BRANDED CONTENT: 'We aspire to be among the leading sensors and electro-mechanical products manufacturer'

Rotary Electronics Pvt Ltd (REPL) has been serving the industry since 1987. The company initiated its journey by indigenising electrical connectors (Radio Frequency & Low Frequency Connectors) for the telecom and defence sectors. In the early 90s, the company diversified its product range to include precision mechanical parts for the automotive industry as opportunities arose as a result of the government’s liberalisation policy.

In 2011, the company expanded its product portfolio to encompass sensors and electro-mechanical actuators for the Internal Combustion Engine (ICE) powertrain, aligning with the prevailing and upcoming regulatory requirements at that time. A robust strategy for staying competitive in the market has been done by investing in research and development work that the company thinks is crucial when looking to innovate and adapt to changing market dynamics.

The company’s R&D capabilities include product design, design verification through mechanical and electrical simulation, prototyping, product validation, and product lifecycle management. Currently the major business partners are automotive and off-highway OEMs and world class Tier-1 suppliers in the ICE powertrain field.

With increasingly stringent emissions regulations worldwide, there is a growing demand for advanced emission control solutions. The company's focus on developing emission-critical products underscores its dedication to meeting these regulatory requirements and helping customers comply with environmental standards.

Emission critical products like Oxygen sensors, NOx sensors, and Flex Fuel Sensors, reflects the commitment to remain at the forefront of technological advancements in the industry.

Which are the products that you make are bestsellers and why?

The conventional ICE powertrain sensors like water in fuel sensors, pressure and vacuum switches, position sensors, Speed sensors and fuel lift pumps are our bestsellers. In manufacturing, we boast dedicated sensor assembly lines that meet industry 4.0 requirements, as well as a state-of-the-art DC motor manufacturing line. These aspects ensure that we cater world class products to our customers at a very competitive price.

Why Rotary Electronics?

We are a one stop solution provider for a wide range of ICE powertrain related sensors and power train neutral sensors. The company's product portfolio incorporates a comprehensive array of sophisticated sensors & actuators, such as speed sensors, position sensors, temperature sensors, level sensors, Water in Fuel sensors, pressure sensors, pressure switches, solenoids, heaters, DC motors, fuel lift pumps, connectors and wiring harnesses. We are vertically integrated in terms of development and manufacturing processes that encompass two tool rooms and three state-of-the-art manufacturing facilities.

This allows us to customise the products to the customer requirements and have the flexibility to serve a variety of product-mix and volumes. The implementation of stringent emission regulations across the mobility sector augmented the use of sensors and actuators which further increased the prospects for our products. We are working closely with many major OEMs for introducing our sensors. The product line that we have established so far will drive our short-term growth.

With the increasing requirement on sustainability and the reduced demand for the ICE, how do you see these new developments help to achieve your growth plan?

Our sensor portfolio not only includes sensors for ICE but also powertrain neutral sensors which are common for all types of powertrains. This ensures that the product portfolio is resilient to dynamic market requirements. The High temperature co-fired ceramics (HTCC) manufacturing technology helps to diversify ourselves into fuel cells. That will be our next steps to fuel our growth for the future.

Are there plans to move into the EV business? Do you see potential in this evolving side of the mobility systems?

We commercially produced electric two-wheelers in 2007 under the brand name of El-Deere. The production was limited due to public acceptance at the time and the non-availability of advanced battery technologies. Currently, we are addressing the Electric vehicle market through the power train neutral sensors which we are already mass producing such as speed sensors, coolant level sensors, position sensors and the angle position sensors for the throttle position indication. Additionally for the EV segment we are in the development of BLDC motors with controllers upto a capacity of 9kW.

Your take on alternate fuels and Hydrogen?

We as a company strongly believe that hybrid powertrains and hydrogen powered vehicles will become strong contenders in the near future. The use of hydrogen to generate electricity using fuel cells requires the HTCC manufacturing technology, which we are already capable of and will help us in manufacturing the same.

What import substitute products are you making? How does the government’s focus on Make in India inspire your company?

The ceramic based sensors Oxygen, NOx and pressure sensors are the primary sensors we are looking at for import substitution. Currently, the government is recommending the OEMs to utilise the locally made products. We have enrolled ourselves into the Government’s initiative on Make in India through the MHI’s industry accelerator program for the development of Oxygen, NOx and Flex fuel sensors. We strongly believe that the government will incentivise localisation of these products. In view of which we have invested in state-of-the-art manufacturing equipment for the mass production of Oxygen and NOx sensors.

As many OEMs are increasing localised components in their products, how does your company fit in that ecosystem?

As the regulation is becoming stringent for emissions, the requirement for our sensors increases, to address the OBD Stage 2 emission norms which will drive a huge demand for the oxygen sensors from 25 million to 50 million in India, of which we are production ready. We are in the final stages of demonstrations of the Flex fuel sensor to address the Government of India’s inclination towards the flex fuel engines. This increased Oxygen sensor demand, and the new requirement of Flex fuel sensors will certainly benefit our growth.

What will drive the growth of your company? What are your expectations? What targets have you set?

We aspire to be among the leading sensors and electromechanical products manufacturer globally in the mobility sector. We target to touch a revenue of Rs 500 crores in the next three years. The Oxygen sensor and NOx sensor market size is Rs 3,500 crores across all mobility sectors in India, the make in India initiative and customer’s drive to localisation will help us achieve our target.