Akshit Diviaj Gupta: Taking the Legacy Forward

Delhi-based Krishna Electrical Industries (KEI) was founded in 1968 as a partnership corporation with a primary focus on the production of rubber cables for house wiring. When its CMD Mr. Anil Gupta joined his father’s electrical wire and cable business, its turnover was just Rs 70 lakh. KEI today is a global empire, providing comprehensive wire and cable solutions. In fact, he has built on the foundation laid by his father Mr. Dayanand Gupta: 5,385 employees, a network of over 30,000 channel partners, and catering products to 55-plus countries. It’s a tough and relentless entrepreneurial journey. Today, history repeats itself at KEI. This time, it is Mr. Anil’s son Mr. Akshit Diviaj, Whole Time Director at KEI. Since joining, Mr. Akshit has focused on transforming the brand’s acceptance, especially in the B2C market. It has taken brand visibility to new heights and is committed to staying at the forefront of technological innovation. In an exclusive interview with Wire & Cable India, Mr. Akshit said, “My goal is to cross a turnover of Rs 1 lakh crore and build a more sustainable future for the company.”

Wire & Cable India: What inspired you to join KEI Industries? Who has always been your source of inspiration?

Akshit Diviaj Gupta: The current economic landscape presents a unique opportunity for India to rise as a self-reliant nation. The potential to contribute to this vision by building a stronger, more sustainable future for the next generation deeply resonates with me. The wire and cable industry is at the heart of this transformation, powering the infrastructure that will drive India forward. KEI Industries, with its world-class manufacturing capabilities, is poised to play a crucial role in this journey, and I am inspired by the possibilities that lie ahead.

My father, Mr. Anil Gupta, the CMD of KEI Industries, has been my guiding light and source of inspiration. His relentless dedication and visionary leadership transformed KEI into a global powerhouse. Following in his footsteps, I am committed to furthering his legacy by continuing to build and innovate within this ever-evolving industry.

WCI: What did you study or do before joining KEI Industries? Elaborate the relevant experience you have earned.

ADG: Before joining KEI Industries, I earned my MBA from Amity University, where I developed a strong foundation in business management, with a focus on strategic marketing. This education equipped me with the necessary tools to understand the complexities of the market and the importance of building a strong brand.

Since stepping into the role of Director, I have had the privilege of heading the marketing department at KEI. One of our key strategies has been investing in sports, which not only aligns with our brand values but also resonates deeply with the passion and excitement of our communities. At KEI, we’ve always been pioneers in supporting and promoting athletic excellence. Our significant investments in the IPL, particularly with the much-loved team RCB and star player Virat Kohli, underscore our commitment to the sport. Beyond cricket, we have also maintained strong brand visibility in football and kabaddi, driven by our enduring passion for these sports.

We are particularly proud of our support for women’s sports, including India’s home ground matches and various other events. Through these initiatives, I have focused on building brand visibility and establishing a name for KEI in the market, reinforcing our position as a leader in the industry.

“Our sponsorship of the IPL, along with strategic investments in other sports, played a pivotal role in enhancing KEI’s brand presence in the retail market.”

WCI: Help us understand some of the changes you have brought to KEI Industries, and what do you aim to achieve?

ADG: Since joining KEI Industries, I have focused on transforming our brand acceptance, especially in the B2C market. Traditionally recognized as an FMEG brand, we successfully created demand in the FMCG sector as well, making KEI a household name. This shift has not only broadened our market reach but also reinforced our position as a versatile and trusted brand.

As a global brand, KEI has been expanding its digital presence worldwide through a combination of ATL, BTL, and digital media activities. We’ve taken our visibility to new heights through innovative out-of-home (OOH) campaigns, including impactful branding on metro trains. Our commitment to staying at the forefront of technological innovation is evident in our new advertising campaigns, which introduce AI-enabled integration with customers and channel partners.

Our BTL branding activities strategically focus on high footfall areas, ensuring that KEI remains top-of-mind for our target audience. Additionally, our brand is known for its engaging and interactive content, effectively connecting with audiences through a mix of brand-centric, topical, and promotional content.

Looking ahead, my vision is to diversify KEI’s business and elevate the brand to new heights before I retire. My goal is to cross a turnover of Rs 1 lakh crore and build a more sustainable future for the company. Furthermore, we are deeply committed to supporting CSR initiatives that contribute to the betterment of society, ensuring that KEI not only thrives as a business but also as a responsible corporate organization.

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WCI: What has been the biggest challenge you’ve faced so far, and how did you overcome it?

ADG: One of the biggest challenges I’ve faced has been shifting KEI Industries’ focus towards the retail sector and building brand awareness in the B2C market. Traditionally, KEI has been strong in the B2B segment, but establishing a foothold in the consumer market required a different approach and significant effort.

To overcome this challenge, we began with extensive primary research to understand consumer needs, preferences, and perceptions of our brand. This insight was crucial in shaping our strategy for brand visibility and market penetration. We then invested heavily in marketing initiatives, particularly in sports, which resonate deeply with our target audience. Our sponsorship of the IPL, along with strategic investments in other sports, played a pivotal role in enhancing KEI’s brand presence in the retail market.

These efforts have successfully elevated our brand awareness and positioned KEI as a trusted name in households across India, helping us bridge the gap between our B2B and B2C operations.

WCI: How do you stay motivated and focused on your goals?

ADG: My motivation is deeply rooted in the support of my family and the broader community. They are my constant source of encouragement, inspiring me to push boundaries and strive for excellence in everything I do. The values and principles instilled in me by my family keep me grounded, while the expectations of the community drive me to ensure that KEI Industries continues to grow and contribute positively to society.

Additionally, I am self-motivated by the goals I set for myself and for the company. I believe in leading by example, staying focused on our vision, and maintaining a disciplined approach to achieving our objectives. The satisfaction of seeing our efforts come to fruition, and the potential to make a lasting impact, keeps me energized and committed to our mission.

WCI: How do you handle feedback and criticism about your business ideas or practices?

ADG: I believe that feedback, whether positive or critical, is essential for growth and improvement. I always take feedback positively, viewing it as an opportunity to refine and enhance our business strategies. Constructive criticism, in particular, is invaluable—it offers fresh perspectives and insights that can lead to better decision-making.

I make it a point to learn from every piece of feedback, whether it comes from my team, customers, or industry peers. By carefully considering the feedback, I work on implementing necessary changes and adjustments to ensure that our ideas and practices align with the evolving needs of the market. This approach not only helps in improving our processes but also strengthens our resilience and adaptability as a company.

“In the last 44 years, my father took his father’s business from INR 70 lakh to INR 8000 crores-plus and created a debt-free listed company, a corporate legacy which will be cherished for times to come.”

WCI: What role has mentorship or networking played in your entrepreneurial journey?

ADG: Mentorship has been a cornerstone of my entrepreneurial journey. My father has been my greatest mentor, guiding me with the wisdom and experience he has gained over the years. In the last 44 years, my father took his father’s business from INR 70 lakh to INR 8000 crores-plus and created a debt-free listed company, a corporate legacy which will be cherished for times to come.

His strategic vision, relentless dedication, and ability to overcome challenges have been well recognized for building the brand ‘KEI’ across the globe, including key economies like US, Europe, Middle east, and Australia, etc. which has profoundly shaped my approach to business.

Networking has also played a significant role, allowing me to connect with industry leaders, peers, and innovators. These relationships have provided valuable insights, opened doors to new opportunities, and helped me navigate the complexities of the market. The combination of my father’s mentorship and a strong professional network has been instrumental in my growth as a leader and in driving KEI Industries forward.

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WCI: How do you balance innovation and risk with practical business considerations and financial stability?

ADG: Balancing innovation with risk and maintaining financial stability requires a careful, strategic approach. I believe in the importance of thorough risk analysis and due diligence before making any business decisions. No decision is taken in isolation; every move is carefully weighed against its potential impact on the company’s financial health and long-term goals.

Recognizing the value of external expertise, I have sought guidance from renowned consulting firms at various stages of KEI’s growth. Their insights have been invaluable in helping us navigate complex challenges while remaining innovative and competitive.

A testament to our prudent approach is KEI’s current status as a debt-free company with a highly respected financial credit rating of AA+. This financial strength did not come easily—it was earned through diligent management and a commitment to meeting our obligations, even in difficult circumstances. For instance, when KEI had an unsecured debenture loan of over INR 150 crores due for payment, we managed to clear 100% of it, even though 97% of companies in India defaulted on such payments at the time. This achievement not only gained the confidence of our investors but also underscored my commitment to financial responsibility and trustworthiness.

In all our endeavors, financial stability remains paramount. While innovation is crucial for growth, it is always balanced with a clear-eyed understanding of the risks involved and the need to maintain the financial integrity of the company.

WCI: How do you see KEI Industries in the next 5 years?

ADG: In the next five years, I envision KEI Industries achieving remarkable growth and solidifying its position as a market leader. We are targeting a turnover of over INR 20,000 crores, with an EBITDA of around 13%. To achieve this, we aim to maintain a CAGR of 17-18%, driven by strategic expansion and diversification.

Brand building will remain a core focus, as we continue to strengthen our presence in both domestic and international markets. We intend to diversify our offerings and enhance our global footprint. This will not only contribute to our financial goals but also ensure that KEI remains at the forefront of innovation and industry leadership.