Founded in 1931 and headquartered in Lahore, The Imperial Electric Company (Pvt) Limited (IEC) stands as one of Pakistan’s most established engineering enterprises. A premier manufacturer of diesel generator sets ranging from 10 to 1250 KVA, IEC provides turnkey engineering solutions across power, telecom, and aviation infrastructure, including sophisticated airfield lighting systems. As part of the Imperial Group, the company has built a legacy spanning nearly a century, combining manufacturing strength with nationwide service outreach.
In an exclusive conversation with Engineering Post, Ejaz Ashraf, Deputy General Manager at The Imperial Electric Company (Pvt) Limited, shared insights into the company’s switchgear operations, brand partnerships, and evolving market dynamics. Holding an MBA in Marketing from Punjab University, Ejaz Ashraf brings a diverse professional background that includes early experience with Paktel, world renowned Swiss watches brand Omega and call center operations, followed by 17 years in the switchgear industry 13 of which have been with IEC. Currently overseeing customer service, sales, and operations, he plays a central role in driving the company’s market expansion.
IEC’s low-voltage switchgear portfolio includes leading European brand Schneider Electric and China’s top brand Chint. Highlighting the company’s four-year partnership with Chint, Ejaz Ashraf noted that the collaboration has been instrumental in strengthening IEC’s footprint in Pakistan. “This year, we received a Sales Excellence Award, which reflects our market outreach and proactive marketing activities,” he said proudly. IEC offers comprehensive product availability to meet diverse industrial and commercial requirements.
“Our sales are very strong because first of all IEC itself is a known and trusted brand,” said Ejaz Ashraf. “We have offices all over Pakistan, and our teams are highly trained with excellent retention. That continuity gives confidence to our clients.” He emphasized that IEC’s growth is not accidental but the result of consistent and targeted marketing efforts. “We have spent lavishly but wisely on marketing, and we receive strong support from our management. That alignment between strategy and execution is critical.”
Speaking about Chint’s manufacturing standards, Ejaz Ashraf explained, “Chint products are manufactured using robotics and operate under very strict systems and quality controls. Their research and development is extremely strong, they spend around 7 to 8 percent of their revenue annually on R&D.” He added that this commitment to innovation ensures that the products remain competitive in performance, safety, and durability.
However, market success also brings challenges. “It is natural that when a brand becomes popular, copies start appearing and products enter through grey channels,” Ejaz Ashraf observed. To counter grey channel imports, IEC has taken proactive measures. “We have issued special circulars and launched social media awareness campaigns to educate customers about authentic sourcing,” he explained.
Beyond awareness, IEC has strengthened its inventory strategy. “We have increased our stock levels significantly so that grey channel suppliers cannot compete. By ensuring product variety, warranty support, and technical backup, IEC positions itself as a reliable and authorized solution provider.
Reflecting on IEC’s broader journey, Ejaz Ashraf concluded, “Our strength lies in our legacy, our people, and our partnerships. When you combine a more than 90-year-old brand with modern marketing, strong R&D-backed products, and nationwide service support, you create sustainable growth.”
