Incorporated as Sunrise Efficient Marketing Limited, the company operates in trading, distributing, and wholesaling industrial products, including electrical and electronic items, spare parts, automotive components, gear boxes, motors, pumps, oils, and FMCG products. It follows both B2B and B2C business models and is an authorized dealer for 138 manufacturers. The company also retails, imports, exports, fabricates, and assembles a wide range of industrial, domestic, and agricultural products such as pipes, pipe fittings, valves, machined and un-machined castings, lubricants, generator sets, batteries, and motors. In 2011, it expanded into consumer goods as a distributor for PepsiCo, and in 2021, it launched its own brand of motors, Synchro Plus.