Bajaj Electricals Embarks on Aggressive Growth Journey with Oracle

Company Implementing Oracle Applications and Business Intelligence Capabilities to Promote Greater Customer Interaction and Better Demand Planning

New Delhi, India – February 25, 2009

News Facts

Bajaj Electricals Limited (BEL), the USD 350 million Indian company, has announced that it has invested in Oracle Applications and Oracle Business Intelligence to power its aggressive growth over the next few years
Bajaj Electricals manufactures and markets fans, lighting, luminaires, and has business interests in engineering projects, power transmission and rural electrification. The company operates in India and several other countries through 19 branch offices, 600+ distributors, 5000+ dealers, 230 customer care centres and 250, 000 retail outlets. The brand is also exported to over 15 countries.
BEL recently restructured its business and has adopted several new modern management practices. A new IT infrastructure, which includes cutting edge applications from Oracle, is being deployed to help the company’s management gain greater visibility into, and control of, its distribution and supply chain networks.
BEL has been successfully relying on Oracle’s JD Edwards EnterpriseOne in its manufacturing plants since 2000.
BEL is currently implementing the Oracle E-Business Suite for better transaction processing, and Oracle’s Siebel CRM to streamline sales automation, service pricing and channel management processes. Additionally, Oracle’s Demantra and Oracle Advanced Supply Chain Planning will be deployed for demand planning and demand management capabilities, and Oracle Business Intelligence for better decision- making.
Oracle Consulting is the implementation partner for the Oracle solutions at BEL. The first phase of this implementation is expected to be complete by April 2009.
In 2009, BEL plans to implement Oracle’s Agile Product Lifecycle Management (PLM).
With these implementations, BEL expects to create an accurate forecasting system for its electrical products, revamp its supply chain network and make itself more agile and interact better with its customers.
As a result of these implementations and the shared and standardized processes at BEL, the company’s customers can expect faster and consistent responses. Customers will also benefit from supply chain efficiencies, which could result in better product pricing.

Better Demand Management with Oracle’s Demantra

Demantra enables customers to predict demand for new products based on the past history of similar products. The offering can also help determine any market cannibalization impact that will help BEL improve service levels during new product launches and better control on inventory levels.
The workflow and audit capabilities within Demantra can help BEL with real-time collaboration for consensus forecasting, managing compliance for forecast changes and managing exceptions in real-time.
BEL expects to achieve the following benefits from the implementation of Demantra:
Reduction in cycle time for sales and operation planning
Improved forecast accuracy leading to reduction in inventory and improvement in service levels
Demand driven supply planning and real-time monitoring leading to improved responsiveness to demand changes
Better understanding of promotions to understand the impact on demand
Centralized view for top management to view real-time sales plan performance by all lines of business and re-plan for exceptions.

Supporting Quotes

“Technology is critical in ensuring our efficiency, competitiveness and ability to adapt to dynamic needs. To meet these challenges, we have initiated the implementation of a powerful IT applications platform from Oracle encompassing demand management, customer relationship management and other business processes,” said Shekhar Bajaj, CMD of Bajaj Electricals Limited.
“We are witnessing significant growth and have ambitious growth plans. We chose to associate with Oracle, the market leader in consumer goods for our expansion plans as it will enable us to meet the complex business challenges of growing our brand equity, optimizing the trade relations and improving our operational excellence” said R Ramakrishnan, Executive Director, Bajaj Electricals Limited.
“We are happy to associate with Bajaj Electricals Limited, a leading player in the consumer durables industry in India. The Oracle solutions for the consumer goods industry delivers a powerful combination of technology and comprehensive, pre-integrated business applications, including key functionality built specifically for the consumer goods industry. We expect Oracle to help Bajaj Electricals compete more effectively in the rapidly growing and globalized market,” said Sujit Sahu, Director, Supply Chain, Oracle Asia Pacific.

Supporting resources

Oracle consumer goods applications
JD Edwards EnterpriseOne
Customer success stories
Siebel CRM
Demantra
Oracle E-Business Suite
Agile

About Bajaj Electricals Limited (BEL)
Bajaj Electricals Limited (BEL) is a part of the Rs. 20000 crore “Bajaj Group” who are in the business of steel, sugar, two wheelers & three wheelers besides an impressive range of consumer electrical products. BEL is a 70 year old company with a turnover of over Rs. 1404 crores aiming to be a Rs. 2001 crore company in the next couple of years.

BEL has 19 branch offices, a chain of 600 distributors, 3000 authorized dealers, over 2,50,000 retail outlets and over 230 service franchises spread across the country. BEL today has six major strategic business units comprising home appliances, fans, lighting, luminaires, Morphy Richards and engineering & projects. BEL is also in the business of manufacturing, erection and commissioning of Transmission Line Towers, Telecom Towers, Mobile Telecom Towers and Wind Energy Towers. Export of all BEL’s products except of its engineering and projects business unit is taken care of by group company Bajaj International Pvt. Ltd. For more information, please visit http://www.bajajelectricals.com/

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