Onida’s LED Products in Market by April

Onida’s LED Products in Market by April

Mumbai-based MIRC Electronics Ltd, known for its Onida brand of consumer durables, is all set to hit the market with LED-based products for retail and home lighting. It had entered the lighting business early last year. “In our LED segment, we are currently focusing on institutional sales to target government projects and railways,” informs Avnish Jauhari(avnish.jauhari@onida.com), business head for MIRC’s lighting division. He informs that the blueprint of the launch is ready and the target audiences along with the markets have been identified. “We would be starting with metros and mini metros and will later extend the offering to all A-class cities.”

MIRC will manufacture a range of lighting products for indoor, outdoor and decorative uses. According to Jauhari, the range consists of over 20 variants covering almost all major applications except for architectural lighting. The price will vary from Rs.500 to Rs.50,000. However, he dismisses the idea of moving into retrofit lighting products – the LED bulb.“We will not be bringing the bulb format of LED lighting, like the other lighting giants are doing.”

“We are sourcing LEDs for our products from the top quality suppliers of the world. The single LED is sourced from technology leaders such as Osram and Cree, while EverLight has been chosen for the assembly LEDs,” he informs. The company is receiving technical support in this venture from its technology partner JVC of Japan. “They are supplying us the technology, besides providing support on quality assurance and manufacturing processes.” Meanwhile, Jauhari indicates that there are plans to emerge as an OEM supplier as well. “We are in talks with the country’s top lighting companies in this regard, and will soon be supplying them our quality products.”

MIRC has allocated a budget of Rs.1 crore for the promotion of the new range, and Jauhari informs that the company has started reaching out to the target audience through traditional routes like trade media, trade shows and the mass media. “We will also promote our LED segment online.” The marketing activities include quarterly training for channel partners, electrical contractors and lighting consultants to keep them updated on new products and technology. “We will be giving product demonstrations and the focal point of the meetings would be the SWOT analysis.”

The company already has 12 institutional dealers. “Besides, there is a nationwide after-sales-support infrastructure, backed by a network of 208 customer support centers and 33 branches,” he asserts. According to him, in the current fiscal, the company is targeting Rs.10 crore from institutional business. “For the next year of operation a turnover of Rs. 50 crore is being targeted from the LED lighting segment.”