NOJA Power
Murarrie (Meeanjin), Queensland.
Austrade ‘a most important facilitator’ for exports
Austrade has helped us find new distributors and key markets in Europe, involved us in free trade agreement discussions, and introduced officials and ambassadors. The company considers Austrade a ‘most important facilitator’ for its business. We are indebted to Austrade’s support – they have helped us create the business we are today.
Neil O’Sullivan, NOJA Power’s Group Managing Director.
Sustainability and Green Economy winner – NOJA Power.
NOJA Power: Electrifying export success
21 November 2024
NOJA Power’s equipment is much like the electrical switches installed at your home, but scaled up to handle the energy demands of entire suburbs or cities.
NOJA Power’s products are used by electrical engineers in 106 countries to operate, protect and control their electricity distribution grids. The company’s ability to rapidly adapt to the challenges of international business has delivered exciting growth opportunities over its 22-year history.
Turning up the voltage over two decades
NOJA Power developed its first product, the OSM® Recloser (a type of electric switch), in 2002. In April 2024, the Brisbane-based company manufactured its 100,000th OSM Recloser system.
With a 340-strong staff, NOJA Power is now the largest manufacturer of Autoreclosing Circuit Breakers in the world. Currently, exports make up around 92% of NOJA Power sales. In the last three years alone, the company has grown its net profit by more than 30%.
A long history of exporting power
NOJA Power’s very first sale was an export sale to China. The container-load of OSM Reclosers were hand-built in an industrial estate not far from the company’s current manufacturing campus in Murarrie, Brisbane.
‘Today, we service the demands of electricity distribution utilities, mine operators and private infrastructure companies around the world,’ says Neil O’Sullivan, NOJA Power’s Group Managing Director.
Sustainable switchgears capitalise on market demands
Founded on the principles of sustainable switchgear design, NOJA Power has never used polluting insulation technologies in its equipment. Instead, it uses solid dielectric insulation encased in steel. This offers a non-toxic and non-polluting alternative to legacy technologies.
NOJA Power’s reputation as a sustainable switchgear provider allows the business to capitalise on the energy sector’s transition to renewable energy.
Net carbon zero by 2030
NOJA Power secured accreditation to ISO14001 for environmental management within a few years of operation. Since then, NOJA Power has taken leadership positions in implementing an accredited ISO 50001 energy management system. It has also pledged to be net carbon zero by 2030.
Strategic decisions are made in alignment with the vision to be the world leader in medium-voltage switchgear. This will ensure Australian-made equipment remains at the forefront of electrical switchgear technology.
Award recognition vital to business success
NOJA Power has a long history with the Australian Export Awards.
The company was first recognised as a national finalist in the Emerging Exporter category 20 years ago. It was a national finalist in 2007 (Small to Medium Manufacturer) and again in 2012 (Large Advanced Manufacturer).
In 2009, NOJA Power was the Australian Exporter of the Year after winning the Large Advanced Manufacturer award category. It is proud to be the winner of the Sustainability and Green Economy award category at this year’s awards.
‘Recognition early on helped the company punch above its weight,’ says O’Sullivan. ‘Today as a much larger company, it continues to be an important endorsement, particularly as the electricity industry continues to privatise.’
Making a move into US manufacturing
NOJA Power currently holds a wholly owned manufacturing subsidiary in Campinas, Brazil. It also has manufacturing licence partners in Mexico and South Africa.
The company is currently planning to expand its US-based manufacturing capability for product localisation. This ensures NOJA Power products remain focused on customer needs in the US. It will also improve product lead times.
An electricity super cycle drives global market expansion
A key driver for NOJA Power’s expansion today is the ‘super cycle’ the electricity industry is currently experiencing. A super cycle is a longer type of business cycle, characterised by strong demand and high prices.
O’Sullivan expects the current super cycle will continue for the next 20 to 30 years as the world transitions to renewables. ‘We expect that is going to drive increased demand for our product for that same period.’ He identifies the Middle East, the Commonwealth of Independent States and North African regions as the current focus for new business development.
Austrade ‘a most important facilitator’ for exports
NOJA Power has worked with Austrade extensively over its 22-year history, says O’Sullivan.
‘Austrade has helped us find new distributors and key markets in Europe, involved us in free trade agreement discussions, and introduced officials and ambassadors. They even helped us with business in Sri Lanka during the country’s recent financial crisis.’
The company considers Austrade a ‘most important facilitator’ for its business, says O’Sullivan. ‘We are indebted to Austrade’s support – they have helped us create the business we are today.’
Amping up for a bright future
In 2025, NOJA Power will continue to invest in R&D, production capacity, staff and training throughout the business.
‘All these strategic decisions are made in alignment with the vision to be the world leader in medium-voltage switchgear,’ says O’Sullivan. ‘This will ensure Australian-made equipment remains at the forefront of electrical switchgear technology.’
Visit NOJA Power website.
Sustainability and Green Economy winner – NOJA Power. For the full transcript please visit he Sustainability and Green Economy Award 2024 - NOJA Power video on YouTube.
