Industrial Automation Magazine India

Rebranding an Icon L&T Switchgear Becomes Lauritz Knudsen

Published on : Sunday 09-06-2024

Redefining excellence in India’s electrical solutions landscape through latest innovations designed and manufactured in India.

The venue was Yashobhoomi – India’s largest convention and exhibition centre at Dwarka in Delhi. Close to 2000 guests had assembled to witness the grand ceremony, the rebranding of the iconic L&T Switchgear to a brand new identity – Lauritz Knudsen Electrical and Automation. With that, what began in 2020 with the acquisition of L&T’s Electrical and Automation (L&T E&A) business by the Schneider Electric Group is now complete. A press release issued on the occasion mentions the 70+ years legacy of the L&T Switchgear brand, and how it will now move forward with an even stronger customer focus as Lauritz Knudsen is poised to fortify its core LV and MV Business. This, it plans to execute by continuing to build capabilities in areas like the new energy landscape encompassing renewables power generation and e-mobility solutions, serving varied segments including infrastructure, industries, buildings, homes, and agriculture.

Speaking at the launch, Mr Peter Herweck, Chief Executive Officer at Schneider Electric, underscored Lauritz Knudsen's pivotal role in driving innovation while enhancing global competitiveness. “Lauritz Knudsen's vision prioritises innovation and excellence, aligning closely with India’s growth story. Lauritz Knudsen aims to strategically invest approximately INR 850 crore over the next three years, further establishing its role as a significant player in India's rapid growth trajectory in the electrical sector.”

Mr Deepak Sharma, Zone President – Greater India, MD & CEO of Schneider Electric India, said, “As we embrace the ‘Two Brands Two Sales’ strategy in India with Schneider Electric and Lauritz Knudsen brands, our aim will be to make an even stronger contribution in the transformative journey of India by offering unparalleled choices for our customers. We will continue to Listen, Partner, and Innovate for a Viksit Bharat."

‘Two Brands Two Sales’ strategy

Apparently, the strategy of bringing ‘Two Brands, Two Sales’ is part of the process of integration of the L&T Switchgear business in the Schneider Electric Group. As Deepak Sharma said during the media interaction, “When we acquired this business, a strategic decision was taken at the group level to maintain the separate identity. The customers know better what they want. Our job as a technology provider is to bring technologies to our customers. Big brands have their unique value propositions and very strong fit for certain segments. So we bring those values back to the customers and we want to maintain that system. Our job is to solve their problems.”

“This is an important day for us. It's an important day for the electrical world in India because trust has a new name – Trust is equal to Lauritz Knudsen in India. We've been working, and the team has been working for several years to the day today where we unleashed the brand,” said Peter Herweck. “Exactly today, 70 years ago, L&T launched the first product in India – the direct online starter, the MK1, that has now been rebranded as Lauritz Knudsen MK1 – a new product building on the legacy that has been created and many more as we're digitising the portfolio in that respect. As the country modernises the infrastructure, there will be a huge hunger and need for energy, for renewable energy, meaning for electricity. Electricity is the most efficient secondary form of energy that is there. That's why it's important to launch today the new name of trust in the electrical world in India. And we've committed to keep the two brands and we will because they address different markets, different partners and different clients. And it is important to give a choice to our customers,” he added. 

India – A growing market

India is on the cusp of a giant leap on the global stage with its growing stature as one of the largest consumer markets, and the third largest producer of electricity in the world, besides other humongous achievements.

“India is very important to us and the market is very important to us. The potential is big. It's also important for the Schneider Group globally because for us, India is not only one of the most vibrant and largest markets that we have globally, but it is also from an economic perspective one of the significant countries in the world with the highest GDP growth – a GDP growth that will of course need electrification in every home. So our commitment to the country, to the growth story, to electrification continues to be true. And that's why we look forward into the future with the incremental investment we're putting into the country. I said to colleagues, the sky's the limit,” said Peter Herweck during his interaction with the media.

Referring to the power sector, Deepak Sharma said, “Lauritz Knudsen is well positioned to cater to the diverse customer needs and the segments we follow in the country. What we are also bringing is how we digitise the power sector as per the commitment and the initiative of the Government of India to build a digital and sustainable ecosystem. So with this, we are also adding our digital suite, a digital solution SmartComm, which will help our customers to bring the whole digital story of managing an asset, a building, a hospital, a metro, an airport or people of our community or our country which are farmers and actually digitising every market of the country.”

The Lauritz Knudsen  SmartComm EMS is a cutting-edge Energy Management Software designed to revolutionise the way energy consumption may be monitored and optimised. SmartComm EMS is more than software – it’s a complete solution that aligns with the organisation's energy goals.

Going forward

With the commitment to invest INR 840 crore over the next 3 years, Lauritz Knudsen has a clear strategy mapped out in terms of fast deployment of capital in order to bring more manufacturing – enhanced manufacturing and enhanced R&D. “I think in totality, we have about 500 R&D engineers working just for Lauritz Knudsen. From that perspective, we are very enthusiastic about the launch of not only the brand, but the launch of the products. As can be seen at the demonstration centre, every single product on display there is not only newly branded, but has incremental functionality, incremental trust levers to the clients.  Now that's where we want to go, because trust has a new name in India – Lauritz Knudsen,” reiterated Peter Herweck.

The Lauritz Knudsen brand in India boasts a robust manufacturing footprint spanning 2.1 million square feet of state-of-the-art factories, coupled with a nationwide presence encompassing 33+ offices across 500+ cities. Exports have grown during the last four years, now spanning 30 countries, up from the ten covered earlier. As one of India's largest electrical players, it remains committed to nurturing talent and fostering skill development, and has trained over 400,000 professionals through its six strategically located training centres in Pune, Delhi, Vadodara, Lucknow, Coonoor, and Kolkata. The solutions power major marquee projects and infrastructure of the country including power plants, refineries, water and waste water management, airports, metro, offices, stadiums, universities, hospitals and more.

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