Established in 1989, All True Components is a New Delhi-based manufacturer & supplier of LED lighting and electrical components. Majorly known across the country by its brand name ATC, the company has emerged as the hub for designer decorative lighting solutions wherein apart from manufacturing on its own, it sources products from renowned lighting solution providers from different part of the world. For now, the company has been authorised distributor for quality international brands like Honourtek, Allooking, Neon Lighting and GR Optics to sell their products in India. In order to know about its journey so far and its diversification/transition from electrical to lighting solution, we at LED World got hold with the duo – Shubham Sood and Varun Sood, the company’s directors. They shared as how the company is evolving over the years. Excerpts are here to follow:
How has been your journey so far?
It’s our legacy and we are carrying forward our family business. Our company has been a high-level manufacturer of electrical components since its inception in 1989. Committed to quality & innovation, we have built a strong product portfolio of wires & cables, electrical accessories, and fans. Our product lines have proven to be a huge success. Till date, we have procured an extensive network of over 450 dealers, with products ranging from house wiring to industrial power cables.
It was in 2011 that we strongly felt the absence of LEDs in our portfolio. Eventually, we expanded our product line by augmenting the same with LED-lighting technologies and applications. Since then, we have undertaken extensive research and development into this technology, and continue striving for pioneering developments in this segment.
What made you add LED lighting under Atcom brand?
Since last three decades, we are in to manufacturing and trading of electrical components. We enter this trade eight years back recognising the revolutionary potential of light emitting diodes (LEDs) lighting. As the luminous efficacy and efficiency increase, LEDs are being used for more and more applications. Its success is based on its characteristic properties such as low energy consumption, zero ultra-violet and infra-red radiation, long life, extremely compact fixtures and wide range of colours. LED lighting is quickly becoming the first choice for lighting irrespective of its application areas. We do not only deal in general LED lighting but also in the decorative lighting stuff with varied options to fit in many pockets.
What about the infrastructure?
At, All True Components, we are dedicated to taking every small detail under the lens to ensure a very strong quality control, a dedicated team with hands on experience and professional team leaders who continuously watch the assembly process at every step to ensure that only the best products go out of the production lines. Our team over the past years has been dedicated to procuring high quality components for Atcom LED products. We aim to become a leading supplier of lighting products. For this, not only do we offer lightning fast delivery, but with the transformation from old technology to new, we have the needed technical know-how to help our customers according to their respective requirements.
Which all brands of lighting products do you offer?
As of now, we have brands like GR Optics, Allooking, Honourtek, and Neon Lighting. All these brands have their respective specialisations, very high quality and unique designs, which we are being received well by our Indian customers.
For instance, headquartered in Dallas, Texas, the USA, Honourtek Inc. is specialised in light colour researches in the segment market and the research and development of intelligent lighting devices, for which it has a whole set of reliability testing facilities. With R&D centre in America, manufactories in China & Taiwan and sales centres in USA, China & Germany, Honourtek is a global company, which has its presence all over the world.
It boasts a core team consisting of senior professionals from numbers of Silicon Valley-based top companies. With world-class design and the highest-level chrominance index, COB LED serves as a strategic supplier to well-known commercial and household lighting device brands both at home and abroad. As a LED solution provider to high-end commercial and residential lighting applications, it devotes itself to the research and development of high-quality LED devices with high-luminance colour.
What is so unique from Honourtek?
We change the perspective of the viewer with the use of lighting. We are customising the LED power to suit your needs. We are trying to tell that when you change the colour of light, you can change the perspective of the goods you want to show to your viewer. This is mainly targeted at retailers and super markets. It only adds aesthetic to the goods and makes that attention grabber. We feel that anything in the name of shop lighting is meant to attract customer, which ultimately turns in to business. We have quite a few offerings in lighting. All these lights are designed and developed for our Indian customers.
Relying on powerful innovative capabilities, the company has more than 20 patents, including numerous US invention patents and international patents. The product is COB packaged LEDs. We also have some special application COB LEDs. Like 1700K CCT, 2200K CCT, 2500K CCT, BBBL COB, and so on. We use 15.85X15.85mm and 17.85X17.85mm substrate with les is 9mm and 12mm. It’s easy to find compatible reflector and lens.
What about other brands from Atcom counter?
Allooking Lighting Tech Co., Ltd. is located in Zhongshan City’s Science & Technology Park West Road, Torch Development Zone. Established in 2006, the company is committed to the development of LED lighting and commercial lighting power supply R&D, production and sales. It constantly keeps improving owing to its strong quality control team, which regularly monitors the process at different stages right from the procurement of raw materials to manufacturing process and then testing of finished products. To ensure product quality, Allooking products carry CE, CB, TUV, SAA, UL, CUL, FCC and other necessary certifications.
How do you select these brands?
See, we do proper scrutiny not for designing but for quality because we believe in building trust among our customers. Meanwhile, we too are customers and keep looking for unique products especially in terms of quality and designs that are pretty contemporary and trendy. For this, we keep exploring markets across the lighting world. We understand that quite a few decorative lighting in India are fitted with old-fashioned fixtures, which of course, are showing us great potential for our products. We actually value relationships.
What new have been added to Atcom’s portfolio?
Recently, we have developed handy installation systems. For instance, we have quite a few fixtures which can be installed simply by pushing back in to the grove. But you know, design doesn’t remain static so is the taste of people. It’s a continuous process and keeps evolving with time. After a couple of years, you may not be able to find these designs, but better and more attractive ones. However, we give much damn to quality so much so that we have created a name for ourselves in many parts of the country. Our brands are very well-known in north east and southern part of the country, especially in Kerala.