An interview with Shashank Joshi, Director of Elanpro, India’s leading commercial refrigeration company
In this interview, Shashank Joshi, Director of Elanpro, shares his insights into the company’s journey to becoming India’s leading commercial refrigeration brand.
With a focus on innovation, sustainability, and market leadership, Joshi discusses how Elanpro is shaping the future of cold storage solutions in India.
What motivated you to start Elanpro, and how did your journey in the commercial refrigeration industry begin?
Shashank Joshi: The journey of starting Elanpro was fuelled by a vision to revolutionize the commercial refrigeration industry in India.
Having spent decades working in refrigeration and appliances, my co-founders and I noticed a significant gap in the market for reliable, high-quality, and innovative cooling solutions tailored to the diverse needs of businesses across sectors like hospitality, retail, and healthcare.
What truly motivated me was the opportunity to address this gap and bring world-class refrigeration solutions to the Indian market.
With years of experience and a deep understanding of customer pain points, I saw a strong need for specialized products that could meet the evolving demands of the industry.
My focus has always been on creating solutions that are not only efficient but also energy-saving and durable, and this vision became the driving force behind Elanpro.
Before starting Elanpro, I held leadership roles in several renowned companies in the refrigeration and appliance sectors.
During that time, I witnessed the rapid growth of India’s retail and food service industries, which underscored the need for advanced refrigeration solutions.
Leveraging my experience and insights, my partners – Sanjay Jain, Ranjan Jain and I decided to build a company that stands for quality, innovation, and customer-centricity.
Since our inception in 2009, Elanpro has grown rapidly, carving out a niche as a trusted provider of commercial refrigeration solutions.
Under my leadership, we’ve introduced several industry-first products and consistently focused on innovation and customer service. My passion and foresight have played a key role in positioning Elanpro as a leader in the industry, known for reliability and performance.
How do you approach innovation in product development, and what recent advancements are you particularly proud of?
Shashank Joshi: At Elanpro, we focus on bringing innovative refrigeration solutions tailored specifically to meet the unique demands of the hospitality and pharmaceutical sector. We have relentlessly pushed our boundaries to bring pioneering products.
One of our recent achievements is the launch of India’s first Reach-in Freezer with Inverter Technology.
Unlike traditional systems, this freezer adjusts compressor speed to match real-time cooling needs, helping businesses save energy and cut down on electricity costs.
Additionally, our new under-counter unit with a ‘pass-through double door’ feature have been well-received in high-energy kitchen environments, enabling chefs to access ingredients from both sides and streamline kitchen operations.
Both these innovations reflect our commitment to creating cutting-edge, quality refrigeration solutions that support the hospitality sector’s evolving needs.
What trends in the commercial refrigeration market do you find most significant right now?
Shashank Joshi: With growing number of industries embracing sustainability and efficiency, I feel eco-conscious refrigeration practices will increasing become central to stay competitive. Several key trends are emerging that are set to reshape the sector for the long term:
Energy Efficiency as a Priority: With the BEE ratings becoming increasingly necessary, businesses are prioritizing energy-efficient refrigeration and kitchen equipment.
By investing in appliances that reduce energy use, lower operating costs, and minimize environmental impact, hospitality providers are creating kitchens that are not only cost-effective but also eco-friendly.
This commitment to energy efficiency supports both financial and environmental goals, driving value for businesses and customers alike.
Rise of Automation and Smart Technology: Smart technology is revolutionizing the hospitality industry, with automated, IoT-enabled systems that can be remotely managed and provide real-time insights on temperature, energy use, and food safety.
Such technology enhances operational efficiency, helps monitor food freshness, and allows kitchens to adjust settings on demand, significantly improving the management of resources and inventory.
Focus on Hygiene and Food Safety: Ensuring food safety and hygiene is a growing priority, with many kitchens adopting systems that precisely maintain food-safe temperatures and use advanced materials designed for easy cleaning.
The equipment market has responded with products that meet stringent standards, helping businesses avoid contamination risks and meet regulatory demands, which strengthens customer confidence and operational reliability.
Additionally, we are seeing amplified demand for niche refrigeration systems tailored to meet the specific needs of quick commerce and e- commerce set ups ensuring fresh, quality products reach customers quickly and reliably.
What challenges have you faced as a leader in this sector, and how have you navigated them?
Shashank Joshi: We encountered several challenges while establishing Elanpro as the commercial refrigeration market is highly competitive. Breaking into a saturated industry meant building trust and convincing customers to choose a new brand over well-established names.
We addressed this by focusing relentlessly on quality and exceptional customer service. Personally engaging with clients and demonstrating the long-term value and reliability of our products helped us earn their confidence.
One of the significant hurdles was educating a price-sensitive market on the benefits of investing in advanced, energy-efficient refrigeration systems.
Many businesses were hesitant to move beyond initial costs, so we conducted targeted training sessions to highlight the substantial savings and environmental advantages these solutions could offer over time.
Supply chain disruptions, particularly during peak seasons, posed another challenge. We tackled this by implementing flexible logistics systems and robust forecasting mechanisms to ensure consistent availability of our products.
Additionally, the rapid pace of technological change required us to stay ahead of industry trends and integrate innovations swiftly into our offerings.
The COVID-19 pandemic tested our resilience, disrupting normal operations and shifting market priorities overnight.
We adapted by focusing on healthcare refrigeration needs, providing reliable solutions for vaccine storage and other critical applications during the crisis.
Through a combination of customer-centric strategies, innovation, and operational agility, we have navigated these challenges to establish Elanpro as a trusted leader in the commercial refrigeration industry. Our ability to adapt, innovate, and consistently deliver value has been central to our growth and success.
Sustainability is a major concern today. How is Elanpro addressing environmental issues within its operations and product design?
Shashank Joshi: Our commitment to sustainability encompasses the entire lifecycle of the refrigeration solutions we provide. We prioritize high standards of energy efficiency and overall food waste reduction.
For instance, all Elanpro chest freezers are BEE-rated, ensuring they meet stringent requirements for energy efficiency, helping our clients save on energy costs while reducing their environmental footprint.
Our new line of next-gen products such as Upright Freezers, Visi Coolers and Scooping parlours are specifically engineered to optimize product display, upgraded cooling and reduced inventory waste.
These product advancements reflect our dedication to sustainable refrigeration solutions that offer both environmental benefits and operational convenience.
This year, we announced the adoption of green refrigerant R290 in all our new and existing products as we want to help food and beverage businesses reduce their carbon footprint.
We hope to cultivate a new wave of sustainable products and services that can modernize and monetize food and beverage businesses.
What role does customer service play in Elanpro’s overall strategy?
Shashank Joshi: Customer service is a cornerstone of Elanpro’s overall strategy, ensuring a seamless and reliable experience for our customers.
We have streamlined our operations to provide enhanced support, backed by a robust network of 50+ sales and 30+ dedicated service staff who possess deep expertise in refrigeration technology.
From initial consultation to installation and ongoing maintenance, our team is committed to providing comprehensive after-sales service.
Apart from that, we recently introduced a new service scheme that focuses on priority service, instant call registration and closure, prompt response to service requests, and troubleshooting assistance to minimize downtime and optimize equipment performance.
To further enhance customer support, we have a dedicated call center team that handles service requests, ensuring quick resolution and personalized assistance.
Our goal is to build long-term partnerships with our clients by delivering reliable products and exceptional service that meet their unique business needs.
How do you envision the future of commercial refrigeration in India over the next five years, and what role will Elanpro play in that future?
Shashank Joshi: The commercial refrigeration industry in India is poised for transformative growth. This growth will be largely driven by increasing demand for energy-efficient solutions, stringent food safety standards and rapid expansion across the hospitality and f&b retail.
We are motivated to address this. As consumer awareness grows around food preservation, sustainability, and operational efficiency, we anticipate that refrigeration technology will evolve to become smarter, more sustainable, and highly customized to meet the unique demands of diverse business models.
Our futuristic product line will feature innovative technologies designed to significantly reduce energy consumption.
We want to empower our customers with ground-breaking solutions. So, we will remain committed to developing a comprehensive portfolio that addresses the needs of every Indian entrepreneur looking to establish a restaurant, café, hotel, ice cream parlour, F&B retail outlet, mithai shop, or kirana store.
We believe in the importance of educating stakeholders about the latest advancements in the commercial refrigeration industry and their impact on food safety and environmental sustainability.
To that end, we are actively looking to collaborate with like-minded partners to launch an awareness campaign centered around food safety and the role of refrigeration in maintaining it.
In the coming years, we will continue to strengthen our ties within the industry, expand our portfolio to meet specialized market needs, and stay ahead of regulatory advancements—all with the goal of driving sustainable progress in India’s commercial refrigeration landscape.
What advice would you give to aspiring entrepreneurs in commercial refrigeration sectors?
Shashank Joshi: I would advice aspiring entrepreneurs in the commercial refrigeration sector to focus on building strong customer relationships and understand market needs deeply.
In my early days, I personally visited countless potential clients to showcase Elanpro’s products, knowing that trust and credibility take time to establish.
One of the most valuable lessons I’ve learned is the importance of prioritizing quality over short-term profits. While this approach can be challenging in a price-sensitive market, it ultimately creates long-term loyalty and builds lasting brand value.
I also believe it’s essential to stay adaptable and open to change. For example, during the COVID-19 pandemic, pivoting toward healthcare refrigeration allowed us to explore unexpected growth opportunities and meet critical market demands.
My key advice is to remain persistent, invest in innovation, and never compromise on customer service. These elements are the foundation of long-term success in a competitive industry and have been instrumental in shaping Elanpro’s journey.
Shashank Joshi’s vision and leadership have played a pivotal role in Elanpro’s success. As the company continues to evolve, Joshi’s commitment to innovation and sustainability ensures Elanpro’s bright future in the commercial refrigeration industry.
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