Increased thrust on infrastructure has made the turf of Indian lighting industry so inviting that new players are finding it hard to restrain themselves from trying
Growing at a consistent rate of over 14% per year, Rs. 22,000-crore Indian lighting industry is expected to reach Rs. 27,000 crore by 2020. According to Elcoma (Electric Lamp and Component Manufacturers’ Association of India), the apex body of lighting manufacturers, while more than 50% of total lighting has been converted to LEDs, by 2020 this limit would be touching 80%. This revolution has opened doors of opportunities for many newcomers to try their luck and grab their chunk of the existing pie. Eventually, the industry witnessed many players coming in and leaving the arena except for those with capability and strength to withstand the pressure and deal in quality.
This drive got further impetus when the government announced energy-efficient lighting movement and flagged off a couple of programmes, namely DELP (Domestic Efficient Lighting Programme) and SLNP (Street Lighting National Programme) in 2015. Spearheaded by public sector undertaking Energy Efficiency Services Ltd. (EESL), the objective of these programmes was to replace 770 million incandescent bulbs in the household and 35 million streetlights across the country – all with LEDs. While the drive for switching over to LEDs is still in process, the industry is actually bursting at its seams.
As India develops its infrastructure and builds more smart urban settlements to cater to the rising population, there is a growing need to provide technology which can become an enabler for creating vibrant and safe environment for citizens.With such a huge potential, the market keeps welcoming new players every now and then. Many new brands got built-up and then lost their sheen in just a short span of time. We, at LED World in our quest to keep the industry stakeholders updated on these developments, introduced many such brands including Savvy Lights, Apple Lights,Ayana, Starflux, Philsun, etc.
Going forward, we met a fewmore players this time who are relatively new in the market and claim to have the most updated solution in their bouquet. Some very proactively claim to be the OEMs to quite a few brands, while some are happy restricting themselves to remain as a supplier to the country’s lighting market. However, all of these players have something in common – Indian base with capacity to meet the rapidly increasing demand. The companies,with which we contacted,insist to have the sustainability trait, manufacturing strength, capital, and most importantly the customers to stay here. These players are Adsun, Greenlife, Neptune and Nirvana – all have their own sustenance claim.
Adsun Aspires to Become the Best Partner
Adsun Lighting Pvt. Ltd. claims to be a leading manufacturer of an extensive range of LED lights with smart features. “Our expertise goes far beyond, enabling us to support the product through every stage of design, development, manufacture, and delivery.Through our innovative and intuitive technology, we’re pioneering a manufacturing evolution by making the process easier and faster. From imperative and strong R&D capability to in-house manufacturing,supported well with the formidable distribution strength, we at Adsunaspire to become the best partners providing quality design and manufacturing services to top-notched brands worldwide,” says Amit Shah, the company’s managing director.
Standing along with him was Indrajeet Singh, the company’s GM (R&D and Production), who asserts that all products under Adsun banner are competitive enough and are complete value for money. “Quality is what we focus on, and with this motto, we tend to expand our horizons and capture the market by designing and building intelligent products and manufacture with sustainability in mind,”he says adding thatthe journey started in 2015 with a vision of providing LED lights at best price. “We want to assist those who move to China for sourcing these LED products. We also offer OEM service to almost 30 brands, not big but medium ones. And to meet this objective we have full setup with all the required machinery that includes powder coating unit, injection moulding unit, SMT unit, MI unit, assembling unit, etc.”
Responding to what makes the brand Adsun stand apart, he elaborates, “See, the process of assembling is same with every LED light manufacturers. But we have an edge over the other on two fronts. First we are using high-quality components such as LEDs, drivers, housing, etc. and second, the unique testing process that we follow for all our products. For instance, each of our drivers pass through the aging machine, where it is tested for important parameters like load bearing, power factor, voltage, etc.We have aging conveyer which in itself is unique because none of the LED manufacturers are using this for now. We borrowed this idea from fan manufacturing process and replicated the same for our LED lighting. This helps us produce fail-proof products.”
Adsun, which primarily is an OEM, sells its products under the brand name Lister. The company is offering more than 15 types of products in terms of design and based on applications. “We have a daily capacity to produce 3,000 flood lights, 6,000 panel lights and 1,000 streetlights. We have already sold 15 lakh drivers in one and a half years with almost zero failure as only 14 drivers have been replaced. We strictly follow the policy of less than 1% failure unlike many other manufacturers who keep it at 5%. For each new product that we plan to introduce in the market, we do a lot of research work so that we can satisfy the specific requirements of our customers. Generally, we do three months rigorous R&D before launching any product. Once it is finalised, we get the dyes from China.”
To sum-up, Singh adds, “At Adsun, we are committed to being real leaders. We are passionate about investing in technology as well as our customers by offering a range of extra services designed specifically around our clients’ needs. With our innovative ideas and deep industry knowledge, we aim to take Adsun to new heights. Furthermore, we are driven by an uncompromising commitment to quality and with a positive, can-do attitude. We strive to exceed excellence by working under the able guidance of experts to ensure delivery of exceptional customer experience. Our team consists of unrivalled experts (engineers from China and India) who provide their guidance to the workers and help us pursue our goals.”
GreenLife Focuses On Smart Lighting Solutions
Another name in the league is that of A. V. Enterprise, which claims to be a prominent name in the field of LED lighting solutions with a variety of products in its portfolio. The company markets its products in the name of GreenLife, which it advocates as a name that stands true to address the concerns of environment. “With strong research & development capability, good customer service and marketing knowledge, we have been able to meet ever-growing demand of the lighting market with our cost-effective, efficient & eco-friendly LED lighting requirements. We efficiently cater to the needs of both retrofits as well as new projects for homes, hotels, offices, hospitals, factories, and other sectors,” informs Vishal Narang, the company’s director.
According to him, the company is into LED lighting business for more than a decade. “It was started by my father who has been into the lighting industry for about 30 years. He has seen the gradual evolution of the industry right from traditional lighting sources like incandescent, HPSV, SVP, to CFLs and then to LEDs, which over the years have gone smart. We have now entered into an era wherein smart lighting has become a style statement. With rapidly increasing awareness, the new age customers have become more inquisitive about the technological innovations. Accordingly, they are asking for smart lighting solution with the latest features. This scenario is adding to the opportunities for players like us,” he elaborates.
The changing world of choices and rapid transformation in the LED technology, is not allowing anyone to sit and sell, but keep exploring products/solutions with the latest innovations. “Owing to all this, we are always on the run to find some innovative lights. The one that we have for now can be fully operated with the help of remote control or mobile phones and complement the modern decor. As I mentioned, we are not yet the manufacturers, but are sourcing all these products from China. In fact, we are importing most of our products from there. We do have a factory in Bhiwandi near Mumbai in Maharashtra, wherein we get some of our products assembled to cater to the local needs,” saysNarang adding that it’s about going with the wind as the younger generation is not satisfied with anything less.
He shares that light is malleable and can, therefore, be varied according to the needs and environment. “Light enables us to plan by being a solution in itself for even the most tailored requirements – whether traditional or innovative, practical or emotional. All thanks to the smart technology that helped it (the lighting) grow to address personal concerns. No wonderthe younger generation is interested more in new and innovative products, especially those which can be customised to meet the requirements.There are a lot of products for architectural applications as well that we offer from our bouquet,” suggests Narang adding the company is looking for lighting manufacturers for the CCTs.
According to him, it’s not easy for everyone to meet the architectural requirements as special expertise is needed to develop those specific products. “We are looking for something like that which is hard to make for others.There are so many lighting products that China is making right now and it won’t be possible for us to get into all of that. However, we are planning some products like panel lights, COB lights, smart lighting solutions, etc., which are stable in the market and have the viability. In fact, we are trying to create lists of the most sought-after products and the ones which are unique and are not available with other players as of now. It will help us to demarcate ourselves from the crowd,” he opines.
“Committed to providing effective energy conservation solution and management, our products are designed to suit both indoor and outdoor application areas. We work to bring forth superior LED lighting products along with excellent support and value-added services. We keep taking feedback from our customers so as to understand their specific requirements and accordingly offer the lighting solution that not only meets the requirements but also matches with their respective lifestyles,” asserts Narang adding that to take this to the customers across the country, there is a well-established distribution network. “We have 20 distributors all across India. We are well-received here in Gujarat especially Ahmadabad, Surat and Vadodara where we have supplied our LED products to many hospitality projects through coordinators.”
Neptune Lights Boasts of Its Long Standing
Having a wide range of products to offer lighting solutions for almost all applications, Neptune Lights(also known as Murali Lights) has listed its name among one of the region’s most reputed suppliers. “We are a name people trust for getting high-qualityproducts and timeless deliveries. We know that customers’ demands and expectations are growing with each passing day. This is the reason we keep a constant eye on the latest as well as upcoming trends,” asserts Rajesh Korani, the company’s director. He adds that Nepture is a manufacturer of energy efficient lighting products such as LED lights, induction lights and compact fluorescent lights for varied applications including residential, commercial, outdoor and other infrastructure lighting applications.
Neptune also offers intelligent solutions for renewable energy generation such as Wind and Solar. Korani informs that the company was started by his father more than ten years back. “We are into manufacturing of lighting products from last 12 years. Redefining the inefficient and unsafe lighting technologies like tungsten/incandescent and CFLs, LEDs have revolutionised the lighting industry in more ways than we can even imagine. Naptune Lights has also been at the forefront of that revolution since the world was introduced to this highly efficient form of lighting. Now, we are mainly into COBs. All our products are manufactured in-house,” he says.
Besides these, there are LED retrofit products and LED light fixtures, for which possible applications include smart street lighting, smart meters, sensor-based illumination solution, smart cameras, smart electrical vehicle chargers, smart advertising displays, etc.“Our ability to deliver a full rounded offering of smart city control modules integrated into our lighting fixtures as well as delivering control modules that are compatible with third party light fixtures and still producing unparalleled energy saving results, make our offering unique and universal.Our products span a wide range of commercial, industrial, government, and utility infrastructure applications.”
Korani says that each of the products that are manufactured and designed by Neptune’s team of professionals is a masterpiece. “Over the years, a lot of improvement has been incorporated in our quality parameters, which led us to set new quality standards. Apart from these, what makes us different from others is how innovatively we implement latest technology in our range of products. Our high-quality products are the outcome of self motivation that comes when we get to know that Neptune has become a preferred choice of our customers when it comes to opt for lighting products,” he says adding that these products from Neptune banner not only represent a valuable source of lighting for years to come, but also hold promises of accountability and perfection.
Korani believes that the success of Neptune lies in the in-depth knowledge of its extremely dedicated team which is backed by vast experience in this field that helps to know what exactly customers’ requirements are and how to meet their expectations. “Offering a perfect blend of cost and quality iswhat we aim for.Our primary focus is value addition for our customers, which led us to further strive so that we can be able to bring to them the very best in LED luminaires. We achieve that by offering a high-quality branded luminaire at a reasonable rate which is affordable to them. In the process, we take extra care of our procurement and quality control as our core values are continuous innovation, high quality products, focus on energy conservation, and an uncompromised commitment to customer service.”
Nirvana Aims to First Illuminate India, then the World
Nirvana was established in the year 2011 with a vision of offering the best quality of luminaries at anaffordable price. “It was started as a family business which later went on to have collaborations with the best of architects, creative and budding interior designers and other technicians. Gradually, we expanded our operations and started offering integrated lighting solutions as well. We wish to offer easy and quality assured solutions to both, small as well as large scale residential, corporate, public buildings, retail, and hospitality projects,” says Darshit Sheth, Director, Nirvana Lighting Pvt. Ltd.
According to him, over the years, Nirvana has developed for itself an excellent reputation among leading architects and designers. “This is all but our quest for innovation and obsession for high quality has made us a popular name among the professionals, especially when it comes to LED luminaries with an extensive range of fittings and fixtures that are both efficient and cost effective,” he says adding that there is a team of dedicated and passionate technical staff supported by a team of designers and engineers who love to work in a fully equipped workshop entailing the most advanced technology.
“For us a luminaire is more than a fixture that emits light. It is an epitome of our research and passion for our innovation. All this comes back to us in the form of appreciation from our customers, who love Nirvana’s extensive range oflighting products with options of in lamps colours, temperature and textures. We manufacture lighting to suit every mood and need – be it for dim interiors to bring in the peace or cozy factor, or bright lights to suit the ambience needed in a party or a corporate event. Furthermore, we are prompt in our service and delivery to our customers, which we consider as a must in today’s fast-paced world.”
The company is headquartered in Mumbai, which is also the centre for its manufacturing and designing prowess. The facility is spread across 3000 sq.ft. Responding to why Nirvana, the name as of brand, Sheth suggests, “Nirvana, the word itself means enlightenment. With the use of advanced technology and an urge to meet people’s demand for innovation, we keep striving year on year to come true to this concept. With lighting solutions that are the best in quality, design and price, we are always there for our customers, so much so that our consistency in being available is something that is often talked about.”
Responding to the integrated solutions, Sheth says, “Integrated lighting solutions have recently been added to our portfolio. We do this by collaborating with the renowned industry professionals and specifiers including architects, designers, contractors and interior designers. Though, we have started retailing two years back, we are still more into projects. We have a gamut of lighting solutions irrespective of applications. Our lighting goes to builders, hospitality, retail, commercial and residential projects. We have pan India presence through our 15 distributors with plans to enroll more to expand the distribution network.”
Speaking about the new features that have been incorporated in the products, Sheth informs, “Most of our fixtures are modular and can be easily replaced in case of fault without hurting the ceiling or the recess. Even the inner part of the fixture remains unhurt. We keep augmenting the portfolio. Recently, we have added magnetic fixture, because of which most of our products are in to metal unlike others who are selling same fixtures in PVC.” According to him, 80% of the manufacturing is in-house, and rest comes through import.
For new product to be developed, the company keeps taking feedback from the market as well as the specialists besides its own internal R&D. Adding more about the specialties, he shares, “Our expertise is in COBs, which are used to make downlighters and flood lights. We also offer products developed with SMD technology. Besides, there is linier lighting that can be applied in ceiling, floor, or wall as per the need be. For all this and many other milestones that we have achieved till date, the credit goes to our highly skilled and pretty experienced workforce that firmly believes in innovation and therefore, easily adapts to new technology,” he asserts.
With all this, Sheth avers, “We dream of illuminating every Indian house with Nirvana Lights. That is why we wish to keep our products as cost effective as possible, so that there comes a time when no Indian lives in a house without lights. The aim is to emerge as one of the best lighting company, first at national level and then to replicate the same on international level.”
The Common Factor
All these players have the same line of products with only hairline differences of design, colour and few value added features. The product portfolio comprises a variety for both indoor as well outdoor applications and includes panel light – recessed & surface, surface mounted, suspended spotlights, linear lights, mirror lights, COB button spotlights, slim panel lights, track lights, COB downlights, tunable downlights, T5 & T8 tubelights, wall washers, scones, flood lights, streetlights, high-bay lights, floor washers, step lights, etc. The new inclusion in the list of all these suppliers/manufacturers is magnetic light series, which everyone claims to have been manufacturing of highest quality.
The game changer is seemingly the smart lighting solution, which a couple of them highlighted with this belief that they are at par with the contemporary/future solutions, especially when it comes to incorporating innovation. The rising need of efficient smart lighting systems is forcing speedy development of sensor & wireless-based lighting technology. Fuelling this further is the demand for smart lighting solutions for smart cities followed by street lighting has been emerging as huge potential, which these new players aim to capitalise on. At the same time, rapid adoption of LED lights in various sectors such as residential, commercial and healthcare is only widening the opportunity.
Interestingly, all these brands claim to have most of the lighting solutions irrespective of it being retrofit or non-retrofit. In the meantime, they agree that either all or part of their vast product portfolio comprises Chinese products or solutions. It is clearly evident that despite so many restrictive tools used by Government of India, Chinese companies are still finding ways to penetrate into Indian lighting trade. These players are able to market either complete product or part thereof without either acquiring, or venturing in with Indian LED lighting manufacturers to benefit from the much hyped ‘Make In India’ drive and giving native companies a tough fight.
The Certified Way
All this is happening despite the implementation of Compulsory Registration Scheme (CRS) by the Bureau of Indian Standard (BIS) to put a restrain on the entry of Chinese products and in turn push the manufacturing of India Inc. No wonder, stringent implementation of the certification standards somehow tumbled the sale of Chinese LED products, but in the meantime, Chinese manufacturers re-strategised their stand on doing business with India focusing especially on LED components and high-end LEDs to continue the trading activities. Though it happened way back in the past but the time is right here for the Chinese manufacturers to reap the benefits.
The roadmap was prepared when Silkroad Development Holdings Ltd. (SRD), the VIP unit of Guangdong Chamber of Commerce in India signed two MoUs (Memorandum of Understanding) – one with Alpha Test House and another with China Trade Forum in New Delhi. With these MOUs, a single window solution opened for Chinese entrepreneurs wherein through United Electric Lab., they started getting certifications consultations in a hassle-free manner, while the display center therein highlights their products. It provided them appropriate space for their exposure in the domestic market which later became the point of attraction for many small as well as big Indian players.
There prevailed a favourable environment for both the countries to enhance trade industry, joint venture, cooperation and collaboration in terms of increasing bilateral trade between the neighbouring nations. Accordingly, quite a few components suppliers as well as finished products manufacturers started making the best out of the opportunities lying in the burgeoning Indian LED lighting industry. Instead of opting to become an indigenous manufacturer, many of them decided to continue with their suppliers’ status and keep feeding the Indian market from outside with products meeting the mandatory quality standard as prescribed by the BIS.
Amidst all this, it is also a fact that with the implementation of BIS-certification under CRS, Chinese LED bulbs’ and luminaires’ low pricing advantageis now a tale of the past. The prices of Indian manufactured BIS-certified LED bulbs are now nearing those of Chinese competitors, which have greatly diminished the price appeal that Chinese bulbs once had. Furthermore, programmes like DELP and SLNP, which led the prices of LED down to an affordable limit by pushing up indigenous manufacturing,has now started paying dividend.
There’s no doubt that a major market chunk of technology, especially in LED lighting, is still dominated by Chinese products – be it in the form of components or complete products. But it is also evident that a revolution in the Indian lighting market is underway, which attracted many small players who found it apt to jump on to the bandwagon and secure their chunk in the pie. Huge potential of the Indian lighting arena also came to the fore because of the Centre’s LEDification scheme through its DELP and SLNP, which together gave a complete facelift to a market which was earlier flooded with the rather outdated lighting technologies like CFL, MHL, HPSV and incandescent.