Friday, March 29, 2024

“We’re looking for partners to assemble semi-knocked-down kits in India”

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Q. Do you have any presence in India through your own office or partners?
A. Yes. Everlight recently established a branch office in India with an aim to increase presence in the market. We also have several authorised distributors to promote our products in the country. Each distributor has expertise in providing total solutions of LED applications which could help customers design from engineering stage.

Q. Are you looking for more partners including distributors and system integrators for India?
A. We have enough distributors in India. So we are only looking at appointing system integrators for the Indian market.

We want the channel partners to promote lighting fixture or joint venture with local assembly manufacture for lighting fixture since the Indian Government now encourages local assembly. And we also see it as one of the future trends.

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Q. What are the challenges you have already experienced and foresee while dealing with the Indian market?
A. The Indian LED market, while offering a host of growth opportunities, attracts too many players. This, in turn, makes India an extremely price-sensitive market and also forces us to compromise quality over price. This kind of scenario also threatens Tier-1 LED manufacturer which provides better quality and service.

Moreover, increasing brand awareness does take time, but it is essential if we want our products or services to stand out among the competition . We are also focussing on the campaign to let Indian consumers know the value of our LEDs despite of price competition.

Q. What have been your marketing initiatives to generate more business in the country?
A. We participate in LED Expo in Delhi every December. Also, we advertise periodically in local magazines specialising in lighting. We plan to gradually increase our advertisements and expand other products too.


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