The House Magazine of the Thermax Group Volume 51 No. 1 January - March 2021

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The House Magazine of the Thermax Group Volume 51 No. 1 January - March 2021
The House Magazine of the Thermax Group Volume 51 No. 1 January - March 2021
The House Magazine of the Thermax Group Volume 51 No. 1 January - March 2021
Volume 51 No. 1 January - March 2021

                                                                                                              About the Cover
                                                                                                              There could be times when everything seems frozen
                                                                                                              but one must remember the cycle of seasons is
                                                                                                              inevitable. Let us bank on the hope that soon there
                                                                                                              will be sunshine to thaw the frost of sufferings and
                                                                                                              set the world free, restoring its lost momentum with
                                                                                                              a newfound wisdom.
                                                                                                              Photo by Amit Choudhary (TBWES)

                      BACK COVER
                 Introducing
                                                                                                             Comment
                                                                                                         We isolate now
               Thermax's New                                                                        so when we gather again,
                 Safety and                                                                             no one is missing.
              Environment Oath                                                                                                  – Anonymous

Editor
                                                             Correspondents:
Swastika Mukherjee
                                                             Lavanya Athinarayanan  Absorption Cooling                   Aishwarya Mankame                IR
Assistant Editor                                                                    & TCSL                               Bakhtawar Battiwalla             Administration
Akansha Choudhary
                                                             Mukeshh Ghodke         Steam Engineering                    Connie Fernandes                 Finance
                                                             Noorjahan Khan         TBWES                                Saheblal Shaikh                  Corporate Safety
Editorial Team
Priyanka Sarode                                              Anand Antarkar         TBWES Services                       Kirti Pitale                     Mumbai
                                                             Avinash Kulkarni       Power                                Reshma Mehrotra                  Delhi
Design                                                       Shruti Pathak          Enviro                               Swati Aditya                     Kolkata
Sameer Karmarkar                                             Kaustubh Dharmadhikari WWS                                  Shailesh Choudhary               Chennai
                                                             Anubhuti Gupta         Chemical                             Vrishika Gilani                  Savli
                                                             Ambika Badwe           HR                                   Sujata Deshpande                 Thermax Foundation
                                                             Saswati Kar            TOESL                                DeepPriya Kapoor                 CBG

Fireside is the quarterly house magazine of Thermax Limited, Pune. For private circulation only. Company related news/features may be reproduced only with the permission of the
Editor. Address: Thermax Limited,Thermax House, 14 Mumbai Pune Road, Wakdewadi, Pune 411 003, India. Tel: (020) 66051200.
Fireside is also hosted on the website: www.thermaxglobal.com. Email: corporate.communications@thermaxglobal.com                                    Copyright © Thermax Limited 2021
The House Magazine of the Thermax Group Volume 51 No. 1 January - March 2021
Contents
2
                              Thermal HVAC by RTIC  Thermax partners with DRDO to

        WHAT’S NEW?           supply fuel cells for submarines  New technology tie-ups
                              for strengthening clean energy portfolio  Chemical business
                              develops ion exchange resin for a unique application  Launch
                              of Maxtreat® Plast-Tixo  TOESL proliferates the tyre industry
                              with green steam supply

6
                              Through Expressions, Meher Pudumjee shares the concerns
        EXPRESSIONS           emanating from the resurgence of the COVID wave and
                              reflects on two interesting initiatives - launch of ThermaxNXT
                              and Thermax Cares

8
                              In conversation with Swastika Mukherjee, Shekhar Kashalikar,

         UP CLOSE             Senior VP, TBWES & Executive Council Member, Thermax talks
                              about his journey of diverse roles over 20 years and shares his
                              insights on 'ThermaxNXT', a growth strategy project that he is
                              currently spearheading

10
                              TBWES Services supports a refinery and petrochemical major

         ROUND UP             to increase its crude processing capacity  Enviro and Water &
                              Waste Solutions welcome the year with SPARX  Power division
                              synchronises 2x20 MW captive cogen plants for a leading
                              fertiliser company  Awareness session on World Cancer Day
                               1.5 MW solar PV plant installed in Jabalpur, Madhya Pradesh
                               Thermax LinkedIn reaches the 3,00,000 follower mark
                               600 TR steam-fired chiller for NPCIL, Tamil Nadu  Second
                              edition of STORM – a campus connect programme  ThermQ
                              app launched for managing quality checks in EPC projects
                               BTG introduces 4D BIM app for Power EPC  Virtual training
                              on steam traps conducted for IOCL  Thermax Foundation
                              in collaboration with TVS Educational Society launches a skill
                              development programme for the youth in Sri City  Another set
                              of CFBC boilers achieve 600+ days of continuous operations
                               Initiatives for women employees to commemorate
                              International Women’s Day  Success continues for the Channel
                              Business Group

18
                              National level CII awards won by Thermax  Thermax wins 'Risk

     AWARDS & ACCOLADES       Management' award from CNBC

19
                              Globally accredited risk management certification awarded to

         LIMELIGHT            Yogesh  Sujata completes her doctorate in humanities and
                              social sciences

20       SIGNPOSTS
                              Varun Sugandhi from the International Business Group, Thermax,
                              shares excerpts from the book ‘Fit For Growth’ written by PwC,
                              highlighting best practices that could be pertinent and contribute
                              towards galvanising the organisation in enabling and sustaining
                              change

24
                              Avinash Bhusanurmath from Water & Waste Solutions (WWS)
           VOICES             reminisces his early days with Thermax and his first love
                               Bhushan Belkhede from Chemical division talks about the
                              power of dreams  Amar Singh from Power EPC shares how he
                              and his team ensured zero COVID cases at a customer site

28
                              All for one  Volkswagen changes to Voltswagen?  And a pun
        SLICE-OF-LIFE         picture

                          1
The House Magazine of the Thermax Group Volume 51 No. 1 January - March 2021
What’s New?

                              The
                         ‘cool’ buz(s)
                            in town

A
           t the heart of the rapid advancement in         T-HVAC provides total cost of ownership benefits by
           automobile technology is the thrust on          saving fuel, hence lowering pollution and contributing
           making vehicles more fuel efficient from        to a greener environment.
both economic and environment perspective. Given
                                                           As a next step, a European coach bus application was
the forte of Thermax in waste heat recovery, the
                                                           developed and demonstrated in Germany. Our T-HVAC
RTIC (Research, Technology and Innovation Centre)
                                                           unit was integrated with a 5-star premium coach. The
team invested years of effort and resources in
                                                           unit is designed to meet extreme climate demands
deploying absorption technology utilising automobile
                                                           with features of providing heating in winter along with
engine exhaust heat, which has now fructified into
                                                           cooling during summer.
commercialisation.
                                                           This T-HVAC integrated premium bus has met
RTIC team has developed a first-of-a-kind T-HVAC
                                                           the stringent homologation and roadworthiness
(Thermal Heating, Ventilation, and Air Conditioning)
                                                           requirements that allows for this technology adoption
product for mobility application that was tested and
                                                           in the entire European Union. This is a major milestone
validated on bus applications with leading Indian
                                                           achieved towards our technology demonstration and
brands.
                                                           commercialisation strategy for the global markets in
                                                           the near future.

                                                                                     RTIC’s T-HVAC technology
                                                                                 validated on bus applications

                                                       2
The House Magazine of the Thermax Group Volume 51 No. 1 January - March 2021
Thermax fuel cells find place in
India’s defence milestone
                                                                                                   3D model of fuel
                                                                                                     cell AIP system

I
    t was a proud moment for all Thermaxians when             performance as per NSQR (Naval Staff Quality
    we were recently in news for being a part of              Requirements). The last and crucial milestone in
    India’s home grown Air Independent Propulsion             the programme was demonstration of land based
(AIP) system, slated to significantly enhance the             prototype to Indian Navy which took place on 8th
operational effectiveness of submarines.                      March 2021.
The RTIC team of Thermax has been working                     DRDO has gone in for a fuel cell based AIP, which has
hand in hand with India’s Defence Research and                higher safety margins and better performance than
Development Organisation (DRDO) for the last few              other such systems available globally. This significant
years in their ambitious programme of building                milestone reinstates Thermax’s ability to support the
indigenous AIP for Scorpene class submarines of               nation in its indigenous clean energy development
Indian Navy. Thermax has supplied fuel cell stacks            ambitions and proves its capability in the growing fuel
for the AIP which underwent various stages of                 cell domain.
rigorous operation trials to successfully prove their

New collaborations give thrust
to 'clean' energy
I
    n March, Thermax Babcock & Wilcox Energy
    Solutions Private Limited (TBWES) signed a
    know how transfer and license agreement
with Steinmüller Babcock Environment GmbH
(SBE), Germany for Municipal Solid Waste
(MSW) incineration systems with forward moving
grate fired waste to energy boilers. As a part of
the agreement, TBWES will design, engineer,
manufacture and sell MSW fired waste to energy
                                                                     Virtual agreement signing ceremony with the
solutions incorporating SBE’s well established
                                                                                                 Power Roll team
grate and boiler technology.
                                                              for scale manufacturing and deployment of Power
In another venture, Thermax entered into an agreement
                                                              Roll’s unique solar film in India.
with Power Roll, a developer of unique, low-cost and
lightweight flexible solar films, to develop the market       These tie-ups expand the forte of Thermax in
for solar films in India. The agreement will see the          the areas of waste to energy and clean energy,
companies collaborate to assess the market potential          reinforcing its commitment to sustainability.

                                                          3
The House Magazine of the Thermax Group Volume 51 No. 1 January - March 2021
Striking a safe chemistry with
              Tulsion® resin
M
          any ethanol based products widely used,            team has developed new premium grade Tulsion®
          such as acetic acid, perfumes, dyes, and           products - Tulsion® ALD-207 and Tulsion® ALX-01(NR),
          drugs contain acetaldehyde, a naturally            to limit the proportion of acetaldehyde in ethanol so
occurring, colourless and flammable liquid with              that the consumption is safe and at the same time, its
a suffocating smell. The International Agency for            useful properties are retained.
Research on Cancer (IARC) has listed acetaldehyde
                                                           The developed products can be categorised as
as a group 1 carcinogen, however its use cannot
                                                           regenerable and non-regenerable. Regenerable
be eliminated as it serves specific applications such
                                                           product is regenerated with a local chemical which
as a flavouring agent and as an intermediate in the
                                                           is readily available in the market. Non-regenerable
metabolism of alcohol. Thermax ion exchange resin
                                                                                product is used when the treated
                                                                                quality of acetaldehyde content
                                                     A representative picture   required is very low. These
                                                         of an ethanol plant
                                                                                products can work across varying
                                                                                proportions of ethanol used in
                                                                                different industries, from 16% to
                                                                                99%, where operating performance
                                                                                and outlet quality depend on inlet
                                                                                acetaldehyde content.
                                                                                Some of the industries where these
                                                                                products can be used include,
                                                                                sugar (ethanol manufacturer),
                                                                                chemical, pharmaceutical, wine &
                                                                                beverage and cosmetic.

Ready mix plaster that binds faster
T
        he rising scarcity in the     Maxtreat® Plast-Tixo is
        availability of river sand    a modern-day plaster,
        for construction has          which is easy to use
made conventional cement              with enhanced strength
plaster a costly and non-viable       and higher binding
option. Realising the potential of    properties. It is a mix
addressing this space with an         of cement, fine-graded
innovative alternative, Thermax       sand and special             Application of Maxtreat® Plast-Tixo at a customer site
Construction Chemicals has            polymer additives,                        time. This product can be used in
introduced a ready mix plaster,       imparting higher quality and reduced various applications such as external
Maxtreat® Plast-Tixo. It eliminates   rebound. It is ready to use by simply     and internal plastering of walls and
the dependency on traditional         mixing water and can be easily            ceilings, all brick/block masonry work
plasters, thus providing a more       applied to old and new concrete.          including AAC (Autoclaved Aerated
economical choice and adding life     Moreover, the consistency in quality      Concrete) blocks, apart from general
to the durability of structures.      ensures stronger adhesion every           purpose repair mortar work.

                                                         4
The House Magazine of the Thermax Group Volume 51 No. 1 January - March 2021
TOESL makes 'green'
                               inroads in the tyre industry

                                                                                       18 ton biomass fired boiler

T
        hermax Onsite Energy Solutions Limited                  guarantees committed delivery of quality steam for a
        (TOESL) recently commissioned an 18 ton                 period of 10 years, leveraging agro-waste biomass
        biomass fired boiler plant for green steam              fuels sourced through the extensive biomass supply
supply to a Japanese multinational and leading global           chain developed by the company.
tyre manufacturer's plant in Pune. The plant is supported
                                                                With this project, TOESL has entered the tyre
with an ingenious fuel handling system to handle vast
                                                                industry for providing outsourced utility delivery
amount of biomass fuel up to 28 tons per day.
                                                                services under the Build-Own-Operate (BOO)
Under the steam supply agreement, TOESL                         business model.

                                                            5
The House Magazine of the Thermax Group Volume 51 No. 1 January - March 2021
Expressions

                              W
                                            hat came as an               support each other and navigate
                                            expected second wave         this crisis with empathy, courage
                                            to the rest of the world     and determination.
                              turned out to be an unexpected
                              raging storm for India. It pains me        Thermax has been trying to alleviate
                              to see the lack of preparedness of         the situation in its small way with
                              our nation with so many, including         initiatives like supporting MCCIA’s
                              people I know, struggling to find          (Mahratta Chamber of Commerce,
                              hospital beds, oxygen and life             Industries and Agriculture) ‘Mission
                              saving medical facilities. What            Vayu’ to donate ventilators and
                              angers me is that we chose to              oxygen concentrators. We will
                              ignore the possibility of a second         continue to have vaccination drives
                              wave, were not prepared for it and         for our employees, as and when
                              therefore inflicted a lot of pain and      the vaccines are available. We have
                              death in many families.                    tied up with an organisation to
                                                                         support people near our factories fill
                              Every death is a statistic until it hits   in their CoWin forms and register
                              your own home. On behalf of our            themselves for vaccines, once they
                              family and the Board, our heartfelt        arrive, encourage them to take the
                              condolences to the families of those       Government health insurance as
                              employees who have passed away.            also life insurance, which is critical
                              Although each of them were in              during these times. Thermax
                              hospital in the ICU, they could not        Foundation is also trying to help the
                              be saved. I have a terrible lump in        poor equip themselves with skills
                              my throat as I think of youngsters         in order for them to get jobs, so
                              in their 30s and 40s - my heart goes       there is a stream of income for their
                              out to all their families.                 families. And of course, we continue
                                                                         our thrust on education since kids
                              Not planning for vaccines has              cannot afford to be left out.
                              led to its shortage. Sadly, we have
                              only postponed our fight against           The economic turmoil emanating
                              this deadly disease! However,              from COVID has impacted
                              I do not want to harp on what              Thermax adversely like many other
                              others need to do, but focus on            companies, but we have been
The economic turmoil          what each of us can do - stay safe,        resilient in terms of maintaining
emanating from COVID has      don’t let our guard down for even          our cash flows and focusing on the
                              a few minutes, stringently follow          ‘vitals’. ThermaxNXT is one such
impacted Thermax adversely    all our SOPs including contact             area where I am happy to see rigour
like many other companies,    tracing and continue COVID                 across the organisation. Our sincere
but we have been resilient    appropriate behaviour with masks           thanks to Ashish, Shekhar and the
                              and sanitisation to secure lives.          many teams involved – I can see
in terms of maintaining our
                              Please reach out to our HR team            the amount of effort and hard work,
cash flows and focusing on    or any one of us in the Thermax            despite the constraints of COVID,
the ‘vitals’.                 community for support whenever             physical distancing and resource
                              needed. Let’s all stay together,           availability, so thank you all.

                                                 6
The House Magazine of the Thermax Group Volume 51 No. 1 January - March 2021
Let’s all stay together, support each other
                                   and navigate this crisis with empathy,
                                          courage and determination.
I always believe that a                                                                   in our personal lives. As an
company that has the right                                                                organisation that produces
set of values, with people                 fuels or digitisation. Customers               clean energy, clean air and
who are truly passionate and               are looking for smarter, more          clean water, ESG (Environmental,
engaged, where there is trust, open,       efficient, greener, cleaner products   Social and Governance) is ingrained
honest communication and a strong          and services – therefore, we need      into the ethos of Thermax since its
sense of purpose, anything and             ‘speed’ – in our innovations,          inception, even though we may not
everything is possible, and that’s         actions and decisions.                 have known it to be ESG.
Thermax!
                                         3. Purpose – why do we do what           Over time, we as an organisation, will
With NXT, we have embarked on               we do? Because we truly believe       need to push out the boundaries and
an important and transformative             in “Conserving Resources,             think about the entire life cycle of
journey wherein I’d request you to          Preserving the Future”; we have       the products we produce and thereby
remember three aspects:                     a critical role to play – one that    influence our entire ecosystem;
                                            can make a difference to our          whether it be sourcing raw material,
1. An opportunity to change or              customers and in turn our planet,     components, our packaging,
   transform ourselves – to think           because we heat, cool, clean,         transportation, design, what happens
   differently, out of the box -            recycle, power – all by reducing      after its use, whether it be five years
   question, debate, deliberate;            our carbon and water footprint.       post an ion exchange resin or 25
   work across departments/                                                       years for a boiler; thus becoming a
   divisions - replicate the good        Let’s enjoy and imbibe the NXT
                                                                                  part of our everyday lives; a part of
   work done by one division into        journey since that is as important
                                                                                  who we are. My request is that each
   another seamlessly. Unleash           as the end result. And with all
                                                                                  of us become warriors for change.
   collaboration - the power of ‘One     that we do, I would hope that it is
   Thermax’ to serve our customers       sustainable, that we assimilate the      Mahesh just shared with us a warrior
   – looking at it outside in; what      methodology and that we continue         for change – a very thoughtful
   challenges are my customers           to be able to grow and add value to      act by one of our site teams led
   facing and how can I resolve          our customers world over. So please      by young Lakshmipathy (a first
   them, rather than what product        question, deliberate, debate, decide     time site in charge), who changed
   can I sell, purely to reach my        and act!                                 the plant layout and construction
   sales target?                                                                  methodology in order to save 20
                                         The future of Thermax is also
                                                                                  grown trees, although we had to
2. Need for speed – if you see the       synonymous with the ‘Environment’
                                                                                  spend some extra time and cost – it
   last 8-10 years, our growth has       that is embedded in our vision,
                                                                                  was well worth it! Compliments to
   been flat; in fact it’s a downward    values and our brand promise. In
                                                                                  you Lakshmipathy and your team.
   trajectory. And EBIDTA margins        this context, it was a pleasure to
   are also sloping downwards from       witness the rollout of Thermax           Once again, please stay safe and
   11-12% down to 9%. It doesn’t         Cares - a series of programmes and       look after yourselves.
   need to, since we have what it        projects that will help all of us and
   takes to go out there and offer       our families imbibe sustainability,      Warmly,
   ‘value’ to our customers. But let     aligned to the Sustainable               Meher
   us also remember that the market      Development Goals (SDGs)
   is changing very rapidly; whether     developed by the United Nations,
   it’s energy transition, renewables,   not just at the workplace but even

                                                           7
The House Magazine of the Thermax Group Volume 51 No. 1 January - March 2021
Up Close                  I have learnt far more
                          about markets, businesses
                          and people by changing
                          roles
                          I
                               t was exactly a decade ago that    then with Oil & Gas business to form
                               Fireside had featured Shekhar      B&H OEM, helmed by Shekhar.
                               Kashalikar in Up Close after he    Thanks to his penchant for learning,
In conversation with      assumed a new role as the Cooling       pushing himself beyond his comfort
                          division head. Just as Fireside has     zone and quickly getting into grips
Swastika Mukherjee,       travelled in time, so has the journey   with new technologies and teams,
Shekhar Kashalikar,       of Shekhar, shouldering many more       Shekhar has been successful in
Senior VP, TBWES &        responsibilities, exploring new         driving the businesses he has
                          avenues and emerging as one of          headed in these 27 years with
Executive Council         the role models in leadership.          Thermax. A couple of years ago,
Member, Thermax           To recap his career, Shekhar joined
                                                                  he became a part of the Executive
                                                                  Council and recently took up the
talks about his journey   Thermax in 1992 as a Graduate
                                                                  responsibility of spearheading the
of diverse roles          Engineer Trainee after completing
                                                                  ThermaxNXT transformation office.
                          his mechanical engineering from
over 20 years and         the College of Engineering, Pune.       Shekhar admits that it was
shares his insights       He takes pride in sharing that he       never his prerogative, but the
                          has worked across divisions of          organisation's need, which triggered
on 'ThermaxNXT',          Thermax (except for Water and           these movements. Besides, the
a growth strategy         Waste Solutions), including stints      management's confidence in
project that              in regional offices and international   assigning him new responsibilities
                          assignments in Indonesia and            was critical to his success. He
he is currently           Thailand. He moved back to India        shares that one needs to be humble
spearheading              to settle down after his marriage,      and adaptable. “Your new team
                          followed by a short stint outside       expects you to know everything,
                          Thermax with a gas turbine              which is practically not possible.
                          subsidiary of Caterpillar. Among all    So the key is to acquire product
                          of these, Shekhar considers his shift   knowledge faster and at the same
                          from Cooling to the Boiler & Heater     time gain a sound understanding
                          (B&H which is now TBWES) Utility        of the market situation. After you
                          business as the most radical leap.      understand the business, you start
                          “The solutions, technology, and         to use many of the improvement
                          markets were new; though it was         ideas that have worked before. The
                          a business within Thermax, I had        ideas need tweaking to suit the
                          hardly interacted with the people       business requirements and by the
We need to                before. I also realised the change      time you settle with the processes,
start becoming            needed in mindset as it required        you have not just learnt a lot about
                          a lot of patience compared to the       the business, but people as well.
comfortable with          products business, considering the      When you change your field so
uncertainty as we         relatively long gestation period for    often, you realise that the product
don’t have answers        order finalisation and even longer      knowledge alone is insufficient to
to all questions          for execution.” Over the years, the     run and grow a business. Every new
today.                    Utility SBU (Strategic Business Unit)   experience adds to the kitty of ideas
                          merged with Solid Fuel SBU and          and you are prepared for anything

                                           8
new coming your way. I would put         costs that has been identified as          customers. Customer connect will
adaptability as a bigger strength        one of the focus areas. Another            be the most critical aspect during
than product knowledge.”                 interesting aspect of transformation       energy transition. Over the years,
                                         is organisation building. This means       Thermax has already transitioned
So when is the right time to change?
                                         preparing our teams to handle              from fossil dependent business
“According to me, it is when you
                                         changing market dynamics through           to majorly green solutions. I am
start feeling that you are on top of
                                         cross-skilling, upskilling and influx of   confident that Thermax will be able
things and tend to plateau, which
                                         fresh talent.”                             to manage energy transition with its
typically happens after three to four
                                                                                    technological prowess and excellent
years in a role. Changing at this        Shekhar also believes that the
                                                                                    teamwork.”
juncture is a good way to restart        next phase entails a change in
the process. I have learnt far more      the mindset. “While the shift to a         What’s life working remotely and
about markets, businesses and            carbon free economy is going to            without travel? “I used to travel a
people by changing roles.”               be the challenge of future, there          lot to meet customers and I am
                                         is an amount of uncertainty as to          certainly missing meeting new
Speaking of ThermaxNXT, Shekhar
                                         which technologies will eventually         people. I always carried some book
says that he is excited about this
                                         take the centre stage. So we need          while travelling, and I am missing
major shift from a business role
                                         to be constantly on the lookout for        reading as well. The initial months of
to a transformation office role. “I
                                         new solutions in line with customer        lockdown were a struggle to settle
am happy to lead this project that
                                         needs. We need to start becoming           in a new rhythm, but now everyone
seeps across all the verticals and
                                         comfortable with uncertainty as            is getting used to it. I took over my
teams. It is an opportunity to work
                                         we don’t have answers to all               son, Divij's study table and my wife,
with people and look at strategies
                                         questions today. Lastly, we need           Monika uses our dining table for
to grow our identified businesses
                                         to take proactive steps to build           her laptop. Thankfully, the housing
at a significantly higher rate and
                                         our competencies that blend with           society where we live has managed
in the direction of sustainability. It
                                         the evolving ecosystem and are             to remain COVID free so far with
is a new experience where I am
                                         relevant for the future.”                  strict safety protocols. The need of
working with a core team of young
                                                                                    the hour is to maintain the social
transformation office leads and          With the volatility arising from
                                                                                    distancing protocol even when
an external consultant, to support       the pandemic and the economic
                                                                                    the wave is not there, and get the
the growth aspirations of various        challenges, we asked Shekhar
                                                                                    vaccine whenever our turn comes.”
businesses.”                             about the difficulties that Thermax
                                         might face in getting there. He
He explains the premises and
                                         said, “Thermax
core tenets of the project by
                                         is very close
saying, “It is clear that energy and
                                         to its
environment sectors will undergo a
transformation as the world needs
decarbonisation. We need to be
prepared to deliver sustainable
solutions that will help customers
in becoming carbon neutral. At the
same time, we also need to look at
growing our verticals that have
tremendous market potential.
Accordingly, the businesses
that have been identified are
Chemical, TOESL, WWS,
Services, especially related to
energy efficiency and energy
transition.
While we grow our select
businesses, we also have a
cost excellence programme
- control of direct and indirect

                                                            9
Round up
Value add with design
improvement and execution
A
             leading refinery and petrochemical              The team from Services SBU and Savli manufacturing
             major in Punjab carried out a study on          closely collaborated to deliver these economiser
             debottlenecking to increase its crude           modules, meeting the customer's turnaround
processing capacity. As a part of this study,                programme under challenging circumstances due to
improving the reliability and performance of the Flue        COVID-19.
Gas Cooler (FGC) unit to handle hot flue gases up
                                                             The customer recognised these efforts by awarding
to 135% of design capacity was targeted. After a
                                                             a bonus and a letter of appreciation for on-time
detailed study of the process, Thermax Babcock
                                                             execution; adhering to the elevated standards of
& Wilcox Energy Solutions (TBWES-Service SBU)
                                                             safety at their refinery complex.
developed a solution for improving
reliability through the improvised                                                                    Newly designed
design of economiser modules                                                                      economiser modules
and accommodating higher                                                                           supplied by TBWES
                                                                                                              Services
flue gas flow with minimum
modifications in FGC. The scope
included engineering, procurement,
manufacturing, supply, erection,
and commissioning of these newly
designed economiser modules and
associated components.

 Sparx 2021                                                       T
                                                                         he New Year 2021 was a damp squib
                                           A virtual welcome to          with restrictions on celebrations all over
                                                  the New Year           the city. However, to keep employee
                                                                  morale high, the Environment Business Unit
                                                                  (Enviro and WWS divisions) organised a
                                                                  colourful cultural evening to bring in the New
                                                                  Year. The entire programme was a virtual
                                                                  event, with the employees and their families
                                                                  streaming their performances online and
                                                                  witnessing the show from the comfort of
                                                                  their homes. Lilting ballads were sung by
                                                                  employees, accompanied by their guitars.
                                                                  Dance performances explored diverse styles
                                                                  from bhangra, classical dance and Bollywood
                                                                  jazz. The show was ably anchored by the
                                                                  EBU organisers and was a huge success.
                                                                  Importantly, it was a great way to demonstrate
                                                                  how a wonderful cultural evening could be
                                                                  presented virtually, without having to meet
                                                                  face-to-face.

                                                        10
Recovering waste heat to
  Site picture
  of a 20 MW
  cogen plant

                   save energy

                                                                    T
                                                                           he Power business of Thermax
                                                                           has recently synchronised two
                                                                           captive cogeneration plants for
                                                                    a leading fertiliser company at their
                                                                    manufacturing facilities in Nangal and
                                                                    Bhatinda in Punjab. The two 20 MW
                                                                    cogeneration plants are fuelled by natural
                                                                    gas and equipped with 100 TPH and 70
                                                                    TPH heat recovery steam generators
                                                                    (HRSGs) respectively, that allow the
                                                                    plant to utilise heat from exhaust
                                                                    gas produced by the turbine while
                                                                    generating process steam. The HRSGs
                                                                    are also capable of firing only natural
                                                                    gas in the absence of waste heat. This
                                                                    reduces dependence on fossil fuels and
                                                                    moves the operation of the plant towards
                                                                    sustainability. The initiative is a part of
                                                                    the Rs. 503 crore order won by Thermax
                                                                    for setting up three cogeneration plants
                                                                    of 20 MW each.

World Cancer Day – I am and I will
W
            orld Cancer Day was commemorated on Thursday, 4th February 2021 with the theme of ‘I am,
            and I will’, resonating with the commitment to create a cancer free world. On this occasion, the
            Thermax Wellness team organised a virtual
discussion with Dr. Anantbhusan Ranade, Director
of Oncology at the Maharashtra University of Health
Sciences. Dr. Ranade presented an informative talk
about different types of cancers and how they react in
our bodies. He also stated that there are many myths
and misconceptions about this disease and educated
the audience about the facts and different types of
treatments available. He stressed upon the importance
of maintaining a healthy lifestyle and eating right to stave
off the disease. The session was attended by over 200
Thermax employees.
                                                                                Talk by Dr. Anantbhushan Ranade

                                                      11
Solar installation for a Government of
India entity
T
        hermax Solar has bagged a prestigious                compliance with highest standards of quality and
        order from one of the largest construction           safety. Congratulations to the Thermax Solar team for
        and maintenance agencies that provide                executing another wonderful project.
infrastructural support to the Government of India.
The team commissioned a 1,500
kWp solar PV plant for them in
Jabalpur, Madhya Pradesh. The
installation is spread over an
area of approximately 16,000 m²
and expected to generate more
than 2.5 million units of green
electricity every year. This will
significantly reduce energy costs
for the client and lower their CO2
emissions by 1,890 tonnes. Highly
satisfied with the installation,
the customer complimented
our team for their execution in                                                    1.5 MW ground mounted solar PV plant

                               Welcome to the
                              #Thermax300Klub
  I
       t was a proud day in March when the Thermax
       company page on LinkedIn crossed an important
       milestone – 3,00,000 followers. The achievement
  was hashtagged #Thermax300Klub on the social
  media channel. A montage of videos and visuals was
  released by the Corporate Communication team that
  covered important moments in the journey to reach the
  magic number of 3,00,000. There were congratulatory
  posts pouring from followers, with some of them
  reminiscing their memorable association with the             To watch the journey towards this significant milestone,
  company. We thank all the businesses and functions           click on the play icon
  for continuously sharing interesting content and all our
  employees as well as followers for their continuous
  engagement with our posts.

                                                        12
Representative image
                                                                   Eco-friendly chiller
                                                                   for a nuclear
                                                                   power plant
                                                                   T
                                                                           hermax recently commissioned a double
                                                                           effect, steam-fired vapour absorption
                                                                           chiller for the Nuclear Power Corporation
                                                                   of India Limited (NPCIL) in Kalpakkam, Tamil
                                                                   Nadu. The 600 TR chiller caters to both process
                                                                   and comfort cooling demands of the nuclear
                                                                   power plant. Besides offering air-conditioning to
                                                                   the Distributed Control System (DCS) room, the
                                                                   chilled water from the chiller also condenses water
                                                                   vapour in the process area, enabling the recycling
                                                                   of heavy water.

                        STORM 2021 – a memorable
                         journey for bright minds
T
       hermax focuses on building a strong campus             the top three teams
       connect and engaging bright young minds                across five cases.
       through various industry-academia initiatives.                                                Winning
                                                              The event was covered                  Teams of
After a successful maiden edition, STORM – The
                                                              on the Thermax
Thermax Online Case Challenge was released this
                                                              social media handle                    STORM 2021
year with new sets of guidelines and prizes to deliver
                                                              which created a
a bigger and better experience to the participants.                                           'Zenith' - NIT Calicut
                                                              lot of engagement.
The Campus team reached out to 16 colleges across                                         'Fab Four' - SGGS, Nanded
                                                              Firstnaukri, India’s
India and received participation from 339 teams
                                                              leading campus              'Raptors' - Nirma University,
comprising students from the second and third year
                                                              hiring portal also                      Ahmedabad
with a mix of several streams in each team.
                                                              played an integral
The participants were presented with five real-time           role in supporting          'Team Groot' - NIT Rourkela
problems that were designed by our product experts,           the Campus team              'Tech-Ease' - SVNIT, Surat
R.S. Jha (Heating), Anurag Chincholkar (Power), V.P.          throughout the event.
Bhandarkar (Enviro), Vaidyanathan S. (Cooling) and
Nandan Prabhune (Water & Waste Solutions) along
with their respective teams.
The entire event was conducted via an online
platform and the top three winning teams from
each case were felicitated during the virtual award
ceremony, held on 23rd February 2021. Thermax
declared cash prizes of Rs. 50,000, Rs. 30,000
and Rs. 20,000 for the top three winning teams
respectively, along with a pre placement internship
opportunity for all third year students and internship
opportunities for the second year students from all
                                                                                                Virtual awards ceremony

                                                         13
ThermQ app for seamless
quality checks
T
        hermax has developed an           platform to
        app in-house called ThermQ        facilitate a
        to facilitate all the EPC teams   dynamic
of Thermax in planning, assigning,        overview of
coordinating and seamlessly               the project
tracking quality inspections. The app     and enable
has proved to be an effective tool        them to
as the EPC business is dependent          collaborate
on continuous collaboration               effectively.
between multiple agencies, which
                                          ThermQ
includes suppliers, procurement
                                          has already                             inspection agencies. 350+ users
and inspection agencies and quality
                                          signed up more than 2,700               from Thermax are already using the
inspectors. The app will bring all the
                                          vendors, 200+ inspectors and 20+        app.
stakeholders involved on a single

   Adding the fourth dimension to EPC projects
T
        he Thermax Power business leveraged                   result in better scheduling, speedy resolution of on-site
        digitalisation to enhance its EPC capabilities        issues, 3D visualisation of the project status and an
        with the introduction of the 4D BIM (Building         overview of the results in collaboration with the EPC
Information Modelling). This new technology is                project team and the customer. The newly introduced
expected to have a significant impact on the design           BIM technology is expected to play a pivotal role by
and execution of                                                                                 enabling contractors
the company’s                                                                                    and construction
EPC projects. The                                                                                teams to seamlessly
innovative 4D BIM                                                                                collaborate and
technology will now                                                                              execute projects
allow project teams                                                                              effectively. This
to create detailed                                                                               initiative is another
3D designs and                                                                                   milestone in the
augment these by                                                                                 ‘Smart’ journey of
adding a fourth                                                                                  Thermax.
dimension - project
timeline schedules
within a single
model. The use of                                                                               4D BIM simulation of
this technology will                                                                            a project

                                                         14
Steam traps training for IOCL, Guwahati
O
          ur Steam Engineering division successfully            under the aegis of the Ministry of Petroleum and
          bagged the contract for ‘Monitoring steam             Natural Gas. The training was conducted by
          trap systems and performance sustenance’                                Rajesh Kulkarni and organised by
from the Guwahati refinery of the Indian Oil                                        Sathiyababu V and Mizanur Akond
Corporation (IOCL) on 8th July 2019. As a part of                                   from Thermax, covering the
the contract, the Thermax Steam Engineering team                                     importance of steam traps and
conducted a training programme on the operation                                      how they contribute to energy
and maintenance of steam traps at the IOCL refinery                                   conservation, their operation and
virtually, in line with the pandemic norms. The training                              maintenance aspects as well
programme on the topic, ‘Efficient management of                                     as latest trends in this domain.
steam and condensate systems’ was conducted                                          The training programme was
during Saksham 2021, the month long oil & gas                                          held on 20th January 2021 and
conservation awareness campaign organised                                              was attended by 14 delegates
                                                                                       from IOCL. Ms. Deepa Jyoti
                                                                                        Thapa and Mr. Manish Kumar
                                                                                        from IOCL facilitated the
                                                                                        programme from the client
                                                                              side and the Thermax team was
                                                                              presented with a plaque, appreciating
                                                                              its dedication and effort towards
                                                                              making the training programme a huge
                                                                              success.
IOCL employees attending Thermax's virtual training

              Empowering the youth towards
                  self-sustainability
T
       hermax Foundation has collaborated
       with TVS Educational Society for Pragati
       – a skill development programme for the
empowerment of local youth in and around Sri City,
Andhra Pradesh where Thermax's Cooling plant is
located. The CSR initiative, launched on 11th March
aims to improve the competency of the unemployed
youth and make them employable for their self-
sustainability. The welding training programme has
been initiated with a batch of 20 students having
a gender diversity of 50%. The batch comprises                                          The first batch enrolled for 'Pragati'
students who have completed their ITI qualification.
The training will be a three-month residential                  improve their employability. At the same time, it will
programme facilitated by Thermax in Sri City. Once              help employers in Sri City source good talent.
these students have completed the training, they                This initiative is a part of Thermax's resolve to work
will be awarded the National Skill Development
                                                                for communities in the vicinity of its manufacturing
Corporation (NSDC) level IV certificate. This
                                                                locations.
qualification is equivalent to a diploma and will

                                                           15
TBWES' CFBC boilers continue to outperform
I
     n an earlier issue of Fireside,   in Gujarat
     we had covered the capability     clocked 600+
     of TBWES (Thermax Babcock         days of non-stop
and Wilcox Energy Solutions) in        operation, despite
setting up a CFBC boiler at the        the challenges
largest petrochemical facility         faced by the
in Gujarat that notched up an          operation and
unprecedented 674 days of              maintenance team
operation since June 2018. The         due to COVID.
TBWES O&M team has been
                                       The innovative
providing services for a total of
                                       'U' beam particle
5 units of 500 TPH, 121 bar(g),                                         Site photo of CFBC boilers installed in Gujarat
                                       separation
535ºC, IR-CFBC boilers and
                                       technology that
Electrostatic Precipitators (ESP)
                                       greatly improves                       performance of these boilers has
at the site since 2016.
                                       boiler reliability, complemented       enhanced the customer’s trust in
Following this achievement,            with the customer centric and          the TBWES products to the extent
another battery of CFBC boilers        dedicated efforts of the TBWES         that they have reduced the IBR
(4 X 500 TPH) installed at the         team made this milestone               inspection frequency from annual
second site of the same customer       possible. The exemplary                to biennial.

Know the secret of her health and happiness
I
     nternational Women’s Day,         3H - Health, Hope and Happiness          A new Thermax Sakhi cookbook
     celebrated on 8th March every     was launched. The celebration            was launched on this occasion,
     year has been important to        featured Dr. Rachna Mehta, head of       which comprises recipes by the
celebrate gender diversity within      the department of Ayurveda at the        company’s women employees.
our organisation. As a part of the     Yoga Institute as a guest speaker for
                                                                                The Learning & Development
Sakhi initiative, a campaign on        an online session. She elaborated
                                                                                team released a video sharing
                                                     on the relationship
                                                                                testimonials from our women
                                                     between eating
                                                                                colleagues on the ‘Secret of their
                                                     habits and a person’s
                                                                                happiness’. Responses came in
                                                     state of mind. She
                                                                                from the employees who touched
                                                     spoke about how the
                                                                                upon a variety of diverse passions.
                                                     combined power of
                                                                                Some said that they like to travel
                                                     health and happiness
                                                                                a lot, while others touched upon
                                                     can create positivity in
                                                                                different themes like spending time
                                                     our minds. She also
                                                                                with animals, embracing nature,
                                                     congratulated our
                                                                                making peace with oneself, listening
                                                     women employees
                                                                                to old songs, praying and even
                                                     balancing work
                                                                                cooking, baking, painting and yoga.
                                                     and life, and rising
                                                                                Our chairperson, Meher shared a
                                                     gracefully to new
                                                                                lovely snippet saying that spending
                                                     challenges.
                                                                                time with her dog, Lara gives her a
                                                                                lot of happiness.

                                                     Glimpses of events         A great way to celebrate the day,
                                                     organised as a part of     given the limitations of physical
                                                     'Sakhi'                    distancing.

                                                         16
CBG records another milestone quarter
T
        he Channel Business            a few, Shreeji Incorporation                       its focus in the commercial and
        Group (CBG) of Thermax         bagged some large orders from                      hospitality sectors working closely
        surpassed its phenomenal       a textile hub in Gujarat after a gap               with influencers such as MEP
performance in the last quarter by     of almost seven years. Technical                   consultants, architects, builders
achieving the highest ever revenue     Associates got the first order                     and key corporate customers. This
in Q4. The Heating business of         for Shellmax boiler from Nepal,                    yielded some great orders from
CBG emerged as a star, registering     and Maxitherm Works sold wet                       prestigious clients that included a
its highest order booking during the   scrubbers from the air pollution                   leading research centre where the
quarter.                               control equipment portfolio to a                   installation of 1.5 MLD STP is under
                                       pharma major in Aurangabad.                        execution, a renowned 5 star hotel
Introduction of the Balanced
                                       KTV Techno installed Thermax                       where we bagged an order of STP
Scorecard (captured in an earlier
                                       evaporative condensers to R-134a                   automation system and another
issue of Fireside), which signifies
                                       chillers in a leading chemical plant               premium hotel from where a 3 TPH
overall channel health, saw
                                       that helped the customer achieve                   boiler order was won.
commendable improvements.
                                       daily savings of about 250 units
There were high levels of
                                       (kWh) per day for their water chiller
competition among channel
                                       and about 400 units (kWh) per day
partners to secure top positions
                                       for their brine chiller. The Urban
in the scorecard. This year, the
                                       segment of CBG too intensified
channel partners worked towards
increasing customer outreach and         All India Thermax Channel Associates                              Annual       FY21-22
building customer relationship           Rank 		                                                           Score        Category
through innovative ways. The              1          Thermodynamic Services                                86.59%       Platinum
scorecard also helped identify the        2          Aetom Engineering Technologies Pvt. Ltd.              82.89%       Gold
areas that needed more focus such         3          Nikhil Technochem Pvt. Ltd.                           82.34%       Gold
as training the teams of channel          4          Explore Watek Systems Private Limited (NCRG)          81.16%       Silver
partners, scaling up marketing            5          Trivium Power Engineers (P) Ltd.                      80.44%       Platinum
activities and driving more cross-        6          Technical Associates Services Pvt. Ltd.               80.07%       Gold
sell between Thermax offerings.           7          Thermtech Engineers & Chemicals                       78.25%       Gold
Some first-of-a-kind orders               8          Kamco Engineering Pvt. Ltd. (APTS)                    78.25%       Platinum
were secured during the quarter           9          Cinzac Sales & Services Pvt. Ltd.                     77.71%       Platinum
that improved the spread and              10         Vijetha                                               75.83%       Base Category
capabilities of Thermax. To name           Shreeji Inc. and Cinzac Sales & Services Pvt. Ltd. have been upgraded from gold to platinum

Top performing Thermax Channel Associates

Thermodynamic Services      Aetom Engineering Technologies Pvt. Ltd.        Nikhil Technochem Pvt. Ltd.

                                                               17
AWARDS
 & ACCOLADES

National level CII awards won by Thermax
The Confederation of Indian Industry (CII)
had organised a National Maintenance Circle
Competition on 18th and 19th March 2021 and
focused on transformation initiatives by the industry
in adopting best practices for maintenance using
innovative technology and solutions. Participating
teams had to make live presentations on their
initiatives through a virtual platform. The competition                                The winning team from TBWES
was tough with more than 90 companies
participating across eight categories, of which                For the category, ‘Predictive and preventive
TBWES Savli team chose to compete in two. This                 maintenance practices', the TBWES team put
included leading brands like Maruti Suzuki, Hindalco,          forth an innovative concept called IDEA, which
Berger Paints, etc. to name a few.                             featured a combined approach of IoTs, Digitisation,
In the category of ‘Intelligent maintenance                    Engineering and Automation. This concept was
management’, the team presented three case                     highly appreciated by the panellists and the team
studies, viz. energy management systems, QR                    bagged second place.
code-based traceability systems and computerised               Kudos to the painstaking efforts and contributions
maintenance management systems (CMMS).                         of the TBWES Savli team in bringing home these
TBWES was declared winner in this category.                    prestigious awards!

                                           Thermax wins Risk Management award
                                           It was a proud moment for Thermax when the company won
                                           the Special Jury Citation award for logistics risk management
                                           at the 7th edition of India Risk Management Awards – in
                                           the large-cap category. Thermax bagged the award for
                                           demonstrating exemplary execution capabilities for its largest
                                           export order from Dangote Oil Refinery Company. Speaking
                                           on the occasion, Nitin Naik, Project Director and the Business
                                           Head of Projects PU said, “Thermax is a well-respected global
                                           organisation and this award will keep Thermax in spotlight on
                                           the global risk management map”.
                                           Logistics risk management has emerged as an important area
                                           of focus for Thermax as the company increasingly focuses
                                           on seamless supply chain management for its EPC and OEM
                                           businesses.
(L-R) Sudip Chowdhury, Yogesh Ghorpade,
Nitin Naik and Ajay Hantodkar with the award

                                                          18
Limelight

                                       Globally accredited risk
                                       management certification
                                       awarded to Yogesh
                                       Yogesh Ghorpade has been awarded the Certified Risk Management
                                       Professional (CRMP) certification by RIMS. It is a qualification given by
                                       the Risk and Insurance Management Society (RIMS) of the USA and
                                       accredited by the American National Standards Institute (ANSI), the
                                       only certification across the world that holds an accredited status. Yogesh
                                       completed this certification in October 2019, and in November 2020, his
                                       interview was published in the Risk Management magazine that enjoys a
                                       worldwide circulation.
Yogesh
                                       Yogesh is the Group Head of Insurance at Thermax and a part of the
                                       Enterprise Risk Management team. He has been associated with Thermax
                                       for over eight years. His hobbies include cycling and exploring nature.
                                       He has been recently selected as the member of RIMS Regional Advisory
                                       Group for South Asia.

Sujata completes doctorate in
humanities and social sciences
Sujata Deshpande acquired her PhD in humanities and social sciences from
Symbiosis International University in 2021. The foundation of her research
dates back to the period of 2014-16 when she qualified for the Teach
for India fellowship and taught in a municipal school. This was a unique
initiative directed at bridging the inequality in our country’s educational
system. Sujata was able to witness the challenges faced by the government
schooling system and the need for capacity building of municipal school
teachers, which was the topic of her research.
Sujata has acquired several degrees throughout her career spanning 25
years. She holds an MA (Economics) from the Gokhale Institute of Politics
and Economics, Masters Diploma in Business Administration (HR and
                                                                                                               Sujata
personnel management) from Symbiosis Institute of Management Studies
and a post-graduate diploma in counselling. She also holds a certificate in
psychometric tools like Workplace Big 5, Neuro Linguistic Programming,
Emotional Quotient inventory and is also certified in Deep Democracy.
Sujata is the Head of Corporate Social Responsibility, Thermax Foundation.
She has spent 14 of her 25 years in the profession with us. Before her CSR
role, she was a part of the Thermax Learning and Development team. Her
present interests include reading, particularly vedantic philosophy and
listening to sufi music.

                                                         19
Signposts

‘FIT FOR
GROWTH:
A Guide To
Strategic
Cost Cutting,
Restructuring and
Renewal’
by Vinay Couto, John Plansky & Deniz Caglar
The COVID pandemic has accentuated the concept of the VUCA world, pushing organizations to revisit their
ways of doing business. In this context, Varun Sugandhi from the International Business Group, Thermax
shares excerpts from the book written by PwC highlighting best practices that could be pertinent and
contribute towards galvanizing the organization in enabling and sustaining the change.

Pandemic, sluggish global growth,     of top-line and bottom-line,            resulting in an inability to achieve
political instability, regulatory     from all stakeholders including         organizations’ true potential.
pressure, digital disruption, and     shareholders.
                                                                              In this context, Fit for Growth,
changing consumer expectations
                                      To meet the demand for delivering       which is PwC’s overarching
…welcome to a new normal and
                                      higher shareholder value, many          framework for cost transformation
VUCA (Volatility, Uncertainty,
                                      enterprises often pursue growth         linking it to an organization’s
Complexity and Ambiguity) world.
                                      opportunities to crank up a             strategic agenda, capabilities
In this new normal, enterprises are   plateauing revenue and/or carry         and operations model, can be a
increasingly under pressure, to not   out cost-cutting initiatives to bring   thought-provoking guide.
only sustain but to boost delivery    down the fat, but often in isolation;

                                                       20
“The secret to unlocking growth is to make
                  deliberate choices not only about what to cut
                         but also about where to invest.”

What an organization                        Apple, for example, excels not only      differentiating capabilities.
needs to do to                              in product design with unmatched
                                                                                     Costs that are not linked to
                                            simplicity, but also in its ability to
become fit for                              spot an unmet consumer need/
                                                                                     'Differentiating Capabilities' can be
growth?                                                                              categorized into ‘Table Stakes’ and
                                            want, deploy technology towards
                                                                                     ‘Lights-On’ costs.
Companies that are fit for growth           market gap, make the user
do three things consistently and            experience intuitive, and last but       Costs Categorization:
continuously:                               not least, retain their customers in     A. Differentiating Capabilities:
                                            the Apple ecosystem – making it a           Capabilities that build
1. Focus on a few differentiating
                                            top-of-mind and top-of-heart brand          sustainable advantage (spend
   capabilities
                                            that earns an extraordinary price           more than competitors)
2. Align cost structure to these            premium.
   capabilities                                                                      B. Table Stakes: Activities
                                            Differentiating capabilities should         required to compete
3. Reorganize for growth                    be fully funded, whereas other              in a given sector
                                            costs – those that are discretionary        (at least match competitive
1. Focus on a few                           or may be necessary but not                 threshold)
   differentiating                          differentiating – should be subject
   capabilities:                            to a stringent examination and an        C. Lights-On: Activities
                                            intensive trimming.                         required to keep lights
To get started, a strategic outlook                                                     on/operate efficiently
is required for identification of
                                            2. Align cost structure                     (spend as little as possible,
capabilities that distinguish
                                               to differentiating                       consider outsourcing)
a business and contribute
disproportionately to its success.
                                               capabilities:                         Fit for growth cost reduction
A single capability is unlikely to                                                   framework organizes various cost
                                            Fit for growth companies manage
be adequate. High performance                                                        reduction levers. The framework
                                            their costs not only tightly but also
organizations derive their                                                           challenges companies to revaluate
                                            thoughtfully; they recognize not
competitiveness from having                                                          basic beliefs about their business
                                            all costs are bad. Indeed, costs
mastered and institutionalized                                                       by asking three questions:
                                            that strengthen a company’s
three to six capabilities, which            differentiating capabilities are good    Targeted Cost Levers:
strengthen each other such that             costs. These companies increase
                                                                                     I.   WHAT do we do? (Business
they are really hard to imitate. This       allocation towards good costs while
                                                                                          Portfolio & Capability Choices)
is called the capability system. To         meticulously managing the rest of
secure a lasting right to win in any        the cost structure. Through tight        II. WHERE do we do it?
industry requires identification of the     cost management, fit for growth              (Operating Model)
differentiating capabilities with clarity   companies increase profitability         III. HOW (& how well) do we do
and consensus.                              and free up cash to further invest in         it? (Operational Excellence)

                                                             21
I. What do we do?                       category, product, customer,                   headquarters, business
   Business Portfolio &                 channel and geography. Portfolio               units and shared service
   Capability Choices:                  Rationalization systematically                 organizations.
                                        analyses the profitability to identify
To assess Business Portfolio &                                                    ii. Outsourcing: Evaluate
                                        where complexity is driving high
Capability Choices, organization                                                      whether some internal
                                        costs. The goal is to reduce the
needs to carry out ‘Portfolio                                                         processes are better
                                        complexity that is not adding value.
Rationalization’ and ‘Zero-Basing’.                                                   performed by a vendor.
                                        ii. Zero-Basing: Justify what to
i.   Portfolio Rationalization:                                                   iii. Footprint Optimization:
                                            keep, not what to discontinue.
     Key parameters to assess –                                                        Restructuring the physical
                                             Zero-Basing examines the                  footprint of company’s
     • Products Portfolio (What
                                             costs of all activities, based            manufacturing plants,
       Products to offer?)
                                             on their strategic priority, value        distribution centers, R&D and
     • Customers & Channels                  add and business necessity,               administrative offices.
       (What Customers and                   rather than budgetary
                                                                                  III. How we do it?
       Channels to serve?)                   precedent. No activity gets
                                                                                       Operational Excellence:
     • Service Models (How to                funded only because it was in
                                             the last year’s budget.              i.   Process Excellence:
       configure operations, route-
                                                                                       Optimize processes for greater
       to-market, innovations and       II. Where we do it?                            efficiency and effectiveness
       sales?)                              Operating Model:                           by using Lean, Six Sigma and
In the search for growth, many          i.   Business Operating                        other approaches.
organizations end up adding                  Model: Redefine how roles,
                                                                                  ii. Strategic Supply
complexity by expanding or                   responsibilities and decision
                                                                                      Management: Improve the
diversifying the portfolio with new          rights are distributed between
                                                                                      efficiency of an organization’s
                                                                                      direct and indirect material
     IKEA: A Case Study                                                               spend.
     Sweden based home furnishings leader – IKEA has set a great                  iii. Digitization: Evaluate existing
     example in terms of focussing on its differentiating capabilities.                processes for opportunities to
     It has aligned its costs and organization for the benefit of itself               use technology for automating
     and the customers it serves. Few brands have achieved such an                     manual work.
     iconic status and customer loyalty that IKEA has earned, which
     is noteworthy given that IKEA asks customers to pick, carry and              3. Reorganize for
     assemble its flat-packed furniture themselves. But customers do it              growth:
     happily because they recognize that IKEA passes savings to them.
                                                                                  A company’s organization can
     IKEA is known for its simple and yet elegant product designs, huge           either make or break a fit for growth
     but inviting retail stores, and its affordable prices. IKEA employees
                                                                                  transformation. A well designed
     are persistent in searching cost saving opportunities in everything
     except the quality of merchandise, the customer experience in the            organization model enables
     store and efficiency of their operations. It has reinvested savings          fitness and growth in two ways:
     towards understanding how customers live, which helped them in               by enabling and sustaining cost
     custom designing their stores with distinctive room settings. Even           reductions and creating the right
     in times of market stress, IKEA has been able to operate from a              conditions for managers to drive
     position of strength.                                                        growth.

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The solution typically involves                                             program must be grounded in
redesigning the company to create      “All spending is an                  the organization’s culture. To make
a more appropriate structure                                                it successful, the front-line and
and spans of control. Managers
                                       investment. Every                    back-office employees have to
are given explicit financial and
                                       cost is a choice.”                   embrace and enable the change.
operational targets, along with                                             This is possible only if ‘What
clear decision rights that spell out                                        works in the company culture’ is
what they can and cannot do by            organization units in the         leveraged.
themselves to reach those targets.        company and how these units
They are also given greater control       work together.                    Summary:
over the resources assigned to         ii. The Four Building Blocks         Running a transformation program
them, and they can deploy these            of Organizational DNA            could be an arduous but fruitful
resources flexibly. Incentives are         and Talent: There are four       journey, if it recognizes and
aligned with company’s broader             standard building blocks that    enhances key differentiating
objectives in both the long term           define an organization and       capabilities of the enterprise, and
and the short term, aimed at               its effectiveness: Decision      thus strengthens the ‘Moat’ (ability to
making managers accountable for            Rights, Information Flows,       maintain competitive advantages).
results. It is about changing the          Motivators and Structure. As     In this journey, ‘Where to play’
way organization works.                    the transformation program       and ‘How to win’ decisions would
Key considerations are:                    redesigns organization, it       get crystalized to support cost
                                           needs to think through the       structure realignment (making
i.   The Operating Model:
                                           talent implications too.         savings from ‘Bad costs’ and
     Operating model defines what
                                       iii. Management Processes:           reinvesting them in ‘Good costs’).
     work is performed by what
                                            Management processes            A successful program could
                                                 for developing             reassess and rationalize business
                                                   strategy, prioritizing   portfolio; evaluate operating model
                                                     differentiating        (including outsourcing, shared
                                                        capabilities,       services and footprint optimization
                                                        designing           opportunities); and leverage
                                                        accurate budgets    incremental change opportunities
                                                      and forecasts, and    through operational excellence
                                                     tracking business      initiatives. The program also needs
                                                     performances           to deliberate on organizational
                                                    – these are             model and culture that can sustain
                                                   critical areas for       a lean structure, and also enables
                                                  assessment.               managers to drive growth.
                                                                            An organization that can implement
                                                 Enable Change
                                                                            such transformation program can
                                                and Cultural                surely deliver higher shareholder
                                                Evolution:                  value by turbocharging revenue,
                                               Large scale change           operating margin growth and capital
                                              such as a transformation      efficiency.

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