Riding high on technology and innovation, leading manufacturers of steel wire, Nirmal Wires Private Limited (Group Nirmal), is looking forward to becoming a holistic solutions provider, in order to meet the evolving needs of their customers. Mr. Nirmal Saraf, Managing Director of the Group, said during his interaction with Wire & Cable India magazine that the group was actively integrating automation and data analytics into its operations and further optimizing its processes to stand as a leader in the industry.
Wire & Cable India: Please tell us about your market footprint. How is your total sales volume split between the export and domestic markets?
Nirmal Saraf: As a Group, we have been able to expand our presence pan-India as well as internationally. Situated in Kolkata, we have a strong presence in the East India market – in B2B sales as well as retail sales. Our projects and B2B sales pan India have seen a high growth trajectory over the past 10 years, with material reaching the remotest places of the North-East to J&K as well as down South in Tamil Nadu and Kerala. Some of the major industries we supply to pan-India are power & energy, general engineering, agriculture, security & fencing, and construction. Nirmal Wires also has approvals in most of the state electricity boards, which has enabled us to deepen our market penetration and simultaneously create a strong brand. We have now been successfully exporting to more than 40 countries for over five years. We have forged great business relationships and a brand name in the overseas markets. Our export numbers have doubled since our last financial year in terms of value and volume, and we are exporting about 30 percent of our total sales.
WCI: How much has your product portfolio diversified over the years? What are your best-performing products in the market? Where does the major demand come from?
NS: Commencing our operations with wire drawing and GI wires, we have achieved diversification across 2000 SKUs, which include aluminum wires & conductors, stranded GI wires, zinc wires and more. We are also pioneers in zinc-aluminum coating technology, being the first in India to successfully manufacture these wires under our brand Niznal (R). We have recently invested in more specialized aluminum conductors as well as alloy & EC grade aluminum rods. We strive to develop innovative solutions as ‘corrosion-prevention’ experts. Our zinc wires and zinc wire rods are new products that we are supplying as a solution for durable and resistant wires. Products that are innovative and really serve the requirements of the customer, are what we think perform the best.
At Nirmal, we strive to be a holistic solutions provider, making sure that our products are best suited for end-use application. Some of our products that have been very well received are Niznal (R), GI stranded wires and aluminum conductors, amongst others. We have seen major demand come from manufacturers and businesses that are like us – quality first. It’s only when our customers care about quality will they want to source top quality raw material, and this helps us stay true to our values. From EPC contractors to engineering goods, defense and safety as well as fencing manufacturers, our wires have been used in a host of different applications.
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WCI: Please shed light on the recently-launched zinc wire, in terms of features, target markets and applications.
NS: Our recently-launched products include zinc wire, zinc aluminum wires and a zinc metallizing spray. All our raw material is sourced from LME-approved brands only. As per ISO 752, our zinc ingots are of special high grade with a composition of +99.995 percent zinc only. Our zinc wires are perfectly suited for metallizing processes, both arc and flame spray with remarkable adhesiveness. The clean and smooth surface of the wire gives high durability to the nozzle. With superior corrosion resistance and excellent electrical conductivity, our zinc wire emerges as the material of choice for industries spanning automotive, construction and electronics, offering unmatched durability and longevity in every application.
Some of the major segments and applications of zinc wires are DI pipes, capacitors, LPG cylinders, wind turbines and finned tubes. Our zinc metallizing spray (Panther series) is a revolutionary solution engineered to deliver superior coating performance and protection in demanding environments. Formulated with the highest quality materials and manufactured to rigorous standards, the Panther series offers simple construction, lower production cost per square meter and three times lighter torch with no moving parts. With customizable options and exceptional versatility, our Panther series can be used in structural steel work, offshore oil platforms, wind farms, shipbuilding, bridges & viaducts, fencing, capacitors, cast iron pipes & more.
WCI: R&D apparently plays a significant role in a company’s growth journey. How crucial is R&D to you, and what kind of investment budget have you set aside for the same?
NS: Quality and innovation are deeply rooted in our production initiatives. Our motto, along with our ‘Re-Imagineering Tomorrow’ philosophy, drives us continually towards exploring new possibilities and redefining industry standards. To achieve this, we invest in state-of-the-art machinery and technology, working with the best technology providers worldwide to develop our production lines. We focus on automation, to ensure that we have the most efficient machines and systems to optimize production. We also have a state-of-the-art laboratory with extensive testing machinery to ensure the quality of every product. We spent two years doing trials and tests for Niznal (R) before its launch and got it tested by IIT. However, our community of employees is our greatest asset. We train and develop them to ensure they are at par with the prevailing operational standards in the industry. Investment in our processes and people has been key to achieve growth. This has enabled us to deliver quality products, minimize waste and promote sustainability. Laying focus on these areas not only strengthens our competitive standing and improves efficiency, but also contributes to a more sustainable future.
WCI: Please discuss some of the major challenges you have been experiencing in the market. How do you plan to overcome them?
NS: As a prominent player in the Indian wire industry, we are keenly aware of the challenges we face in the competitive landscape. One of the most significant obstacles is the fluctuating availability of raw materials, a factor that can significantly impact production costs and timelines. To mitigate this risk, we are actively exploring alternative sourcing channels and implementing strategies to optimize inventory management. Another pressing concern is the need to enhance our industry’s competitiveness on a global scale. While India boasts a substantial domestic market, there is a vast untapped potential for exports. We believe through prioritizing quality, innovation and customer satisfaction, we can position ourselves as a preferred supplier in international markets. To achieve this, we are investing in research and development to develop cutting-edge products that conform to the latest industry standards and requirements. Additionally, we are committed to providing exceptional customer service and building strong relationships with our clients. While challenges pertain, we remain optimistic about what lies in the future. Addressing challenges head-on, discovering and embracing opportunities for growth, we can collectively strengthen the Indian wire industry and secure long-term success.
WCI: Industrial automation is a big trend in the industry. How well prepared are you and share with us the scale of automation you have implemented in your manufacturing set up.
NS: Industrial automation has indeed become a significant trend in the industry, and we acknowledge the need to embrace this change in today’s rapidly changing market. We constantly explore new ways to improve production and operational efficiency, such as utilizing advanced machinery and automation systems to maintain production rate and quality. We have already implemented many proprietary automation processes that have helped improve efficiency by drastically decreasing delays in production. We have also invested in the RFID tag system that tracks the journey of a coil of wire – from raw material to finished product – giving us valuable insights into quality, time and efficiency. These investments have greatly helped us maximize production, while never compromising on quality. Looking ahead, we are excited about the possibilities that Industry 4.0 presents. We are actively integrating automation and data analytics into our operations to further optimize our processes and meet the evolving needs of our customers. Embracing these changes makes us confident in our ability to stand as a leader in the industry.
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WCI: How important a role does sustainability play in your operations and what is your emission target?
NS: At Group Nirmal, we aim to set examples of both quality and environmental sustainability with our innovative manufacturing process. Using a diverse range of technological advancements, we minimize waste and curb emission levels while ensuring that our products meet the highest industry standards. Every step, from raw material sourcing to final assembly, is meticulously monitored to maintain the integrity and performance of our manufacturing process and products. One of our pivotal efforts towards sustainability at our Deulti Plant includes an effluent water treatment unit. All contaminated water that is used in production processes is collected here and filtered, recycled and treated so that it is non-toxic. This treated water is used for many domestic and civil purposes and also used to maintain a pond. At our Khurda Plant as well as our Deulti Plant, we maintain a good green cover around our manufacturing units, comprising various plantations of fruits and vegetables. Initiatives like these help us be more sustainable as well as also engage with the local community around our units harmoniously.
WCI: How do you perceive the current state of the wire industry? What factors do you think will be the primary growth drivers?
NS: The Indian steel and wire industry is poised for growth. Since India has emerged as the second largest producer of crude steel during the last four years (2018-2021), the world has its eyes on us. The steel wire industry grows vis-a-vis this growth in primary steel. The focus on quality management practices as well as manufacturing practices has propelled manufacturers worldwide to look at the Indian wire market as a good prospective supplier. The push towards value addition has also ensured manufacturing of international quality steel wire & wire products, which has thrown open a wide market nationally and internationally for us. The worldwide push to create an alternative to China has opened doors for the Indian manufacturers and been an important driver of growth. Competitive pricing and global visibility has also greatly driven the demand for wires and steel from the Indian economy.
