How to Beat Duplicates and buy original wires

By Kushal Electricals – Your Trusted Electrical Partner in Chickpet, Bangalore

The electrical goods industry in India is booming, but so are the challenges. From rising competition to the flood of duplicate wires and low-quality products, standing out as a trusted, authentic supplier is more important than ever.

At Kushal Electricals (Chickpet, Bangalore), we deal only in 100% original products from brands like Anchor, GreatWhite, Polycab, and Finolex. Here’s an in-depth look at the market, the risks of duplicates, and the strategies every electrical business owner must follow to increase profit margins while maintaining trust and authenticity.

1. The Current Market: Opportunity & Risk

India’s wires and cables industry has doubled in just five years, growing to ₹1,702 billion in FY2024. Demand is strong thanks to urbanization, housing, and infrastructure projects.

⚡ But there’s a dark side: Counterfeit wires are everywhere.

• Police recently seized over 1,000 rolls of fake Polycab wire in Coimbatore.
• These duplicates often use copper-coated aluminum or poor insulation, leading to overheating and electrical fires.

For customers, choosing cheap duplicates may look like “savings,” but it’s actually a safety hazard. For genuine businesses, it creates pricing wars that eat away at margins.

2. Why Competitors Sell Duplicates

Many small shops and suppliers cut costs by:

• Selling under-gauge or counterfeit wires.
• Evading GST and billing properly, allowing further discounts.
• Avoiding warranties or after-sales service.

This lets them undercut prices. But in the long run, these sellers erode trust and risk damaging their reputation.

3. Why Customers Choose Duplicates

Understanding customer psychology is key:

• Price First Thinking: They want upfront savings.
• Low Awareness: Many don’t know how to spot originals.
• Influence of Electricians: If an electrician recommends a cheaper wire, customers often agree.
• Hidden Product Syndrome: Since wires are “invisible” after installation, some think it doesn’t matter.

But this mindset can be changed with education, proof, and trust.

4. How to Optimize and Protect Margins

Running an authentic business doesn’t mean you must settle for low profits. Here are smart optimization strategies:

• Negotiate with brands: Buy direct or in bulk from authorized distributors to get better rates.
• Control discounts: Avoid unnecessary price cuts; bundle products or add free services instead.
• Inventory management: Keep fast-moving stock ready, clear dead stock quickly.
• Efficient operations: Use digital billing & inventory tools to cut hidden costs.
• Logistics savings: Consolidate deliveries to outskirts clients to reduce fuel and time.

5. How to Differentiate and Build Trust

The biggest weapon against duplicates is trust and branding.

• Show proof of authenticity: Display ISI/BIS marks, holograms, QR codes, and authorized dealer certificates.
• Educate customers: Share demos, videos, and blogs about the risks of fakes.
• Guarantee authenticity: Offer a “100% Original or Money Back” assurance.
• Build digital trust: Maintain an active Google Business Profile, collect reviews, and share customer testimonials.
• Run awareness campaigns: Example – “Fake Wires, Real Dangers” showcasing why quality matters.

 

6. Step-by-Step Action Plan

Short-Term (3–6 months)

✅ Optimize Google My Business profile with new photos & customer reviews.

✅ Start an “Original Products Awareness Drive” in-store and online.

✅ Train staff to explain the risks of fakes and benefits of genuine brands.

✅ Audit expenses, renegotiate with suppliers, and clear dead stock.

Long-Term (1–3 years)

🚀 Become an authorized distributor for brands like Polycab or Anchor.

🚀 Expand reach with a warehouse/partner shop on Bangalore’s outskirts.

🚀 Launch an online ordering system for B2B customers.

🚀 Diversify into trending products (smart lighting, solar cables, EV charging).

🚀 Build a loyalty program for electricians and contractors.

Final Word

In a price-sensitive market like Chickpet, anyone can sell cheap wires. But building a profitable, long-lasting business means standing apart as the trusted, authentic supplier.

At Kushal Electricals, we believe customers shouldn’t have to choose between price and safety. With smart optimization and strong branding, authenticity will not just protect lives – it will also increase your profit margins and secure your reputation for years to come.