Ambrane investing Rs 1 billion to reach 100% localisation

31 May 2024 CW Team

Over the past decade, there has been a significant buzz in the electronics sector in India due to initiatives like "Make in India" and "atmanirbhar Bharat." Manufacturers, both small and large, are now inclined towards sourcing components domestically, although it's a challenging endeavor.

Ashok Rajpal, the managing director of Ambrane India, mentioned that the company has achieved 70% localisation and is aiming for 100%. He stated that they have expanded their factory in Haryana from 30,000 to 85,000 square feet and intend to invest Rs 1 billion in their Indian manufacturing unit to localise components.

Rajpal emphasised the company's dedication to producing goods in India and highlighted their collaboration with local vendors for sourcing materials. He cited examples of procuring consumable plastics and battery materials from vendors in Andhra Pradesh, Mumbai, and Uttar Pradesh.

Referring to government schemes like the Production Linked Incentive (PLI), Rajpal acknowledged the support provided but stressed the need for better infrastructure and skilled labour. He suggested that public-private partnerships, investment-friendly policies, and investment in semiconductor research and development could revolutionise the Indian electronics sector.

The company is expanding its presence in smaller towns and cities, planning to increase its number of distributors from 150 to 500 within three years. Sales are experiencing a steady growth of approximately 50% annually in tier-2 and tier-3 cities.

Regarding global expansion plans, Ambrane is eyeing 17 countries. In January, it commenced operations in Germany, France, Belgium, Italy, Japan, the Netherlands, Poland, Spain, and the UK through Amazon.

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