KEI transforming into a powerhouse in the wires & cables industry

This interaction explores how KEI has transformed the wires and cables industry, its significant milestones, and its commitment to sustainable production. The conversation also delves into KEI’s offerings at the upcoming Elecrama edition and its vision for 2025.

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 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 product’s versatility, safety, and superior quality, positioning it as KEI’s commitment to sustainability, safety, and modern living. It was a trusted choice for homeowners, builders, and electricians who prioritise 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 the use of clean gas, which helps in reducing the carbon footprint. Improved waste management practices ensure that the production waste is minimised and handled responsibly. 

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 will focus on multiple strategic initiatives. The company plans to strengthen its wire and cable segment by taking on large-scale infrastructure projects and expanding its global footprint into new international markets. KEI will also expand its manufacturing capabilities, which is a groundbreaking milestone in its journey of powering progress—the launch of its largest manufacturing plant in Sanand, Gujarat. This Greenfield expansion is set to redefine innovation and excellence in the wire and cable industry.

The wires and cables industry is evolving rapidly. What trends do you foresee shaping the future of this sector? 
Three key trends will drive the industry’s future: 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 3 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 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. 

KEI has successfully bagged and delivered several landmark projects. Could you share the key projects you have worked on? 
KEI Industries has proudly contributed to numerous prestigious projects, showcasing its expertise and commitment to nation-building. These include wiring the world’s largest cricket stadium, Narendra Modi Stadium, Ahmedabad; electrification of our New Parliament Building; wiring for India’s Bullet Train Project; electrification of the Konkan Railway Project; wiring India’s longest rail-road bridge: Bogibeel Bridge, Assam; contributing to the construction of the iconic world’s tallest statue, Statue of Unity, Gujarat; developing and completing the entire underground cable infrastructure for Varanasi city, ensuring uninterrupted power distribution; Ram Mandir Project; SKAO Project: World’s largest telescope project; Airoli–Katai Naka tunnel; Mumbai Aqua line metro; and Mumbai Nagpur highway.

How has 2024 been for KEI Industries regarding business opportunities and technological advancements?
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+, 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 sustainability partner, and 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. With its motto of “Building the Nation”, KEI played a pivotal role in powering major infrastructure projects, from Ram Mandir, Narendra Modi stadium, Statue of Unity, SKAO, Bogibeel Bridge, Konkan Railway, and many more. Furthermore, adopting advanced AI technologies enhanced product quality and operational efficiency, solidifying KEI’s reputation as a forward-thinking electrical and power industry leader.

As an industry leader, what message would you like to share with the readers of ACE Update magazine? 
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. 

KEI is exhibiting its world-class products and services at Elecrama 2025, India Expo Mart, Greater Noida, NCR, India. Visit the KEI stall at Hall 9-12, H12-D67, to explore the future of safe, sustainable wiring solutions.

For more details, visit: https://www.kei-ind.com/

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