Over the last five years, since its incorporation, Greenstar, a subsidiary of Toshiba Lighting and Technology Corporation, has built a good customer base across the globe. Having established its manufacturing and R&D centre in Manesar (Haryana), the company is dedicated to delivering quality and innovative products. In an interview with LED Bazaar, Rajat Behal, vice president, sales and marketing, shares his insights into the demand situation and challenges in the Indian market.
Tuesday, November 11, 2014:
LB: Since when has Greenstar been manufacturing and trading in LED products in India?
Incorporated in 2009, we commenced our manufacturing operations in 2010. Since India is one of the fastest growing markets, in early 2012, Greenstar decided to start sales operations in India and then to expand into Asia and Europe. We have our manufacturing and R&D facility in Manesar. We are involved in designing, manufacturing and distributing LED lighting products across the globe.
LB: Has the demand for LED products increased in the last two years?
The demand for LED lights has increased manifold over the past two years. The primary factor behind this is that customers have realised the real benefits of LED lighting. Its real value lies in boosting bottom lines and, at the same time, fulfilling a company’s social responsibility towards the environment. The decline in the price of LED products is also acting as a catalyst in the case of large volume purchases. We are growing at a fast pace with a diverse customer base spanning government and public sector units, as well as the defence and industrial segments.
LB: In what way are your LED products technologically more advanced than the competition?
Greenstar believes in designing high quality products using indigenous patented technologies and applying its in-depth understanding of the lighting, optics, electrical and mechanical design principles. Our LED lights are UL and CE certified, with high quality being our top priority. Some of our key differentiators include high efficacy and certified lumens surge protection devices (10KV/10KA), a patented zero air gap heat sink design for maximum heat transfer, sophisticated aesthetics, etc.
LB: What challenges do you face while manufacturing LED products in India?
The basic problem that manufacturers face is that no specific standards have been developed for LED lights. This situation is further aggravated by the presence of too many fly-by-night players and small time importers who bring in poor quality LED products and sell them at unfairly low prices, ruining the market for domestic manufacturers of quality products and creating a negative impression about LED products.
LB: Do any of the government policies help in boosting LED product manufacturing in India?
The recent budget announcement, wherein the excise duty on metal core and printed circuit board (PCB) drivers used in manufacturing LED lights, lamps and fixtures has been reduced from 10-12 per cent to 6 per cent, will definitely boost the manufacturing scenario in India. The new government’s focus on investments in infrastructure and the development of smart solar cities will certainly open up new opportunities and increase the size of the LED market.
LB: Are there any new products that you plan to launch this year?
We have recently introduced our LED floodlights (Vega), which come in three different lumen packages to suit various application needs for flood lighting, façade lighting and advertisement billboard lighting. We also plan to launch a new range of global LED streetlights, LED wall washers for architectural lighting and an intelligent smart lighting range focused towards smart city developments.
LB: What are your broad marketing strategies?
We currently do direct marketing, offering the maximum satisfaction and support to our customers. Quality being our top priority, all Greenstar products come with a five-year warranty. Going forward, we wish to expand our reach through an active and quality distribution network in major cities across India. We are also inviting distributors and channel partners in order to build our channel network.
Electronics Bazaar, South Asia’s No.1 Electronics B2B magazine
