RR Kabel: A Legacy Built on Commitment

Founded by Mr. Rameshwarlal Kabra as a small trading business of wires and cables, RR Kabel’s journey began 25 years ago. Today, it is one of India’s largest conglomerates in the electrical sector, spreading across multiple business verticals including wires and cables, switches, fans, lighting, switchgear, and appliances, with applications in residential, commercial, industrial, and infrastructure purposes. Its success can be attributed to its relentless endeavor to cater to top-quality products using futuristic advances in design and engineering. In an interview with Wire & Cable India, Mr. Shreegopal Kabra, Managing Director & Group President, RR Global maintains that its focus is to continue maintaining brand reputation, and there is no compromise. RR means respectable relations and reliable resources for customers, the MD emphasizes.

Wire & Cable India: What inspired you to launch RR Kabel? Please elaborate the story behind RR Kabel.

Shreegopal Kabra: The year 1986 was the start of an exciting journey pioneering momentum, technical expertise, innovations, and landmark achievements. We established a winding wires manufacturing unit in Vadodara. Later in 1991, Ram Ratna International was launched for exports and within a year it became a government-recognized export. The success led to expansion by establishing in 1994 another factory of winding wire by the name of Ram Ratna Wires Limited at Dadra Nagar, Havelli (U.T). Then finally, in 1999, RR Kabel was launched, and thus we set up the most advanced facility of wire and cables manufacturing unit in Gujarat’s Silvassa. After two years, we became the first in India to introduce the concept of electro-mechanical multi-level car parking systems by launching RR Parkon.

This was followed by our persistent campaign to build the brand. We went to village after village in our tempos, and in our cars promoting the products. So, usually it was consistent marketing for brand creation, and then into retail. Then the real estate sector. Over the years, we have collaborated with CNBC for CNBC Awaaz Real Estate Awards. This is our journey, and this was how we built RR Kabel.

WCI: What are the core elements that define RR Kabel?

SK: We believe in bringing a meaningful change to the lives we touch. Our products and services, with superior technology and performance, are the commitments we continue to deliver. This is made possible since innovation is at the very core of our DNA. We continue to endeavour to create products of the highest quality using the latest in innovative technology. So our brand ethos of quality that we consistently maintain, innovation that we have embedded into our operations and trust that we have built over the decades make us the most preferred choice for customers not only in India but across the globe.

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WCI: Please help us understand the wide product range you cater to that has helped you position as a leading name in the industry.

SK: We are India’s largest exporter of wires and cables, and spread across multiple business verticals including fans, lighting, switches, switchgears and appliances. Our wide range of wires and cables includes for various residential, commercial, industrial, and infrastructure purposes and FMEG products. Our mission is to create high quality products by using the latest advances in wire design and engineering. Our wires and cables have international product certifications and are compliant with the REACH (Registration, Evaluation, and Authorization of Chemical Substances) and RoHS (Restriction of Hazardous Substances) directives. We continue to conduct extensive research and development to ensure our products adhere to global guidelines and standards. So, this unwavering commitment as well as endeavour have helped us to position ourselves as an important player in the market.

WCI: What marketing strategies have you adopted to expand the brand’s market footprint as well as to create more value?

SK: We have always focused on quality, constant innovations and more R&D. One fine example is our Firex LS0H-EBXL, a revolutionary innovation in-house wire solutions. Engineered with cutting-edge technology and a commitment to safety, it sets a new standard for electrical wiring in both residential and commercial settings. It represents a significant breakthrough in electrical safety, utilizing an innovative electron beam cross-linked compound that is completely halogen-free and capable of withstanding temperatures up to an incredible 900°C. The products speak for themselves, and as a result our efforts to further market footprint has been without any challenges. We, however, launched a much-anticipated TVC campaign, #FireSeJyaadaJaanleva, starring Bollywood icon Akshay Kumar. It showcases RR Kabel’s ongoing efforts to promote safety and awareness, underscores the critical importance of choosing high-quality wires for the safety of homes and families.

“This month we are starting 66 KV cables.”

WCI: Please discuss your distribution strategy, and how is your total production split between markets?

SK: Like I have mentioned, we are India’s largest exporter of wires and cables, and spread across multiple business verticals including fans, lighting, switches, switchgears and appliances. Our significant market reach has been made possible by our distribution network. 95% of our business is done through distributors and 5% is direct. As far as market distribution goes, 72% is domestic and the rest is exports. We export to 95 countries, under our own label. We are the only company doing this in the sector. I am quite optimistic that our market shares will rise.

WCI: What are the targets for this year, and also shed some light on Q1 results?

SK: The domestic market is stable and it offers quite a lot of prospects. We posted our highest ever quarterly revenue of Rs 1808 crores for Q1 FY25 reflecting a 13% year-on-year growth on the back of higher volume in the wire and cable segment. This was despite extreme heat conditions prevailing in the country and volatility in copper prices. Our EBITDA stood at Rs 95 crores while profit after tax was Rs 64 crores for the first quarter of FY25. The wire and cable segment has been contributing to about 87% of the total revenue with exports contributing to approximately 24% of the total revenue. Our exports will witness footprint expansion. Of course, there are challenges that we all are familiar with, and it is likely they will linger for quite some time. However, there is sufficient room for us to grow. In this backdrop, we are staring at 20% growth. This is a realistic figure.

“RR means respectable relations and reliable resources for customers.”

WCI: How crucial role does sustainability play in the operation of your brand?

SK: As a responsible conglomerate, RR Kabel intends to play a significant role in our nation’s ambitions for sustainable growth. We have already begun our sustainability journey and are well on our way to progress in specific areas of environmental and social governance. Our efforts are not merely about compliance or optics; they reflect our unwavering dedication to creating lasting value for our stakeholders and the communities we serve. Our ESG policy demonstrates our focus on sustainability, combined with operational excellence and enhanced offerings, underscores our dedication to achieving RR Kabel’s climate-related objectives. We’re not only helping customers decrease their carbon footprint but also addressing their demands for performance, durability, and economic value by investing in energy transition technologies, operational efficiency, and emissions reduction. Environmental sustainability is just one facet of our ESG commitment. So, sustainability is at the core of our operations. It is in fact embedded in every aspect. Be it human resources management or our reliance on renewable energy. By the end of next year 85% of power will be green.

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WCI: Please share some challenges that you would like to highlight.

SK: For a company that has built its success on quality, the manner in which it has been compromised in the industry is a big concern for us. I strongly feel that it shouldn’t be overlooked. We have made representation to the government in this respect so that we follow the global standard. Manufacturers should comply with the BIS standards. Users should follow NBC (National Building Code) and National Electrical Code. For us, as a manufacturer, we believe in catering what our customers deserve- ‘Quality’.

WCI: How do you see the brand being positioned in the market in the next 5 to 10 years?

SK: Our goal is very simple. We are the most respected brand, and we want to remain so. RR means respectable relations and reliable resources for customers. This is our commitment as well as our belief. With this is at the core of the business, we are certain that our position in the industry will only grow. Today we are a leading name in the industry, tomorrow we will be a bigger name with a more diversified product portfolio with presence in more markets.