Success Story in Commercial Refrigeration Space : Elanpro

As an MSME in the commercial refrigeration segment, Elanpro is a focused organization on innovative technology and advanced features. In an exclusive SMEStreet interaction with Mr. Sanjay Jain, Director, Elanpro focusing on company’s journey, and market trends, here are the edited excerpts:  

Q. What are the trends shaping the hospitality industry?

SANJAY JAIN: Indian Hospitality industry is expected to drive a major chunk of the commercial refrigeration equipment market. Continuous advancements in cooling technologies are motivating the need for efficient storage of perishable goods and energy-potent systems in the hospitality industry. Some trends that are here to stay are-: 

1. Energy efficiency at the Center Stage: With BEE rating coming into effect, we are expecting a continued focus on eco-friendliness of products. Energy-efficient appliances and water-saving equipment are key components of sustainable kitchens. Businesses want to save money while contributing to safer environment. Hence, operators are seeking equipment that reduces energy consumption, lowers operational costs, and minimizes environmental impact. 

2. Automation and smart tech: The integration of smart technology and automation is on the rise. We are witnessing demand for products that can be controlled remotely, monitor food safety, and provide associated data. These technologies enhance efficiency and improve food safety.

3. Focus on hygiene and food safety: Maintaining proper temperatures is vital for food safety. The commercial kitchen equipment market is evolving to place a strong focus on hygiene and food safety. The integration of technology, materials, and design features is helping kitchens meet the increasingly stringent standards and consumer expectations for food safety and cleanliness. These trends are not only essential for preventing foodborne illnesses but also for building trust with customers and regulatory authorities.

4. Rise of multifunctional, visually appealing equipment: More and more kitchens are adopting open concepts. Multifunctional kitchen equipment has gained popularity as it allows chefs and kitchen staff to perform multiple tasks with a single piece of equipment. This trend helps save space and streamline kitchen operations. Infact, there is a growing emphasis on visually appealing kitchen equipment. Sleek and modern designs that complement the aesthetics of the restaurant or kitchen have become essential. This includes not only the equipment's functionality but also its aesthetics.

Q. How does the company propose to contribute to the growth of the MSME sector in the coming years?

SANJAY JAIN: To contribute to the growth of MSME sector, we are implementing numerous strategies. We are currently working on various ways to collaborate with MSMEs on joint ventures, research projects, or product development. We also regularly share industry-specific knowledge and best practices. Apart from this, we provide opportunity for MSMEs to connect, collaborate, and learn from each other through forums as networking can lead to valuable partnerships and knowledge sharing.

Q: Please define the top priority product segments for Elanpro?

SANJAY JAIN: We have an array of products that help with storage, preservation and display of perishable and pharmaceutical products. We have been working on improved productivity, increased profitability and reduced carbon footprint for Hotel, Restaurant, Café, Bar, QSRs, retail f&B operators, pharma companies, pharma labs etc. 

Our primary product portfolio encapsulates chest freezers, Visi coolers, Display Refrigerators, reach-in refrigerators, beverage coolers and dispensers, ice machines, Countertops, wine coolers, vaccine refrigeratorsetc. apart from many more secondary refrigeration products.

With the aim of addressing the critical issues of food and medical waste, we acquired Thingif(y), an AI-enabled temperature monitoring system. Thingif(y) empowers users to monitor and control temperature, pressure, humidity, and volume in their environments, helping combat waste effectively. We are aggressively working towards developing a end-to-end portfolio for refrigeration needs. This led to acquisition of I Cold, a proficient cold storage solutions provider. 

We want to be positioned as an industry trailblazer in the realm of commercial refrigeration. 

Q. What was the turnover for FY 22-23. How did the company achieve this target? 

SANJAY JAIN: We clocked our highest-ever revenue of ₹ 220 crore for the financial year 2022-23. This is against ₹ 125.80 crore in the previous financial year, representing an annual growth of over 74 percent.

The workcation and staycation trend along with constant interest in domestic travel paved the way for strong growth opportunities. On the strategy front, we tried amalgamating our new acquisitions under one umbrella. Apart from that, we introduced our customers to a fresh brand identity which resonated with them. I believe these factors resulted in an increased purchase intent. 

Q. What are the new age cooling solutions provided by Elanpro?

SANJAY JAIN: We have been constantly striving to modernize. Keeping innovation at the crux of the new line up, we introduced a series of hi-tech and energy- efficient freezers, coolers and ice machines

Our ultra-modern comprehensive range for commercial kitchens is synonymous to sustainability and suitability. That’s why we re-introduced Elanpro Garbage Coolers to bolster our offerings. Designed to provide a solution to the problem of bacterial contamination and bad odour associated with food waste, this new product refrigerates the garbage and stops further decomposition until its final collection. Its functionality and attractive design make it indispensable for commercial kitchens and outlets which prepare and sell perishable food items.

Our new futuristic retail refrigeration range offers precise temperature control and abundant storage capacity essential for hyperpaced ice-cream, dairy and frozen food market. 

We also introduced Oran fresh with the aim of innovating the juicing experience.  It is a game-changing commercial juicer, poised to redefine the standards of juice extraction in the industry. This product harnesses the internationally patented, revolutionary juicing technology that guarantees the highest standards of hygiene and cleanliness. 

Apart from these, we have introduced a slew of cost-effective solutions designed to meet the impressive display and energy efficiency needs of the industry.  We are sure that these products will address the key challenges of space, productivity, hygiene and convenience.   

Q. Has the company enhanced its reach to other markets? Share more details on the international market penetration.

SANJAY JAIN: We adopted new marketing strategies for a sustained focus on the market. We are increasing our existing touchpoints. We are adopting an assertive strategy that not only involves expanding our footprint in major cities but also entails the development of robust regional infrastructure to intensify our focus on regional markets. 

Elanpro opened Experience Centers in Hyderabad, Chennai, Visakhapatnam and Kochi. Our plan is to continue the growth momentum by adding more experience centers. I believe, these efforts will help us boost our domestic market access.

On the global expansion font, we have been upping our efforts over the course of past few years. Elanpro entered Nepal market with products tailored for local consumers. However, our entry into the Nepal market faced initial setbacks due to the COVID-19 pandemic. But by the second quarter of 2021, the company saw a positive momentum of demand. The investment in Nepal added a high-growth engine not only to Elanpro as a company but also its dealer in the market. 

We then developed a strategic expansion plan and successfully entered other markets including Singapore and Bhutan. This initiative led to a significant increase in our customer base and revenue streams. We want to leverage the large commercial equipment ecosystem in the Asian and Middle Eastern subcontinent. 

We are working on various other market strategies such as exporting, joint ventures, franchising etc. We hope to see results of these efforts in the new financial year. 

Q. Describe your journey as an entrepreneur. What was your inspiration behind setting up your organization?

SANJAY JAIN: During my tenure at renowned commercial refrigeration company, I encountered a perplexing situation. A known international pharmaceutical firm sought a domestic refrigerator for sensitive medical products, overlooking the need for precise temperature and humidity control in India's climate. Recognizing the lack of awareness regarding specific storage requirements for pharmaceuticals and food items, I conducted market research. It was quite insightful. There was an opportunity to address the gap by offering tailored refrigeration products designed for Indian conditions. Inspired to make meaningful impact, I embarked on an entrepreneurial journey. I envisioned a company that not only developed innovative products but also educated clients about critical importance of appropriate storage solutions.