RR Kabel Favors Ethical Branding; Aims to Fortify Its Strong Global Identity and Domestic Reach

RR Kabel’s top ranking in India is complemented by an unmatched international presence, exceeding that of its Indian peers with over 50 certifications. Expanding its high-tension cable range to 132 kV, the company has launched the FIREX LS0H-EBXL, a safer, low-smoke, zero-halogen, electron beam cross-linked home-wiring solution with a class 2 conductor. This exclusive Wire & Cable India interview features RR Kabel’s Managing Director & RR Global’s President, Mr. Shreegopal Kabra, and Director, RR Global, Mrs. Kirti Kabra, discussing their company’s focus on quality, safety, and innovation. The conversation touched upon their perspectives on global expansion, branding, future growth, and bolstering RR Kabel’s standing in the industry.

Wire & Cable India: RR Kabel is coming up with a new product line. Please tell us about it.

Shreegopal Kabra: We are consistently adding new product categories, as innovation is key at RR Kabel. Recently, we launched a low-smoke, zero-halogen, electron beam cross-linked (LS0H-EBXL) cable with a class 2 conductor, which we named FIREX LS0H-EBXL, emphasizing 10 times more safety. This new product, a highlight of our home wiring solutions, can withstand temperatures up to 900°C.

In high-tension (HT) cables, we initially offered up to 11 kV, then expanded to 30 kV, and now we have reached 66 kV. By the end of this calendar year, we will be manufacturing cables up to 132 kV.

WCI: How has BIS compliance affected RR Kabel’s business and the Indian market?

SGK: In the domestic sector, the government has made the Bureau of Indian Standards (BIS) compliance mandatory, which is a positive step. We have been producing solar wires for nearly 10 to 12 years, but due to a limited demand from buyers who prioritize quality, we encountered difficulties in selling them in the domestic market. With BIS compliance being mandatory, there is an increasing demand for quality products. However, the transition is still ongoing.

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WCI: What goes behind making a world-class product?

SGK: The original vision of RR Kabel was to manufacture world-class products and create a loyal customer base. Globally, as is the usual trend, the industry moves from being unorganized to becoming organized, then to branded products, and finally to consumer trust. For us, safety is paramount, and people should not compromise on it.

We refuse to compromise on quality. RR Kabel is the only company with over 50 international certifications from a single factory. From a small start, we’ve seen significant expansion in the last 25 years. Our global vision sets us apart.

WCI: What is RR Kabel’s global footprint, and how do you plan to sustain it?

SGK: Today, we are India’s largest wire and cable exporter and are involved in many prestigious international projects. Currently, 72 percent of our business is domestic, and 28 percent is export. We are well known for quality products in European and MENA countries, and our focus is to sustain this growth responsibly.

WCI: What are the efforts your team is putting up to ensure that you keep on strengthening the brand?

Kirti Kabra: We are quality-conscious and want to deliver the safest and best products to the market. When you have quality, communication becomes easier. We prioritize ethical branding, creating awareness, educating the consumers, and valuing honesty and transparency above over-commitment.

Our branding starts with the name itself, RR Kabel, where we opted for the German word “Kabel” for cable, reinforcing our dedication to high engineering and quality standards. Using “Kabel” in the company’s name is more than just a language choice. It reflects RR Kabel’s firm commitment to quality and its mission to provide safe and reliable electrical solutions worldwide. Further, selecting the appropriate brand ambassador to convey our quality-conscious image was key. Bringing Akshay Kumar on board as our brand ambassador has significantly strengthened our messaging, reinforcing our focus on a more authentic, and relatable brand image.

Recently, we invited him to our manufacturing facility in Waghodia, an industry first in the electrical sector, as we are not a consumer-facing brand. He observed quality control and testing in real-time. The communication we built around this visit was unscripted, transparent, and well-received. As for our work in overseas markets, our certifications speak for themselves.

WCI: Could you share more about your branding strategy?

KK: Branding is about timing, audience, and communication. Initially, as Ram Ratna Group, we realized we needed a global identity. Changing from Ram Ratna Group to RR Global enabled us to communicate our global presence.

We developed strategic communication campaigns, starting with a one-minute film. Then, we brought in Akshay Kumar as our brand ambassador. Our sponsorship of sporting events follows the same logic, i.e., reaching the right audience with the right messaging at the right time.

WCI: The industry faces various challenges regarding compliance and safety. How do you advocate for quality in the sector?

SGK: I urge my peers, builders, contractors, and consultants not to compromise on quality. This applies not just to wires and cables but to the entire electrical industry.

Buyers should demand quality assurance from suppliers, ensuring all raw materials meet world-class standards. Developers, contractors, and stakeholders in major projects such as hotels, hospitals, and monuments must take responsibility for using BIS-compliant products. They should adhere to the National Building Code (NBC) and National Electrical Code (NEC) guidelines.

KK: Wires and cables are complex products. The average person can’t understand the difference in quality.This falls under the purview of experts: consultants, contractors, engineers, etc. As manufacturers, we accept moral responsibility, even though it’s not legally mandated. We focus on building awareness of genuine product quality. Manufacturers are bound to comply if industry professionals insist on quality products. Safety is something consumers value and are willing to pay for; why should they not?

SGK: Consumers are not receiving their money’s worth as low-quality products and practices are not beneficial to them. In the year 2000, during the dot-com boom, I had said that whenever the focus shifts from value-based business to valuation-based business, the foundation weakens. We are witnessing the same in India. Many listed companies inflate their share prices through artificial valuation tactics rather than through genuine profitability. Consumers are the ones who suffer as a result. First, they use poor material, then they have to replace it, and the cycle continues. This unsustainable approach ultimately hurts the end user.

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WCI: What are the RR Kabel’s plans and ultimate vision?

SGK: We are expanding our capacity. Being a listed company, we announce our plans quarterly when we report our financials. A key focus area for us is expanding the domestic market for solar cables. Although our solar wire production spans over ten years, India’s uptake remained slow owing to a shortage of buyers prioritizing quality. Now that BIS compliance is mandatory, we’re witnessing a shift and significant potential in this sector. We are strengthening our production and distribution network to cater to the increasing demand for high-quality, BIS-compliant solar cables.

Furthermore, we’re expanding our high-tension cable production to include cables up to 132 kV. The expansion directly responds to the increasing need for high-performance cables across infrastructure, power, and industrial applications. We aim to be the go-to supplier for large-scale projects that use advanced cable technology.

Our ultimate vision is to strengthen our position as a globally trusted leader in the wire and cable industry. As stated, our business is 72 percent domestic and 28 percent export, and we operate across countries. Our focus is on expanding sustainably, ensuring consistent growth while maintaining the highest standards of quality and reliability worldwide.