In a cables and wires market characterized with limited margins, intense competition & commoditized products, Prime Cable Industries has built a different story though supplying high quality products via their ISO & BIS approved facilities by focus on precision engineering, strict safety standards, and continuous innovation. This has carved out a niche position in a crowded market for the company.
From Proprietorship to Public Company
What began in 1997 as a first-generation trading business by Mr. Purshotam Singla, turned into a manufacturing setup by 2000 in a rented space. The single-proprietor venture was formally incorporated in 2008 as RC Cable Private Limited and opened its own factory in 2009 with a modest investment of INR 50 lakh. Thanks to the goodwill created by the promoters in the earlier years, the company clocked revenue of INR 12 crore in its very first year.
In 2019, the company was renamed Prime Cable Industries Private Limited, and later converted into a public limited company — today known as Prime Cable Industries Limited. What started as a modest set-up has since grown into a multi-state, multi-product enterprise with hundreds of employees and a national footprint with the next-generation firmly involved in operations.
With over 25 years of experience in manufacturing and sales, Prime Cable operates through its flagship brands “PRIMECAB” and “RENUFO”, serving clients across India and abroad.
Wide Product Basket, Strong Approvals
Prime Cable manufactures a diverse range of low voltage wires and cables:
- Power and control cables
- Aerial bunch cables
- Instrumentation cables
- Housing/building wires and conductors
The company is ISO and BIS certified, and its products are approved by State Electricity Boards, central PSUs, and Navratna companies including NTPC, BHEL, and PGCIL. These certifications are not just badges of honor — they are entry barriers, giving Prime Cable an edge over unorganized competitors and enabling pricing flexibility. While the range of products is diverse, the company has its focus clearly on control and power cables where the purchase considerations go beyond price.
“Large parts of the industry are commoditized. But we have chosen to specialize in control and power cables — products where performance and approvals matter,” explains Mr. Nikunj Singla, Promoter of Prime Cable Industries. “This is where we can compete on credibility rather than price alone.”
Industry Growth Tailwinds
The broader industry context is also highly favourable. According to industry estimates by Ken Research, the Indian cables and wires sector is projected to grow at a CAGR of over 15% to cross INR 2.1 lakh crore by 2030. Growth drivers include rapid urbanization, rural electrification, renewable energy integration, and EV charging infrastructure. With its strong focus on approval-driven products like control and power cables, its disciplined expansion into medium-voltage solutions, and its ongoing R&D in solar and green cable technologies, Prime Cable is uniquely positioned to capture this high-growth opportunity. The macro tailwinds are not just sectoral — they directly amplify the company’s chosen areas of strength.
Winning with Discipline in Government Contracts
Government and EPC projects form the backbone of Prime Cable’s business. Competitive bidding often squeezes margins, but the company has found ways to protect profitability. Wherever possible, it works on cost-plus contracts or agreements with raw material price variation clauses, shielding the company from volatility in copper and aluminum prices.
And when bids turn irrational? “We simply walk away,” says Mr. Naman Singla, Promoter of Prime Cable Industries. “We would rather lose a tender than erode our pricing integrity.”
This discipline has allowed Prime Cable to build a reputation for credibility and execution, while maintaining healthy financials.
Regional Strength, National Ambition
While Prime Cable serves clients across India, its strongest presence is in Uttar Pradesh, Bihar, Madhya Pradesh, and Rajasthan. The strategy is deliberate: these states not only have high power distribution requirements but are also close to the company’s two manufacturing facilities, creating a logistical cost advantage.
Already approved in 15 states, the company now aims for approvals across all remaining state boards and central PSUs — a move that will transform its footprint into a truly national presence.
Beyond India, the rising export potential for Indian cable manufacturers, supported by government incentives like the PLI scheme and trade agreements. Larger peers such as Polycab and KEI already export to over 60 countries, and Prime Cable sees an opportunity to follow suit with its cost-competitive, quality-driven product basket. This global vision complements its domestic expansion strategy.
Diversifying Beyond Government
To reduce dependence on government contracts, Prime Cable is actively diversifying into private and export markets. Its client list includes steel plants, chemical factories, solar developers, real estate majors like Shapoorji Pallonji and Prestige, and even capital goods players such as Siemens and GE.
“This diversification is about building resilience,” Nikunj Singla explains. “It ensures we aren’t overdependent on a single client segment.”
Securing the Supply Chain
Raw material sourcing is one of the biggest risks in the cables business. To tackle this, Prime Cable is exploring backward integration — including copper rod drawing and in-house compounding of PVC/XLPE. While full integration is capital-intensive, selective steps will strengthen quality control and bargaining power.
At the same time, the company is broadening its supplier base, balancing domestic and imported sourcing, and onboarding alternate vendors to reduce concentration risks.
The Big Leap: New MV Cables Factory & Continued Innovation
The company operates two manufacturing plants in Narela, Delhi and Ghiloth, Alwar, Rajasthan with combined annual production capacity of 34,000 km of cables and wires. The most ambitious initiative on the horizon is a new factory for Medium Voltage (MV) cables and covered conductors. Located just 200 meters from the existing unit in Ghiloth, the new facility will share infrastructure, lower overheads, and create operational synergies.
The logic is simple: the same clients who buy low-voltage cables also need MV cables. By offering both, Prime Cable becomes a one-stop solutions partner. Strategically, this move is expected to add INR 100 crore in revenue by FY26–27, while tapping into a segment with fewer competitors and higher margins. Civil Work for the new factory is expected to be completed by May 2026 while operations are likely to commence by October 2026.
Beyond capacity expansion, Prime Cable’s in-house R&D team is working on Fire Retardant (FR), Flame Retardant Low Smoke (FRLSH), Zero Halogen Flame Retardant (ZHFR), Screened Control, Instrumentation, and Solar Cables. Solar cables are already under testing, and the MV line will soon be part of the product portfolio.
“The idea is to stay ahead of client needs,” says Naman Singla. “The more we innovate, the more indispensable we become.”
This is where the company’s in-house NABL lab comes into the picture. Given the critical nature of cables in power distribution, telecommunications, and construction sectors, the lab plays a big role in ensuring production of quality cables at its facilities. An NABL lab is a must-have for cable manufacturers participating in government tenders and this acts as a huge differentiator in favour of Prime Cable.
A B2B, B2G Focus
Unlike peers chasing retail wiring markets, Prime Cable remains firmly B2B and B2G-focused. Its strength lies in institutional relationships, technical credibility, and execution capabilities — a positioning the company intends to deepen further.
The Road Ahead
From a modest start to now becoming a public company with national ambitions, Prime Cable’s journey is defined by specialization, discipline, and steady expansion. Its growth DNA is clear:
- Focus on high-spec, approval-driven products
- Defend margins with discipline and contracts
- Leverage regional advantages, then scale nationally
- Diversify clients while deepening relationships
- Secure raw materials through integration and networks
- Innovate continuously with R&D
From a handful of employees in the early days to over 144 professionals on its payrolls today, the company’s journey reflects not just business growth, but also the creation of livelihoods and technical expertise in India’s power infrastructure sector.
Prime’s innovation roadmap is aligned with broader industry megatrends. From solar-ready cables to fire-retardant and halogen-free variants, the company is investing in solutions demanded by renewable energy, smart grids, and electric mobility projects. This ensures its product mix will stay relevant as India’s energy and infrastructure landscape evolves.
Or as Mr. Naman Singla sums it up: “We don’t chase unsustainable volume. We focus on credibility, consistency, and long-term value creation. That’s what wires our growth story.”
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