Growing With India

DATIS India Managing Director Taher Norouzi (TN) speaks with your author (SSP) about the company’s progress and the importance of its India operations.

SSP: From its origins as a start-up in 2008, DATIS marks its 15-year milestone in 2023. How has the company advanced and progressed over the past decade and half?

TN: DATIS specializes in manufacturing variable frequency drives (VFDs) for various applications such as elevators, pumps and washing machines beside the G Series for general applications and also solar inverters. The company was founded in 2008 and launched its Xima brand L series VFDs for elevator applications in 2011. In the following years, DATIS achieved several milestones, including:

• In 2012, establishing a production facility with a capacity of 1,200 units per year 
• In 2013, reaching 1,000 units sold cumulatively and receiving the EN 81-1 certificate for its controller
• In 2014, launching G series VFDs for general purpose applications and P series VFDs for pump applications
• In 2015, expanding its reach globally to five countries
• In 2016, expanding its production facility to a capacity of 20,000 units per year
• In 2018, expanding that reach further to 12 countries

In 2019, DATIS achieved several important milestones, including reaching 100,000 units sold cumulatively, launching the Xima W series VFDs for washing machine applications, receiving CE certification for its products and initiating a four-times-bigger production facility for expansion.

In 2020, DATIS established its India headquarters in Mumbai and participated in the International Elevator & Escalator Exhibition in the same city. However, due to the COVID-19 pandemic, the company could not do much in India for two years, although its products were installed in elevators and worked successfully. In 2022, DATIS relocated its India headquarters to Pune, participated in the International Sourcing Exhibition for Elevators and Escalator in Mumbai and appointed five channel partners all over India. The company also received the Russian Standard Eurasian Conformity certification. In 2023, DATIS is launching its DATIS Integrated Drive based on the EN 81-20 standard at the international lift exhibition Asansör İstanbul in Türkiye. The company also participated in the Elevator and Escalator Expo in Gandhinagar, Gujarat. With more than 200 employees, DATIS is a growing company with a strong presence in the VFD market.

SSP: What is the significance of India within DATIS’ worldwide operations?

TN: India is one of the fastest growing economies in the world, and that’s reflected in the Indian elevator industry. According to the publisher of Research and Markets, the India elevator market was worth US$269.9 million in 2020 and is expected to reach US$330.7 million by 2026, progressing at a compound annual growth rate of 3.71% during the forecast period (2021-2026). According to Madras Consulting Group, the Indian elevator market has a much higher projected growth rate of 7%. The industry’s major growth drivers are increasing urbanization, rising demand for high-rise buildings and government initiatives such as 100 Smart Cities and AMRUT (Atal Mission for Rejuvenation and Urban Transformation) cities. Additionally, the government’s emphasis on modernizing airports and railway stations during the forecast period is expected to drive the elevator market in the country. So, we selected India as our next destination for our business operations. We have bigger plans for our business in India and also are planning to start production to join the “Make In India” initiative.

We have bigger plans for our business in India and also are planning to start production to join the ‘Make In India’ initiative.

 — DATIS India MD Taher Norouzi

SSP: What are the strategic benefits of being part of the DATIS network and the overall brand?

TN: DATIS is a technology-based company that specializes in the design and manufacturing of electronic components. Our team of experts believes in the importance of innovation and constantly strives to find better solutions. At DATIS, we take full responsibility for the quality of our products and our after-sales service. Our ultimate goal is to ensure our customers are fully satisfied with our products and that the final consumer has a smooth and hassle-free experience. We take pride in our specialized expertise in this industry, and that allows us to provide top-of-the-line products and services.

SSP: What is the market perception of DATIS as a brand in India, and what are the key demand drivers for its elevator controllers and drives?

TN: DATIS India is a subsidiary of parent company DATIS. Our products are distributed to end users across India through our extensive network of channel partners. Our primary focus is to provide technical training and support to our partners and customers. It is very important for us to build up a powerful network of partners. We believe in empowering our partners by providing marketing support to help them showcase the benefits of our products to their customers.

We take great pride in ensuring our products are reliable and perform at the highest levels. However, in the event of any technical issues, our service engineers are always available to provide prompt support and assistance. At DATIS India, we are committed to delivering top-notch products and services to our customers. We believe this approach has helped us build a strong reputation and loyal customer base in the Indian market. Very soon, we will be known as a most-trusted brand.

SSP: What are the unique selling propositions that set the offerings of DATIS India apart? How do the standards certificates and product installation milestones highlight the reliability aspect?

TN: We have installed 100,000-plus products worldwide, have 20-plus export destinations, more than 210 committed employees and more than 70 channel partners worldwide. Our products are CE certified with EN 81-1 standards. DATIS is proud to introduce its latest product based on EN 81-20 standards, the Integrated Drive. Our R&D team has incorporated cutting-edge technologies to ensure the reliability and satisfaction of our customers. The Integrated Drive comes equipped with advanced features and capabilities that are beyond anything currently available in the market. 

SSP: DATIS India has its offices in the western part of the country (Pune). What are the locational advantages for the brand and its customers?

TN: We have our head office in Pune and channel partners in major cities of India to cater to our customers across India for supply and service of DATIS products. At DATIS, we are committed to providing excellent support to our end users. To achieve this, we have established a three-layer support system that ensures prompt and efficient support to our customers. The first layer of support is provided by our channel partners. We work closely with our partners to empower their technical teams to provide the best possible support to end-users. We also maintain a stock of spare parts at their location — as well as at the headquarters — to ensure immediate replacement, if required. The second layer of support is provided by our service engineering team at the Pune headquarters. Our team is available to respond to calls and messages via WhatsApp to quickly resolve any issues that may arise. Additionally, our service engineers also visit project sites to provide on-site support as needed. The third layer of support is provided by our service team at our headquarters. This team includes more than 15 support engineers who are available on-call to provide expert assistance to our service team and channel partners. By providing this comprehensive support system, we ensure that our customers receive the highest level of service and support from DATIS.

SSP: How would you describe the future potential and vision for DATIS India given the greater emphasis on leveraging technology in the vertical-transportation industry and the real estate sector?

TN: India’s position as one of the top three economic superpowers in the near future is undeniable. The country’s real estate and high-rise building industries are experiencing rapid growth, and we at DATIS are thrilled to be a part of this exciting development. It’s a source of pride for us to contribute to this transformation and be at the forefront of innovation in the industry. Furthermore, the company’s plans to launch a new product based on the European standard EN 81-20 is a significant development that could be a game-changer for the industry. It’s always exciting to see companies bringing innovative solutions to the market.

Finally, DATIS’ plans to make India its production base and export hub for the South and Southeast Asian markets is a strategic move that could help the company tap into a broader customer base and increase its reach. Overall, with a focus on innovation and a commitment to meeting market demands, DATIS seems to be in a strong position to capitalize on growth opportunities in the Indian market and beyond.

About Taher Norouzi

DATIS India MD Taher Norouzi is a highly enthusiastic individual who is passionate about staying up-to-date on the latest technological advancements, economic trends and business strategies. With more than 15 years’ experience in expanding businesses globally, Norouzi has developed a deep understanding of the intricacies of the global market. He is committed to helping companies navigate the ever-evolving business landscape and achieve their goals. Norouzi’s background in electrical engineering and business management has equipped him with a skillset that enables him to blend technical knowledge with business acumen to deliver effective solutions. When Norouzi is not working, he likes to indulge in his hobbies of reading and hiking. He enjoys books about history and business, but also novels, and his knowledge in these fields has helped him stay ahead of the curve in his professional life. Hiking is his way of exploring the natural beauty of the world and finding peace in nature. Norouzi believes that travel broadens one’s perspective, and he finds the cultural diversity of India fascinating. He believes that India’s diverse population has a lot to offer and that there is much to learn from the country’s rich history and traditions.