the 10 most admired energy and utility companies to watch ...€¦ · the 10 most admired energy...

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SEP 2019

Pratik Agarwal

THE

10 MOSTADMIREDENERGY &

UTILITY

COMPANIES TO WATCH IN

2019

Editors Note

www.primeview.co

SEP 2019

Pratik Agarwal

THE

10 MOSTADMIREDENERGY &

UTILITY

COMPANIES TO WATCH IN

2019

Energy and Utilities business is progressively reaching a high

level of technology maturity. It’s gazing how technology will

decrease pricing, drive efficiencies and enhance competitive

advantage. There are many technologies at play buttress their

technology maturity curve. Prognostic analytics is getting

used to explain any approach to data mining, creating the

tools accessible to business users.

smart grid development is predicted to extend information

quantity by many orders of magnitude, driven by a host of

edge devices, similarly as new IT and OT applications like

advanced metering infrastructure, smart appliances, microg-

rids, advanced distribution management, remote quality

observance, event dodging and self-healing networks. Virtual-

ly all new technology projects in utilities would require a

combination of IT and OT investment and planning. Quite any

industry, the utility sector faces the challenge of the separa-

tion between IT and OT management, coupled with the impor-

tance of hybrid comes that link IT and OT systems. Once it

involves cloud, although the utility business trails different

sectors in cloud adoption due to security and reliable ness

issues, solutions are starting to emerge in areas like smart

meter, massive data analytics, demand response coordination

and GIS.

Simultaneously, there's a clear readiness to harness the advantages of mobility. Lowering prices and rising the

accuracy and effectiveness of the sector force are the most drivers for utilities to deploy mobile and wireless

technologies. The distributed nature of utility assets, combined with the requirement for more economical

quality management and labor use, makes mobility and supporting communication technologies high invest-

ment priority areas for utilities.

In this issue, Prime View Magazine brings to you a listing of The 10 Most admired Energy and Utility compa-

nies to watch in 2019 who have proven their mettle in this domain with their innovative approach. These com-

panies pride themselves on keeping pace with the newest technological advancements in this domain. We hope

this issue gives you useful insight into this market landscape.

Happy Reading

Prime View Magazine

[email protected]

UMESH B

SUSMA K

The 10 Most Admired Energy and Utility Companies to Watch in 2019

PRATIK T. , VISHNU J.

Anis S. , Megha D. , Dhanashri A.

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SOPAN K.

CONTENTS

Sterlite Power

Cover Story

NTPC Ltd

Senaxus Technologies

Introducing Shine and Security toBusinesses with Trailblazine Solutions

There is no future,the future is now

Naresh Gupta

Mansi Goenka

Interview

Akshya Power

Serve solar O&M companiesacross India

Energey Sector of India

Unknown Facts about Energy Sector in India, You don’t Know

ARTICLE

PROFILE

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38

34

26

30

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Pratik AgarwalGroup CEO

WE ARE AT THE FOREFRONT OF ENERGY TRANSMISSION, WITH TALENT AND TECHNOLOGY COMING TOGETHER TO CREATE LASTING SOCIAL IMPACT. WE BELIEVE ACCESS TO RELIABLE POWER SHOULD BE A FUNDAMENTAL RIGHT.

Provides bespoke solutions to solve complex problems for power sector

“Our core focus lies in our Global Infrastructure Business where we bid, design, construct, own

and operate power transmission assets across multiple geographies. Given our expertise in project

execution and our experience in leveraging cutting-edge technology, we have built a track record

of commissioning projects ahead of schedule, addressing the key constraint of time. We help to

Expert in the Industry

Keeping a pace with the change

Power is one of the most critical components of infrastructure crucial for the economic growth and

welfare of nations. The existence and development of adequate infrastructure is essential for sustained

growth of the Indian economy. India’s power sector is one of the most diversified in the world.

Electricity demand in the country has increased rapidly and is expected to rise further in the years

to come. In order to meet the increasing demand for electricity in the country, massive addition to

the installed generating capacity is required. Sterlite Power is a leading global developer of power

transmission infrastructure empowering humanity by addressing the toughest challenges of energy

delivery. “We are at the forefront of energy transmission, with talent and technology coming together

to create lasting social impact. Sterlite Power believes that electricity access transforms societies

and delivers long lasting social impact, and access to reliable power should be a fundamental right.

This vision has shaped our journey right from inception and today we are a leading integrated power

transmission developer and solutions provider, operating in India and Brazil,” says Pratik Agarwal, Group CEO, Sterlite Power.

The firm offers has four key Business Units: Global Infrastructure, Solutions, Convergence, and

management of Infrastructure Investment Trust. “Our Global Infra business is a leading developer

of power transmission infrastructure in India and Brazil. The Solutions business unit addresses the

increasing energy demand due to urbanization and has been a pioneer in the specialized EPC

segment through unique upgrade and uprate projects across the country. We export industry-leading

power conductors, EHV cables and OPGW conductors to organizations in more than 40 countries

around the world. The company’s Convergence business aims to utilize existing power transmission

assets to bring robust internet connectivity to rural and urban parts of the country. This business

segment serves all the top Telcos in India today. And lastly, we were the first to sponsor India’s

only power transmission InvIT called IndiGrid to allow large scale capital infusion into the sector,”

adds Pratik.

Pratik Agarwal, is the Group CEO of Sterlite Power. He has held this position since June 2016;

previously he was the vice-chairman of Sterlite Grid, and also Director of the Infrastructure business

for the Vedanta Group. He is a Wharton graduate and an MBA from London Business School with

over 10 years of experience in building core infrastructure assets in India. He founded the Group’s

infrastructure business in 2009 and built it up to levels where it now has significant investments in

ports, power transmission and broadband networks. He is also the Chairman of the Electric Power

Transmission Association and Transmission Task Force of FICCI. Pratik is a thought leader in the power sector and an ET 40 under 40 awardees.

Sterlite Power is a leading integrated power transmission developer and solutions provider globally,

focused on addressing complex challenges in the sector around time, space and capital. The company

is divided into for business verticals – Infrastructure, Solutions, Convergence and Investment Management.

meet the industry’s need for capital by being at the forefront of financial innovation via IndiGrid,

India’s first power sector Infrastructure Investment Trust (InvIT). Urbanization, environment

regulations and Right of Way (ROW) issues create a space constraint for power transmission projects.

We differentiate ourselves as the only player in this sector which successfully addresses all the three key constraints of time, space and capital,” pinpoints Pratik.

Sterlite Power has accomplished many projects over the years. One of the recent projects is the

Kashmir – NRSS XXIX project that is considered as one of the largest private sector transmission

project commissioned in the country till date was dedicated to the nation by Honorable Prime

Minister of India, Mr. Narendra Modi. “We have also instituted world-class processes and practices

to ensure safety for all our workers, contractors, employees and community at large and have

recently been awarded with first International ROSPA Gold Award in Safety for excellent track

Record in occupational health & safety management systems and high level of compliance with

control measure. Sterlite Power is the first organization in the transmission sector to be awarded

ISO 45001:2018 certification for quality, health & safety.”

The firm strongly believe that innovation and sustainability walk together, and implemented

strategically can lead to competitive advantage for businesses. From use of heavy & medium lift

helicopters to in-house capability for UAV technology and LIDAR surveillance activities, Sterlite

have time-and-again innovated aviation technology for the delivering the best. This has not only

led the company to conquer challenging terrains but also has enabled to bring out precision in

construction. The Power Transmission have also been a part of many firsts- from designing and

constructing a vertical substation to addressing the challenge of space to reconductoring of 66KV

transmission line in live line conditions in Bangalore.

At Sterlite Power, the working environment fosters openness, transparency, accessibility and

collaboration through a open door culture which is evident from the office design and layout. There

is a non-hierarchical culture and everybody is allowed to speak their mind. Leaders create an

environment in which their team members feel comfortable sharing their opinions and perspectives.

The culture is fast-paced, ambitious, empowering, achievement-oriented and purposeful. “We aim

to ensure complete alignment with our core purpose of “Empowering Humanity by Addressing the

Toughest Challenges of Energy Delivery”, and with our core values of Innovation, Respect, Social Impact and Fun,” elaborates Pratik.

“Sterlite Power leverages new technology across every phase of a project and never shy away from

challenging the status quo and innovate. The firm is excited to work with the best and most innovative

partners in the industry, forging long term symbiotic relationships. We take our processes very

seriously and have done exceptionally well in the areas of project management as well as front creation. However, we are firm believers that safety comes first.”

The firm with a confident outlook aspires to increase its revenue and clients in the years to come.

“Over the years, we have differentiated ourselves as innovators and leveraged people, process &

technology to our advantage. Today the Sterlite Power group has four distinct business units with

global presence. Our Global Infra Business unit has operations in both India and abroad with 24 projects, and capex commitment of more than $5 billion,” concluded Pratik.

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AKSHYAPOWER

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SERVE SOLAR O&M COMPANIES ACROSS INDIA

Akshya Power is one of India's most exciting startup in the Solar Industry. Akshya in sanskrit means,

something which never depletes, hence it's a synonym of the English word renewable. “We strongly believe

that renewable energy is the future of energy and solar is at forefront of it. We started developing our software

for Solar Industry in the year 2015 and launched it in 2016. Initial response for the software was encouraging

and that motivated us to build further for the industry,” says Ritu Choudhary, Co-Founder, Akshya Power.

Serving the Best

The solar Energy firm has three major products namely AkshyaPower, a cloud based monitoring solution for

keeping real time track of data from every asset of the plant, O&M Portal -a web based dashboard to monitor

Operations & Maintenance activities in solar plant and Reportly - It automates the reporting and analysis for

large solar portfolio companies. “For portfolio companies, we provide an integrated solution, which can

combine all three of our solutions together and there is nothing beyond this that you would need for managing

and operating a large or small solar portfolio. With Akshya Power, we also have our in-house built easyLog

datalogger, so it can just plug-in with any of the existing device from any manufacturer or any communication

protocol. Akshya Power can be scaled from 1MWp to GWp level plants, without any hitch. We also provide

realtime information of plant performance with a dashboard that contains text and graph based widgets.

India’s per capita energy consumption currently stands close to one-third of the world average. India is running

renewable energy initiatives in a big way and has emerged as the second most attractive market for renewable

energy equipment in the world. With the headquarters of International Solar Alliance, India is all set to become

a global leader in solar energy. India being a growing economy, power consumption is only going to rise and

the country has realized that building and operating the solar farm is cheaper than existing coal fields.

Remarkable environmental benefits of Renewable energy making it the biggest driver to help us meet our

carbon emission reduction targets. Indian government has set a new goal of achieving 100GW capacity by

2022.

14

Critical alerts from plants are sent via email and SMS for quick actions. Other activities like Preventive

Maintenance Scheduling, Issue tracking and Stock management are handled by our product O&M Portal,

while portfolio reports and data analysis feature are available in Reportly,” added Shree Kant Bohra, CEO,

Professional in the field

The firm has served various clients over the years such as Sun Edison, OWM Solar, Indian Oil, Terra Form,

Refex Energy are to name a few. “Customers love to be heard, they want to know that their problem is

taken seriously, so the right amount of communication is the key to a successful and long term relationship.

Akshya Power encourages everyone in the team to talk to the customers, not just the customer relationship

team. That helps our engineers to understand the user problems and since they are the ones who have

worked on the features, they can have the quickest answer to any customer query,” elaborates Shree Kant.

The Innovative abode

The Future Ahead

WE STRONGLY BELIEVE THAT RENEWABLE ENERGY IS THE

FUTURE OF ENERGY AND SOLAR IS AT FOREFRONT OF IT.”

Solar Industry’s future is bright in India and everywhere, the dynamics may change with time, but the

core-strength will always be there. Monitoring and Reporting is integral to the success of the solar industry.

“In the future, we may see new technology, new protocol and even new medium to monitor. With a strong

base in technology, we are confident that we can adapt to and even lead the way to the future of monitoring

in India and the world. We would like to be the de-facto name and standard in the monitoring and reporting, which everyone in the industry will follow,” concludes Shree Kant.

Akshya Power has also been awarded as ‘Solar IT Company of the year 2019’ at India Solar Week 2019 for

the innovative solutions for solar industry. The firm was also runner-up in RIICO startup challenge organized

by the Rajasthan Government. “Focusing on the customer’s pain point and doing all the grunt work for them

in monitoring is one of the key-factors behind our success. When other companies are busy building on

buzz-words and sharing shiny presentations, we directly tell our customers how much we can save them by

doing things which matters most for them and that clicks with our most satisfying customers till date. Also, our

competitive and flexible pricing as well as the on-field service is something we are proud of and it has

contributed most to our success so far.”

“Creativity and Innovation are two important pillars on which the whole organization is based. I would rather

say they are two sides of the same coin. From day-one, our focus is on realizing everyone in the team that they

are free to think of creative ideas and shouldn’t be afraid of it. Everyone is praised for their creative, original

ideas and also encouraged to try radical approaches. We don’t have a culture of managers and subordinates,

everyone is given a leadership role for the feature they develop and all other team mates, review it. With

open-feedback loop, we have seen that people take most sensible decisions, and the rate of innovation also

increases,” pinpoints Ritu.

Shree Kant Bohra, is a passionate technologist with soaring vision and ideas. He’s an engineer with a knack

for entrepreneurship believing in technology as an enabler, from his college days, where he played a crucial

role in various technical events. He was a Google Summer of Code fellow in 2009, was semi-finalist in Google

Online Marketing Challenge 2009 and runner-up in International Online Hacking Challenge organized by IIT

Kanpur. After college, he worked with various teams and build technology products from grounds-up. With

solar industry, he realized that he can have the maximum impact of his software knowledge in making the

world a better place.

Akshya Power.

15

NTPC LTD

THE TRAILBLAZER OF ENERGY SECTOR IN INDIA

Gurdeep Singh ��

NTPC Ltd is the largest power generating company in India. It is engaged in the business of genera-

tion and sale of bulk power. It is an Indian Public Sector Undertaking, engaged in the business of

generation of electricity and allied activities. NTPC Ltd was incorporated under the Companies Act

1956 and the foundation of energy sector was taken in India. This company is the part of Indian

government and it is promoted by the Government of India. The company was headquartered in

New Delhi. The core business of the company is generation and sale of electricity to state-owned

power distribution companies and State Electricity Boards in India.

NTPC is on the top position in power generating company with the capacity of 53, 651 MW. NTPC

contributes to over 25% of total power generation and is now producing 25 billion units of electricity

every month. Apart from its headquarter the company is operating from 55 locations in India, and

2 locations in Bangladesh and one location in Sri Lanka. In the 2011, NTCP was listed in Forbes

Global 2000 and it was 348th worldwide position in the world.

Chairman and Managing Director

Gurdeep Singh is the Chairman and Managing Director in NTPC Limited. He initiated his career with NTPC Limit-

ed and has worked at different levels both in Indian and Multi-national Companies including Powergen, IDFE,

CESC, AES, and CLP. He holds expertise in different areas of Power Sector including business development, proj-

ects, and operations. In academics, Gurdeep Singh did mechanical engineering and undergone Management Educa-

tion Program at IIM Ahmedabad.

18

Here is the list of top leaders in NTPC

� Shri S. Roy- Director (HR)

� A K Gupta- Director (Commercial)

� Susanta Kumar Roy- Director (Projects)

� Prakash Tiwari- Director (Operations)

History of NTPC Ltd NTPC was incorporated on November 7, 1975, as a private limited company. On September 30, 1976, the word

Private was removed from the company’s name consequent after the notification issued by the government exempt-

ing government companies from the use of private.In 1978, it took over the management of the Badarpur project.

Also, at Singrauli they commissioned the first 200MW unit. In 2005, the name of the company was changed from

National Thermal Power Corporation Ltd to NTPC Ltd to reflect the diversification of their business operations

above thermal power generation to include other generation of power from hydro, renewable, nuclear, energy sourc-

es and undertaking coal mining and exploration activities.

In 2009-2010, NHPC accomplished a profit after tax of s 2,090 crores. There was an increment of 94% than the

previous year's profit of Rs 1,050 crores. Present-day, NHPC is in the list of top 10 companies in India in terms of

investment.In October 2017, NTPC announced that it Unchahar power station situated in Rae Bareli district of UP

has made a national record with 686 days of continuous generation by its 210MW Unit-I.

In January 2018, NTPC Ltd listed its USD 6 billion MTN programmed on India Exchange at IFSC GIFT City there-

by becoming the first quasi-sovereign company of India to list at India INX. The listing will support the company to

raise funds at lower costs from international investors and also allow foreign investors to access high-quality Indian

debt paper.

Objective: NHPC was pounded to plan, promote and organize an integrated and efficient development of hydro-

electric power in all aspects. Later on, NHPC increased its objects to include other sources of energy like Tidal,

Wind, Geothermal, etc.

Vision: NTPC is working with a vision “to be the world’s largest and best power producer, powering country’s

growth.”

Mission: “NTPC’s mission is to develop and provide reliable power, related products and services at a very com-

petitive cost, integrating various energy sources with modern and eco-friendly technologies and contribute to the

welfare of the society.

NTPC Ltd has been serving India for a long time. Here, we are presenting some amazing points about the company:

1. NTPC Ltd is the biggest power generator of India with over 31,000 MW capacities.

2. In 2014, the company ranked 424 in Forbes Global 2000.

3. National Thermal Power Corporation is one of the seven PSUs to have been granted the elite Maharatna status.

4. The first Chairman of NTPC was D. V. Kapoor.

5. The National Thermal Power Corporation generates more power than its capacity by operating its power plants

a

6. NTPC Vindhyanchal in MP at 4,760 is the largest power plant by generation capacity.

7. In the year 1996, the company created history when its sixth unit, the 210 MW Ramagundam, generated energy

8. NTPC adopted its acronym as its official name in the year 2005. During this time, the company started working

at higher efficiency levels.

for 406 days straight.

into new ventures of hydro-and nuclear-based power generation.

19

Senaxus Technologies Pvt. Ltd INTRODUCING SHINE AND SECURITY TO BUSINESSES WITH TRAILBLAZING SOLUTIONS urpose-built to serve the myriads need of the modern market,

Senaxus Technologies is acingit; they are excelling at delivering

turnkey solutions for complete SITC (Supply, Installation, Test-

ing, and Commissioning) of all Solar Solutions, LED Lighting,

Electrical Solutions, and security solution domain.

Senaxus Technology is probably one of the very few companies in India that are into the designing and execution of

CUSTOMIZED product Solutions for both these domains.

The current market scenario I would say is very promising. The opportunities for startup and small companies like

ours are immense. With a lot of good initiatives being taken by the Government & the corporate world in the Power

& security domain, we are optimistic that the growth prospects are quite high”,asserts Vikas Owdhbal.

Synonymous with innovative solutions, Senaxus under the hege-

mony of two college friends, Vikas Owdhbal and Rajesh Kumar

Budia, commenced its operations with a humble seed

Vikas Owdhbal is the Co-Founder and Director of Senaxus Tech-

nologies. He is the man behind the triumphs of the corporation

from the inception. He is a seasoned marketing professional with

over 20 years of amazing experience in the corporate world. In

academics, Vikas is an Engineering Graduate in Electronics &

Telecommunication and also possesses a Master's degree in

Business Administration.

Rajesh Kumar is leading the victorious journey of Senaxus successfully. He is a champion of ideas and particular

ensuring maximum satisfaction of clients. Rajesh has spent 20 years in Industrial Electrical supplies with Hotels,

Hospitals, and big corporate houses. Rajesh is armed with a B.E degree in Electronics & Telecommunication

possesses a Master's degree in Business Administration and also has an ICWA degree to his credit.

Senaxus entered the market five years back. Although, the planning for this venture was initiated in 2010, the found-

ing directors took some time to come out of their comfort Zones and establish this organization.

With the passage of time, they gained the confidence of clients as well as suppliers. And, Senaxus is growing at a

very high CAGR and aspires to be the top 5 solution providing companies in India by 2025.

THE PRODUCTS ON OFFER

CURRENT SCENARIO

THE BUILDING FORCES

Vikas Owdhbal, Co-Founder & DirectorRajesh Kumar Budia, Co-Founder & Director

P

funding, and it has grown by leaps and bounds doubling its size

year after year and now it aspires to be around Rs.90 Million by

the end of this year and around Rs.1000 Million by 2025.

Senaxus Technologies Private Limited (STPL) offers quality, comprehensive and end-to-end solutions in Power

Management, Solar Solutions, LED Lighting and Complete Security Solution domains with utmost gravity on

24x7x365 after-sale services. It delivers integrated solutions right from the conceptual stage to designing, planning,

execution, and after-sales support.In Power management vertical, the company deals in ONLINE UPS systems from

1 KVA to 5000 KVA Capacities, Grid Connected Solar Power Plants and LED Lighting Solutions. In the security

domain, they are majorly into designing and execution of IP & HD CCTV solutions for small to large scale clients.

They also provide customized solutions for Access Control Systems, Time Attendance Systems, Fire Alarm Systems,

and Video Door Phones. Besides, they design a complete IP based CCTV network for our corporate clients as per

their requirements. We do complete SITC (Supply, Installation, Testing, and Commissioning).

22

“

Rajesh Kumar further adds, “Some of the key sectors like Healthcare, Pharma & Hospitality are witnessing very

good investments. Many new & expansion projects are coming up from these sectors. This will create a lot of good

opportunities for the products and solutions being offered by Senaxus.”

“The major roadblocks were team building, finding the right OEMs and customers. As we were a new entrant in the

already crowded market, people were a little skeptical about working with us. But, with the over time, we gained the

confidence of clients as well as our suppliers. Today, we are associated with the biggest of the names in the Medical,

Education, Hospitality, Pharma and manufacturing sect ors,” says Vikas Owdhbal.

“The major contributing factor to our company’s success is

our PEOPLE. Our team works tirelessly to address and

resolve all our customer needs. Second is our determining

nature, whatever we commit to our client in terms of sales or

service deliverables, we ensure to stand by the same and

deliver it on time. Another essential focus of our world-class

products & solutions is to deliver customize solutions

according to clients’ requirements,” Rajesh Kumar proudly

shares.

Senaxus Technologies Pvt. Limited is a very young and dynamic company. They have a team of young Engineers,

Technicians and Management graduates with very open and unique work culture. They have no bosses, only

colleagues. They all respect each other’s points of view and suggestions.

Senaxus works cohesively as a family with only one aim “CUSTOMER SATISFACTION” and they believe that the

secret behind a company’s success is keeping customers happy.

GAINING AN EDGE AND OVERCOMING HICCUPS

DRIVING FACTORS BEHIND COMPANY’S SUCCESS

KEEPING THE TEAM SPIRITS HIGH

BUILDING LONG TERM CUSTOMER RELATIONSHIP

Vikas Owdhbal shares, “It gives us a lot of joy to share that about 60% of our business YOY is from our existing

customers. There is no big tactics or strategy as such to keep them engaged with us on a long term basis. We keep it

simple. We try to work with them right from the inception stage.”

Rakesh Kumar further adds, “We never try to become like a typical supplier rather we try to become their partners.

We help them with our latest know-how in designing the best Solutions together. We provide the best Techno-Com-

mercial proposals along with round the clock after-sales support to keep their critical operations running.”

Senaxus is involved in integrated projects in the corporate sector and is now focusing to explore the same into the

government sector. Senaxus is also designing some new product lines based on IoT (Internet of Things) and AI

(Artificial Intelligence). They plan to launch a Home Automation product line based on IoT by early 2020.

FEATHER IN THE CAP OF SENAXUS

PLANS AHEAD FOR THE COMPANY

Senaxus has successfully created its mark in the market and has graduated in handling and executing large projects.

Here is the list of major milestones won by the company:

� Senaxus is currently an ISO 9001, MNRE, MSME & DIPP certified company.

� It was rated as one of the “10 Most Promising Security companies in India in 2017” by Silicon India Magazine.

� Senaxus was featured as one of the “10 Most Admired Electronic Security companies in India in 2018” by Insight

Success Magazine.

� The company was listed as one of the “The Top 30 Inspiring Entrepreneurs to watch in India in 2018” in Insight

Success Magazine.

Senaxus is a customer-centric company

and working as a perfect consulting partner

to empower the business with their

unique solutions.

“

2323

There is no future, the future is now

Communication has never been something that the consumers love. Who likes being propositioned? Who likes

being told that their lives are incomplete without the wonderful product that we have?

Naresh Gupta

Co-Founder

The whiter shirt, the colorful tunic, the enticing

smell, the fast car, the most enjoyable drink and

such are all marketing legends that the brands love

to tell their audience.

They have been saying it and saying it successfully

for many years with decent success.

Brands have been clever, they have always lever-

aged the available media channels to push brand

messages. Brands were clever to see that newspa-

pers are getting popular, so they printed flyers and

inserted into newspapers. They say cinema getting

popular, so they made smaller cinema films to

connect with viewers.

In each case, the media owners may or may not

have chased the brands, but the brands found a way

to make them work towards their end. Globally,

mass media and brands do work hand in hand to

broadcast messages.

It was a linear way of messaging though. Brands

had something to say, the consumers either chose to

listen or chose to ignore. The messages were

beamed depending on where the consumers were,

so that the message is not lost on them. The mea-

surement industry blossomed as the media expand-

ed and helped the brands ‘target’ better.

This model worked well for some time, till the

technology became a lot more commonplace.

In-fact a lot of what can be called as science fiction,

became a part of their lives. Phones that had no

cord, internet that wasn’t confined to desks,

outdoor billboards that didn’t have a dumb static

message always, and TV that is now in your hands

and not just on walls. It became difficult for the

brands, media stopped being linear and brands had

to find a way to deal with the clutter.

Future had truly arrived. The great thing was that

both consumers and brands found a way to move

on. They watched more, they read more, they heard

more, they consumed more media. Media was

always around them. Brands were quick to latch on

and they never let the consumers miss them.

Forget just brands, world over politicians released that

the consumers are always on, and they started to connect

with potential voters. The voters played ball and were

willing to handover their future to the one who adver-

tised better.

By all stretch of imagination this phase of brand commu-

nication should have been very tough. Linear communi-

cation was going out of fashion, consumer was consum-

ing more media, and the consumer was happy not watch-

ing brand’s messages if it didn’t interest them.

What really happened in the exact opposite. Brand mes-

sages exploded, the ‘content’ became more entertaining,

celebrities became more important to draw eyeballs, a

new kind of celebrities emerged called ‘influencers’ who

were ordinary people but with a massive social presence

and brands found many ways to connect with consum-

ers. The relationship between brands and consumers

found a new track. The divorce that was supposed to

happen never happened

26

And that is where the future conversation comes in.

A few things haven’t changed, the consumers still don’t like being propositioned. They still will not want to watch

advertising. Brands have too many choices. Now they also have too many formats.

A few things have changed. Not just linear, even targeted mass media is transforming. Brands can target the

consumer almost as an individual, tailor messages by location, interest and hundreds of other variables. They can

create experiences that draw the consumer in and keep them engaged for longer time. As a consumer, it is easiest to

avoid advertising today, sometimes just by choice, sometimes by a software and sometimes by paying.

The linearity that existed in brand worked also has changed. For instance, earlier the consumer had a relationship

with its favorite restaurant, so it was open to have a conversation with them. Now there is also an aggregator in

between, and the three-way relationship has its own unique challenge. As a consumer, who do I remember: the

restaurant or the aggregator?

This three-way, and sometimes four-way relationship is becoming a much bigger issue for brands and even bigger

issue for consumers.

All this is happening right now. What I see happen are two things.

One, the brand have to be intrusive by design. There are many ways of being intrusive, it doesn’t always need to be

a hard sell

Two, the brands have to be fluid and flexible. There are no rules that they can live by. If one social network changed

the way consumers and brands connected, another network almost overnight can change that very dynamic.

This is the joy of the times we live in. There is no distant future. Future is tomorrow.

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1. Kindly tell us about your journey since the inception of the company?Kindly tell us about your journey since the inception of the company?

Riding on the digital wave which hit the world, our founder Mansi Goenka, started Soctail as an answer to creative

digital marketing strategies. Armed with a Master’s in Digital Asset and Media Management from King’s College,

London, she set up base in Hyderabad and there’s been no looking back since! As our name suggests, we blend together

the best of the digital and creative world to give you a ‘Social Cocktail’, or Soctail.

What are the different products and services offered by your company, setting you apart from

your competitors?

VALUES: Promising to serve the best is not only words, but the very values which guide our entire team. We are

passionate in our mixes and want to empower your brand through your digital presence.

Creative: Giving a fresh spin to age old strategies is our forte. We can make your brand presence a unique one through

innovative designs which will blow your mind away!

Bold: Challenging the status quo is our bread and butter. When creating your brand image, we do not shy away from

the bold and want to create an aperitif which will leave you wanting more!

Quality over Quantity: No matter how much we take on, we never compromise on the quality of the ingredients

we use and make sure you get the best out of every digital strategy!

Data Driven: Our data driven campaigns and strategies ensure that quality campaigns are repeatedly delivered.

Transparency: Our communication is excellent and we are always available to answer any queries you have. Trans-

parency is our mantra and all our activities are conducted with honesty and accountability.

SERVICES: Social Media Marketing, Search Engine Optimisation, Search Engine Marketing, Data Analytics, Video

Production, Online Reputation Management, Email Marketing, Web Design & Development, Content Marketing

Kindly share your point of view on the current scenario, major challenges, and opportunities

as you faced?

The current digital marketing industry is highly dynamic. With the shift from traditional marketing on Television &

Newspaper to Facebook & Google Ads in the last 10 years, there are challenges in understanding the new platforms and

their regulations as well as opportunities with each new update on Ad tools and softwares. Being aware and constantly

up-to-date with trends and tools is key to keep digital marketing strategies fresh and relevant. Online data comes as an

opportunity for marketers to understand their audience better, evaluate how their ads are performing and further opti-

mize resources to achieve highly cost-effective results. At Soctail, All our campaigns are designed, drawing on the

insights of previous campaigns and case studies, which allow us a unique standpoint in comparison to other agencies.

While metro cities in India have caught up to the digital wave, Tier 2 cities are yet to understand and trust in the oppor-

tunities that the digital space creates for marketing and advertising. As a result, penetrating into such industries has

been challenging. At Soctail, we strive to help our clients understand their brand’s online visibility from time to time,

and keep them updated on the affect of digital marketing on their business ROIs.

30

INTERVIEW

Mansi Goenka

Founder

What are the major contributing factors behind your company’s success?

I was once told by our mentor, that adding new projects is a sign of growth but renewing and retaining clients is a sign

of success and prosperity. Soctail thrives by that, whilst ensuring complete transparency in communication with our

clients.

Share your experience and brief us about the tactics and strategies to build long term customer

relationship?

How do you see the company and the industry in the future ahead?

How do you motivate creativity and innovation in the workspace while maintaining a healthy

work environment?

Soctail is entirely built on its core values as mentioned above and we ensure no amount of deviation. We believe

in delivering high-quality, data-driven, creativity-spun and collaborative work. We don’t work FOR our clients, we

work with them to help them achieve their marketing goals.

We conduct weekly brainstorming sessions for our internal team to inspire creative brain cells and to innovate in our

workspace. The industry is full of creative ideas and creative geniuses – both looking for a platform to connect and

showcase their talent.

Soctail is a creativite and data-driven marketing agency, servicing brands for their digital marketing needs. Going

forward, we aim to stand as a boutique agency for brands that thrive on similar values.

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ENERGY SECTOR OF INDIA

MAJOR SOURCES AND FUTURE OF THE INDUSTRY

The Indian power sector is going through tremendous transformations that have redefined the industry outlook.

Sustained economic is continuous to drive electricity demand in the country. The Indian government is focused

on attaining ‘Power for all’ has accelerated capacity addition in the country. According to the data presented by

the International Energy Agency, the investment of the energy sector in India has increased by 12% last year. In

terms of volumes of energy-centric investments, India ranked fourth-behind China, US, and Europe but posi-

tioned ahead of South East Asia and sub-Saharan Africa regions.

India is well-endowed with exhaustible sources like coal, lignite, natural gas oil, hydro and nuclear power and

renewable energy resources including solar, wind, agricultural and domestic wastage. The source of power

generation was dependent on non-renewable energy resources until 1980. Coal was the largest source of energy.

However, India’s primary energy mix has been changing over time. In spite of increasing dependency on com-

mercial fuels, the energy needs of rural areas is fulfilled by non-commercial energy sources like fuel wood, crop

residue, and animal waste, etc. Although, other forms of commercial energy is steadily replacing the traditional

energy resources in the rural area. Here is the list of major sources of energy in India:

Coal- India is third Biggest Coal-producer

In the list of coal-producing countries, India’s position is third. As coal has been the most abundant fossil fuel

for the country till date, it continues to be one of the most important sources for fulfilling the domestic energy

needs. It accounts for approx 55% of the country’s total energy supplies. The development of core infrastructure

sectors like power, steel, and cement is completely dependent on coal.

Power: Critical Source for the Country’s Growth Electricity is considered as a critical source for the country’s growth. Its affordability and reliability have brought

significant enhancement. India is progressed amazingly towards the augmentation of its power infrastructure. In

absolute terms, the installed power capacity has raised from 1713 MW (megawatts) as of 31 December 1950 to

118 419 MW as of March 2005 (CEA 2005). Energy need growth from 390 BkWh (billion kilowatt-hours)

during 1995/96 to 591 BkWh (energy) by the year 2004/05 and peak demand increased from 61 GW (gigawatts)

to 88 GW over the same period. Although, it is a serious issue that per capita consumption of electricity is still

among the lowest globally. Besides, poor quality of power supply and frequent power cuts impose a heavy

burden on India’s growing trade and business world.

Oil and Natural Gas: Consumption in on High Present-day, India holds 0.4% of the world’s crude oil. In the last few years, crude oil production has increased

from 6.82 MT in 1970/71 to 33.38 MT. Also, the production of natural gas increased from 1.4 BCM to 31.96

BCM during the same period. Apart from the product, the consumption of natural gas in India has risen faster

than any other fuel in the last few decades. The demand for Natural gas has been growing at a rate of about 6.5%

in the last decade. Because some major Industries including power generation, fertilizer, and petrochemical

production are shifting to natural gas.

Earlier, the domestic production was enough to meet the consumption needs. But these days, there has been a

huge unmet demand for natural gas in the country, mainly required for the core sectors of the economy. To bridge

this gap, LNG is imported on a wider range for India’s expected gas shortages.34

Renewable Energy Sources: Tacking the Energy Security ConcernsRenewable energy is known for offering a viable option to tackle the energy security concerns of a country. India

has now one of the highest potentials for the effective use of renewable energy. It holds the fifth position in produc-

ing wind power. There is great potential in India for the generation of power from renewable energy sources like

small hydro, biomass, and solar energy. The country has an estimated SHP (small-hydro power) potential of about

15 000 MW. Other renewable energy technologies like solar photovoltaic, biomass power, and solar thermal and

small hydro are also spreading.

A Glimpse of Future in Energy SectorIncreasing demand for energy in different sectors is an important concern. Because of the rising population,

expanding economy, and an increasing demand for better quality of life, the total primary energy consumption is

expected to about 412 MTOE (million tonnes oil equivalent) and 554 MTOE

According to the International Energy Outlook 2005 (EIA 2005b) projects, the gas consumption of India will grow

at an average annual rate of 5.1% and reach 2.8 trillion cubic feet by 2025.

It is a fact that coal will continue to be the predominant form of energy even in the future. However imports of

petroleum and gas would continue to rise substantially in absolute terms, including a large energy import bill.

There is an urgent need to conserve energy and reduce energy needs by demand-side management and adopting

more efficient technologies.

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Unknown Facts about Energy Sector in India, You don’t Know

Sun is the Biggest Source of PowerThe Sun is the biggest source of power; on an average

one hour’s worth of energy from the Sun could power the

Earth for a year.

Google Use more Power than Expec-

tation The energy Google needs to conduct ten searches could

power a 60 watt light bulb. At one time the energy search

engine use could power 200,000 homes. So make sure,

next time you search for anything.

Gas does not have SmellNatural gas is mainly made up of methane; it does not

have any kind of smell. Companies add Sulphur com-

pounds to give the gas a distinctive smell. It is done for

safety reasons and supports you to smell a possible

leak.

Coal is the Major Source of EnergyA lot of countries depend on coal for producing energy.

The US produces half of its electricity; China products

three-fourths of its electricity from coal; Australia, South

Africa, and Poland create an even greater percentage of

energy from coal.

Biggest Producer and Reservoir of OilThere are ten countries in the world, which produce 2/3

of the world’s oil. And, they also have the same percent-

age of known reserves. Saudi Arabia holds the top

position in both lists.

US is on Top in Nuclear-generated

EnergyUnited States is on top rank in producing nuclear-gener-

ated electricity than any other country, it produces nearly

1/3 of the world’s total energy. France is one second

position, which generates more than 3/4 of its electricity

in nuclear reactors.

Largest Source of Greenhouse GasIn the USA, electric utilities are the largest source of

greenhouse gas.

We use energy every day from our daily routine work to our business works. But do you know that electricity is

the flow of electros generated by transforming a primary resource, like coal, nuclear or solar into energy. Elec-

tricity is something that carries energy to your every taste and supports you to power your lights and appliance.

Here, we are presenting some more amazing facts about the energy sector that you do not know:

Wind Turbine can Generate huge

Electricity Turbine is great in generating electricity. Just 1 wind

turbine can generate enough electricity to power

approx 1,400 homes.

China in on Top in Generating

Energy When it comes to generating energy through turbine,

China is the first name. As of 2017, the country makes

2 wind turbines in every hour.

UK is Top in Renewable EnergyIn renewable energy sources, such as wind and solar

power, UK is one top. It generates almost a third of the

UK’s electricity.

Renewable Energy is on Great

DemandRenewable Energy is on great demand; it is able to

create 5 times more jobs than fossil fuels.

First Commercial Offshore Wind

Turbine30 years ago, Siemens created the first commercial

offshore wind turbine. The blades of this turbine are 5

metres long, producing just 30 kilowatts of power.

Today, the latest model has 75 metre blades that are

able to produce 6 megawatts (25,000 times as much)

that are enough to power 6,000 homes.

Solar Power can be Used at NightIf you think solar power is only a daytime deal, you

may be wrong. You can store the power from the sun

in salt and utilize that at night.

Romans are First on Geothermal

EnergyIf we talk about the use of geothermal energy, Romans

were the very first to use this form of energy to heat

their homes.

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39

Fist Solar-powered Airplane In the file of solar energy, a world record was made

in 1990. In United States, a solar-powered airplane

flew across the country in stages; it did not use any

fuel at all.

The ‘Green Internet’Many contemporary tech giants like Google,

Apple, and Facebook are focusing to create a

‘green internet’. Every company is using increas-

ingly green energy to power the web.

Nobel Prize for Discovering Solar

Panels In 1921 Albert Einstein was given the Nobel Prize

award in Physics for his discovery of the photo-

electric effect – and hence, solar panels.

Speed of Electricity is same as

Light Electricity is able to travel very fast like the speed

of light. Although, the dimensions of the wire and

other factors widely affect its speed, but it's usually

around 90% of the speed of light or 270,000 km in

every second.

Human Bodies also Use Electrici-

ty You will be surprised to know that we use electrici-

ty not only to power our devices, but our bodies

also. Bioelectricity is used to pass signals from

cells to muscles, and we need adequate voltage,

about -50 millivolts, to heal.

Australia is Giant in Producing

EnergyAustralia is giant in producing energy, it produces

around three times more energy than we consume.

Dependency on Non-renewable

Energy Most of the energy we produce (88%) is from

non-renewable sources, like coal, natural gas, and

petroleum products. In renewable sources, hydro-

electricity provides 5% and wind accounted for

4%.

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