Sakshi Gupta is the Director of Marketing and Business Development at Litmus Industries Limited and has been serving in the company since the last two years. In this role, she focuses on driving the company’s long-term growth by identifying emerging market opportunities, fostering strategic partnerships, and ensuring the products adhere to the highest quality standards. Her aim is to position Litmus Industries as a leader in its field with consistently delivering value to customers. The HRM Nepal caught up with Gupta to learn how Litmus Industries has been competitively growing in the Nepali market over the years. Excerpts:
Q: How is Litmus Cables positioning its brand in the Nepali market?
A: Litmus is synonymous with quality. Our mission is to position Litmus as the safest choice for wires and cables in Nepal. We are committed to never compromising on quality; we source our raw materials from reputable global suppliers and ensure our manufacturing processes comply with international standards. Our operational framework is dedicated to delivering excellence, supported by a skilled team of quality assurance and control specialists who meticulously oversee every aspect of production. Ultimately, our goal is to make Litmus Cables a trusted household name among consumers in Nepal.
Q: Could you please share your reflections of becoming a leading cable manufacturing company in Nepal?
A: Becoming a leading player in Nepal’s wires and cables industry has been a rewarding journey that highlights our commitment to quality and innovation. I am proud of the strong relationships we have built with customers, as their feedback has helped us continuously improve our products. We believe that constant innovation, research, and effective communication are essential for leadership. Our philosophy of ‘Forward Together’ underscores that an organisation flourishes when it uplifts its people and community.
As we grow, we remain dedicated to sustainable practices and making a positive impact. Ultimately, we aim to inspire trust and reliability, ensuring that Litmus Cables is synonymous with safety and quality in every household in Nepal.
Q: What type of culture and strategy are you promoting in the industry and what is the unique selling proposition of Litmus Cables?
A: As a leader in Nepal’s wires and cables industry, Litmus fosters a culture of quality, innovation and collaboration. Our commitment to excellence drives continuous improvement in our products and processes, utilising cutting-edge technology and rigorous quality assurance to meet the highest safety standards.
Our unique selling proposition is our diverse product range essential for the country’s electrification, including house wiring and conductors that transport electricity from the hydropower projects to substations. Our meticulously bunched products ensure smooth electricity flow, while double-coated insulation and precise centering enhance safety and reduce fire risks. Additionally, our products feature a glossy finish for easy installation.
With test certificates from respected labs like KEMA Netherlands and CPRI, we guarantee reliability and safety. Our strategy emphasises pioneering new products and staying ahead of industry trends while prioritising quality over price competition, aiming to set new standards in the cable industry.
Q: Have you observed a significant change in consumer brand awareness and choice impacting sales of your product over the years?
A: Yes, definitely. We have observed a notable shift at Litmus. Two years ago, a survey indicated that 97% of consumers were unaware of the quality of wires and the risks associated with using inferior products. In response, we launched an awareness campaign called Maha-Abhiyan (Mega Campaign), which has educated over 15,000 stakeholders across the country on the importance of high-quality wires and cables. As a result of these efforts, we achieved a remarkable 45% increase in sales last fiscal year, while the overall industry declined by 27%.
Q: Given Litmus Cables’ growing market dominance, what are your key strategies for positioning your product as the consumers’ preferred choice?
A: Our business mantra focuses on three key principles: Quality, Customer Education and Innovation. We are committed to producing high-quality, reliable cables by using superior materials and maintaining strict quality control. We also prioritise educating consumers through initiatives like our Maha-Abhiyan campaign, which highlights the importance of choosing quality wires for long-term safety and performance. Additionally, we continuously innovate by expanding our product range to meet evolving needs of the country. By emphasising these principles, we aim to build trust and position Litmus as the preferred choice for quality wires and cables in Nepal.
Q: What steps is Litmus taking to enhance its product offerings in the near future?
A: Yes, we are expanding our product lineup. Last year, we launched EcoWire-ZH, Nepal’s only zero-halogen wire, which is currently the safest option available in the market. We also manufactured 400 kV ACSR Moose conductors for the first time in Nepal, which previously had to be imported. Soon, we will begin producing XLPE-covered conductors to enhance the transmission and distribution infrastructure in Nepal.
Looking ahead, we plan to introduce more products, such as medium-voltage covered conductors and High-Temperature Low Sag Conductors (HTLS) to support import substitution and make Nepal self-sufficient in wires and cables. Additionally, we are exploring the possibility of entering the FMEG market, and research is underway in that area.
Q: How does Litmus contribute to the ‘Make in Nepal – Swadeshi’ initiative?
A: Litmus has been a proud member of the Swadeshi campaign since its inception. As an industry leader, we take great pride in contributing to our economy by substituting imports and fostering self-sufficiency in wires and cables. Our vision goes beyond just manufacturing and supplying high-quality products; we are dedicated to creating employment opportunities and ensuring that Nepal becomes self-reliant in the wires and cables sector.
Q: Along with rapid electrification and ongoing transmission and distribution enhancement, there is a huge opportunity for your company. How have you planned to grab that opportunity?
A: Nepal has significant potential for hydropower production, with an estimated capacity of approximately 83,000 MW, of which 45,000 MW is economically and technically viable. Currently, we are generating around 2,900 MW. By focusing on expanding hydropower generation, we can significantly boost our economy.
Nepal has already begun exporting electricity to India and is planning to start exports to Bangladesh. With rapid electrification, the infrastructure for transmission and distribution lines is equally crucial as hydropower production and supply. We are actively collaborating with Nepal Electricity Authority to strengthen this infrastructure. Our commitment to enhancing our product offerings will support these developments and contribute to the country’s electrification goals.
Q: What are the key milestones of your company in business development?
A: Two years ago, we conducted a survey that showed 97% of key stakeholders in the wires and cables industry lacked awareness about quality standards. In response, we launched the Maha-Abhiyan campaign, educating around 15,000 individuals on the importance of using quality wires and the risks of substandard products.
A significant milestone for us was the launch of EcoWire-ZH, Nepal’s first halogen-free wire. While many countries have adopted mandatory ZH cables, there was little awareness of this in Nepal. Our market research identified this gap, leading to EcoWire’s introduction as the first and only zero-halogen wire in the country, promoting both safety and environmental responsibility.
Q: How are you leveraging technological advancements and innovation to enhance product quality and manufacturing processes in your company?
A: We firmly believe in product excellence, which can only be achieved through smooth processes, a strong commitment to quality, and the use of high-quality raw materials. Superior technology is essential to ensure that our products meet the highest standards.
In 2020, we undertook a significant upgrade at our Butwal facility to adopt cutting-edge German technology and enhance our manufacturing capacity. This technology is utilised by many renowned wire and cable brands worldwide, enabling us to produce world-class products that align with global standards.
Q: Could you please tell us about your CSR initiatives?
A: At Litmus, a Ramesh Corp entity, we are committed to making a positive impact through our CSR initiatives. One of our key programmes is the Ramesh Gupta Memorial Trust, which focuses on assisting children from underprivileged backgrounds who are suffering from cancer. We provide both financial and physical support to help the families access necessary treatments. To date, we have supported over 38 children and their families.
