GE Digital, TVS-E, Hi-Rel in mktg. pact

BANGALORE: GE Digital Energy, one of the four sections of GE's Industrial Systems Division has announced its decision to market its range of Uninterrupted Power Supplies (UPS) and Advance Power Systems (APS) in India. The company has tied up with TVS electronics (TVS-E) and Hi-Rel Electronics to market its systems in India. The company would also be utilizing the services of its Power Control Section to market its systems in India.

The company's Digital Energy Section, which recently launched its Indian operations with a sales, support and marketing office in Bangalore, would also be targeting the markets in other South Asian countries with its UPS and APS systems. The company also has plans to go on an advertising and publicity spree to win more customers in the Indian and the South-Asian markets. GE, which introduced its UPS system range in India recently, is also in the process of introducing its new range of APS systems gradually into the Indian market. The company is primarily eyeing the call centers, telecom centers, hospitals and the Information Technology industry with its range of UPS and APS systems in India.

According to Yogesh Bhardwaj Country Sales Manager, GE Digital Energy, "The GE UPS system range are manufactured in Switzerland and Holland and the APS system range which was introduced by GE only about six months back are manufactured only in the US. Initially, we would be concentrating only on marketing UPS and APS systems but gradually depending on the volume of sales we achieve we may also start manufacturing UPS systems in India. Since APS systems is totally a new introduction by GE its manufacturing would be confined only to the US".

Elaborating on the to be introduced APS Systems by GE, Bhardwaj said, "The GE Digital Energy APS is a self-contained unit designed to provide essential (generator backed up power) and critical (UPS conditioned) power to mission critical facilities." He claimed that the APS system introduced by GE is a unique kind of system and is the one of its kind in the world.



Bhardwaj further claimed that the UPS system range is equipped with a unique Intelligent Energy Management capability to optimize energy costs while maintaining the highest possible reliability, which no other UPS systems offer. Site Pro and Lan Pro are amongst the range of a large number of UPS systems which have been introduced in India.

"We have tied up with TVS-E to address the low and medium end IT market with our UPS and APS systems and with Ahmedabad based Hi-Rel Electronics to address medium and high end UPS requirements. TVS-E has more than 400 dealers and about 100 service centers across the country and Hi-Rel electronics has around 20 offices across the country. Through their vast network, we would be able to make deep inroads into the vast Indian market. Simultaneously, we would be utilizing the services of GE Power Control systems (the manufacturers of switch gears) who have around 250 dealers across the country to market our UPS and APS Systems," Bhardwaj said.