For a company just a decade old and started modestly, a significant export quantity to over ten countries, a wide product portfolio, and an expansion plan to 10 mn meter/year are quite attractive features.
Established in 2005, The Wipe Hotwire India Thermal Equipments (P) Ltd. is a manufacturer, supplier and exporter of PTFE/ETFE/XLPE insulated heating wires, cables, mats and heating equipment. To have been started by a retired person is not the only interesting thing about the company, but that the company has registered a swift product and revenue growth in just a decade to make its presence feel in the highly competitive export market makes a fine story.
An initial working capital loan declined by banks, WHITE today represents a fine entrepreneurial resolve to keep sailing against odds and make something that really is needed by the market and be rewarded in return. The company has been amply rewarded for its highly appreciated wire, cables, and specialty cable products, and today stands with an expansive product portfolio, viz. under-floor/under-tile heating elements & mats, in-concrete/snow melting heating cables, under-carpet heating mats, heated towel rails, RF cables, high voltage (HV) cables, data cables, appliance & automotive grade cables, etc.
Wire & Cable India recently had a brief interaction with Mr. Lalit Mohan Mathur, Managing Director, WHITE to know more about the company, its journey, and offerings. Excerpts:
Wire & Cable India: To begin with, share with us the interesting story of your company WHITE.
Lalit Mohan Mathur: During my travels abroad, while in active service as a designer, I saw a niche market for high performance specialty wires and cables which I thought we could design and supply from India. When I was retiring in 2005, I had a strong desire to take up the challenge and do something to return to the society.
A prospect in New Zealand was having some issues with the under floor heating cables he was buying. I offered to supply him some improved trial samples which he accepted. He found our samples better performing and he wanted to switch business to us. I applied for a loan to a bank which was turned down because of my age. Then, The Wipe Hotwire India Thermal Equipments Pvt Ltd (WHITE) was formed, taking from the names of co-founders of the company. We started supplies to New Zealand and then expanded operations to Hong Kong, Australia, UK and Europe over a period of time. Today, WHITE exports to 10 countries, has two manufacturing plants at Neemrana (Rajasthan) and it is a Star Export House.
WCI: It is said that your first samples were made on improvised, hand-made machines. Will you please tell us what those machines were and how you designed those?
LMM: To make the trial samples, we had to improvise and make a miniature wrapper for Teflon tapes, sintering oven and testing & grading machines. Since we were totally familiar with the process, the quality needs, and performance requirements, designing the machines was not difficult. Same machines were later upgraded and duplicated keeping our investments very low and offering great manufacturing flexibility.
WCI: As of now, what all are there in product portfolio? Also tell us about the manufacturing facilities, technologies, and machines you have now.
LMM: The product portfolio now has a very wide range of cables and mats for comfort heating applications, in-slab heating, snow melting, frost protection, self regulating, single hook up wires & multicore cables, RF cables, high voltage (HV) cables, data cables, appliance & automotive grade cables, defence application cables, heated towel rails, panel heaters, etc.
Our machines include bunching/stranding of copper, kernel wire making, PTFE tape manufacturing, PTFE tape wrapping, sintering, PVC/XLPE/ETFE/FEP/PFA extrusion lines, braiding/shielding, core laying, anti-torsion twisting, sheathing , online printing, integrated joint making, complete testing & grading facilities, in-house test facilities for R&D, and product evaluation against international standards.
WCI: Share with us your quality parameters and International certification that you have acquired over a period for your products.
LMM: Apart from ISO 9001:2008, we have following product specific approvals; CUL, VDE, KEMA/ DEKRA, CE. We are also in the process of getting Indian approvals from BIS, LCSO etc.
WCI: Share with us if you have plans for further expanding your products and capacities.
LMM: Our expansion plans are well in place to cater to the fast expanding European market, to gain entry in North America market and to serve the domestic market including defense. This includes setting up sophisticated conductor drawing facility; additional high speed bunchers, braiders and wrappers; more and bigger extrusion lines; and sophisticated process control equipment. This will enhance our cable making capacity to 10mn meter/year in one shift.
WCI: What are your views on the Indian wire and cable industry, both in short- and long-term? Your suggestion to make the Indian wire and cable industry world-class?
LMM: There is a huge potential to design and make special high performance cables for exports and domestic market including defense. This requires process capabilities and quality assurance systems of the highest order. Consistently meeting and exceeding the standards requirements and customer expectations are a must for short-term and especially long-term. Consistent quality, timely delivery, competitive pricing and fast response to customers hold the key to become world class.
WCI: You may add something to this conversation which might have omitted above.
LMM: I feel very content that the prime objectives of setting up WHITE have been met. We employ about 85 people at our two factories; almost 95 percent of our revenue comes from exports. We actively support a charitable eye hospital and have adopted a govt. primary school at Neemrana.
