About us
In 1995, Praduman Batra had established 'Batra Electricals', which deals in various electrical products including fans, lighting, switches, and wires.
During his tenure as a distributor and dealing with numerous customers, he noticed that customers who wanted quality domestic wires couldn't afford it because of their high prices. He saw the gap and decided to start his own wire brand with a vision to provide quality wires at better prices. He believed that wires are the unsung heroes and the lifeline of any house or building which power all electronic appliances from a small product such as light to a big appliance such as refrigerator.
With this thought process in mind, in 2018, he registered a brand named 'Phinoex'. With the passage of time, the company faced several challenges, but they were determined to overcome them. One of the biggest challenges 'Phinoex' faced was competition from well-established brands in the market. However, instead of being intimidated they were determined to overcome it.
In 2023, his son, Anirudh Batra, an MBA in Finance from IBS Hyderabad, joined the business after working in Big4 accounting firms for 4 years. His aim is to reach the large customer base in order to provide the benefit of affordable wiring through digital brand visibility and venturing out into large scale distribution of single core multi-stranded copper wires for domestic and commercial structures.