Monday, March 24, 2014: Since its inception in 2008, Key Operation & Electrocomponents Pvt Ltd, popularly known as KORE, has established itself as a firm that distributes various LED products. In a conversation with Kartiki Negi of Electronics Bazaar,Parveen Mahajan, director, KORE, speaks about the company’s journey.
EB: How do you view the potential of the LED market in India?
Although the percentage of buyers for LED lighting products is still low due to the high cost of these products, this scenario is changing fast. With an increase in popularity and rigorous efforts by the Central government to promote LED lighting, more and more players are entering the industry to exploit the untapped potential of this market. Therefore, we believe that the demand for LED lighting products will double in the next two years.
EB: What are the LED products you offer?
We offer LED lights and accessories, which comprise LED bulbs, lamps, downlights, fixtures and commercial lighting for several brands including Osram. We also offer LED streetlights, modules, RGB controllers, LED adapters and LED signages. The range is manufactured using superior raw material procured from Osram, Philips Lumileds, Edison, Lightron and Showin. Our products are widely known for their low energy consumption, durable nature and reliability. We provide LED components in various packages—SMD packages 3014, 3528, 3535, 5050, 5630, etc, and high watt packages of 1 W, 2 W, 3 W, 5 W, 10 W, 16 W, 20 W, etc.
EB: Where do you import the LED products from?
We mainly import Osram’s and Philips’ LEDs from Malaysia, and Edison’s from Taiwan.
EB: In which sectors are your products more popular?
LED lighting is just beginning to take off in India. But we expect remarkable growth in this market over the next several years, in both commercial and off-grid applications. Therefore, we offer products that find extensive applications in various architectural points and in the automobile domain.
EB: How do you maintain an edge over your competitors?
In order to improve the quality and durability of our products, we have hired a team of research associates, which conducts extensive market and product research to keep itself abreast of the latest technological advancements in the domain. This team’s highly motivated and dedicated efforts have put us in the league of prominent companies in the domain.
EB: What challenges do you face while doing business in India?
The prime challenge we are facing is in terms of prices as Chinese products, which are sold at comparatively low prices, are dominating the market. This factor is impacting Indian manufacturers. Another factor is the general lack of awareness. People do not want to spend money even if they know how efficient LED technology is. They still prefer the inferior quality products as these are offered at low prices.
EB: Do any of the government policies help in boosting LED product manufacturing in India?
Several initiatives have been taken in the last one-and-a-half years. All the policies are definitely helping us.
EB: What are your growth plans for this year?
This fiscal year we are aiming towards attaining higher efficiency. Hence, we are targeting higher revenue this year. Besides, we aim to penetrate untapped regions and sectors.
EB: Are you looking for partners, such as distributors, systems integrators, etc?
Yes, we are looking for channel partners as they will be very helpful in supporting our wide range of products.
Electronics Bazaar, South Asia’s No.1 Electronics B2B magazine
