KEI expands with ₹2,000 cr Sanand Plant for future-ready cables

The company is actively reducing its carbon footprint through the adoption of energy-efficient processes and manufacturing eco-friendly products like Conflame Green+. This innovative product from KEI prioritises power efficiency, safety, and environmental friendliness and has many supplementary advantages.

KEI Industries, a leader in electrical solutions, is committed to innovation, sustainability and excellence. Through strategic investments and groundbreaking projects, KEI continues to set industry benchmarks with eco-friendly products and advanced technologies. EPR brings more details in an interaction with Anil Gupta. 

KEI has transformed into one of the leading wires and cables brands. What leadership principles have driven this transformation? 

At KEI, we believe in leading with a vision, staying customer-focused, and fostering a culture of innovation and a customer-first approach. Our leadership principles revolve around empowering teams, encouraging accountability, and consistently pursuing excellence. Over the years, we have strategically invested in technology, infrastructure, and talent, ensuring that we adapt to industry trends and set benchmarks. This transformation has been possible due to our relentless commitment to quality and the trust of our customers and stakeholders. 

Could you tell us more about the success and impact of KEI’s popular campaign ‘Wires ka Allrounder’?

The ‘Wires Ka Allrounder’ campaign was a groundbreaking initiative by KEI Industries, launched during the IPL to introduce its innovative next-gen living eco-friendly product, KEI Conflame Green+. This campaign highlighted the versatility, safety and superior quality of the product. This positioned commitment to sustainability, safety and modern living as a trusted choice for homeowners, builders and electricians who prioritise both safety and environmental responsibility. With a strategic mix of television commercials, digital marketing and influencer collaborations, the campaign resonated strongly with consumers and professionals alike.

Leveraging the IPL’s massive reach, it significantly enhanced brand visibility, boosted sales, and reinforced KEI’s dealer and distributor networks. This initiative marked the successful launch of KEI Conflame Green+ and became one of KEI’s most impactful marketing efforts to date.

Sustainability is a growing concern across industries; how is KEI aligning itself with this global shift? 

Sustainability is a significant part of our vision. We are actively reducing our carbon footprint by adopting energy-efficient processes and manufacturing eco-friendly products like Conflame Green+. It is an innovative product from KEI that prioritises power efficiency, safety and environmental friendliness with many supplementary advantages. KEI Conflame Green+ stands out as a product that goes the extra mile to ensure comprehensive inside and outside safety care. Additionally, KEI Conflame Green+ emphasises environmental conservation. The production process incorporates clean gas, which helps reduce the carbon footprint. Improved waste management practices ensure that the production waste is minimised and handled responsibly. We believe a sustainable business gives back to society and the environment. 

What are the key things to watch for in 2025 from KEI Industries? Are there any major investments or strategic collaborations in the pipeline?

In 2025, KEI Industries is set to focus on multiple strategic initiatives. The company plans to strengthen its wire and cable segment by undertaking large-scale infrastructure projects and expanding its global footprint into new international markets. KEI will also emphasise expanding its manufacturing capabilities, a groundbreaking milestone in its journey of powering progress—launching its largest manufacturing plant in Sanand, Gujarat.

The wires and cables industry is evolving rapidly. What trends do you foresee shaping its future? 

The future of the wires and cables industry is in three key trends: digitalisation, sustainability and high-performance products. As smart cities and renewable energy projects gain traction, there is a growing demand for specialised cables such as solar and EHV cables and specialised products for power, infrastructure, real estate, oil & gas and renewable energy. Additionally, KEI Industries proudly announces a groundbreaking milestone in its journey of powering progress—the launch of its largest manufacturing plant in Sanand, Gujarat. With an investment of approximately ₹2,000 crores over the next three years, this greenfield expansion is set to redefine innovation and excellence in the wire and cable industry. Strategically designed to meet the evolving demands of speciality sectors, the Sanand plant will serve as a beacon of KEI’s commitment to technological advancement, sustainable practices and world-class manufacturing. At KEI, we prepare to meet these demands with innovative products and strengthen our R&D capabilities. 

What are KEI Industries’ key projects and 2024 achievements in business opportunities and technological advancements?

KEI Industries has played a pivotal role in the country’s infrastructural development by contributing to several landmark projects. The company has been instrumental in wiring the world’s largest cricket stadium, the Narendra Modi Stadium in Ahmedabad, and electrifying the new Parliament building. KEI has also provided wiring solutions for the bullet train and Konkan railway projects, enhancing the nation’s transportation infrastructure.

The company’s expertise extends to wiring the longest rail-road bridge in India, the Bogibeel Bridge in Assam and contributing to the construction of the Statue of Unity in Gujarat. Additionally, KEI has developed the underground cable infrastructure for Varanasi city, ensuring uninterrupted power distribution. KEI has also been involved in the Ram Mandir project, the SKAO project (the world’s largest telescope project), the Airoli-Katai Naka tunnel, the Mumbai Aqua line metro and the Mumbai-Nagpur highway. These accomplishments underscore our commitment to providing sustainable, safe, high-quality electrical solutions, positioning us as a trusted partner in powering the nation’s growth. 

The year 2024 has been a milestone for KEI Industries, marked by groundbreaking achievements and strategic advancements. The company expanded its product portfolio with innovations like the eco-friendly KEI Conflame Green+ and aligning with global sustainability goals. Significant investments in sports sponsorships, including the Pro Kabaddi League (PKL) and the Indian Premier League (IPL) with RCB as a sustainability partner, women’s sports as the associate sponsor for the Women’s T20 Asia Cup 2024, elevated brand visibility and connected KEI with diverse audiences across India. Furthermore, adopting advanced AI technologies enhanced product quality and operational efficiency, solidifying KEI’s reputation as a forward-thinking electrical and power industry leader.

We want to emphasise the importance of adapting to change and embracing innovation. At KEI, success is about profitability and creating value for customers, employees and society. We are committed to delivering excellence and sustainability in every aspect of our business. We encourage everyone to stay future-focused and work collectively to build a safer and more connected world. 

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