Future Lighting Launches LED lamps, Building Distribution Channel

Future Lighting Launches LED lamps, Building Distribution Channel

In order to grab a share of the rapidly growing lighting market, Future Lighting has launched its LED lamps. “Around six months back we launched LED retrofit lamps under the KORYO brand, for direct replacement of incandescent and CFLs,” says Mohan Hardas(mohan.hardas@futuregroup.in), the company’s deputy GM for home lighting segment and marketing support.

Headquartered in Mumbai, Future Lighting is a subsidiary of Future Corporate Resources Ltd, holding company of the Future Group. Hardas informs that the company’s LED lamps, in two variants 7W and 8W, are already in the market through modern trade and the normal trade channel. “By modern trade, I mean the organised retail format such as HomeTown and Big Bazar, and normal trade includes premium counters located in posh residential colonies.”

Priced at Rs.790 and Rs.890, respectively, these lamps are being sold through 60 outlets in modern trade and over 300 outlets in the normal trade, covering almost all the metro cities and A-class cities including Mumbai, New Delhi, Chennai, Kolkata, Bengaluru, Pune and Hyderabad. “We are further expanding this network. Initially, we started with traders who are already associated with us, but now we are also inviting new dealers for the same.” According to Hardas, these lamps carry a five-year replacement warranty.

The company’s soon-to-begin marketing campaign will target energy-conscious users who are willing to switch to green products. “We have identified three categories of consumers, the educated, who really understand what green lighting is; NRIs, who already have an awareness about green concepts from overseas and are eager to employ them at home; and corporate employees, who belong to the high income group and can take instant decisions.”

Through a unique initiative, the company is reaching out to its target groups at places which they frequent, such as commercial complexes and shopping malls. “We provide live demonstrations for corporate employees in office complexes, and show how these LED lamps can save energy costs.”

Future Lighting’s lamps are manufactured in Bengaluru by Chrome, while its warehouses and six offices are located in all metros. The company is eyeing a turnover of Rs.10 crore from its consumer LED lighting segment in this fiscal, almost 10% of its total consumer lighting business. “We want to double the revenue in the next fiscal for our lighting business as a whole.”