### **Overview** Sunrise Efficient Marketing Limited (SEML), incorporated as a Public Limited Company in 2021, is a leading distributor and solution provider of energy-efficient industrial products and automation solutions in India. Headquartered in Surat, Gujarat, the company serves over 15,000 customers across industrial, commercial, and agricultural sectors. Under the leadership of Managing Director Mr. Lejas Desai and Whole Time Director Mr. HK Shah (former GM of Bharat Bijlee Ltd), SEML has evolved from a regional distributor into a nationally recognized name in industrial energy efficiency. SEML operates with ISO 9001:2015 certification and emphasizes **on-time, single-stroke delivery**, **customer reliability**, and **technological innovation**, positioning itself as a one-stop solution for industrial needs. --- ### **Core Business & Product Portfolio** SEML functions as a trader, distributor, super stockist, and authorized dealer for more than 10 leading brands across multiple verticals: #### **Key Brands & Partnerships:** - **Electric Motors:** Bharat Bijlee Ltd (BBL), Crompton Motors, CG Power - **Gearboxes:** Elecon Gears, Redicon Power Build, Premium Transmission - **Pumps:** Kirloskar Brothers Ltd (KBL) – industrial, fire, and agricultural series; Lubi Pumps (Industrial Division) - **VFDs & Automation:** Yaskawa (authorized partner), KEB (Germany) - **Lubricants:** Gulf Oil Lubricants, GS-Caltex (industrial and automotive) - **Wires & Cables:** Polycab Wires (exclusive dealership in South Gujarat) - **Lighting:** Crompton Greaves Lighting - **Ventilation:** Kruger Ventilation (strategic partnership) - **FMCG:** PepsiCo India (until expansion focus shifted) #### **Recent Additions (2023–2025):** - Redicon Power Build Gearboxes - Elecon Gears - Kirloskar Brothers pumps (across domestic, agricultural, and industrial lines) - Lubi Pumps Industrial Division - Crompton Motors - GS-Caltex Lubricants - Polycab Wires - Kruger Ventilation (industrial fans) --- ### **Own Manufacturing & Brand: Syncroplus+** SEML transitioned from pure distribution to **manufacturing** in 2020, launching its own brand of high-efficiency motors: **Syncroplus+**. These motors include: - **IE4 and IE5-rated** energy-efficient motors for textile and high-tech applications - Specialized **Ring Frame Motors** (3HP–15HP, 960–1800 RPM, TEFC) with integrated cooling discs for high-temperature environments (up to 210°C) - TFO motors, stenter, and blower motors for the textile industry Designed to replace inefficient, unorganized market motors, Syncroplus+ targets a **50% market share** in Surat’s textile motor segment. --- ### **Energy Efficiency & ESCO Model** SEML has formally transitioned into an **Energy Service Company (ESCO)** and focuses on driving industrial energy savings through: - **Motor Retrofitting:** Replacing outdated motors with IE4/IE5 models - **"Save & Pay" Financing:** Customers pay for new Syncroplus+ motors in **12–24 months** using energy savings - **Energy Audits & Long-Term Financing:** Partnered with Mumbai-based ESCO to offer 36–48 month payment terms based on power savings - **Carbon Credit Generation:** High-efficiency motors contribute to emission reductions --- ### **Key Milestones & Achievements** #### **Sales & Recognition:** - **All India No. 1 Dealer for Bharat Bijlee Motors** for **15 consecutive years** (2009–2024), awarded **Platinum Award** at 2024 All-India Dealers’ Conference - **India’s second-highest volume distributor** for Gulf Industrial Oil - **Top Western Region Dealer** for Gulf Oil - **Highest seller of Kirloskar Fire Pump Sets** in South Gujarat - Secured **₹75.7 crore order from ONGC** for high-mast lighting systems - **Landmark ₹85.4 crore order** (Dec 2023) for cables and accessories for government contractor in Surat - **$130 million order** (Oct 2023) – largest in company history – for cable supply #### **Financial Performance (H1 FY24):** - Revenue: ₹496.43 crore (+38% YoY) - Profit After Tax: ₹33.81 crore (+140% YoY) #### **Market Expansion:** - Opened branches in **Ankleshwar (2020)**, **Mumbai (2022)**, and **Ahmedabad (2023)** - Serves key industrial hubs: Surat, Vapi, Ankleshwar, Nasik, Vadodara, Rajkot, and expanding into Rajasthan, Bhiwandi, and North India - **40% market share in Surat** for electric motors --- ### **Strategic Partnerships & Innovations** #### **Kruger Ventilation (Sep 2025):** - Strategic partnership with Singapore-based 36-year veteran in industrial ventilation - Co-developing energy-efficient industrial fan solutions - Expands SEML’s portfolio in HVAC and plant cooling applications #### **IE5 Motor Development:** - MOU signed with India’s first large-scale manufacturer of **IE5 magnet technology motors** - Co-developing specialized motors for cooling towers and textile machines (TFO, ring frames) - First such collaboration in India for IE5 tech in textiles #### **Graphics Design & Rendering Division (Dec 2023):** - Diversified beyond core industrial products - Launched new business vertical providing **hardware and rendering services** to a public limited firm serving government departments - Staffed with Indian and international graphic designers and hardware engineers --- ### **R&D & Technological Edge** SEML’s in-house R&D team has developed: - **Online greasing systems** to prevent bearing failure in 24/7 operations - **Unique mechanical and electrical enhancements** improving motor efficiency and lifespan - **IE4/IE5 motors** aligned with EU and US standards - Energy-efficient **Ring Frame Motor** with **10% power savings** launched in Jan 2024 --- ### **Leadership & Workforce** - **Managing Director:** Mr. Lejas Desai – veteran in lighting and motor sales in India - **Whole Time Director:** Mr. HK Shah – ex-GM, Bharat Bijlee; mentor since 2019 - **Senior Hires:** - Mr. B.M. Bansod – former ABB (Baldor) technocrat, leads motor retrofitting and IE4/IE5 initiatives - Mr. Surojit Roy – >15 years in international electromechanical sales - Senior executive hired for GS Caltex automotive oil expansion (25 years of regional experience) - Team of **over 50 employees**, including engineers, sales professionals, and technical support staff - Branch leaders with deep industry roots in Elecon, PowerBuild, Crompton, and BBL ---