Talking to Engr. Kamran Sultan Country Leader channel management at Schneider electric
Schneider Electric is a leading provider of energy management and automation solutions, committed to delivering high-quality, innovative products tailored to the needs of the local market. We have a presence in more than 100 countries, serving multiple market sectors. With a strong focus on sustainability and efficiency, Schneider Electric has established itself as a trusted partner for various industries across the country. The company emphasizes the importance of localization, offering solutions that meet international standards guided by our meaningful purpose of a sustainable future for all. while addressing the specific challenges of the Pakistani market
Engr. Kamran Sultan, a seasoned professional in the electrical engineering field, has been at the forefront of Schneider Electric’s channel management in Pakistan since 2010. A graduate of NED University with a degree in electrical engineering, Engr. Kamran Sultan’s journey with Schneider Electric began more than a decade ago, and his contributions have been pivotal in shaping the company’s operations in Pakistan. As the Country Leader for Channel Management, he oversees various business verticals, focusing on managing distributors, contractors, panel builders, and logistics, all while navigating the challenges of the local market.
One of Engr. Kamran Sultan’s most significant challenges has been addressing the issue of illegal imports. Many local distributors have been importing products illegally from countries like Thailand, bypassing official channels and creating a market for non-genuine products. Recognizing the need to tackle this issue, Kamran and his team have taken several measures to bring these operations into the legal fold. “We have expanded our network of distributors to provide these importers with a legal pathway to obtain original Schneider Electric products,” Kamran explains. This initiative is part of a broader strategy of forming strategic partnerships to ensure that customers have access to authentic, high-quality products, and to curb the influx of counterfeit goods in the market.
In addition to formalizing distribution channels, Schneider Electric, under Engr. Kamran Sultan’s leadership, is also launching an awareness program aimed at educating the market on the importance of using genuine products. “There’s a tendency among local consumers to favor imported products, often at the expense of locally available alternatives,” he observed during a recent exclusive conversation with Engineering Post. This preference, coupled with a general shift towards the IT sector and a focus on maintenance rather than production, has stunted the growth of local manufacturing. Schneider Electric is actively working to change this mindset by promoting localization and emphasizing the superior quality and reliability of their products. However, Engr. Kamran Sultan acknowledges the unique challenges faced in the Pakistani market, where local companies often compete with Schneider’s type-tested panels using non-type-tested alternatives. “While the rest of the world is moving towards partial or fully type-tested solutions, in Pakistan, there’s still a lack of awareness and appreciation for these advanced, safety-certified products,” he says.
Schneider Electric’s commitment to quality is unwavering, with huge invested in research and development (R&D) And in 2021, Corporate Knights ranked Schneider Electric the World’s Most Sustainable Company in their Global 100 ranking.. The company’s focus on innovation is evident in their continuous work on circuit breakers, new economic models, and environmentally friendly solutions such as the SF6 gas. Schneider Electric’s R&D efforts are not limited to Europe; the company has a significant presence in neighbouring countries like India as well, ensuring that its innovations are tailored to meet the needs of various markets. “Our approach to R&D is global yet localized,” he explains. “We understand the specific needs of each region and work to develop products that are not only high-tech but also relevant to the local market. New products are regularly introduced, and we take proactive steps to guide the market in understanding and adopting these innovations.” Schneider is not limiting on product but also investing in developing innovative solutions that deliver immediate and lasting decarbonization in line with our carbon pledge, we set target by 2025 , 50% Green material content in our products and 100% of primary & Secondary packaging will be free from single-use plastic and use recycled cardboard.
Channel management is a critical component of Schneider Electric’s business model, with almost 45% of its revenue generated through channels. Under Engr. Kamran Sultan’s guidance, the company has been working diligently to strengthen these distribution channels, ensuring that they operate effectively and maintain Schneider Electric’s high standards. One of the key initiatives in this regard was the stock level of our distributors and development of licensed Panel builders of Schneider products. “We have set specific criteria for those who wish to partner with us as certified Panel builder Partners,” Kamran notes. “Our goal is to ensure that every product bearing the Schneider Electric name meets our stringent quality standards, even if some of the fabrication is localized.” To achieve this, companies that wish to become licensed Panel builders must undergo a rigorous auditing process. Only after meeting the required standards are, they certified to manufacture Schneider Electric products. “This process is essential for maintaining the integrity of our brand,” Kamran emphasizes. “We support our partners every step of the way, providing them with the necessary training and resources to meet our standards. Locally, we’ve had success stories with companies like JEI, HRA, Green TD and A to Zee, who have excelled as our certified Panel builders.”
However, Engr. Kamran Sultan also highlights the challenges posed by counterfeit products in the market. “Unfortunately, Schneider Electric’s products are so well-accepted in the retail market that they have become targets for counterfeiters,” he lamented. The presence of fake products not only undermines the company’s reputation but also poses significant risks to consumers. “Counterfeit products are often made with inferior materials and are not subject to the same rigorous testing and quality control procedures as our genuine products. People are copying Schneider products and selling them as genuine, which is a serious issue,” he says. To combat this, Schneider Electric is taking proactive measures to protect its brand and ensure that customers can distinguish between genuine and counterfeit products. These efforts include working closely with law enforcement agencies, educating consumers, and implementing advanced product authentication technologies.
Despite the challenges, he remains optimistic about the future of Schneider Electric in Pakistan. He is particularly encouraged by the company’s ongoing efforts to promote localization and its investment in the local market. “Schneider Electric is committed to Pakistan, and we are here to stay,” Engr. Kamran Sultan asserted. “We are continually adapting to the needs of the market and working to ensure that our products are not only of the highest quality but also accessible to everyone.”
Schneider Electric’s strategy in Pakistan also involves nurturing talent and creating opportunities for growth. He recognizes that there is a growing interest among local talent to move abroad, which poses a challenge for companies looking to retain skilled professionals. “Real talent is interested in moving out of the country, which is a concern,” Engr. Kamran admits. To address this, Schneider Electric is taking steps to create a more attractive work environment, offering opportunities for professional development and career advancement within the company. “We want to ensure that our employees see a future with Schneider Electric in Pakistan,” Engr. Kamran Sultan says. “By investing in our people and providing them with the resources and opportunities they need to grow, we hope to retain top talent and continue driving innovation in the local market.”
“Our goal is to provide the best possible products and services to our customers while contributing to the growth and development of the local market,” Engr. Kamran Sultan concludes. “We are here for the long haul, and we are committed to making a positive impact in Pakistan.” With a strong focus on R&D, a commitment to quality, and a dedication to nurturing local talent, he is confident that Schneider Electric will continue to thrive in Pakistan.
