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It's hard to believe it's been some years since we lost Kunwer Sachdev, the founder of Su-Kam Power Systems. While the world remembers him for his pioneering work in the power solutions industry, I carry a unique set of memories – those of a colleague who witnessed firsthand his unconventional, yet incredibly effective, marketing genius. And it all started on the dusty shoulders of India's iconic Grand Trunk Road.I vividly recall those days when our team would travel with Mr. Sachdev. He had a peculiar preference: Dhabas, the humble roadside eateries, over any fancy restaurant. For us, his team, there was no debate – where he stopped, we stopped. It was during one such journey to Ambala, on a typical bustling Dhaba, that I witnessed the spark of an idea that would forever change the landscape of rural branding in India.As we savored the simple yet delicious food, Mr. Sachdev struck up a conversation with the Dhaba owner. He was always inquisitive, always observing. That day, his gaze fell upon the blank spaces above the Dhaba. And then, it struck him."Why not put up our Su-Kam boards here?" he mused aloud, more to himself than anyone else. The idea was simple, almost ridiculously so. Install Su-Kam hoardings on the roofs or facades of these Dhabas, with the name of the eatery neatly printed below.The marketing head, who was also part of our travel entourage, received immediate instructions. "Get these boards designed and installed. Send me the photos. Get the Dhaba owner's number, I'll follow up." There was no hesitation, no lengthy market research. Just pure, unadulterated intuition.Initially, we were skeptical. Spending a significant chunk of the marketing budget on what seemed like random Dhaba signboards felt… wrong. We were a team of professionals, armed with marketing jargon and conventional strategies. This felt like a detour, an unnecessary expense. The boards themselves were simple – the prominent Su-Kam logo and branding, with the Dhaba's name almost as an afterthought underneath.But Mr. Sachdev saw something we didn't. He understood the pulse of the nation, the vast reach of these unassuming roadside establishments. He recognized that these Dhaba's were not just places to eat; they were hubs, meeting points for travelers, truckers, and locals alike. They were prime, untapped real estate for brand visibility.As the first few boards went up, a sense of quiet anticipation filled the air. Mr. Sachdev meticulously followed up with the Dhaba owners, ensuring the installations were done correctly. With the success of the initial few, his conviction solidified. He scaled the operation, blanketing the highways and byways of India with these Su-Kam-branded Dhaba's.Slowly, almost imperceptibly, the impact began to show. The Su-Kam brand started becoming synonymous with reliability, a familiar sight on every journey. The cost? Minimal, especially compared to traditional advertising campaigns. This "insane" idea, as some of us privately labeled it, was proving to be a stroke of genius, delivering unparalleled brand recall at an unbelievably low cost.<figure id="figure-owb2jopddqmcafe3re"><img id="owb2jopddqmcafe3re" src="https://cdn.durable.co/blocks/4r79wbiZfzlfvDeVL9zyKXAwZfWZ2Zggaxcb9R3lgucuOzzuZJILFS2MLojYuKTJ.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-2xl md:rounded-3xl lg:rounded-4xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionX="undefined" data-positionY="undefined" data-fullWidth="false"/></figure>The irony, as we realized years later, was profound. The very Dhabas that initially provided a cost-effective branding solution eventually became savvy to their value. As more and more companies recognized the effectiveness of this strategy, Dhaba owners started charging hefty premiums for the coveted space on their rooftops. Mr. Sachdev, in his unassuming way, had inadvertently created a new advertising medium.Kunwer Sachdev wasn't armed with an MBA or fancy marketing degrees. His education came from observing life, understanding the common man, and possessing an innate ability to connect with the grassroots. His Dhaba signboard strategy stands as a testament to his unconventional thinking, his courage to defy conventional wisdom, and his profound understanding of the Indian landscape.Working alongside him during those formative years was an eye-opening experience. It taught me that true innovation often lies outside the confines of textbooks and boardrooms. It resides in the simple act of observing, connecting the dots, and having the audacity to act on an unconventional idea.Mr. Sachdev's legacy extends far beyond the power industry. For those of us who witnessed the "Dhaba revolution" firsthand, he will always be remembered as the visionary who saw branding potential where no one else did, a true marketing maverick who taught us that sometimes, the most brilliant ideas are found not in strategy meetings, but on the dusty roads of India, over a simple plate of dal and roti.

The Dhaba Visionary: Remembering Kunwer Sachdev, the Unconventional Marketing Genius

The day Su-kam shut its doors, it felt like the lights went out for so many people. Dealers who had put their trust and money in the company were suddenly left with nothing. Customers who relied on Su-kam's products were worried about what would happen if things broke down. The people who worked there, who had families to feed, suddenly had no paychecks coming in.Imagine the phone ringing non-stop. That's what happened to Mr. Kunwer Sachdev, the man everyone knew from Su-kam. Even though he wasn't running things anymore, his number was the one people had. Every call was filled with worry, anger, and sometimes even tears. People felt lost, and he was the only one they could reach. It must have felt like the weight of the world was on his shoulders.<figure id="figure-63q0nvws4mmcadm1mq"><img id="63q0nvws4mmcadm1mq" src="https://cdn.durable.co/blocks/308fAnHZXLeZNNT0OONz9gxN6Rr50rU8kDJle9dkS22793D3AqxBf4Av0pvv8A3d.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="small" data-aspect="16:9" data-caption="" data-positionX="undefined" data-positionY="undefined" data-fullWidth="false"/></figure>Some people were so desperate they went to his home, their voices shaking with fear and anger. It wasn't his fault, but he listened. He didn't turn his phone off. He tried his best to calm them, to offer a kind word when he probably felt like breaking down himself.On top of all this, the banks started saying he was a cheat, even personally. He had to fight legal battles, adding more darkness to an already dark time. Anyone else might have just given up, but Mr. Sachdev stood strong, like a rock in a storm, even though you could see the worry etched on his face.Then came a little bit of light. His wife, Khushboo Sachdev, started a new company called Su-vastika. She remembered the people who had worked hard at Su-kam and gave some of them jobs. She also started helping people with their broken Su-kam products. These were the same people who, in their own way, helped Mr. Sachdev by taking some of the load.Slowly, Su-vastika started to grow. At first, Mr. Sachdev wasn't sure about joining in. Maybe it was too painful to remember the past. But eventually, he did. He started putting his energy into new ideas, new technologies. He brought in fresh minds and helped the old ones learn new things.With Mr. Sachdev back in the picture, Su-vastika started to shine. It was like the lights were slowly turning back on, not just for the company, but for the people who had been left in the dark. It's a story about how even when things fall apart, one person's strength and the kindness of others can bring hope back into the world.

When the Lights Went Out: The Story of a Man Who Didn't Give Up

The mid-2000s was an electrifying time for India's power solutions sector, and at the heart of it was Kunwer Sachdev, the visionary founder of Su-Kam. Known for its innovative inverters, Su-Kam was riding a wave of success, poised for its next big leap. That leap involved venturing into the manufacturing of Sealed Maintenance-Free (SMF) batteries – a bold and ambitious project that would require significant capital and a strong belief in the future.In 2005, Sachdev's vision began to take concrete shape with the ambitious plan to establish a state-of-the-art battery manufacturing facility. This wasn't just an incremental step; it was a strategic move to vertically integrate and capture a larger share of the burgeoning power backup market. While Su-Kam had established its prowess in inverter electronics, the realm of SMF batteries was relatively uncharted territory. It demanded a different kind of expertise and a substantial financial commitment.To fuel this dream, Sachdev secured a significant investment of ₹90 crore. A key component of this funding came from Reliance Power Fund, a joint venture between Anil Ambani's Reliance Group and Temasek, the Singapore government's investment arm. https://economictimes.indiatimes.com/reliance-power-fund-buys-20-in-su-kam-for-rs-45-crore/articleshow/1424818.cms This partnership underscored the immense potential seen in Su-Kam and Sachdev's leadership. The remaining capital was strategically sourced through a combination of bank loans and internal accruals, showcasing Sachdev's astute financial planning.The chosen location for this ambitious project was Katha, and the timeline was aggressive. Sachdev, known for his goal-oriented approach and impatience with delays, personally immersed himself in overseeing the construction in Katha Himachal Pradesh. This hands-on approach speaks volumes about his commitment and drive. Navigating the bureaucratic hurdles of local approvals proved to be a significant challenge, a common obstacle for many ambitious projects in India. Yet, Sachdev's tenacity and execution prowess shone through.<figure id="figure-eo5kj23kjjmcacuyu2"><img id="eo5kj23kjjmcacuyu2" src="https://cdn.durable.co/blocks/31Ys7LCVGPlAmiPJd6MLIfnAuA4aHd29kpDskLkA42OmfepYFkhvF8rq7E1ugZUW.png" alt="" title="" class="object-cover bg-gray-100 rounded-2xl md:rounded-3xl lg:rounded-4xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionX="undefined" data-positionY="undefined" data-fullWidth="false"/></figure>Despite the initial target completion of 2008, the Katha battery factory was up and running by 2007 – a testament to Sachdev's relentless pursuit of his vision and his ability to translate plans into reality with remarkable speed. This early completion not only demonstrated his exceptional execution capabilities but also gave Su-Kam a crucial head starts in the SMF battery market.The strategic investment from Reliance Power Fund further solidified Su-Kam's position. As reported by The Economic Times, the fund acquired a 20% stake in Su-Kam for ₹45 crore. This infusion of capital and the backing of a major player like Reliance Power Fund provided Su-Kam with not just financial muscle but also enhanced credibility and access to a wider network.Thinking about Mr. Sachdev's journey, the 32 years poured into building Su-Kam from the ground up, one can't help but ponder his current state of mind. Having witnessed the rise and, as the prompt suggests, the subsequent loss of everything he painstakingly created, what might be stirring within him?Perhaps there's a deep sense of loss, a poignant ache for the company that was his brainchild, his life's work. The memories of those early struggles, the triumphs of innovation, the satisfaction of seeing Su-Kam become a household name – these would likely be vivid, now tinged with the sorrow of what is no longer.Yet, knowing his character – the goal-oriented drive, the low tolerance for delays, the mastery of execution – there might also be a different kind of reflection. Perhaps a sense of pride in what was achieved, a recognition of the significant impact Su-Kam had on the industry and countless households. The Katha factory, a symbol of his ambition and perseverance, would stand as a testament to his vision, regardless of the current circumstances.It's also possible that there's a restless energy within him. A mind that once conceived and executed with such vigor might now be grappling with a void, or perhaps, quietly contemplating new horizons. The entrepreneurial spirit, once ignited, rarely extinguishes completely.The loss of something built over three decades would undoubtedly leave a significant mark. There could be moments of regret, questions of "what if," and a deep understanding of the volatile nature of business. However, for someone like Kunwer Sachdev, who demonstrated resilience and a relentless drive in Su-Kam's formative years, there might also be a quiet strength, a hard-earned wisdom gleaned from both the peaks and the valleys of his entrepreneurial journey.Ultimately, the true depths of Mr. Sachdev's feelings remain personal. But looking back at his ambitious leap with the Katha factory and the backing of Reliance Power Fund, one can imagine a complex tapestry of emotions – a blend of pride in past achievements, perhaps sadness for what's been lost, and maybe, just maybe, the quiet stirring of a future endeavor fueled by the lessons learned from a remarkable entrepreneurial saga.

The Ambitious Leap and the Lingering Echo: What Might Kunwer Sachdev Feel Today?

I remember the day Kunwer Sachdev first scribbled the "Power on Wheels" concept on a whiteboard in his office. A truck… an inverter… batteries… all rumbling across India. My first thought, if I'm being brutally honest, was, "Has he finally lost it?" It sounded like a logistical nightmare, a surefire way to bleed money. We were a growing company, yes, but a 100kW inverter strapped to a truck? It felt like overkill, a flamboyant gesture that wouldn't translate to actual sales.The practicalities alone seemed insurmountable. Who would drive this behemoth across our chaotic roads? Finding a reliable driver for a regular delivery truck was a headache enough; imagine the responsibility of entrusting someone with this mobile power plant. And a helper? Someone who understood even the basics of what was on board. It felt like searching for a needle in a haystack. The cost of fuel alone made my stomach churn. Every kilometer this "Power on Wheels" covered was another dent in our marketing budget, a budget that could have been used for more conventional, and in my mind, safer, avenues. This idea was the culmination of the success of small van created by him for real demo of small inverters in small cities and villages which was a very successful mission.<figure id="figure-yn20bn8pqsmcac3ahu"><img id="yn20bn8pqsmcac3ahu" src="https://cdn.durable.co/blocks/2cpYa0LKIxUKmVOwncMIYzTF2o1uE2C9els1xWiRZvaDJ8XKVuekrV2jeYWeCqDu.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-2xl md:rounded-3xl lg:rounded-4xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/2cpYa0LKIxUKmVOwncMIYzTF2o1uE2C9els1xWiRZvaDJ8XKVuekrV2jeYWeCqDu.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>I voiced my concerns, of course. Tentatively at first, then with increasing urgency as the project gained momentum. "Mr. Sachdev, are we sure about this? The logistics… the manpower… the sheer expense…" He'd just smile that knowing smile of his, a glint in his eye that always hinted at something I wasn't quite seeing yet. "Trust me," he'd say, that unwavering conviction in his voice that was both inspiring and, frankly, a little unnerving.The initial days of the tour were… quiet. Reports trickled in – the truck had reached this city, demonstrated to a handful of dealers. My skepticism remained stubbornly entrenched. I'd glance at the expense reports, the fuel costs, the driver's allowances, the helper's daily wages, and a little voice in my head would whisper, "I told you so."Then, something shifted. The reports started to change. Dealers, initially hesitant, were now sending enthusiastic feedback. They were seeing the sheer power firsthand, the kind of capacity they hadn't even considered possible with inverters. The visual impact of the truck itself, this mobile testament to Su-Kam's ambition, was turning heads and opening doors.I remember one dealer from the South calling, his voice buzzing with excitement. He'd closed several high-value deals on the spot, simply because customers were awestruck by the demonstration. They weren't just buying an inverter; they were buying into a vision, a belief in Su-Kam's capabilities.Slowly, grudgingly, my perspective began to change. What I had dismissed as a wasteful extravagance was, in fact, a masterstroke. The "Power on Wheels" wasn't just showcasing a product; it was shattering a mental barrier. It was making the impossible tangible, the abstract real. The initial challenges with drivers and helpers, though real, were eventually overcome, fueled by the sheer momentum and the positive buzz the initiative was generating.<figure id="figure-yegw884ljemcac6ya3"><img id="yegw884ljemcac6ya3" src="https://cdn.durable.co/blocks/2dNzQWsLrie41NRAU0KU7IRRFvf0o3qN8bW0VSqJF9xQGqObRihs8RaoDIWVfFUW.jpg" alt="" title="" class="object-cover bg-gray-100 rounded-2xl md:rounded-3xl lg:rounded-4xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/2dNzQWsLrie41NRAU0KU7IRRFvf0o3qN8bW0VSqJF9xQGqObRihs8RaoDIWVfFUW.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>Looking back now, I feel a sense of sheepish admiration. Mr. Sachdev saw something I didn't. He understood that sometimes, you need to be audacious, to take a leap of faith, to literally drive your message home in a way that no advertisement or brochure ever could. The "Power on Wheels" truck, that initial source of my worry, became a symbol of Su-Kam's daring spirit, a rolling testament to the power of thinking outside the box. It wasn't just a truck; it was the catalyst that propelled Su-Kam into a different league, etching its name in the minds of dealers and customers alike. And I, the cautious colleague who once saw only wasted money, had to eat my words, served with a generous helping of humble pie.

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