Narendra Badve , Director and Country Head – Sales for Industrial Power Control , Infineon India

Infineon India is a leading supplier of semiconductor chips and solutions. The industrial power control (IPC), a business unit of Infineon, focuses on renewable energy, efficient transmission and distribution, and efficient consumption. One of the important areas of high energy consumption in the household market is appliances. With a focus on energy efficiency, Bureau of Energy Efficiency (BEE) is mandating strict labelling scheme for appliances, which has led to an increased need of BLDC motors and their controllers.

While the current penetration level is low, India’s market for inverterized appliances is expected to grow at a CAGR of 10–15 percent over the next three to five years. Major home appliances (MHA) like air conditioners, refrigerators, washing machines and others including fans, pumps etc., consume high energy. One of the focus areas for the Government is to drive energy efficiency as it is very important for India to reduce imports as well as to reduce carbon dioxide emission. For these reasons, Energy Efficient Services Limited (EESL) is aggressively promoting adoption of energy efficient appliances with defined energy norms.

With most of the current solutions being imported, existing MHA players who have not been focusing on inverter solutions are now looking to develop capabilities to design and manufacture electronic solutions locally as a strategic and viable path. The move by a few multinationals to initiate local manufacturing and selling only inverterized appliances has created a greater urgency for the local players to define their own roadmap in this area.

We also liaise with nodal agencies to understand the needs, policy framework, and the challenges. While the government is pushing for energy efficiency aggressively, the local OEMs may need time to develop their own solutions. This has led to imports which may prove counteracting to the Make in India initiative. It creates a unique opportunity for the ecosystem of original equipment manufacturers (OEMs), original design manufacturers (ODMs), electronics design houses, motor and compressors manufacturers, and electronic contract manufacturers (EMS).

As a key electronics solution provider, Infineon India is poised to further the development of the local ecosystem. We have a dedicated team, supported by a well-equipped lab in Bangalore, to support the development of solutions for the OEMs. In addition we are building a network of preferred design house (PDH) partners offering complete solutions to interested OEMs. Pre-qualified, the PDHs are able to develop and test electronic solutions, work with appliance manufacturers to carry out field trials, manage iterations, and develop new features. This can help OEMs to reduce time-to-market and bring their new inverterized products to the market quickly, which in turn will support the Make in India initiative.

For a successful marketing strategy, it is important to understand the unique needs in India. Features and product quality and reliability are essential elements of brand recognition. Locally built electronics strengthen these elements as well as help immensely in time-to-market, managing cost, and building future roadmaps for product development. In September, CII held a seminar on inverterized appliance. Infineon and ecosystem players – motor/compressor manufacturers, design houses, contract manufacturers, OEMs and government bodies like EESL, BEE, BIS, and academia – came together and deliberated on fostering a closer co-operation. The Indian ecosystem can speed up developments to support the government plans of energy efficiency, reduction of imports, and Make in India.

With the focus on reliable and cost-effective solutions and faster time-to-market, we believe our partners have the right value proposition for the major players. Promoting the use of locally designed and manufactured products will definitely help the entire ecosystem.