, and overall
perception of the brand. This firsthand knowledge proved invaluable in assessing the
strengths and weaknesses of RR Kabel's offerings, as well as identifying any gaps in
customer satisfaction or areas for improvement.
Additionally, as part of my responsibilities, I visited ongoing construction sites to generate
leads. This involved collecting relevant information about the site owners and initiating
contact with them to provide demonstrations of RR Kabel's products. Through these
interactions, I aimed to showcase the quality, reliability, and innovative features of RR
Kabel's offerings, with the goal of converting these leads into sales.
The dual role of sales and marketing that I undertook during my two-month internship was of
great significance for RR Kabel. By engaging directly with electricians, retailers, architects,
and potential customers, I contributed to the company's overall growth and success. Through
my efforts, RR Kabel will be gaining valuable insights into customer preferences, market
demands, and areas for improvement, helping them develop strategies to enhance their
market presence and strengthen their brand reputation.
In terms of data collection, I utilized printed survey forms provided by the company. These
forms served as a standardized method to gather information from electricians. By collecting
data in a physical form, I ensured accurate record-keeping and minimized the risk of data loss
or inaccuracies. The collected data was carefully analyzed to extract meaningful insights that
could guide RR Kabel's future marketing and sales strategies.
In conclusion, the roles and responsibilities assigned to me during my internship with RR
Kabel carried significant importance for the company. By conducting surveys among
electricians, as well as generating leads through site visits, I contributed to improving the
brand's perception and driving sales growth. The data collected served as a valuable resource
for the company, providing insights into customer preferences and areas for improvement.
Through my efforts in sales and marketing, I aimed to support RR Kabel in achieving its
goals and strengthening its position in the market.

SIP Objectives
The focus of the project was to assess the perception of RR Kabel's brand among its
electricians in the retail market segment. To achieve this, various marketing techniques,
including the 4Ps (Product, Price, Place, and Promotion), were applied. Additionally,
statistical analysis was employed to analyze the collected data and derive meaningful
insights.
The project involved conducting a physical survey among electricians and architects over a
duration of two months. The objective was to gather information and feedback from these
key stakeholders to gain an in-depth understanding of their perception of the RR Kabel brand.
The survey covered aspects such as product quality, pricing, distribution channels,

P a g e | 12
promotional activities, and overall brand image.
By employing the 4Ps of marketing, the project aimed to evaluate how RR Kabel's products
were positioned in the market, whether the pricing strategy aligned with customer
expectations, how the distribution channels impacted accessibility, and how promotional
activities influenced brand perception. This comprehensive analysis provided valuable
insights into the strengths and weaknesses of RR Kabel's marketing strategies and helped
identify areas for improvement.
The collected data underwent statistical analysis to identify patterns, trends, and correlations.
This analysis provided quantitative evidence to support decision-making and strategic
planning. The findings were presented in the form of a comprehensive presentation,
highlighting key insights, recommendations, and actionable strategies for RR Kabel to
enhance its brand perception and market positioning among retailers and architects.
Overall, the project aimed to gain a holistic understanding of the brand perception of RR
Kabel among electricians and retailers in the retail market segment. Through the application
of marketing techniques and statistical analysis, the project provided valuable insights and
recommendations to drive RR Kabel's growth and success in the market.

P a g e | 13
Questionnaire for Electricians

P a g e | 14
P a g e | 15
P a g e | 16