Background
Anutone^® Acoustics Limited (Anutone^®) is a closely held public limited company incorporated at Bangalore, India in 2001 under Chapter IX of the Indian Companies Act, 1956 by converting a registered partnership firm, SSS Wood Industries that was in the business of manufacturing wood wool boards since 1982. The founder is Virendra Nath Mittal (27.12.1927 – 28.08.1988) who pioneered the manufacture of wood wool boards in India at Anudyog, Kolkata since 1966.


Business of the Company
Traditionally, Anutone pioneered acoustical panels based on Inorganic Bonded Composites (IBC) that were used for sound control in cinemas and auditoria where the closed environment with high volume levels needed to be managed for better audibility and aural pleasure. Over the years, advancement in audio visual equipment, other entertainment technologies and transportation necessitated development of various types of acoustical systems and services that enhance the quality of sound in any built space and the environment.

In keeping with the trends the company developed a very wide variety of thermo-acoustical systems based on Inorganic Bonded Composites (IBC) that were used in roofing, panelling, partitions and flooring for absorption and isolation of noise apart from thermal insulation and fire protection to make the built environment a pleasurable experience. Alongside the traditional systems Anutone^® developed an international class of non-IBC systems that met the style needs of the contemporary environment and were unique in the market enjoying great response and brand recall from consumers. This continuous innovative streak has strongly differentiated Anutone from others.

In 2006 Anutone® developed and deployed a unique software for the AEC community - architects, engineers, consultants - the SoundSelec™ and Noizkon™ programmes that enables the desktop designing of great sounding spaces. SoundSelec™ and Noizkon™ address the current needs of the user community of providing complete value-chain solutions from design to installation. This transformed Anutone^® into a one-stop, single source, turnkey corporate for everything in architectural acoustics and noise management making it one of its kind in India and Asia.

In 2007 a rapidly evolving Anutone quickly responding to the changing market dynamics introduced two novel concepts. First was in the carbon credits business in terms of providing energy-saving exterior envelopes to buildings for them to lower their carbon footprint and contribute to the reversal of global warming. This was pioneered as Strandec in a joint initiative with Celenit Italy. The second was setting up of SoundzShoppe, a virtual mall for acoustics.

Board of Directors
The Board of Directors boasts of eminent personalities from the corporate world that represent expertise in speciality building materials and noise management etc. The Anutone® Board of Directors consists of –

Mr. Sandeep Mittal, Technical Director, 45, a graduate from Kolkata University, has single-handedly revived the wood wool board industry in India. With great interest and passion to become a leader in the line of activity, Sandeep Mittal has invented many innovative acoustical systems that are well received by the market.

He founded Soundesigns in 1999, an acoustical consulting firm. His involvement in the research and development of new and improved systems and services in architectural acoustics and noise management has brought him noticeable recognition among the experts in the field. He also founded Sandy Media in 1999 that publishes Theatre World and SoundSolutions, two international publications for the industry. He is a member of many professional associations and forum in the industry.

Mrs. Bindu Mittal, Operations Director, 36, is an engineering graduate from Nagpur University. She has been instrumental in the continuous development of Anutone’s unique management information systems (MIS) and looks after the operations of the company since 1998.

Mr. Prabhas Chandra Bansal, Commercial Director, 51, is an engineering graduate from Punjab University. He looks after the commercial activities of the company.

Mr. S. Parthasarathy, Director, an engineering graduate from IIT Chennai, is an eminent personality in the building material industry. He is an independent consultant on the board of some prominent companies. He advises the Board on building applications and systems marketing for the building material segment of the business.

The Management
Though a closely held public limited company, the management is very professional. The top-tier management is well supported by qualified, experienced, and trained personnel in the Finance, HRD, R&D, Purchase, Marketing and other vital functions of the company.

Future Outlook
With two new programmes of Strandec and SoundzShoppe added in 2007 to the existing two programmes of SoundSelec™ & Noizkon™ the company offers the complete value-chain of design, supply, build (DSB) services for certified building solutions. This includes consultancy services as part of its systems supply and site installation that makes it a total solution provider distinguishing itself from a product player or just a consulting or contracting firm thereby enjoying market acceptability and preference.

Anutone^® is now on a fast-track growth path. All fundamentals, internal and external, are strong and favour the company to achieve unprecedented growth. Anutone^® has consolidated its position since incorporation in 2001 to leap ahead.

Market Analysis and Prospects
The Indian economy is one of the fastest growing in the world along with China and offers tremendous scope in the field of building solutions for interiors, exteriors and industrial.

Interiors
Since 2001 (coinciding with the year of incorporation of Anutone!), India has been recognized as a valuable investment destination by various international companies. These companies demand world-class infrastructure requirements in which thermo-acoustics plays a major role. Currently there has been a tremendous growth in quality of infrastructure, particular in the commercial segment that house giant software developers, BPOs, call centres, and other IT enabled services. Anutone’s client list boasts of Fortune 500 bluechips that have set shop in India. Click on the ‘References’ tab to know more.

India is one of the largest entertainment markets in the world. Passion for cinema in India has been a cultural highlight. Bollywood and its regional cousins show tremendous potential for growth. During the last few years, there has been an unprecedented demand for entertainment centres and shopping malls including multiplexes. Anutone® has been the major supplier to almost all the multiplexes in India and the company is well positioned to retain its position in this segment.

These changes are spreading to other infrastructure facilities like hotels, education, community halls etc. and for a country as vast as India, the market size is huge. It leaves no room to guess that there is a very good chance for the market booming to unprecedented levels in the next 5 years in all the above-mentioned segments. All this is further fuelled by the government allowing FDI in real estate.

Industrial
Acoustics is a vast field with wide applications in many areas. The above description covers only a certain portion of the acoustical market and there are many more potential areas that remain unexplored. There exists, a major market in industrial and environmental noise management.

As infrastructure booms in the country more highways, flyovers, mass transit corridors etc are being built that will need noise barriers in kilometres! Added will be environment noise nuisance issues related to rooftop chiller plants, captive power gensets etc. The per capita GDP will inexorably rise that will result in people’s aspirations for quietness. This will cause public opinion to legislate stronger noise norms (akin to auto emissions) as in Europe fuelling the need for noise management.

Industries in India acquiring ISO 14001 2004 and/or OHSAS 18001 2007 or better still the long awaited IMS that combines the best of 9001, 14001 and 18001 will compel industries to adopt noise norms resembling that of current industries in the developed countries. With the emergence of SEZ there will be a boom in manufacturing and FDI will result in high-quality, high-class companies setting up facilities. Again they will demand international standards for noise management.

Exteriors
In recent years words like green, energy-save, carbon neutral, global warming are buzzwords and not without reason. Ozone depletion is a reality, rising ocean levels and alarming changes to weather behaviour … all attributed to global warming a harbinger of worse to come. More than at any other time it has become imperative for humankind to intervene and reverse the rise in global warming. This is possible only by going green.

In the construction industry this will mean the demand for thermally-efficient products, systems and services that reduce the cooling & heating costs of a building during its lifecycle. Hence the exterior shell of the building, the envelope needs to be more intelligent and be the first and best barrier to cold & heat. Such envelopes will be super energy savers that will ensure green buildings with carbon neutral footprint that helps in reversing global warming.

Acoustics is a very vast field, having applications in very many areas. The above description covers only a certain portion of the acoustical market and there are many more potential areas that remain unexplored. There exists, a major market in industrial acoustics, where noise made in process areas require management.

In fact, acoustical systems in the advanced countries form a very big market on the noise control in surface transport. Acoustical technology is used on heavy traffic highways, flyovers, elevated rail tracks, subways, to reduce the noise impact by vehicular movement in built spaces. India, becoming on par with the international infrastructure, living and lifestyle, similar markets as existing in Europe and other markets, would be duplicated in India and the market size would expand rapidly.

Marketing Infrastructure
The marketing team of Anutone^® is professional and well structured that can efficiently generate business and results to the company. The co-ordination division is based at the Corporate Office at Bengaluru. This controls the marketing management of the team that is located in the three regional offices at Mumbai, New Delhi, Chennai, representatives and authorised dealers in other cities and the export markets. All the offices are well equipped with IT infrastructure and connectivity. All team members are qualified and experienced with a similar industry background. The team is an ideal blend of youth, experience and technical capability.

Though necessary infrastructure in terms of manpower, training, promotion have already been made in these areas, as a matter of continuous process, Anutone^®, expends a lot in its marketing activities. The company often conducts seminars, attends to the seminars conducted by others, and promotes its systems and services through newsletters of its own both in India and overseas.

Other Special Features

Conclusion
Anutone^® is at the right place, at the right time, doing the right thing. Invest in Anutone^®. Join the leader and reap the benefits! For investment opportunities contact Mr. PC Bansal, Commercial Director, prabhas@anutone.com