SUMMER INTERNSHIP REPORT ON

PROMOTING SALES AND MARKET

DEVELOPMENT

For
SIDWAL REFRIGERATION INDUSTIRES Pvt. Ltd.

By
Md. Shadab Khan
2015-502-062

In Partial Fulfillment for the award of

Post Graduate In Management

2015-17
Jamia Hamdard University
Near Batra Hospital, Hamdard Nagar,
New Delhi, Delhi 110062

Under the supervision

of
Nishat Khan

Submitted By, Submitted to,

Md. Shadab Khan Prof. Dr Nudrat Moini Rahman
Enrollment Number: 2015-502-062
ACKNOWLEDGEMENT

My heartfelt gratitude goes to my company guide Nishat Khan, After

Market Sales, Area Manager. Who initiated the Midas touch to all the queries
and actually made this project possibly edge. I am highly obliged to respected,
Prof. Dr Nudrat Moini Rahman, Associate Professor, Jamia Hamdard and all
other faculty members, for their continuous support and guidance.

I would also like to convey my gratitude to my guide Nishat Khan,

After Market Sales, Manager-Sales & Marketing who made me walk all the
steps of this project, intricately and helpe me in formulating the entire
framework of this analytical research.

A word of thanks to all my respondents who spared their valuable time

from their busy itinerary and made the project complete.

Finally, I express my gratitude to the every person who has devoted their
valuable time in accomplishing my summer internship project
 DECLARATION

I Md. Shadab Khan student of Jamia Hamdard University 2015-17 Batch

declare that every part of the Project Report Titled SALES PROMOTION
AND MARKET DEVELOPMENT for sidwal refrigeration industries Pvt.
Ltd. submitted by
me is original.
Date of project submission:
Faculty Mentors Comments:

________________________________________________________________
________________________________________________________________
________________________________________________________________

(Prof. Dr Nudrat Moini Rahman)

Contents
ABOUT SIDWAL REFRIGERATION INDUSTIRES Pvt. Ltd...........................................5
MILESTONE ACHIEVED......................................................................................... 10
CLIENTS............................................................................................................... 12
Government Departments................................................................................ 12
ABOUT SIDWAL REFRIGERATION INDUSTIRES Pvt.
Ltd.

Sidwal is an ISO 9001 certified company promoted by NRI technocrat Mr S S

Sidhu, a mechanical engineer from the University of Michigan.

Sidwal entered the air conditioning and refrigeration industry in 1974. Through
extensive inhouse research and development, Sidwal has become known for the
excellent performance and quality of its products.

In 1991, Sidwal pioneered the all-indigenous development of roof mounted

package air conditioners for passenger rail coaches. Since then Sidwal has
supplied more than 6000 air conditioners duly tested and approved by the
Research and Standards Organisation (RDSO) to the Indian rail coach factories.
The famous Indian luxury tourist trains such as the 'Palace on Wheels', 'Royal
Rajasthan on Wheels' or the 'Maharaja's Express' are all air conditioned by
Sidwal.

Sidwal was the first company to have developed Roof Mounted HVAC for diesel
and electric loco driver's cabin. Sidwal is the only company to have exported
HVAC units and has converted 4 Non-AC coaches into AC coaches. The entire
project involved replacing the windows with sealed ones, providing new interiors
including seats and wall panels, providing ducting and modification of the coach
roof for mounting the AC units. The Project was done jointly with RITES. Sidwal
provided 4 year operation and maintenance of these coaches in Bangladesh and
trained staff of Bangladesh Railways to finally take over.

SIDWAL has service centres in Metropolitan cities rendering services to air-

conditioning system of the Railway coaches under AMC since 1997.
SIDWAL has more than 315 technicians and staff to provide maintenance to the
air-conditioning units a round-the-clock in the rail coaches during on-line
operation. SIDWAL undertakes Annual Maintenance Contracts for Preventive as
well as Corrective Maintenance with all Railways.

Sidwal has manufactured and supplied 248 Metro Saloon Car Air-conditioners
under a manufacturing contract from Air International Transit, Australia for Phase I
coaches.

DMRC had desired to increase the cooling capacity of HVAC system and also to
add Heating for winter and De-humidification for rainy season. Sidwal designed
and supplied its own Saloon air conditioner Model SID-3300 developed under a
developmental order from DMRC and supplied two prototype HVACs which were
tested in revenue service for more than one year. After successful service trials,
DMRC placed additional order for 32 HVACs for 4 Trainsets. These are in
successful service since January 2007 fitted in Rotem Coaches made by MRM at
Bangalore.

The SID-3300 Saloon car Air-conditioner was tested jointly by DMRC and Sidwal.
And thus, DMRC given Sidwal the status of an approved vendor.

BEML has placed the order in 2009 for 16 Saloon Air Conditioners on Sidwal on a
single tender basis for the 8 Car prototypes for 6 car per Train set extension project
of 70 Trainset of Phase-1, RS-1. The ducting in these 8 cars has also been provided
by Sidwal.

The Electric Energy Efficiency has improved significantly by the use of state-of-
the art HVAC design using scroll compressors. As a result the air -conditioner is
delivering 52kw cooling with 34.6kVA power consumption. This is same power
consumption as consumed by AIT air conditioner delivering 41KW cooling in RS-
Filters were provided on the fresh air openings to cope up with the dust-laden
atmosphere of New Delhi. As a result, service life and maintenance intervals of the
mixed air (fresh air and re-circulated air) filters has significantly improved (6000
kms observed by DMRC).

900 RPM condenser fan motors have been used to reduce the noice emissions to
the outside of the rail car.

Mitsubishi Rotem Melco BEML (MRMB) consortium has been given the order for
188 Cars for Phase II (RS3). Based on the experience gained by Sidwal, they have
placed an order for 376 Saloon Car AC and 94 Driver's Cab AC on Sidwal.

Sidwal exported 1 trainset HVACs to Rotem, Korea, which passed all tests and
returned to India. Deliveries of 20 Trainset HVACs have already been made.

Sidwal also has developed and supplied 800 HVAC units for the newly introduced
LHB ALSTOM designed passenger coach for Indian Railways.

Through a comprehensive technical support network Sidwal provides round-the-

clock 24x7 service under Maintenance Contracts throughout the 63,465 kms of
Indian Railway track length. 315 Sidwal's technicial are stationed at major rail
heads throughout India.

Sidwal has received contracts from Siemens and ICF to provide Ventilation
Systems to 1446 EMU coaches of MRVC Mumbai. 100% supply order has been
given to Sidwal due to excellent performance experience at Western Railway in the
Millennium 12 Coach rake provided with Ventilation system by Sidwal under the
Indo- German project.--------

SIDWAL is also registered with Director General of Quality Assurance (DGQA),

Ministry of Defence, Govt. of India, Directorate General of Aeronautics Quality
Assurance (DGAQA), Ministry of Defence, Govt. of India for the supply of air-
conditioners of Military Ambulances and have supplied these air-conditioners for
TATA (4 X 4) 2.5 Ton Chassis and also to Swaraj Mazda 4 X 4 Ambulances.

Sidwal has a large range of air conditioners for luxury buses having seating
capacity of 9, 14, 21, 29, 35, 42 and 52. Compressor is mounted on the vehicle
engine as well as powered by a separate Diesel engine as a power pack. Sidwal has
over 5000 buses in satisfactory service all over India.

SIDWAL has also supplied Air-Conditioning Unit (ACU) and Thermal Cooling
Unit (TCU) after thorough testing by Design Research & Development
Organization (DRDO), Ministry of Defence, Government of India for Mobile
Autonomous Launcher System of BrahMos supersonic missile. This missile was
handed over to Indian Army by the President of India on 21st June, 2007.

SIDWAL has supplied 7 ton and 10 ton Packaged Air-conditioning Units complete
with electrical control panels and installation duly tested and approved by DGAQA
for Air Force Radar Communication Shelters at various locations.

SIDWAL is one of the six suppliers of High Sensible Heat Ratio 7 & 10 Ton
Packaged Aircons for Department of Telecoms telephone switch gear rooms.
These are equipped with microprocessor based controllers for precision control of
temperature, humidity and dust.

Among other products, SIDWAL has a largest range of ISI marked Drinking Water
Coolers (8 to 800 ltrs.) duly approved by Directorate General of Supplies &
Disposals (DGS&D), Ministry of Supply, Govt. of India.

SIDWAL products are designed using man-machine interactive type techniques.

Reliability is assured with stringent testing under controlled temperature and
humidity conditions in highly equipped test rooms. Through extensive research &
development, SIDWAL has produced excellent products acclaimed for their
distinguished quality for more than 33 years.

SIDWAL has one of the most advanced and modern factories at Faridabad
(Haryana) and Kala-Amb (Himachal Pradesh) having young and dynamic team of
engineers and technicians equipped with the latest Computer Aided Design
Systems and Computer Aided Manufacturing with CNC Sheet Metal Presses,
Folding Machines and Brake Presses. Cooling Coils, Condenser Coils, Blowers,
Motors, PCBs, FRP moulding, Electrical Panels produced in-house provide the
cutting edge benefit over the competition.

Ruggedness and longevity of our products through a strict quality control and
100% testing in controlled climate test chambers has been key strength of
SIDWAL. Repeat orders are placed on us due to products backed up by a strong
and prompt service team. We have been able to create an undisputed reputation in
the competitive market.
MILESTONE ACHIEVED

1975 Began manufacturing evaporative coolers

1975 Fan coil units

1978 Heat convectors

1981 Water coolers for domestic and export sales

1983 Window mounted room air conditioners

1985 FHP electric motors as per Indian standards

1986 Split air conditioners

1988 Packaged air conditioners for telecom applications > 95% Sensible heat
removal with micron air filtration.

1991 Roof mounted air conditioners for rail coaches Compact, Light Weight,
Eco Friendly (5.8 kg Vs. 35 kg OZONE friendly refrigerant, all indigenous.

1999 Bus air conditioners and cold rooms - All indigenous

2001 Loco driver cab air conditioners

2002 Roof-mounted AC for LHB coaches

2003 MIL grade air conditioning units Slip On

2004 Metro saloon and driver's cab HVAC unit- High Efficiency

2007 Forced ventilation systems for commuter rail coaches

QUALITY

All of Sidwal's products are type tested and verified by rigorous testing in-house in
the temperature and humidity controlled test chambers, approved by ISI and
RDSO.

One of Sidwal's key strengths is its complete self reliance in manufacturing

technologies. Each product has been designed and engineered inhouse.
What's more a majority of the components are produced in house. So Sidwal
exercises total control over each and every stage of production right from concept
to commissioning. The result? A product quality that's precisi on perfect.

For Sidwal, quality is a prime objective and is built into a product meticulously.

A special quality assurance team has set standards and benchmarks and monitors
their implementation at each and every stage of manufacture and testing. These
benchmarks are constantly being reviewed and upgraded to keep pace with
changing needs.

At Sidwal, stringent testing requirements are met through specially designed

ambient controlled test chambers in which even the harshest climatic conditions
can be stimulated in order to evaluate the performance of the finished products.

Training and skill upgradation of key personnel - vital adjunct of Sidwal's quality
promotion drive - is carried out regularly.

All this ensures that Sidwal products conform to world standards.

We, at SIDWAL, aim for total customer satisfaction. All those who buy our
products viz. Air conditioners, Water Coolers etc. and their accessories are our
Customers.

We treat our customers, suppliers and staff with care and respect and strive for
excellence and continual improvement in all our products and services.

CLIENTS
Government Departments
Indian Railways

Military Engineering Services.

National Hydraulic Power Corporation.

National Thermal Power Corporation.

National Power Training Institute.

Rajasthan Atomic Power Project.

Nuclear Power Corporation Ltd.

Bharat Heavy Electronics Ltd.

Bharat Electronics Ltd.

Indian Air Force.

Mahanagar Telephone Nigam Ltd.

Bharat Sanchar Nigam Ltd.

Delhi University.

Jawaharlal Nehru University.

Municipal Corporation of Delhi.

Delhi Vidyut Board.

N.C.E.R.T.

P.W.D.

C.P.W.D.

Banaras Hindu University.

I.I.T-Delhi, Roorkee

Delhi Police

C.R.P.F

B.S.F

N.H.A.I

A.I.I.M.S
Jamia Milia Islamia University

Door Darshan(AIR)

Ministry of Govt. of India

Delhi International Airport

Airport Authority of india

Schools

Delhi Public School

St. Mary Public School

D.A.V. Public School

Indus Valley Public School.

Manav Bharti India International School

Air Force Golden Jubilee School.

Army Public School

Vanketeshwara International School

I. P. International School.

Cambridge Foundation

Rayan International

The Japanese School

Pusa Institute New Delhi

Oil Companies

Indian Oil Corporation.

Bharat Petroleum Corporation Ltd.

Hindustan Petroleum.

Hospitals

Escorts Hospitals and Heart Institute.

Holy Family Hospital.

Sun Flag Hospital.

Gurgaon Hospital.

R.M.L.Hospital.

G.T.B.Hospital

Pant Hospital.

Jamia Hamdard Hospital.

Apollo Indraprastha Hospital.

Five Star Hotels

Park Royal.

Taj Palace.

Oberoi Hotel.

Le-Meridian.

Surya Hotel.

Maurya Sheraton.

Holiday Inn.

DIVISION
1. INDIAN RAILWAYS

2. METRO RAIL

3. DEFENCE

4. BUS AC

5. TELECOM & IT

6. WATER COOLER

Product Portfolio and Production Facilities

Product Portfolio

Sidwals flagship product is custom HVAC for application in rail, defence,

bus, telecommunication etc. Sidwal offers the option for the design,
manufacture and
installation of a custom HVAC system to suit an application where a special requi
rement
arises in terms of environmental conditions, electrical power supply, ergonomics, s
pace requirement, etc.
Custom Applications
Heat load calculations
Supply of insulation
Design of vapour compression cycle
Computational flow dynamic analysis
CAD software enclosure and ducting design
HVAC control system design
Inhouse climatic chamber testing
EMC and vibration qualification
Inhouse manufacturing with Computer Numerical Control (CNC) machining
, coded welding and sheet metal works
Document development e.g. operator manuals etc.
Maintenance support via skilled technicians stationed at various service stati
ons across the country
1. RAILWAY HVAC - MAIN LINE

Sidwal pioneered the all-indigenous development of roof mounted package air

conditioning units (RMPUs) for passenger rail coaches in 1991. Since then Sidwal
has supplied more than 6000 RMPUs to the Indian Railways.

Sidwal has also designed, manufactured and installed the complete HVAC
equipment in India's luxury tourist trains such as the 'Palace on Wheels', 'Royal
Rajasthan on Wheels' or 'Maharajas' Express'.

Sidwal manufactures air conditioning units for all types of passenger coaches. In
addition, our scope of supply comprises driver's and guard cab HVAC units, roof
mounted heating units, pantries for hot and cold food and various other products.

Sidwal has more than 315 service technicians and staff to provide after sales
services all across India. Sidwal undertakes annual maintenance contracts with all
zonal railways for the preventive as well as corrective maintenance of HVAC
equipment

PRODUCTS RANGE

METRE GAUGE
STANDARD RMPU

DOUBLE DECKER
GARIB RATH

LHB
 LOCO DRIVERS

2. RAILWAY HVAC - METRO

Sidwal metroHVAC equipment is designed to meet the demanding climatic

conditions as well asthe high passenger density observed in Indian metropolitan
areas.

In the Bombay suburban network,for example, up to 570 passengers squeeze into

one rail car. In order to ensurean acceptable air quality onboard the new commuter
cars operated by the MumbaiRailway Vikas Corporation (MRVC), Sidwal has
designed a forced ventilationsystem to supply large amounts of ambient fresh air to
the passenger area. Morethan 2500 ventilation units have so far been supplied to
the Integral CoachFactory, Chennai

In addition,Sidwal supplies saloon and driver's cab air conditioners for the RS1,
RS3 andRS4 projects of the Delhi Metro Rail Corporation (DMRC). Furthermore,
the metrocars under manufactured at the Integral Coach Factory for the Calcutta
metroare also fitted with Sidwal roof mounted packaged air conditioners

PRODUCTS RANGE
Bombay : Ventilation unit and drivers cab air conditioner

3. DEFENCE

PRODUCTS RANGE
NBC PROCTECTED 1.7 TR VERTICAL AC FOR BMP TANK
SLIP ON AC

4. BUS AC

Sidwal is also the first company in india to develop the sleekest Roof Mounted Bus
Air Conditioners (170 mm in height), Which are available in a range to meet any
requirement of mini, midi and large buses. SIDWAL Bus Air Conditioner are
specially designed to operate in 500 c and are approved by TELCO and Swaraj
Mazda as OEM parts. The TELCO Bus used for the pre inaugural" Calcutta-
Dhaka-Calcutta" trip on April 8-10, 1999 was air conditioned by SIDWAL.

The roof mounted unit is designed in a manner that it can be mounted outside the
body of the bus without disturbing the interiors and since it is very sleek, it allows
the bus to be parked in a garage with a low ceiling.

PRODUCTS RANGE
 SINGLE ROOF MOUNTED UNIT FOR
LOW FLOOR CITY BUSES

ROOF MOUNTED UNIT FOR MIDI SIZE BUSES

5. TELECOM & IT

(I) PACKAGED AC
 Our PackageAirconditioners of 2.0, 3.75, 5.0, 7.5, 10 and 15 Ton capacities
are extensivelyused for varied applications. These are available both as air
cooled and watercooled versions. Made with two equal independent circuits
for capacity andredundancy Capable of developing upto 60mm WG of net
external static pressure,to overcome resistance through Micron filters for the
filtration of air.
The only oneIndian company to have developed all indigenous unit.
Telecom Industry: Ours isone of the six companies approved by the
Department of Telecom (DoT),Government of India for the supply of
packaged ACs to Electronic Exchanges.

(ii) PRECISION AC

The DTS range ofdirect expansion, air-cooled Precision climate Control Units have
high sensibleheatratios, are designed for in-room installation and feature
automatictemperature and humidity control with high efficiency air filtration.
Compactin footprint, they are suitable for all applications requiring
precisioncontrol oftemperature, and humidity and air cleanliness. Available in
single ortwincooling circuits and inclined internal heat exchanger. Typical
applicationsare Data Centres, Telephone Exchanges, Control Rooms, Switch
Rooms, NetworkHubs and Laboratories. Available in either Top Discharge or
bottom Discharge configurations,the product is designed and engineered with high
standard sutilizing continuouslyrated, high reliability components offering long,
trouble free operations withroutine maintenance access from the front of the unit
only.

PRODUCTS RANGE
 PACKAGED AC PRECISION AC

6. DRINKING WATER COOLER

Sleek and elegant in design, Coolstar Drinking Water Coolers are rugged and
heavy duty. They are made with stainless steel tanks wrapped with copper cooling
coils for maximum efficiency providing running cold water at a refreshing
temperature of 13.5 C.

Coolstar water coolers use a hermetically sealed compressor of high efficiency. An

oversized condenser coil coupled with liberal sideways ventilation makes them
highly energy efficient and gives longer life to the compressor. Hence the water
coolers can be installed close to the wall saving space. The closed cell expanded
polystyrene insulation protects the water cooler from breeding insects and bacteria.
This is due to the non porous insulation unlike the conventional systems where the
glass wool, being porous, breeds insects and bacteria.

Rust being the biggest enemy of water coolers is effectively kept at bay by powder
coating after pre paint metal treatment through a 7 tank hot phosphatising process.
The cooler is mounted on stainless steel feet minimizing rust from the bottom and
giving clear space for cleaning and for air movement to keep the water cooler dry.
All the fittings and pipes which come in direct contact with water are made of non-
corrosive materials.

Rust being the biggest enemy of water coolers iseffectively kept at bay by powder
coating after pre paint metal treatmentthrough a 7 tank hot phosphatising process.
The cooler is mounted on stainlesssteel feet minimizing rust from the bottom and
giving clear space for cleaningand for air movement to keep the water cooler dry.
All the fittings and pipeswhich come in direct contact with water are made of
non-corrosive materials.

PRODUCTS RANGE

INSTANT WATER COOLER 150R WATER COOLER 20/40

WATER COOLER 150-150 WATER COOLER 40/40

Key Management

Sidwal group is family owned business group, set up by technocrat Mr. S S Sidhu, a
Mechanical Engineer from the University of Michigan, USA. Its actively managed b
y Mr. S S Sidhu and Mr. Ronsher Singh Sidhu (son of Mr. S S Sidhu).
Owners fully engaged in strategic and daytoday operation through its loyal and
skilled team members
Mr. S S Sidhu leads the R&D team for new designs, product development and
improvisations. Sidwal group indigenously designs, develops and manufacture
s all
its products and components which are protected by Patents, Designs & Copyr
ights.
Managed by seasoned industry veterans and employing more than 800 qualifie
d and committed people, Sidwal combines world class infrastructure,
certified processes and proprietary technology to deliver high quality
products to its customers
Refer Annexure III A & B for Detailed Profile Documents of Key
Management
(Managing Promoters) Mr. S S Sidhu and Mr. Ronsher Singh Sidhu
Refer Annexure III C for Brief Profile of Key Management Team

Financial Forecast

Based upon the above assumptions, Sidwal is expected to attain almost 30%+ g
rowth
stabilizing after 10th year to 7% (terminal year); a very healthy EBITDA over
15% of sale, self
sustaining business model without external borrowings and very healthy Break
Even Level of
37% in Year 1 itself (further reducing with enhanced operations)
Refer Annexure XVI G for Profitability Forecast, Annexure XVI H for Cash Fl
ow Forecast,
Annexure XVI I for Net Present Value and Annexure XVI J for Break Even lev
el.