• By ibrands 360

rr-kabelManufacturing a wide range of cables using the innovation and technology that complies with the stringent safety measures is a norm at RR Kabel. RR Kabel, one of India’s most trusted and sought after brand in the cable industry, delivered better performance year after year without compromising on quality standards. Wires are the nerves of Indian houses and RR Kabel by untiring and relentless efforts provides “wires like nerves” and made this thought a reality. For every wiring requirement one can imagine, it’s there to empower its customers. Its turnover of Rs 1250 crore is a testimony to the faith people have in the brand.

BLAZE TO BRILLIANCE The company that has a market share of 18 per cent of the organised market needed to do something differently. While the market is proliferated with low-grade, recycled raw material, RR Kabel came with product superiority that delivers better performance and safety. It is the only Indian brand to offer a range of products with 19 international certifications while the market offers undifferentiated products conforming only to the Indian BIS specification. The adherence to international norms ensured that the product delivered on its promises in a basket comprising a combination mix of insulators and conductor specifications.

FAITH FACTOR RR Kabel is driven by the core values of innovation, trust, transparency, ethics and integrity. It has offered consistency in terms of quality as well as safety standards that led to the success of the brand. It is only the second Indian company to have achieved EnMS 16001:2009 certification in 2010 and it is amongst the front runners to have achieved ISO 50001:2011 in 2012. The preferred partner recognition with CREDAI is another milestone that come alongwith the deep customer reliability on the brand. Apart from cables, the company manufactures a slew of other electrical products under the brand names of RR Connect, RR Fans, RR Switches, RR Home Appliances, RR Shramik and RR Parkon.

ENGAGEMENT THAT ENTHRALS RR Kabel acknowledges the importance of customer satisfaction and thus meeting the expectation of customer by understanding their needs remains the top priority. The company is committed to protect the environment in and around its plant and implement the environment management system as per the 14001:2004 standards shows its concern for clean, green and safe environment. The focus remains on the optimisation of energy use in its manufacturing activities.

INNOVEDGE The brand has the most superior offering – technically, in the category which sets the benchmark for others in the wire industry. In 2010 it has won the Marketing Innovation Award from CBS and RT-30 Chennai. In 2011 it has won the Manufacturing Innovation award from industry 2.0, Mumbai. Keeping pace with the time, the company has focused on customized and enhancing client relationships. Today, the brand has gone beyond being just segment specific offering building wires, commercial wires, industrial cables and also a wide range of international products

BRAND PROMISE RR Kabel in its quest to remain the best brand in the Indian market and beyond has always leveraged with ethical practices to gain market share and will continue to build its brand around people. The future plan of the brand is to broaden its product offering.

1. Market Share: 18 per cent of the organised market.
2. Annual Turnover: 1250 crore.
3. YOY growth: 20 per cent.

1. Innovation
2. Technological superiority
3. Customised and enhanced client relationships
4. Pan-India retail presence
5. Only Indian brand to off er a range of products with 19 international certifi cations

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