Mumbai, Sept. 8 -- Polycab India Ltd, the largest player in India's Rs.1-trillion wires and cables industry, is willing to go "all out" to protect its market share, a top executive said days after the high-budget entry of the Aditya Birla Group into the sector caused a rout in share prices of leading incumbents.

"We will go all out to retain our market share," Shashi Amin, the CEO of B2B channel & corporate communication at Polycab, told Mint in an exclusive interview.

The entry of well-funded new players has raised concerns that a price war could emerge, but Polycab believes the barriers to scaling up are higher than they appear. Amin said the company is closely tracking competitors' pricing strategies, while pointing out that establis...