www.primeview.co
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
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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Email: [email protected]
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
18
38
34
26
30
22
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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
����������������CEO
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.
27
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.
31
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.
35
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%.
39