From Rs. 5 Cr in 2001 turnover to Rs. 331 Cr in 2016, the company has not only been able to clock a sterling topline, but has also expanded its product range to include one of the most comprehensive baskets of cables and conductors. With an increasing overseas footprint and a new plant in offing, the company is targeting Rs. 1500-2000 Cr topline in ten years with an objective to keep pace with changing technology, manufacturing process and quality controls.
Dynamic Cables has become a global player in supply of cables and overhead conductors. The company has continuously been expanding its capacity, capability and product range by improving and expanding existing facilities and also setting up new facilities from time to time. Dynamic Cables is now in advance stage of setting up a new plant for HT cable up to 66 KV at Shree Khatushyamji Industrial Area, Reengus (Rajasthan). The same plant will be later expanded to include manufacturing of railways signaling cables and OFC.
In 2007, we planned for our second expansion; this was a pure expansion plan. This third unit in Vishwakarma Industrial Area (Jaipur) is spread over an area of about 100,000 sq ft to manufacture LT and HT cables up to 33 KV. In this unit, we started making cables based on Sioplas Technology. Over a course of time, we came to a point where expanding in the form of fourth unit became imperative and we started setting up a 200,000 sq ft facility in 2016 at Shree Khatushyamji Industrial Area, Reengus. The overall capex to create this facility is to the tune of Rs. 35 Cr. This new plant is expected to come into operation by December 2017. This will include a CCV line with the latest dry curing technology to manufacture XLPE cables with online curing. We are an ISO -9001:2008 company and are in the process of Implementing OHSAS and ISO 14001 compliance.
WCI: Will you please elaborate us on this ongoing Reengus facility, the technology you are investing in, and the planned next phase involving the OFC facility?
AM: The Reengus facility is around 8 Acre plot and is in the RIICO industrial area, which is fully-equipped with the crucial infrastructure and other requirements an upcoming industry needs. Dynamic Cables will now gain entry into an elite group of manufacturers with manufacturing range up to 66 KV cables; but this will be done with CCV technology, which is latest right now. Our CCV extrusion line, which is from Supermac Industries, utilizes a single- point- triple-extrusion method which can take care of long continuous production schedules, frictional heat and pressure to deliver a uniform production cycle. The most critical part, i.e. the CV tube for this extrusion line has been procured from Scholz Machinenbau, Germany. Other machineries are coming from China and India.
Rs. 35 Cr is the immediate investment in land, building and plant machinery. We are planning the second phase for railways and OFC, which is around 10-15 Cr and will be done in three years down the line and we have already demarcated the space for that. The first phase of 66 KV plant can be expected to start from this year-end.
WCI: Since your company has been continuously doing the expansions, will you please tell us the kind of growth you have witnessed in your turnover over a period of time?
AM: In 2001, we hardly achieved a sales turnover of Rs. 5 Cr. The turnover figures were roughly around Rs. 12.7 Cr in 2005 and Rs. 59.7 Cr in 2007 respectively. From the last 3 years, we are in the range of Rs. 250 Cr to Rs. 331 Cr. This growth has been consistent and steady and gave us a lot of experience, strength and confidence in the tasks we are about to embark upon. I would also like to add that we have been successful in retaining and managing dedicated teams of managerial staff, workers, technicians and engineers with us who are motivated towards a common goal of growth and development.
WCI: Tell us about the strength of Dynamic Cables. What is its USP?
AM: USP or strength can’t be expressed in few words. It is a combination of many things. We contribute our success to three major points. Firstly, we have a very strong vendor base and we treat them as our partners. We ensure whenever they are in need, we are there for them. Also, we make sure that our supplies are regular and a quality product is supplied backed by on time delivery and efficient after sales service. Now vendors supplying to the top cable manufacturing companies of India, consider Dynamic Cables at par with them as we have proven ourselves to be a reliable supplier. We have a kind of vendor-based reputation, which is one of the components of our USP.
Second USP is our style of working with EPC contractors or the electricity boards. We have our regional offices in Delhi, Mumbai, Kolkata and Hyderabad. The costing is controlled by our head office (Jaipur), which is done by us primarily and has to be approved by the top management. We work on viability. If it is viable, we do it and if it is not, we don’t. Another thing is if we take any order then there is no backing out, even if we are at loss. There may be some exceptions, but we are on time 99 percent. Our whole technical team is there who is supporting our EPC contractors in terms of any issues that come up while installing cables.
Third and equally important is our Dynamic team. Any venture or endeavor relies on the shoulders of a dedicated and motivated team of employees which make any objective attainable. I understand that unless we all work as a cohesive unit with a common goal in mind, our planning and operations cannot come to fruition. Hence, I am extremely lucky to have a great mix of technical, managerial and operational team who have stuck by us through thick and thin and have enabled us to reach this far and pave the path for further growth. This is our core USP.
Our teams are constantly exposed to in house and outdoor trainings, audits, seminars and conferences, expert guidance on ever changing rules, regulations, and customer requirements to stay up to date with the Industry.