India's UPS and Inverter market is witnessing robust growth, driven by an increasing frequency of power outages and a rising demand for dependable backup power solutions. The market for inverters is valued at $4.5 billion, while the battery market stands at approximately $2.5 billion, both projected to experience a remarkable compounded annual growth rate (CAGR) of 15 percent by 2027. This impressive growth potential presents an opportunity for further industry expansion, despite fierce competition among various manufacturers offering diverse products to cater to the varying needs of consumers.
Notably, Indian brands like KALORIE have emerged as reliable players in this thriving market, embracing the Make-in-India initiative and gaining recognition for product excellence. In this dynamic industry, customers often need help with significant challenges, primarily concerning the affordability of inverters and batteries, coupled with inadequate after-sales service, especially in semi-urban and rural areas. Many manufacturers source power systems from external suppliers, increasing customer costs. Moreover, customers often rely on local electricians to resolve inverter and battery issues, and the lack of experienced technicians can cause further inconvenience and uncertainty.
Amidst these challenges, Positrix Power is a prominent provider of custom power solutions catering to specialized ‘sensitive' applications. The company takes great pride in its customer-centric approach, offering diverse solutions with unique features, including extra quiet operation, lowest temperature rise, low impedance, and a compact footprint. Positrix Power tackles the affordability issue effectively by adopting an all-product in-house manufacturing approach, enabling cost savings without compromising product quality. By manufacturing everything internally, the company passes these benefits to the valued customers.
From Idea to Inception
In the late nineties, the region of Odisha faced persistent power outages that disrupted homes, offices, and newly emerging industries. Sruti Ranjan Pattnaik, armed with an engineering degree and an MBA, recognized the pressing need for a solution in the backup power sector. He embarked on a transformative journey in response, founding 'Key Business Solutions (KBS)' in 1998.
Collaborating with the esteemed power electronics giant TATA Liebert KBS introduced India's first online UPS Systems, gaining rapid recognition and establishing Pattnaik as 'Libert Pattnaik' among satisfied clients. KBS rapidly gained prominence as a 14-time award-winning power electronics pioneer and a trusted partner of Vertiv Energy (formerly Emerson Network Power). Its repertoire encompassed Online UPS Systems, Precision Air-conditioners, Modular Data Centers, and Surge Suppression Devices, with over 8000
installations across India, upheld by a dedicated team of 60 professionals. Pattnaik's entrepreneurial zeal extended to various start-ups within the KBS Group, venturing into power electronics, EV, and automation. In 2015, the group expanded into manufacturing, giving birth to Positrix Power under the brand 'KALORIE'. The subsidiary focused on creating indigenous products, establishing manufacturing units in Bhubaneswar and Chandikhol. This expansion underscored Pattnaik's commitment to 'Make in India' and bridged critical gaps in the power sector.
Products & Offerings
Positrix Power is known for its flagship brand KALORIE, which proudly represents the ‘Make-in-India’ initiative, offering a comprehensive range of Battery & Power Products. With a strong commitment to customer support, the company follows out-of-the-box processes. The firm's punch word, ‘KALORIE – YOUR POWER MUSCLE’, embodies the motto, ‘TAMASHO MAA’ ‘JYOTIRGHYA MAYA’, translating to ‘FROM DARKNESS TO LIGHT’.
Positrix power with its kalorie brand of make-in-india power products & solutions, transforming darkness into light with its innovation & reliability
Positrix Power offers all ranges of Inverters from 300VA to 60kVA and lead-acid Batteries, both in automotive (35AH to 200AH) and Inverter Tall-Tubular (90AH to 250AH). Besides these, the firm manufactures ‘Servo Voltage Stabilizer (up to 1000kVA), AC Stabilizers, Converters, Ultra Isolation Transformers for all applications, Domestic Stabilizers, Automatic Transfer Switches (ATS), Surge Suppressors’, and more. The company has a unique product called 'portable electronic eco-generator (PEeG),’ which is a heavy-duty portable inverter with inbuilt batteries that can be called an eco-replacement of conventional generators. All these products are sold under the KALORIE brand name, and the firm is one of the few companies offering all ranges of AC & DC products.
“The company follows a client engagement process that prioritizes a primarily low-touch model, yet the firm offers live onboarding support and training for customers who require assistance. The company leverages newspaper ads and hoardings during special occasions to drive high engagement from new users. In addition, regular automated emails and training materials are provided to electricians, ensuring their proficiency in handling the products effectively. The uniqueness of the company's manufacturing process lies in zero outsourcing of finished items. The firm sources genuine and reliable raw materials from top suppliers and manufactures all products in-house using semi-automatic and automatic processes, ensuring superior quality and reliability in the offerings”, briefs
Aiming for Success, Backed by Experts
Since its inception in 2014-2015, the company's journey has been marked by a dedication to research and development for the initial two years, resulting in the in-house development of all products and related technology. In 2018, the company commenced test marketing and commercial production, propelling the company towards growth. Government orders and an ever-expanding dealer base have further contributed to the success. The team's expertise has been instrumental in the firm's growth and achievements. The promoter, with over 25 years of experience in power electronics, leads the team; he has multiple businesses in this segment and had established first UPS company in Odisha with a tie-up with the erstwhile TATA Liebert he along with him the Production Head boasting 30 years of experience in power circuit design and production.
Additionally, the Production-In charge of the Battery Division brings 15-years of comprehensive experience from reputed battery companies. Supported by skilled diploma engineers proficient in electronics, coil-winding, fabrication, sheet-metal works, and battery making, and more, the team's combined experience has played a pivotal role in driving the company's progress and accomplishments. As the firm sets its sights on geographical expansion into the South India market and potential exports to Bangladesh, the team's expertise continues to be an invaluable asset for future growth.
Plan Ahead
The company aims to expand its product portfolio by venturing into the production of 2V lead-acid and lithium batteries. Additionally, the firm is gearing up to establish an integrated battery plant in Chandikhol, Jajpur District, Odisha, which is expected to boost the battery business significantly. The company is poised for further growth and innovation in the power solutions industry with these strategic initiatives.
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