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INTERVIEW

“We will launch 10 products for hospitality & retail”
Monday, 20 March, 2023, 08 : 00 AM [IST]
Elanpro has been working towards becoming a holistic solutions provider for the food and beverage industry and the company has invested in I-cold Refrigeration and Thingify Solutions to strengthen offerings and bring more to the table. Sanjay Jain, director, Elanpro, speaks with Ashwani Maindola on the company’s strategic expansion plans and more. Excerpts:

Strategic expansion plans: The company wants to leverage the large commercial equipment ecosystem in the Asian and Middle Eastern subcontinent and continue to focus on these markets. Elaborate (with respect to the food and beverage industry).
As per the Allied Market Research, Asia & MENA Industrial Refrigeration Market will reach $16.35 billion by 2030. These markets are witnessing an increased demand for retail and FMCG food along with juices and flavoured beverages. Apart from that, the new reforms and policies and increased tourism after a hiatus due to Covid have reshaped the Middle Eastern and Asian markets.

We recently forayed in Nepal and Bhutan to capture the increasing demand for refrigeration solutions. Elanpro plans to inject a significant part of its annual revenues to capture a sizeable market in both the countries. We also developed a robust distribution set up for our cold storage solutions in Saudi Arabia.

In a nutshell, the company is currently trying to balance strategic expansion with creative solution to drive Elanpro’s growth in the Asian and Middle Eastern markets.

What are the recent acquisitions by Elanpro and how is your aim to provide holistic solutions getting boost?
We are constantly working towards becoming a holistic solutions provider for food and beverage industry with a comprehensive approach. We invested in I-cold Refrigeration and Thingify Solutions to strengthen our offerings and bring more to the table, especially for our customers who believe in our products. The move was designed to demonstrate our company’s continuous efforts to add solutions that are need of the hour.

We entered the cold chain storage solutions market with I-cold. We have taken a majority stake in the company. This investment is aimed to strengthen our business objective.

Additionally, we wanted to keep abreast with the new-age technology. We acquired technology start-up ‘Thingify’ because as a commercial refrigeration company we strive to bring the best technology for food safety and increased RoI. With Thingify, we intend to develop a comprehensive solution for data monitoring that can help with real-time decision making.

We intend to expand our reach in the market. Currently, we are working on R&D to solidify these acquisitions.
 
New Identity: Emphasising on consolidation, Elanpro recently unveiled its mascot- Frozo. The company also introduced a new logo and tagline to amalgamate latest acquisitions, Elaborate.
We have been working on creating a relatable and noticeable brand image. We renewed our logo and tagline to connect better with our target audience. The new defined logo supported by a strong tagline – ‘The Commercial Refrigeration Experts’ embodies brand’s quality of delivering innovative, world-class and consistent quality products.
Furthermore, we introduced our brand mascot - Frozo to align the recent acquisitions. An expert who is reliable, up-to-date and helpful, Elanpro’s brand mascot - Frozo is a polar bear in brand’s colour scheme of white & blue.  Frozo’s name was selected by 40,000 fans who joined ‘Name the Mascot’ campaign on company’s social media page.

Bringing a comprehensive familiarity to Elanpro, our new brand positioning will speak directly to our stakeholder, employees and customers. These developments reflect on company’s efforts to keep the core message at heart while working on the new positioning.
 
Enhancing its regional footprint: The company recently opened Experience Centres in Hyderabad, Chennai, Visakhapatnam and Kochi. How Elanpro plans to continue its local growth route and any plans for the rest of India?
The company plans to continue the growth momentum by adding more experience centres. We plan to open 50 more experience centres by 2025. Apart from this, our Experience Centers will offer top-notch customer service. The company also plans to upskill workers for better service.

We are not only expanding our presence in the major cities but also developing an impressive infrastructure for enhanced focus on the regional market.

How do you see the competition and how Elanpro fares through Indian Consumers’ expectations?
It is good to have competition as it motivates us to bring the best technology apt for Indian weather conditions. We have been constantly working towards bringing state-of-art technology for our esteemed clientele. We work closely with our clients to understand their requirements and develop solutions accordingly.

We look forward to sustain our brand loyalty and trust which is also the main thrust of the working of Elanpro.

What new products will be showcased?
We constantly strive to modernise. Our new launches will be addressing the key challenges of space, utility, productivity and convenience.

We will introduce a professional range of coolers for the refrigerated storage of food waste. Elanpro Garbage Cooler refrigerates the garbage and stops further decomposition until its final collection. A user-friendly product, energy-efficient, versatile, reliable and easy to maintain product, the product is ideal for restaurants and commercial kitchens, as well as shops, which prepare and/or sell perishable food items.

We plan to launch 10 products catering to hospitality and retail industry. Our new launches will be ideal for hotels, restaurants, bars, cafes, ice cream parlours, small outlets offering specialised food and beverage outlets, supermarkets and food and beverage retail outlets

All the new launches are HACCP and FSSAI certified conforming public health requirements set forth in India.
 
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