Mumbai, September 01, 2025: Lauritz Knudsen Electrical and Automation, a leader in India’s electrical and automation industry, has partnered with Saatchi & Saatchi India, to launch its latest campaign – ‘Powering a Non-Stop India’.

Featuring Mumbai Indians icons Captain Hardik Pandya, Hitman Rohit Sharma, and SKY Suryakumar Yadav, the campaign leverages Lauritz Knudsen’s partnership with Mumbai Indians, as ‘Principal Partners’, to boost brand visibility and recall. At its heart, the campaign highlights the vital role the brand plays in powering the nation’s relentless progress.

This campaign brings to life Lauritz Knudsen’s crucial role in powering an India that’s always on the move—one that leaves no one behind. Whether it’s hospitals that operate 24/7, factories that keep production going around the clock, or households that stay seamlessly connected. The film emphasises the brand’s reliability and contribution to the country’s progress, while positioning it as India’s favourite switchgear brand.

Rajat Abbi, Vice President – Marketing, Greater India, Schneider Electric, said, “Empowering bold and future-ready operations is at the heart of what we do through campaigns that resonate with our consumers. In that spirit, the ‘Powering a Non-Stop India’ campaign creatively captures how Lauritz Knudsen powers resilience, from hospitals to homes, reinforcing the brand’s pivotal role in driving India forward, non-stop.”

Rohit Malkani, Chief Creative Officer, Saatchi & Saatchi India, said, “When you have three giants from the cricketing world and a giant in the Electrical and Automation space, it makes for a film that rises above the ordinary. Much like Lauritz Knudsen itself, the film moves nonstop and seamlessly through various verticals and scenarios capturing how the brand works smartly to power a nonstop India.  It has been a delightful experience to work on this campaign.” 

Atin Wahal, Executive Director, Saatchi & Saatchi India, added, “Our partnership with Lauritz Knudsen goes beyond campaigns. We are here to build the brand’s narrative. This campaign represents the spirit of what Lauritz Knudsen really stands for. It is the foundation for defining the brand’s voice, purpose, and relevance in today’s market. The work we’re doing now reflects the trust Lauritz Knudsen has placed in us.”

Live across various platforms, the film brings Lauritz Knudsen’s story closer to everyday consumers.

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·         Embarks on a 30-city ‘Technology Tour’ to showcase over 10 future-ready solutions, driving awareness, access, and adoption at scale.

·         Aims to deliver region-specific innovations for India’s industrial clusters, tailored to local needs.

·         Commits to powering India’s digital backbone with smart automation.

Bengaluru, June 25^th, 2025 – Lauritz Knudsen Electrical and Automation, a leader in the Indian electrical and automation sector, today unveiled its largest-ever product portfolio aimed at powering the nation’s key industrial clusters and growth corridors. As part of this ambitious initiative, the brand is traversing 30 industrial cities across the country—engaging with local leaders, stakeholders, and ecosystem partners to accelerate technology adoption in the heart of India’s manufacturing and infrastructure hubs.

With a strong focus on low-voltage, industrial automation and solutions for new energy landscape,  Lauritz Knudsen is driving a technology-led transformation that reaches deep into India’s industrial backbone. This landmark campaign underscores the company’s commitment to building a technologically advanced, economically resilient, and energy-smart India, in alignment with the government’s Viksit Bharat 2047 vision.

“At Lauritz Knudsen, our purpose is to deliver smart technologies that empower customers to work safer, faster, and smarter. Through this product showcase, we are reinforcing our belief that innovation must be accessible, adaptable, and relevant to the unique needs of every region across India. Whether it’s automating a rice mill in Raipur, powering a textile mill in Coimbatore, or modernizing a plant in Pune, our portfolio is designed for impact,” said Naresh Kumar, COO, Lauritz Knudsen Electrical and Automation.

“With India’s electrical equipment sector projected to grow by over USD 95 billion by 2029 and industrial automation expected to reach USD 39.65 billion by 2033, the momentum is clear.¹ Indian manufacturers are already investing 35% of their operating budgets into tech modernization—well above the global average. These shifts are not just numbers; they reflect a nationwide drive toward smarter, more efficient systems. Aligning with the Viksit Bharat 2047 vision, we’re not just launching products—we’re enabling India’s transition to a smarter, cleaner, and future-ready tomorrow,” he added.

Key launches –

–          Comprehensive EV Charging Ecosystem – Encompassing EV chargers, a centralized charge management system (CMS), and cloud-based customer applications, this ecosystem supports the transition to electric mobility with intelligent energy distribution and user-centric digital interfaces.

–          Advanced, Intuitive and Digital Power Distribution Architecture encompassing:

o   New-Age Air Circuit Breakers & High-performance Molded Case Circuit Breakers (MCCBs), featuring state-of-the-art switching and protection capabilities, designed for various application and seamless integration into digital architecture platforms.

–          End-to-End Industrial Automation Solutions – A new portfolio of variable frequency drives, PLCs, and HMIs designed to enhance discrete process automation, powered by Smartcomm IoT-enabled Software suite.

–          Smart Numerical Protection Relays – Delivering comprehensive protection, control, and communication for both LV and MV systems

Backed by decades of expertise, Lauritz Knudsen’s latest offerings are crafted with a deep understanding of India’s regional diversity, state-specific policies, and sectoral priorities. As part of its expansive outreach, the company is bringing its innovations to over 30 cities—from Pune and Noida to Bhubaneswar, Coimbatore, and Guwahati—targeting India’s most dynamic industrial and micro-market clusters.

Lauritz Knudsen Electrical and Automation is more than just a technology provider.  It is a strategic enabler of inclusive, sustainable, and future-ready growth—powering India’s journey toward self-reliance and global leadership. Through immersive showcases and stakeholder engagements with industry leaders, system integrators, engineers, contractors, and policymakers, the brand will demonstrate how its solutions directly support national priorities—whether in clean energy, agri-efficiency, or industrial modernization.

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–          Showcases the largest ever portfolio of products and solutions at World’s Largest Electrical Show

–          Aims to power industries, infrastructure, retail, homes and agriculture with a commitment to ‘Viksit Bharat’ 

February 25,Bengaluru: Lauritz Knudsen Electrical and Automation (formerly known as L&T Switchgear), a leader in the Indian electrical and automation sector, made a powerful debut at ELECRAMA 2025 under its new brand identity. The company unveiled advanced range of products and solutions tailored for industries, infrastructure, retail, homes, and agriculture. In alignment with the Government’s vision for a Viksit Bharat, Lauritz Knudsen, shared plans for enhancing its manufacturing and R&D capabilities in India while continuing to focus on providing meaningful solutions for varied applications.

As a part of its ongoing commitment to driving India’s growth and innovation, Lauritz Knudsen showcased an array of ground-breaking solutions at ELECRAMA 2025, designed to empower the country’s energy prowess. The company’s focus is on enabling India’s transformation through digitalization, and energy efficiency.

Key launches include:

• Omega UZ ACB – The most advanced Air Circuit Breaker, featuring top-tier switching and protection functionalities, integrated with communication technologies like Ethernet I/P, Bluetooth, and NFC for seamless integration into SmartComm, Lauritz Knudsen’s digital architecture platform.
• Dsine DZ MCCB – A comprehensive range of Molded Case Circuit Breakers designed for renewable energy needs, optimized system coordination, and best-in-class short circuit breaking capacities, along with modular digital trip units and accessories for digital system integration.
• New Range of Industrial Automation Solutions – This includes variable frequency motor drives, PLCs, and HMIs integrated with SmartComm, enhancing discrete process automation and efficiency.
• enConnect Home Automation Solutions – A new range of wireless Wi-Fi switches, lighting, and curtain control solutions for a connected home experience, powered by the cloud-based “enConnect” IoT platform.
• New Range of Numerical Protection Relays – Offering comprehensive protection, control, and communication functionalities for LV and MV applications, along with a draw-out design for enhanced safety.
• Full EV Ecosystem – Comprising EV chargers, a SmartComm Charge Management System (CMS), and cloud-based customer apps to facilitate the transition to electric mobility.
• Farm Automation Solutions – An innovative smart irrigation management system that enhances yields and water conservation through digitalization and automation.

Deepak Sharma, Zone President, Greater India and MD & CEO of Schneider Electric India, stated, “As India works towards becoming a global economic powerhouse, the role of its electrical and digital infrastructure cannot be overstated. With a strategic investment plan, we are prioritizing innovation and R&D excellence in India, with a specific focus on enhancing manufacturing capabilities and expanding our workforce. This investment is part of our commitment to strengthening our ability to cater to the country’s diverse customer needs and contributing to the growth of the ‘Make in India’ movement.”

Naresh Kumar, COO of Lauritz Knudsen, added, “India’s ambition to become a USD 7 trillion economy by 2030 highlights the critical importance of dependable, efficient, and sustainable electrical infrastructure. At ELECRAMA 2025, we are excited to showcase innovations that meet the current and future needs of the market. Our focus on inclusive growth is evident in our extensive product offerings, catering to a diverse range of customers—from small retailers and farmers to large industries and large-scale infrastructure projects serving deep India.” 

Lauritz Knudsen has a strong pan-India presence, with manufacturing facilities across the country supported by 33+ offices across 500+ cities, ensuring efficient service delivery across diverse geographical locations.

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• Signs ‘Principal Partner’ partnership (front of jersey) effective from the cricket season beginning in 2025
• Lauritz Knudsen’s brand logo will adorn the front of Mumbai Indians’ official jersey and training apparel, making it visible to fans at Wankhede, the 50M global fan base, and on other official team elements
• This signifies a bold step forward, combining the world of electrical and automation solutions with the dynamic energy of Mumbai Indians—one of the biggest franchises in world cricket 

Lauritz Knudsen Electrical and Automation was earlier known as L&T Switchgear and is a unit of Schneider Electric Group in India.

December 12, Bengaluru: Lauritz Knudsen Electrical and Automation (formerly known as L&T Switchgear), a leading player in the Indian Electrical and automation industry and a unit of the Schneider Electric group in India, today announced a strategic partnership with Mumbai Indians, one of the biggest and most valued cricket franchise, as their ‘Principal Partner’. As part of this landmark partnership, the Lauritz Knudsen logo will prominently appear on the front of the Mumbai Indians’ official jersey and training apparel, reaching fans at Wankhede and the team’s 50 million global fan base, starting in the 2025 season.

Deepak Sharma, Zone President, Greater India, MD & CEO of Schneider Electric India, said, “Cricket unites India like no other platform, creating connections that transcend borders and cultures. At Lauritz Knudsen, our solutions have fortified the success of our customers for decades, and as we embark on a new growth trajectory aligned with the nation’s vision of ‘Viksit Bharat,’ we remain committed to being a partner of choice for our customers, partners, and stakeholders. This partnership with Mumbai Indians, one of the world’s most successful cricket franchises, perfectly reflects our shared passion for growth, excellence, and performance. We wish the team an exceptional season, confident they will once again elevate the game, setting new benchmarks for class, quality, and innovation in cricket.”

Naresh Kumar, COO of Lauritz Knudsen, added, “At Lauritz Knudsen, our commitment to India is both profound and unwavering. This partnership with Mumbai Indians exemplifies the transformative power of collaboration in driving progress and innovation. As we chart a new course under our reimagined brand identity, we reaffirm our dedication to empowering India’s growth through solutions that inspire aspiration and deliver unmatched reliability. Aligning with Mumbai Indians—a team that epitomizes excellence and an indomitable spirit—enables us to deepen this commitment and engage with millions across the nation in meaningful ways.”

Rajat Abbi, VP – Global Marketing and Chief Marketing Officer of Schneider Electric, Greater India, said, “Mumbai Indians exemplify the passion, focus, and relentless pursuit of excellence that resonate deeply with us at Lauritz Knudsen. With the launch of our new brand identity and our steadfast commitment to driving the nation’s growth, this partnership symbolizes a strong synergy of trust and a shared vision between two iconic brands. In the long term, we see this collaboration as a catalyst—not just amplifying the unifying energy of cricket, but also advancing our mission to empower Bharat and contribute to shaping the New India.”

This partnership signifies a bold step forward, combining Lauritz Knudsen’s cutting-edge expertise with the dynamic energy of one of cricket’s most celebrated teams. Both brands aim to leverage this partnership to engage millions of fans globally, reinforce their market leadership, and set new benchmarks in their respective fields.

A Mumbai Indians spokesperson added, “We are thrilled to welcome Lauritz Knudsen Electrical and Automation as our principal partner—a brand that embodies innovation and performance. This partnership is built on the strong heritage of Lauritz Knudsen and the cricketing legacy that Mumbai Indians have crafted over the years. Together, we aim to build on the shared values that unite us, with our fans always at the heart of everything we do.”

The partnership between Laurits Knudsen and Mumbai Indians is a strategic alliance built on a foundation of shared values and synergies that promise to elevate both brands to new heights. It reflects Lauritz Knudsen’s ongoing commitment to partner with brands that complement its legacy of excellence and deliver on brand values of ‘Listen, Partner and Innovate’.

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