Ledure Lightings Ltd. is one of the fastest growing LED brands in India. It is organised to be responsive to the emerging new technologies in the LED lighting industry. The company offers a wide range of modern and aesthetically designed LED lights for both indoor and outdoor applications. According to the company, these lights have high reliability and are built into the design through years of research & development. To accomplish the same, the company has employed highly technical, well-disciplined, foreign-trained, field-tested and experienced manpower.
The company claims that it ensures high quality of products with sense of style by controlling the design and production of critical components, such as, electronic drivers and heat sinks at its plant. Ledure products undergo rigorous testing for extreme temperature, surge protection and humidity conditions to ensure reliability in all operating conditions. “Our LED lights are designed for high light output to suit specific lighting applications, delivering high lumen per watt of energy consumed,” asserts Pranav Aggarwal, the company’s director while speaking to LED World. Read through the edited excerpts here:
What makes Ledure different from the league?
We started manufacturing and marketing our own brand in 2014. That was the time when LED started picking up commercially. We have an edge over other players as we are one of the early entrants in the country’s led lighting industry and we have seen the industry growing by leaps and bounds. We offer a wide gamut of products for residential, commercial, retail to industrial lighting, and all are indigenously manufactured. This makes us stand out amongst our competitors, especially when it comes to maintaining the quality and providing the service. These products come with a warranty and are not something that you could sell and forget. We give minimum two years warranty on all our products, and some of our products come with a five-year warranty. We can even customise as per the specifications of the client.
How has the increasing competition helped Indian lighting industry grow?
I would say that in the last couple of years competition has grown manifolds. In the meantime, size of the country’s lighting market has also increased the same way with government giving more impetus towards LEDs. In return pricing and margin have got squeezed. For customers today, LEDs are a must and it doesn’t matter whether they go for a Chinese product or an Indian one. This is the biggest push that the government has given in terms of educating people to switch over to LED from the conventional lighting sources; opening up doors of opportunities for players like us.
How do you market your products?
Our major focus is channel sales, and our associates are spread across the country. Our aim is to get the right quality product and provide it to our valuable customers through proper channel. Since, we are indigenously manufacturing, we also offer customised lighting solutions to quite a few of our clients meeting their specific needs.
How many channel partners do you have?
We have more than 200 direct channel partners associated with us. In overseas market, we have only one distributor in Nepal. Apart from that we are also doing a few overseas projects on our own, without involving any channel partner, in countries like Kenya, Maldives, Dubai and Mauritius.
Where does the customisation happen? Do you produce dye for each product that you design?
We have our own moulds and dyes for 80% of our product range that we offer. As a manufacturer we have standard products in our catalogue in terms of housing and size. But all these products can be customised in terms of various parameters like warranty, beam angle, lux level, THD, etc. Especially for tenders these days customisation happens a lot in technical parameters for which, we are fully equipped.
We keep innovating in sizes as well and keep introducing new products in new sizes. Usually, we introduce three–four new series of products every quarter. Firstly, we make a prototype and then test it in a specific market. If the response is good, we invest in the dye. Else, we move on for another prototyping.
What it takes to develop a specific design?
For developing designs, we use both the sources – market feedback and trends around the world. For this, we keep attending various exhibitions not only in India, but also overseas like Hong Kong, China, Germany, etc. There, we see what kinds of products are moving. Further, we do have a strong R&D team comprising mechanical and electrical engineers, who keep experimenting and contribute to our growth with new robust concepts of designs.
Which all products do you offer and for which various applications?
As I said, we have the solution for almost all the applications, be it indoor or outdoor. For residential, we offer slim panels, surface downlights, spot lamps, LED strips, LED tubes or bulbs, in warm, natural or cool temperatures. These products come with a two-year warranty. With these products, we want our clients to feel the warmth of traditional luminescence with a natural glow and make their homes a true magnificence.
Similarly, our commercial lighting solutions are suitable for offices, retail, hospitals, stores and educational campuses. We have a wide range of commercial lighting that starts from spot lamp, track light, CoB spotlight, zoom lights and many others. These are available in different color temperature to help our clients work comfortably.
We also offer industrial lighting with zero maintenance to help avoid any type of accidents on-site thereby restricting any hindrance in the ongoing work. From street and flood light series, high-bay lights to canopy lights and to many more, all our products are highly durable, producing less heat and more efficacy.
What is the capacity at Ledure?
As of now, we have the capacity to manufacture more than six million LED lights under the complete basket. Our plant is at Sector 58, Noida, which is spread across 60,000 sqft. Our factory is well-equipped with branded machinery for various operations like pick and place, laser cutting, etc. Our SMT machine is from Juki – the Japanese technology major. The infrastructure of such scale helps us offer reliable solutions to our customers.
Where do you source the components from?
We are sourcing only LED chips from the world’s best manufacturers from USA, Germany, Japan, Korea, China and Taiwan. Of these, we directly import from China, while for rest, we take from their respective India distributors. Rest all components are sourced locally.
Where is the potential coming from?
The market is a bit slow these days. However, there are avenues from where the potential keeps coming. For residential, the potential is for renovation, while in commercial there are offices and retail chains opting for interiors.
Decent business for us is coming through Public Sector Undertakings’ (PSUs) tenders these days. This is because Oil PSUs are changing the lighting for their refineries & petrol pumps. We are on the panel of Indian Oil, BPCL, HPCL and Coal India, and regularly execute their lighting requirements pan India.
Which region(s) is giving you more business?
Since we are based in north, the region is our major contributor. In central and south, we started a couple of years back and are slowly moving towards deeper penetration in these regions.
Where can we see Ledure in a couple of years from now?
We have been growing at more than 40% year-on-year basis in the last five years, and we hope the same to continue. We closed last year at Rs. 75Cr and expect to add 30% this year.