Their distinct features can be understood in terms of:

This concept, albeit defined in nature, applies to business too. Since 1960, ELGi has forged fruitful and cherished partnerships with its distributors. Celebrating almost five decades of a rewarding partnership, we explore ELGi’s oldest dealer, Service Equipment Company (SEC) and its journey with ELGi.

Based in North India, SEC is one of Asia’s largest distributors of air compressors. It seems unfathomable, then, that this company began in a humble 250 square feet office in 1968. At the time, Mr. L.G. Ramamurthy from ELGi was visiting the capital city, New Delhi to procure an order. He met Mr. Omi Malhotra and was deeply impressed with his marketing abilities. He suggested that Mr. Omi take up distributorship of ELGi products in North India. Thus, Service Equipment Company was founded.

In its founding year, Mr. Deepak Malhotra took the reins of the business from Mr. Omi. For over a decade, Mr. Deepak ran the company independently as it grew rapidly under his progressive vision. He continues to be Senior Partner in the company and plays a strategic role in the overall direction of the company. In 1978, Mr. Anshul Malhotra joined the company, at a time when a number of small scale industries were established in North India. SEC set up an industrial base and service station base for ELGi’s reciprocating compressors and began to build a strong customer profile.