Delta Electronics India has set its sights on capturing a 40% share of India’s rapidly expanding EV market over the next 3-5 years. This ambitious vision is backed by a comprehensive strategy that emphasises R&D and the development of cutting-edge EV charging solutions tailored for both urban and rural areas.
Manjula Girish, Business Head of the EV Charging and Photovoltaic Inverter Division at Delta Electronics India Private Limited, elaborating on the company’s roadmap, said that their strategy revolves around several key initiatives.
First, Delta is focused on achieving complete segment coverage. While the company already offers charging solutions for cars and buses, it identified gaps in addressing the needs of light commercial vehicles (LCVs). By filling these gaps, Delta aims to broaden its customer base and offer solutions across all segments of the EV market.
Another crucial focus is the development of portable chargers designed for car owners. Delta has pinpointed the specific segments where these solutions are most needed and is actively developing, deploying, and testing charger models that are particularly suited to the Indian market.
One area the company is working to improve is its time to market, which has been slower compared to competitors. This delay, Girish noted, is largely due to Delta's rigorous quality and reliability standards. 'Delta is a quality-conscious organisation, and we adhere to strict protocols to ensure our products meet not only local regulatory requirements but also our own stringent internal standards,' she said.
These multi-layered validation processes have delayed the company’s entry into certain market segments. As a result, there was a lack of strategic collaborations and large-scale installations in the final quarter of FY22 and throughout FY23. However, Delta is addressing this by engaging with its quality lab in Bangalore to design, develop, and validate products specifically for the Indian market, enabling faster deployment moving forward.
In addition to product development, Delta is prioritising user experience by focusing on value engineering and value propositions. Over the past three to four quarters, the company has been conducting in-depth self-assessments to identify ways to enhance the customer experience and integrate more value into their products. With these strategies in place, Delta Electronics India is confident it can capture a significant share of the EV market in the years ahead, she added.
Tie-ups With OEMs
Recently, the company forged a partnership with Tata Motors, marking a significant milestone in its collaborative efforts to advance EV infrastructure. It has already established partnerships with BYD, MG, and Hyundai. In addition, “we are currently in discussions with four to five other OEMs, spanning a diverse range of segments—from buses and passenger vehicles to light commercial vehicles (LCVs) used in delivery operations. These discussions are tailored to address the specific needs of each manufacturer, focusing on customised configurations, specifications, and projected volumes to align with their growth plans,” she said.
Critical MotivatorsDelta, as a brand, is synonymous with innovation and energy-efficient solutions. The company's mission is rooted in delivering clear, innovative, and sustainable solutions tailored to meet specific needs, Girish pointed out. Whether it's custom-made specifications or adaptable technologies, the company offers a compelling value proposition that sets it apart in the market.
On a global scale, Delta has been a major force in e-mobility, having shipped more than three million EV chargers worldwide over the past 15 years. In India, Delta's presence is equally strong, with over 8,000 EV chargers installed.
Technological Evolution
As EV technology continues to advance, charging systems must evolve alongside new battery innovations. Whether it's the emergence of new chemistries, faster charging requirements, or demands for greater efficiency, the industry is rapidly shifting. Addressing how Delta plans to tackle these challenges, Girish emphasised that the company’s strength lies in the robust ecosystem it has built within Delta India.
“Our integrated ecosystem, from R&D to service teams, allows us to stay closely connected to end-user requirements,” she explained. 'Whether it’s related to current ratings, voltage levels, or the specific charging capabilities of different vehicles, we have the channels in place to capture real-time feedback directly from customers. For instance, we design and develop our own rectifiers at Delta, so if there’s a need to reassess and revalidate power ratings—whether current or voltage—we have the capability to redesign and refine our product lines accordingly.'
Girish also highlighted that if the market demands adjustments, such as for the current rating of charging guns, Delta’s dedicated teams are equipped to quickly respond. 'Our teams work on the ground, capturing market feedback and acting on it immediately to ensure we meet customer needs,' she said.
Market Challenges
Discussing the challenges that companies like Delta face in terms of technology standardisation, infrastructure development, and cost pressures, she highlighted a key issue; even some of the largest conglomerates, which initially invested heavily in charging infrastructure, have slowed down their activities. “We supplied chargers to many of them, but now we're seeing a shift. Some are rerouting their charger installations, while others are working with us to upgrade the models entirely. This creates a significant challenge. We anticipate certain market trends, but the reality often turns out differently, whether in terms of usage patterns or return on investment (ROI). These fluctuations then trigger further actions, making charging infrastructure development an ongoing and evolving challenge,” she explained
She pointed out that the dynamics of the charging landscape have changed, particularly when it comes to commercial and fleet charging. 'Different scenarios are constantly emerging, which adds complexity to how we approach the market,' she said.
In addition to infrastructure challenges, Girish touched on the cost-sensitive nature of the Indian market. “India is highly cost-conscious, whether it's at the overall pricing level or even down to component pricing. Innovating and streamlining hardware to compete on price without compromising product quality is essential,” she explained. 'We need to stay agile, continuously revisiting value engineering, consolidating hardware, and exploring alternatives. Whether it's tweaking configurations like dual or single mode, we must consistently analyse and refine our approach to stay competitive.'
Girish also emphasised that Delta’s role in charging infrastructure is focused on the supply of chargers. 'We don’t directly collaborate to build the infrastructure itself,' she noted. 'Instead, we partner with system integrators who handle the infrastructure setup, while we focus on delivering the best possible charging solutions.”
Straining Grids
Integrating large-scale EV charging into existing electrical grids poses a significant challenge to grid capacity and stability, prompting the need for innovations in load management and energy storage. According to her, this is a critical issue if not addressed proactively. Delta offers solutions through its green power initiatives, including microgrid and hybrid systems.
'Our microgrid solutions enable power generation through photovoltaic cells, storing energy in an energy storage system for use when needed, without relying on the main grid. Hybrid systems, on the other hand, combine grid power with renewable energy,' Girish explained.
These systems can be tailored to the specific power requirements of charging stations, providing a flexible and sustainable framework. Delta guides clients through the process and offers turnkey solutions for setting up green EV charging stations, ensuring both reliability and sustainability.
Cybersecurity As charging systems become increasingly connected, the risk of cybersecurity threats grows. Addressing this, Girish explained, 'We are still in the development phase when it comes to cybersecurity. While we have monitoring and tracking systems in place, comprehensive cybersecurity measures are yet to be fully implemented. We're currently conducting field trials and feasibility studies to determine the best resolution mechanisms. Once these trials are completed, we will be able to integrate robust cybersecurity features into the charging infrastructure, particularly beyond the monitoring systems.'
Manufacturing In India
Delta manufactures its rectifier components at its Krishnagiri plant, with final assembly of the charging systems taking place in Rudrapur. These two facilities work in tandem, ensuring seamless coordination. Product validation and testing for all chargers, ranging from 3.3kW to 240kW, are also conducted at the Rudrapur facility, where the assembly lines are located. The company’s current localisation level is almost 70%. The critical components like microcontroller board and rectifier are of Delta make and there are a couple of other items which are sourced locally, she added.
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