It has been a 3-decade journey for PPFL. What are Prince Pipes; Core Values
that have been passed across 3 generations of entrepreneurs?
The journey that started in 1987 continues to be gratifying and exciting. Over the years,
PPFL has emerged as one of India’s largest & fastest growing multi polymer processing
company providing integrated piping solutions.
Our core values are the way of life at PRINCE. A strong system-based approach has
ensured transparency and reflected in every aspect of the business.
Also being a compassionate corporate citizen and promoting societal welfare – have
been very fundamental traits carried forward across generations. These aspects remain
unchanged and drive us to develop global expertise to offer best-in-class products and
build a value creating business.
The one thing that is common across generations has been passion for this business. All
our strategic efforts towards business growth and expansion are guided by our core
values centring on ethics and integrity.\
• The Indian Pipes and Fittings market has been growing at a CAGR of 10-12% and
expected to grow faster. What are the growth drivers? And With growing
competition, how does Prince Pipes differentiate itself from the competition?
India continues to be in a precarious situation with around 600 million facing high to
extreme stress over water.
The Government of India has undertaken timely efforts recognizing the urgent need to
address the safe water transportation issues. Initiatives including Swachh Bharat Mission
– to achieve universal sanitation coverage and awareness creation, Amrut – providing
basic civic amenities like water supply, sewerage and improve overall quality of life and
Smart City Mission – to drive economic growth and improve the quality of life.
We continue to expand our distribution network and reach across urban, semi-urban,
and rural India and our growth strategy of ‘Winning in many India’s has been playing out
well. It establishes our differentiation within the industry while enabling us to expand
market share. We have also been able to offer world class product quality by integrating
newer technology and enhancing our manufacturing efficiencies.
With several drivers that have compelled industry consolidation, we are very
aggressively leveraging such opportunities by studying consumer preferences, investing
in brand awareness, premiumization and market education. All these initiatives are
already delivering strong outcomes in riding the shift from the unorganized to organised
play.
Other key factors such as rapid urbanization which we believe will continue to drive
demand, also signals the importance of new market penetration and making new in-
roads for our wide bouquet of products already available.
Leveraging both strong head and tail winds, Prince Pipes has focused on building very
strong capabilities in manufacturing, product innovation and diversification and forging
global alliances for quality enhancement and technical knowledge. All these strategic
growth efforts continue to sharpen our competitive edge.
• Can you define the plans for the future in terms of Expansion and Growth?
All our strategic efforts undertaken are now delivering visible results. We have always
remained ahead of the curve as in 2008 we were the 1st company to venture into North
India and established a plat at Haridwar, in 2012 we acquired the Chennai and Kolhapur
plant, in 2014 PPFL was an early mover into Eastern India with a unique asset light
model. Subsequently in 2020-21 our association with Lubrizol – the inventors & largest
producers of CPVC compound in the world, to market the brand under the Prince
Flow guard Plus has been gaining ground strongly and in 2021 we also inaugurated our
7th manufacturing facility in Telangana to address the Southern markets. All these
strategic efforts continue to augment our growth plans, also supplemented by the
consolidation within the industry, as well as our high decibel targeted branding and
marketing initiatives.
In addition to leveraging the opportunity to cross sell PVC and CPVC systems, our focus
is now on the secondary retail network. We are the first in the industry to launch Udaan a
loyalty program for retailers and plumbers through which we have been able to build a
strong connect with retailers and plumbers across the country. We are ramping up
investments in technology to strengthen Udaan. This will help us to increase the visibility
and accuracy of plumber level data and help us to intelligently use a data driven pull
system of sales rather than a conventional push system. Product expansion, project
forays and team building are other pillars of growth that in process of being explored.
We recently launched water tanks majorly on asset light model & products pertaining to
Industry & Project network shall also be in focus……
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