The Evolution of Su-Kam’s Export Operations: From Local to Global

The Evolution of Su-Kam’s Export Operations: From Local to Global

• The First Export Order: The Evolution of Su-Kam’s Export Operations: From Local to Global “The export of inverters and UPS from India was a novel venture. Historically, India had been an importer of these products, with imported goods dominating the market. However, the country was also making strides in inverter technology as we kept improving the technology at Su-kam with constant innovation, and I was dedicated to improving the domestic industry. With a clear vision of global expansion, I seized the opportunity of an inquiry from Sri Lanka in the year 2003. Despite the challenges of a politically volatile environment and a lack of internal export expertise, I secured the first-ever export order for Indian inverters to Sri Lanka. This achievement marked a significant milestone for the industry and demonstrated the potential for Indian-made electronic products to compete on the international stage.” This was our first entry into the International Market and my first experience of exporting.

• “Overcoming the ‘Imported’ Mindset: A significant hurdle was convincing the company’s team, accustomed to the prevailing perception of India as an importer rather than an exporter, that we could successfully compete in the global market. To foster this belief, I encouraged team members to expand their horizons through international travel. This involved providing opportunities for them to visit potential markets, showcase our products, and navigate the complexities of customs procedures. Addressing the logistical challenges of transportation, which were particularly daunting at the time, was another crucial step in establishing our export capabilities.”

Fostering a Global Mindset: Su-kam’s Team Transformation”

“As a mentor and innovator within Su-kam, I recognized the need to cultivate a global mindset among my team. To counter the monotony of traditional motivational techniques, I consistently experimented with fresh approaches to keep them engaged and inspired. My direct involvement in export operations and technological advancements served as a catalyst for the team’s market success. They knew they could rely on my unwavering support, both domestically and during their international travels. While instilling the same level of passion in everyone was challenging, I was gratified by the team’s accomplishments and the lessons learned in motivating them effectively.”

• “Expanding into Bangladesh and Nepal: Su-kam’s Strategic Growth”

“With a forward-thinking approach, I developed a two-year vision for Su-kam that emphasized market expansion and risk-taking. Drawing from my experience in the cable TV industry and international exhibitions, I envisioned showcasing our products on a global stage. Following the success of our Sri Lankan exports, we turned our attention to Bangladesh and Nepal. Despite the challenges faced by our inexperienced sales representative, including visa delays and unfamiliarity with international travel, we successfully entered the Bangladesh market. Despite initial setbacks due to packaging issues, our unwavering commitment and timely service ensured the acceptance of our products. The subsequent order of 100 units marked the beginning of Su-kam’s operations in Bangladesh in 2004, followed by a similar expansion into Nepal in 2005. To support these ventures, we assembled dedicated teams from our existing sales and service personnel and allocated a budget for market entry activities, including travel, samples, and training.”

• “Conquering Africa: Su-kam’s Triumph Over Challenges”: Africa, particularly Nigeria, presented unique challenges due to its underdeveloped infrastructure. Navigating the region’s transportation networks, from buses to planes, was a novel experience for our team. Establishing trust was paramount in Nigeria, a nation with a reputation for corruption. The initial hurdle involved bribing customs officials to import product samples. However, once this barrier was overcome, we discovered a receptive market with a stark contrast between the wealthy and impoverished, and a desperate need for reliable power solutions. Despite security concerns and the dominance of generators, we believed in the potential of inverters. Starting with a modest order and investing in local training, we witnessed a rapid surge in inverter acceptance. As our business grew, we transitioned to new distributors who were more aligned with our expansion goals. The introduction of solar-powered inverters further solidified our position in the market. Nigeria’s success paved the way for Su-kam’s expansion into other African countries, where our innovative products, including the solar PCU, met with increasing demand.”

• “Su-kam’s South African Triumph: A Testament to Global Reach“
• “Su-kam’s journey of expansion culminated in a significant presence in South Africa, where we competed head-to-head with European powerhouses. During the late 2008s, a period when the South African market was largely dominated by European players rather than Chinese competitors, Su-kam’s innovative products and reliable performance gained significant traction. The country’s persistent power challenges created a favourable environment for our solutions. By this time, Su-kam had established a robust network across Africa, and our South African operations were a testament to our global reach and market penetration. I take immense pride in the fact that many of the individuals who have contributed to the success of the South African inverter, solar panel, and battery industries were trained and mentored by Su-kam.”

• “A Strategic Approach: Su-kam’s Competitive Edge”
• “To differentiate Su-kam in a market dominated by Chinese competitors, I focused on value-added services. While Chinese products offered aggressive pricing, they often lacked adequate service support. Su-kam’s strategy involved providing comprehensive support, including product installation and training for distributors. This personalized approach helped build trust and loyalty. Despite the bulkier size and higher weight of our products compared to Chinese alternatives, our focus on durability and ruggedness positioned us well for challenging environments. Technological advancements, such as the integration of microcontrollers and the transition from analog to digital technology, further enhanced our product performance. To address the logistical challenges of exporting lead-acid batteries, we partnered with Chinese vendors for Sealed Maintenance Free VRLA batteries, branded under the Su-kam name. This strategic move allowed us to maintain a competitive edge in the battery market, even as counterfeit products emerged. The legal battles that ensued in certain countries served as valuable lessons in protecting our brand and intellectual property.”

• “A Brand Battle: Su-kam’s Legal Challenges”
• “One of the most significant challenges we encountered was the unauthorized registration of the Su-kam brand by certain distributors. These individuals leveraged their position to hinder our market expansion, preventing us from appointing additional distributors in their territories and openly engaging in counterfeit activities. The legal battles that ensued were both arduous and instructive, providing valuable insights into brand protection and intellectual property rights.”

• “Navigating Challenges: Su-kam’s Entry into New Markets”
• “To expand our global footprint, Su-kam implemented a strategic approach that involved participating in exhibitions, organizing dealer meetings, and hiring local staff. As market dynamics rapidly evolved, we continuously adapted our strategies to remain competitive. The Middle East, particularly during the Iraq War, presented a significant opportunity. Despite warnings and visa restrictions, I personally visited Iraq to assess market needs. Afghanistan, too, posed its own challenges, but our unwavering determination fueled our expansion efforts. These experiences showcased Su-kam’s resilience and adaptability in navigating complex and volatile markets.”

• “Breaking Barriers: Empowering Su-kam’s Team for Export”
• “Exhibitions and dealer meetings became integral to our export strategy, providing platforms to showcase our products and connect with potential partners. The journey of building Su-kam’s export business has been a profound learning experience filled with countless stories and lessons. Reflecting on the growth and development of our team, I am immensely proud of the role we have played in establishing India as a formidable competitor to China in the global market. Despite the challenges encountered along the way, our unwavering commitment to learning and adapting has been the driving force behind our success.”