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BUILDING FACILITIESToshiba has a wide range of products for the safetyand comfort of people in India. The company is keenon expanding Building and Energy ManagementSystem (BEMS), which controls the energy efficiencyof the entire building and reduces energyconsumption and costs through monitoring andcontrolling of power supplies.ELEVATORS: One of the key features of Toshiba'selevator is safety and it ensures safety of passengers inunexpected happenings. Toshiba elevators also offer acomfortable riding experience with no vibration ornoise made possible by top-class anti-vibration

technology.Furthermore, theyhave the technologyfor world's fastestelevators. Toshiba'selevator business inIndia started in April2011 and in October2012, "ToshibaElevator" joinedhands with "JohnsonLifts" and TJEI(Toshiba JohnsonElevators (India))was born tostrengthen andfurther accelerate its

business operationsin India. TJEI has

already organized 34 project orders till date. They alsoinstalled and commissioned many high-speedelevators. Eight elevators at One Avighna Park inMumbai travel at 6 m/s making it one of the fastestelevators in India. It is an excellent example ofToshiba's strong foothold in the market.AIRCONDITIONING: Toshiba Carrier, the global jointventure between Carrier Corporation US and Toshiba,started its AC business in India through "CarrierAirconditioning & Refrigeration". Toshibaairconditioning is pioneering the inverter revolution inIndia by introducing energy-efficient variable speedsolution and is already promoting inverter-based hi-walls, cassettes, duct and Variable Refrigerant Flowsystems. These are being liked by Indian customers fortheir power saving ability and reliability. Toshibaairconditioning has gained wide acceptance in variousprestigious condominium projects like Emaar MGF,Commonwealth Games Village, Ireo Grand ArchProject, Ambience Caitriona Apartments in NCR,K Raheja Vivarea project in Mumbai, Kalpataru Aura inMumbai, etc. Also, Toshiba inverter products are quitepopular in light commercial applications too, like inthe showrooms of brands like Tanishq, Titan, Talwalkar.

SOCIAL INFRASTRUCTURE SYSTEMSContributing to the Indian society by providing goodinfrastructure is one of the key commitments of Toshiba.The population of India is increasing and with economicgrowth, the country needs to structure its publicinfrastructure. With its expertise, Toshiba can helpimprove Indian infrastructure in a safe, efficient and eco-friendly way.INDUSTRIAL SYSTEMS Toshiba deals with variousindustry sectors and offers industrial products likeadvanced distributed control system (DCS)s, inverters(AC drives), customized motors and soft starters. Theseproducts have Toshiba's innovative technology forcustomer benefits. Inverters are used in elevators, solarwater pumps, etc. DCS is used in metals, power, oil andgas plants; motors are used in all industries.Toshiba products reduce engineering, installation, setupand commissioning time. The products are available inIndia through a strong distribution network.RAILWAY SYSTEMS: Since it started manufacturingtraction motors and propulsion systems in 1899 in Japan,Toshiba has pursued its railway business, while strivingfor successive technological innovations. Toshiba's effortsto enhance itsrailway systempriorities, such assafety, efficiency,and convenience,have enabled thedevelopment ofelectriclocomotives,electricequipment forrolling stockincluding highspeed trains,traction power supply systems and trail control and trafficmanagement systems. Toshiba flexibly integratesadvanced technologies in response to customer andsocial requirements to provide rolling stock, infrastructureand control systems of railways in the world.SECURITY & AUTOMATION SYSTEM: Toshiba offers widerange of high-quality equipment and solutions in thisarea. As a leading intelligent transportation systemintegrator, Toshiba expertise includes ETC (Electronic TollCollection) system and CCH (Central Clearing House)solution for highway traffic control systems. Toshibasupports automation of banking business. It providesbanknote processing machines for accurate and reliablebanknote sorting and counterfeit detection. It alsopioneered in the field of smart card by developingJapan's first IC chip-based card in 1981 for storinginformation more securely and has continued to developapplications for financial services, transportationpayments and so on.

POWER SYSTEMSTo ensure adequate, reliable supply of electric energy,Toshiba's decades of experience in power planttechnologies can contribute to India's energy problems.THERMAL POWER SYSTEMS: Toshiba is committed to theprogress of Indian power sector. The 2x500 MW subcriticalsteam turbine and generator (TG) supplied to Anpara B

station of UP in early 90s is a milestone in Indian powersector. Toshiba was again able to showcase itstechnological advantage by receiving order for 5x800 MWsupercritical steam TG from TATA power for theirprestigious Mundra project starting operation in early 2013.The company continued with its commitments and hasbeen successful in receiving order for 2x660 MW (Meja)supercritical steam TG island portion from NTPC JV and3x800 MW (Kudgi) from NTPC. Both the projects are inadvance stages of execution.

Toshiba has also shown its commitment to overallgrowth of India by establishing a JV, TJTG (Toshiba JSWTurbine & Generator) in Chennai in 2009 for manufacturingsupercritical steam TG. TJTG facility is second only to thefactory in Japan and was established to execute thermalpower plant business in India based on the advancedtechnology and worldwide experiences of ToshibaCorporation, Japan. This new establishment is now gearedup to extend our range of services, covering completeEMPCS (Engineering, Manufacturing, Procurement,Construction & Service) including EPC.HYDRO POWER SYSTEMS: Like thermal power, hydropower is an important source of power generation. Toshibais a world leader in both conventional and pumped storagehydro power stations. Toshiba's first conventionalhydroelectric equipment was manufactured for Umiam I inAssam in 1961. Since then it has supplied more than 30units of high-efficient hydro-electric equipment to 10power stations in India. Toshiba has two ongoing projectsnow: Kal in Maharashtra and Wanger Homte in HimachalPradesh. Toshiba also offers "Hydro-eKIDS™" for low headand small-scale hydroelectric power plants.TRANSMISSION & DISTRIBUTION: For realizing stableelectricity supply, T&D system enhancement is as essentialas power generation. It also contributes in T&D businessfield by supplying a wide range of products and solutionssuch as power transformers, distribution transformer,switchgear, power electronics, smart meter, etc.

NEW AVENUESIn addition to the conventional business fields, Toshibahas started developing new business fields tocontribute to the sustainable future of people in India.DEMONSTRATION VILLAGE: A huge population ofIndia resides in rural areas, but they don't have thesame facilities like cities. Toshiba realized that byaddressing the needs of rural people, it may beeffective to develop new and innovative businessmodels in India. Toshiba is now focusing on thelifestyle of rural people and has started a pilot projectcalled "Demonstration Village", seeking to adaptproducts and services for inhabitants in rural areas.SMART COMMUNITY: Toshiba tries to concentrate itsexcellent technologies and experiences in energy,storage and healthcare. Smart community refers to acommunity which seeks to develop smart solutions forthe community as a whole by utilizing information andcommunications technology (ICT) while promotingthe introduction of renewable energies and achievingthe integrated management and optimized control ofall types of infrastructure. At the heart of the smartcommunity are technologies that achieve optimumcontrol by gathering and processing massive amountsof data in real time in which Toshiba also has itsexpertise. Toshiba has participated in smartcommunity projects in India and seeks to expand itsbusiness for India's better future.MEDICAL SYSTEMS: In the mid-term business plan,Toshiba is emphasizing on healthcare as a pillar of its

strategic business. Toshiba already has 50% share inJapanese CT market and has Japan's No.1 and World'sNo.4 share in image diagnosis apparatus market. Byplacing healthcare as a business of new value creation,Toshiba will expand its healthcare business into newdomains, focusing on advanced medical treatmentareas, including the prevention and aftercare business,supported by personal health record based on cloudtechnology. Toshiba expects these areas to grow big inIndia in near future.

TOSHIBA AT THE HELM OF CUTTING-EDGE TECHNOLOGYThe company is committed to the welfare of people of our country with its innovative and energy-efficient technologies

India is known for its diversity —demographic, religious, cultural, aswell as language. Whatopportunities and challenges thesefactors throw open for any businesspursuit?In Japan, it is widely recognized thatIndia is a country of diversity and theunity in diversity has been India'sethos. A key word for this query maybe "standard". As a usual businessfield, we tend to apply a "standard"which we have prepared in advance.For example, "standard design","standard process", etc. It would bemore effective, profitable and speedierin our business if we could apply onestandard at as many places aspossible. But, in India, the country'sdiversity demands customization andwe have to consider many factors inorder to adapt to Indian diversity. If weseek a solution as "greatest commonmeasure" in India, it would be a lessworthy solution which has nopeculiarities.

But we are not worried about it.India is so wide and huge that eachcategory under diversity has stillsufficient capacity to realize aprofitable business. Toshiba iscommitted to provide productsthrough which Indianpeople's requirementsare realized as much aspossible.

Considering the hugesize of the nation, whatplans do you have to diversify yourbusiness prospects in remoteregions of India?There is a vast difference between bigcities and rural areas. However, boththese areas and the difference can beapproached with same tools, namely,related products. From the view pointof "approach method", we are nowtrying two ways. One of the ways is tomove from big cities to small citiesand finally to rural area. Thisapproach is represented by LCD TV(including LED TV) sales. This we

achieved by increasing our dealersnetwork in tier-2 and 3 cities. Now thenumber of retail points is about 6,000.We are trying to increase our retailpoints to 7000 by the end of March2014. We believe that such a steadyapproach is required to increase ourmarket share.

Another way is to approach the ruralareas directly. We recognize thatIndian rural areas have hugeinfrastructural problems. But webelieve that this approach will beeffective in developing new andinnovative business models in India.We are seeking products which thepeople living in rural areas prefer,despite a number of inconveniencesthere. For example, we are interestedin taking our products to areas whichsuffer from over eight-hour power cutevery day. We have started"Demonstration Village" as a pilotproject in some rural areas. We expectto create new kinds of products andbusiness opportunities after studyingtheir lifestyle. The most importantthing is that we don't have to disrupttheir environment or surroundings.The idea is to improvetheir living standardsby helping them

be independent.

Are you looking for joint ventureswith Indian companies formanufacturing or fully-ownedsubsidiaries? In case of JVs, what arethe areas where Toshiba is lookingfor business partners?We are looking at future growth inIndia and are considering variousoptions. Joint venture is one of theeffective options to understand anddeliver solutions to the Indian marketas it comes with local expertise. Ourjoint ventures with Indian partners are"Toshiba JSW Turbine & Generator",manufacturing steam turbine andgenerators for large size thermalpower plants and "Toshiba JohnsonElevators (India)", selling high-endelevators/escalators. In addition, wehave announced officially the plan topurchase T&D business from an Indiancompany.

We can either establish a JV or evenpurchase an existing company to takeour business forward. The importantpoint is to create a win-win situationfor both the parties. Each company'sadvantage/strong points can becombined in a JV if the partnersunderstand mutual intention well inadvance. Hence our approach is totalk, seek the purpose and thendecide the action.

Toshiba has a very comprehensiverange of products to offer. Out ofthem which products do you think

have the bright prospects ofexpansion in India?

The most importantthing is that Toshiba canprovide excellentquality and better

efficiency productsand systems toIndia, which is nowgrowing, backed byhuge populationand excellentindividualcapabilities. It is very

important for Indian growth to adoptexisting high-quality and high-efficiency technologies as much aspossible. Because, inevitably, thecountry is going to face energy andenvironmental issues while growingup economically. Toshiba cancontribute to world conservation,sound growth and happiness ofpeople, including India. In order toreduce the total amount of CO2, wehave to improve the efficiency ofthermal power plants. Then shift from"subcritical system" to "supercriticalsystem" and to "ultra-supercriticalsystem" in future. Toshiba has alreadyestablished technologies not only in"supercritical system" but also in"ultra-supercritical system". Now, inIndia, "supercritical system" becomesdominant instead of "subcriticalsystem". I believe Toshiba's excellenttechnologies can help India in manyways.

In addition, total Life-Cycle Cost(LCC) is an important factor from theGENCO's financial point of view.Toshiba's machine and system pridesin low total LCC and would contributeto GENCO's (customer's) financialmanagement. In India electricitydemand is increasing firmly. Accordingto the government of India, the powergeneration capacity is likely to go up inten years, from 2007 to 2017, to 16million KW or more in annual average.I think that thermal power generationis scheduled to occupy 60% or moreof this capacity. So it has fixeddemand. India ranks second to Chinain elevator market. Its demand for a

high-class model centering on high-speed elevators is growing. There willbe a fixed demand on this front too. Inaddition, we are developingenterprises in semi-conductor andstorage enterprise of HDD, motor forindustrial use, bill audit machine andMFP. We think in each of these areasthere are opportunities.Healthcare is also one of the newavenues for Toshiba. We manufacturehigh-end machines like CT/MRI scanfor hospitals and are in the process ofinnovating smaller machines likeportable equipment that can checkyour health and send data to hospitalwirelessly. We realize that these areeffective tools for each person's healthand would like to start initiating suchproducts in India soon.

In what ways has Toshiba been ableto touch lives of Indians in anymanner (through products + CSRinitiatives, etc.)?The basic commitment of the ToshibaGroup is "Committed to People,Committed to the future". Our basicstance is to take the side of "people"and our target is Future Happiness. InIndia, we want to express this conceptmore clearly, being conscious to theIndian society. So last year, we definedour Toshiba India Vision as follows:

With customer centric approach, weare determined to position Toshiba asthe most preferred brand in India,through delivery of quality products,solutions and services.

For the betterment of society andlifestyle of customers in India, we are

committed to leverage Toshiba'sinnovative and superior technologywith pride and passion in our work.We have many kinds of customers,from government companies toindividuals. But we at Toshiba believein contributing to the Indian societyand peoples' progress. I believeToshiba can achieve this by applyingsuperior technologies and actions.CSR activities, I consider, are one ofthe most important missions. Our CSRactivities contribute to development ofIndian society through the businessoperations.

What opportunities do you see foryour company in this country for astronger foothold in Indian market?We would like to penetrate into Indianmarket with a people-centricapproach. If we could keep in mindtheir expectations or motivationfactors, we will have good businessopportunity for the people of India.Normally, in a foreign-affiliated firm,the employees of the mothercompany manage it their way. But itmay not be in compliance with whatIndian people want. So we are nowtrying to increase the ratio of Indianemployees as much as possible.

Indian employees would work forIndian people and it is very naturalthat they would be able to think fromtheir perspective. Expats of ourcompany would control and supportthe activities of Indian employees.This, I believe, will help our companyto have a better foothold in Indianmarket.

Our target is happinessof Indian peopleKENJI URAI, MANAGING DIRECTOR OF TOSHIBA INDIA PRIVATELTD., SHARES HIS VISION AND FUTURE PLANS FOR HIS COMPANYIN INDIA WITH DIPTI SRIVASTAVA

Taiwan high-speed railway system

One Avighna Park in Mumbai

Toshiba JSW Turbine & Generator

CT systems

AN INTERNATIONAL ADVERTORIAL & PROMOTIONAL FEATURETHE ECONOMIC TIMES, WEDNESDAY, OCTOBER 30, 2013

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