SPK & Co., an HVAC dealership in Bhubaneswar, Odisha, joined Symphony’s industrial cooler dealer network in 2021. Proprietor Soumya Ranjan Vijay Singh identified a gap in the market: large open and semi open commercial spaces that conventional air conditioning could not serve effectively or affordably. By educating buyers, using a test unit approach, and leveraging Symphony’s support infrastructure, SPK & Co. built a growing portfolio of installations across restaurants, industrial kitchens, ceramic facilities, and large commercial spaces in Odisha. Each successful installation generated repeat orders and referrals, driving consistent year on year sales growth since the partnership began.
Table of Contents
Case Study Details
Field | Details |
Dealer Name | SPK & Co. |
Proprietor | Mr. Soumya Ranjan Vijay Singh |
Location | Bhubaneswar, Odisha |
Industry | HVAC — Industrial and Commercial Cooling |
Symphony Partnership Since | 2021 |
Sectors Served | Restaurants, hotels, ceramics, industrial facilities, commercial spaces |
Cooling Solution | Symphony Industrial Venti Cool (LSV) — Large Space Evaporative Cooler |
Key Outcome | Consistent year on year sales growth; satisfied customers; strong referral pipeline |
Dealer Background
SPK & Co. is an HVAC solutions provider with 10 to 12 years of experience serving commercial and industrial clients across Bhubaneswar and neighboring areas including Rourkela. The firm’s work spans restaurants, hotels, commercial establishments, and industrial facilities.
Before partnering with Symphony, SPK & Co. focused primarily on air conditioning. As the business grew, proprietor Soumya Ranjan Vijay Singh recognized a persistent gap: many potential customers operated large open or semi open spaces where traditional AC was neither technically effective nor financially viable. That realization prompted a strategic shift.
Challenges
The Open Space Cooling Problem Where AC Falls Short
A significant portion of SPK & Co.’s target customers operated in large halls, industrial floors, or semi open areas. Conventional air conditioning is engineered for sealed environments and loses efficiency rapidly in open, high footfall spaces with constant air exchange. This left a sizable market segment without a practical cooling solution, and SPK & Co. without a product to serve them.
Building Awareness for Industrial Evaporative Coolers in a New Market
When SPK & Co. took on the Symphony industrial cooler dealership in 2021, they encountered an immediate awareness challenge. Symphony was well known in India for domestic air coolers, but its commercial and industrial cooling range was largely unknown in Odisha. Every sales conversation required first educating the buyer about the category before introducing the product itself.
Earning Trust from Cautious Industrial Buyers
Industrial buyers invest in large scale equipment and need confidence in performance, longevity, and after sales reliability before committing. Convincing a factory owner or restaurant chain to install 10 to 20 units of a product category they had never used required proof, not just a pitch. The early sales cycle was uphill.
How SPK & Co. Built the Business
A Data Backed Value Narrative
SPK & Co.’s first move was building a clear, compelling case for Symphony’s large space evaporative cooling systems. The central message: compared to AC, Symphony industrial coolers are up to 10 times more energy efficient, require no refrigerant, and are built for sustained commercial use with dependable after sales support. Translated into terms business owners understood, this meant lower electricity bills, fewer breakdowns, no structural modification costs, and faster return on investment.
The Test Unit Approach That Shortened the Sales Cycle
Rather than asking skeptical buyers to commit to a large order upfront, SPK & Co. invited prospects to begin with a single unit installation for evaluation. The results consistently spoke for themselves: customers who installed one unit for testing returned to expand. A pilot installation of one cooler routinely led to orders of four to five additional units, purely on the strength of product performance.
Expanding Across Key Commercial and Industrial Verticals
With a growing base of satisfied customers and a refined approach, SPK & Co. scaled into multiple sectors across Odisha:
- Ceramic World: 12 Symphony industrial cooler units, addressing high heat in ceramic production and display environments
- Kit industrial facility: 15 to 20 units across a large area impractical to cool with conventional HVAC
- Restaurant and hospitality kitchens: Multiple installations including Mapayr, Ras Darbar, and Govinda Hotel, where heat management affects food quality, staff productivity, and customer experience
- Cafes and food service outlets across Bhubaneswar
Each deployment became a reference point for the next prospect, compressing the sales cycle and building credibility.
Leveraging Symphony’s Sales and Service Support
A critical enabler of SPK & Co.’s growth was Symphony’s comprehensive support infrastructure. From pre sales market education to post installation service, Symphony’s team backed SPK & Co. at every stage. This allowed the dealer to make confident promises to customers, knowing Symphony’s service network would deliver. The result was a virtuous cycle: stronger after sales support led to higher customer satisfaction, repeat orders, and referrals.
Outcomes and Results
Consistent Year on Year Sales Growth
Since 2021, SPK & Co. has recorded growth in annual industrial cooler sales every season. Soumya Ranjan Vijay Singh notes with confidence that each year has outperformed the last, driven by an expanding base of installed customers who continue to add units, and a growing referral network built on product performance.
A Diversified Market Footprint in Odisha
SPK & Co. has established itself as a credible source for commercial and industrial cooling solutions across Bhubaneswar and the surrounding region. Installations span hospitality, ceramics, food service, and industrial facilities, creating a resilient revenue base that is not dependent on any single sector.
Customers Who Buy Again and Recommend
The clearest measure of success is buyer behavior. Customers who install one Symphony cooler consistently return for four to five more. In markets where peer referrals drive purchasing decisions, this level of satisfaction is a powerful competitive asset. SPK & Co. has effectively turned its installed base into its sales team.
“We feel very happy that what we started, we see it succeeding in front of us. We have been with Symphony from the beginning. It feels very good.”
— Soumya Ranjan Vijay Singh, SPK & Co., Bhubaneswar, Odisha
Key Takeaways for Industrial Cooler Dealers and HVAC Distributors
- Identify the gap: Large open and semi open commercial spaces are chronically underserved by AC. This is the entry point for industrial evaporative cooling solutions.
- Lead with education: Category awareness must come before product conversion. Help customers understand what large space evaporative cooling can do before presenting the product.
- Start small, scale fast: A single test unit dramatically shortens the sales cycle and builds organic trust.
- Use Symphony’s support: The company’s sales and service infrastructure is built to help dealers succeed. Engage it fully.
- Let results talk: Every successful installation is a future sales conversation. Satisfied customers are the most credible salespeople.
Frequently Asked Questions
SPK & Co.’s Industrial Cooling Success in Odisha
Are Symphony industrial coolers suitable for open and semi open commercial spaces?
Yes. They are designed specifically for large open and semi open environments such as restaurant kitchens, warehouses, factories, ceramics facilities, and showrooms, where conventional AC systems are ineffective.
How energy efficient are Symphony industrial evaporative coolers compared to AC?
Symphony industrial coolers use up to 90% less energy than conventional air conditioning systems, making them a highly cost effective cooling solution for large commercial and industrial spaces.
What after sales support does Symphony provide to industrial cooler dealers and end customers?
Symphony provides strong after sales service through its dealer and service network, covering installation, technical support, and long term maintenance. This is a key reason for SPK & Co.’s consistent customer satisfaction.
What is the typical return on investment period for a Symphony industrial cooler?
Businesses typically recover their investment within approximately 7 months, thanks to the low installation cost and significantly lower operational expenses compared to AC.
What does it take to build a successful Symphony industrial cooler dealership?
Success requires market education, a willingness to let the product demonstrate itself through pilot installations, and consistent engagement with Symphony’s sales and service ecosystem. SPK & Co.’s experience in Odisha is a clear example of this approach working.
Maulik Solanki is a seasoned B2B Product Marketing professional specializing in Industrial and Commercial Coolers in the LSV (Large Space Venticooling) segment. With 13+ years of experience, he drives brand building and audience engagement for Symphony’s LSV solutions through integrated offline and online strategies. Backed by an MBA in Marketing and earlier experience as a Regional Marketing Manager in banking, Maulik brings strong skills in sales, advertising, and events. He enjoys exploring new marketing ideas and cooling technologies and writes to help readers understand Symphony’s offerings.
Sourav Biswas is a senior marketing leader heading the LSV (Large Space Venticooling – B2B) marketing function at Symphony Limited. He shapes the brand’s strategic narrative, strengthens market leadership, and ensures excellence across all B2B cooling solutions. With deep expertise in Strategic Marketing, Brand Management, Advertising, and PR, he reviews content with analytical precision and alignment to Symphony’s vision. Passionate about mentoring and tracking B2B trends, Sourav ensures every content piece reflects accuracy, relevance, and strategic depth.
