Tijaria LED Industries is a 35 years old Tijaria Group company. While the Group’s flagship company Tijaria Polypipes Ltd. is a renowned name in textiles & plastics in the national & international markets, Tijaria LED Industries has been established just three years back. The company claims to have set the benchmark for excellence in the energy-efficient LED lighting fixtures and solutions by successfully deploying innovative strategies, systems and technologies.
With an aim to revolutionise the LED-based lighting fixtures & systems, Tijaria LED is engaged in manufacturing, trading & marketing of a gamut of LED-based lighting products that include LED bulbs, tube lights, concealed lights, spotlights, floodlights, beam lights, streetlights, tunnel lights, panel lights, down lights, etc. meant for both indoor as well as outdoor applications.
“We have a well trained sales team & experienced engineers to take care of the concerns of our esteemed customers,” says Vikas Jain Tijaria, the company’s Director, while speaking to LED World team. Here are the edited excerpts:
What made you enter LED lighting industry?
Indian LED lighting industry has volumetric demand. Keeping the same in mind, we entered the market three years back. We have our own brand name, Tijaria under which, we process almost 60% of the LED lights in-house, and the rest, we source from outside. We know that for an LED light, not less than 50 items are required to be assembled together. We can manufacture many components like housing, PCB, DoB, etc., but we can’t make all these parts that are needed to shape up an LED bulb. For instance, we do not manufacture the base of the lamps. The diversity in the required components to make an LED lamp is such that no manufacture can claim that it is making 100% in-house.
How much investment have you made? And what is the current capacity?
Till date, we have invested to an extent of Rs. 20 crore in our facility. The current daily capacity of this plant is 8,000 units for streetlights while 50,000 units of bulbs. We may expand this further depending upon the market requirements.
What constitutes Tijaria LED’s infrastructure?
Our robust infrastructure comprises a well-equipped facility that houses various departments including designing, quality, controlling and manufacturing. Our LED lights manufacturing unit in Vishvakarma Industrial Area of Jaipur features state-of-the-art machinery, latest equipment and techniques for safer and faster production of products. We have machines for moulding, extrusion, SMT, etc. In the meantime, we keep building capacities or adding up to the infrastructure to remain at the advantage. This enables us to produce quality range of LED lights for our customers located in various parts of India as well as in gulf countries.
What are Tijaria’s strengths?
Tijaria LED’s strength lies in the latest technology and skilled manpower, which together help the company to produce high-quality light products for both commercial as well as residential usage. All our products carry accredited test certificates. We also have in-house team of system design & installation which is deeply engaged in developing innovative designs and is also responsible for incorporating the latest technology. Apart from all this, we have proven performance of our products the testimony of which is our strong clientele, which in a way has become our reference base.
What’s the USP at Tijaria LED?
Tijaria LED is a highly proactive and professional organisation that seeks to understand the market and its requirements, based on which, it identifies opportunities and develops capabilities so as to create competitive advantage for its customers. What’s more! We have built up an organisation which continues to address divergent issues that our partners face. Moreover, our customer-centric approach helps us in winning the trust that our customers have gradually developed on us. Besides, we do have OEM experience, which allows us to deliver customised products to suit the specific requirements of our valued customers.
How do you see the prospects for manufacturing LED lights in India?
The market for LED lighting here is so huge that any new player like us can also dream of gaining a considerable share. This is possible if we strictly focus on the success mantra of offering high-quality and reliable products. As you know Indians have sharp brains and have the capability to rule over the world when it comes to technology, provided the support from the government should not be restricted to paper.
Unlike India, Chinese government is so dedicated to make the country a manufacturing hub for anything like this. For instance, there is a huge pool of LED lights manufacturers in China. They manufacture each and every component that goes in an LED light. With such an enormous capacity, they are not only meeting the domestic demand, but also supplying to the world over. We are still far behind.
What challenges are you coming across? How are you coping up with the same?
It can clearly be noted that despite such huge potentials, we are highly dependent upon China. When the Indian government introduced mandatory BIS to cap the inflow of Chinese lighting products, the Chinese manufacturers started supplying components and not final products. They pushed us to opt for assembling by making sourcing easy for us. When we made up our mind to manufacture a better portion in India, they started selling their machines.
This means that even though we are following ‘Make in India’, we are bound to depend upon China for our basic infrastructural needs. As of now, for most of the components as well as raw materials, we are highly dependent on imported stuff. Despite all these challenges, we are maintaining good quality of our final products since last three years. This has helped us expand our customer base, which in turn has boosted our confidence to move ahead.
How do you market your products?
We have a strong network of 350 dealers who are dealing in our lighting products. Although, we have captured the Rajasthan state, we want to have a national presence. This is why the network expansion is on priority at Tijaria. We plan to have our complete network of channel partners i.e. distributors, dealers and retailers in each of the states. Further, we offer two years replacement warranty on all our products, which is a very good support to our channel partners. Other than that we promise excellent service and back-end support in time of need.
Where do you see Tijaria in a couple of years from now?
Today, we stand at Rs. 20 crore worth of revenue. Based on the kind of opportunities and the potential from across the country for LED lighting, we aim to touch Rs. 200-crore mark in two years from now.