Dinesh Gupta, Director, Bry-Air | Food & Drink Industry Magazine | July 2021
Please give us a brief overview about your company and current development?
Bry-Air under the leadership of Mr. Pahwa is the fastest growing Adsorption Technology Group in the world and India respectively. The group till now has filed 132 patent applications for 13 new technologies, at the national and international level, 57 patents granted. In 1979, Mr. Pahwa set up the first company in the group, Arctic India Sales, introducing dehumidification in India. Subsequently, he set-up Bry-Air (Asia), Desiccant Rotors International (DRI), Delair India and Technical Drying services.
The company focuses on providing dehumidification solutions to various sectors, while focusing on energy- smart and green technologies. To stay ahead of the curve, Bry-Air also has full fledged R&D centre that is recognized by the Department of Science and Technology, Government of India and is undoubtedly one of the finest in the industry
We have been witnessing a major change in industries like pharmaceuticals, food, automotive, chemicals, and many more; wherein after installing dehumidifiers and moving away from the traditional methods/ practices, the capital good users have reduced wastages, improved efficiencies in production, high energy savings, etc. all finally leading to better ROI, brand equity and satisfaction.
Brief us about the journey of your company in India.
Bry-Air has 3 state-of-the-art manufacturing facilities in India and over five decades of experience in applications, manufacturing, engineering and R&D in the field of dehumidification & environment control solutions, with several patents to its credit. Bry-Air and its group companies offer a wide range of products catering to varied customer needs related to dehumidification, gas phase filtration, plastic drying and conveying, dry rooms for lithium battery production and adsorption chillers. Bry-Air solutions are backed by intensive research and are highly customized and engineered to customer needs.
A proudly Indian manufacturing company Bry-Air is highly acknowledged for its technology and with the clients.
Tell us about your product that your company produces and distributes in India?
We are the leaders in desiccant dehumidification and a global solution provider for humidity control, moisture removal and product drying across diversified industries be it pharmaceutical, food, automotive, defence, power etc.
Our solution offering extends and is well recommended for plastics drying and conveying, gas phase filtration, high-temperature waste heat recovery and absorption cooling too.
As stated above, we deal into desiccant dehumidifiers providing to moisture control solutions across varied industries. At this point of time, the major business come from the pharmaceutical and food industries. Bry-Air works with leading MNC’s and Indian companies operating in the food business
Bry-Air Dry Room solutions are critical for lithium battery production and we are today the world’s fastest-growing adsorption technology group in the world.
What are the ranges of products you are dealing in India?
As stated above, we deal into desiccant dehumidifiers providing to moisture control solutions across varied industries. At this point of time, the major business come from the pharmaceutical and food industries. Bry-Air works with leading MNC’s and Indian companies operating in the food business. Over the past so many decades we have maintained a legacy by providing the dehumidification solutions to segments like candies and confectionaries, dairy, snack food, spices, frozen food, cold stores, seeds, etc. across countries, regions and continents and have maintained long term partnership with food processors and exporters.
Going forward, we anticipate that there will be a growing demand in these sectors in the coming months once the economy not only in India but globally gets better. We supply customized dehumidifiers with world-class technology to the company’s manufacturing various goods and products for diverse sectors.
What are the challenges you face selling your product in India.
The food processing market in India is still at a very nascent stage, but now with the evolving and changing demands from consumers for better quality of products, Companies are also understanding that they can’t only depend on traditional machinery to perform the business. If they have to earn reputation, and achieve good business then innovation is the key. A lot of companies in India have started using desiccant dehumidification. Earlier the awareness about the dehumidification solutions was limited, but we are trying from our end to bring awareness in manufactures about the benefits of using with desiccant based dehumidifiers. For example, during the pandemic as everybody was advised to stay home, smooth functioning of the warehouses, data centres, refrigeration systems, and other similar needs became a necessity. This resulted in increased awareness amongst various Indian and International companies about the need for having a desiccant dehumidification system in place.
Brief us about the marketing strategy to stand out in the competition?
Our marketing strategy touches across all the online and offline channels to reach out to our target audience, the segmentation is done very effectively. We believe in marketing for maximum visibility. We focus on responsive websites, digital marketing, targeting SEO and display marketing- one of the crucial part of our marketing strategies. Apart from that, we also focus on Google ads, technical journal, hub spots and chamber networking. As far as offline media is concerned, we do technical journal ads, and exhibitions and seminars to reach manufacturers, exporters and others. Though, due to the pandemic offline events are not happening, so we try to participate through virtual events whenever there is an opportunity.
Could you give some idea on your customer base, reach and export markets?
Bry-Air under the leadership of Mr. Deepak Pahwa leads a strong and capable team of 1500+ employees in over six continents and has thirteen manufacturing units, and the group focuses on desiccant and desiccant-based technologies and operate within the environment and energy framework.
We have a total of over 600 thousand square feet of manufacturing space. With installations in over 85 countries, in almost every industry segment and supported by a robust sales and service network worldwide, Bry-Air touches people’s lives round the clock. Our manufacturing is fully vertically integrated. We have the strength to customize various psychrometric processes into a functional product basically for low humidity needs ensuring a high level of engineering and manufacturing with 3D design work and coupled with CNC manufacturing operations. The product range is backed by the latest technologies, strong R&D, world class test facilities and a team of highly trained engineers.
Brief us about the RD team and quality process of your business?
“Innovation is Life” is the driving philosophy of the Pahwa Group and we strive to deliver forward-looking solutions that enable our customers to increase productivity at a low cost, higher throughput within limited resources, and reach economies of scale.
The company is effectively focusing on new age technologies and adopting digitisation towards Industry 4.0 which is expected to drive the industry growth in the near future. Our latest range of products have “AI” and other technologies embedded because customers are looking for real-time information and effective means to improve efficiency and reduce maintenance/ production costs. Technologies such as Artificial Intelligence (AI), Internet of Things (IoT), remote control access, automated control systems are transforming the HVAC&R and Dehumidification equipment. Thus, By adopting digitisation, Bry-Air would be able to serve its business partners better.
With our unequivocal focus on R&D, we, routinely, collaborate with scientists and global research institutes, test labs, and universities to bring thought leadership and innovation together to create a truly world-class solution for our customers – in India and across the globe.
Are you planning to launch any new product in India? Tell us the future plans of your company?
Over the half century, Bry-Air has developed a vast understanding of adsorptions- based technologies about air and its industrial interface. Our knowledge and experience gained has given birth to innovative products such as The Green DryPurge® (GDP) dehumidifier from Bry-Air.
It is the most efficient and economical solution to provide dry air required for Lithium-battery production. These dehumidifiers are specially designed to control moisture levels in the lithium- battery manufacturing areas from -40 °C to -80 °C dew point depending on the process being carried out.
Other than this, we have launched our Green Dry Smart Dryers, and has received a tremendous response from the representative of the plastic industry. With GDS we have re-established its message that ‘Bry-Air knows drying best’ because here we have a product that is ideal for the processors who want energy efficient solutions with convenience and portability. Some of the ideal industries that use plastics heavily and are the best match for GDS are automobile, medical plastics, white goods, packaging, mobile accessories, sports/ toy industry etc.
We are moving with the time, we have also developed BrySmart ® Series (BBS) Dehumidifiers for those who desire to stay ahead of the technology curve. The BBS modulates various critical components to optimize the energy consumption on a continuous basis. This eco-friendly dehumidifier is a step forward in energy conservation through advanced technology.