Aspires to have a strong local manufacturing base and deeper market penetration for its ‘Excelite’ brand
With the growing popularity of the LED lighting system in automotive applications and higher impetus on energy efficiency in vehicles, DH Lighting India is venturing into local manufacturing of LED products to cater to both the local and global demand. At the 14th Auto Expo (Components), the Faridabad-based company presented its entire range of LED bulbs for passenger cars, including those latest specification samples designed and awaiting local production in the coming months.
The two-year-old Excelite brand is gaining momentum in the aftermarket, with pan-India exposure in the aftermarket. “We are gradually entering OEM business so as to diversify our stature in the local market”, says Mr. Amar Singh Saini, CEO-Director, DH Lighting India. Products sold under the brand include halogen and HID lighting solutions across a variety of luminance and power rating. They are manufactured by the company’s parent firm DH Lighting Co. of Korea.
Commenting on the company’s expansion plan, the Director of the company, Mr. Harish Sharma, said that the local production of LED bulbs will commence in a couple of months at the Faridabad facility. “There is huge market potentials for automotive LED lighting in the upcoming years. LED as technology is long-lasting and energy-efficient and is quite more effective to light up roads for vehicles than halogens”.
Mr. Sharma also said that DH Lighting is aspiring for a strong manufacturing base in India, with which other regional and global markets can also be catered to. “The LED systems are designed and validated in India as per the Indian driving requirements and statutory standards”, he said, and added that the new LED lamps will give an edge over conventional lighting systems in terms of energy efficiency and lighting efficacy.
DH Lighting of Korea is perhaps ranked third in terms of global market position and its success is attributed to its spirit of trust, cutting-edge technology and futuristic approach to sustainability. Citing that the parent company’s products enjoy a status of its own in developed global markets and among major OEMs in Korea, he affirmed that the rising potentials of the Indian domestic market can be easily tapped with the strategy and long-term vision jointly devised by his team and the parent company.
The company garnered surprisingly overwhelming response from the visitors at Auto Expo, according to its executives. “For a new brand like ours, national platforms like this help a lot in reaching out to our target audience, which includes regional dealers from across the country, retailers, and OEM clients. We are steadily strengthening our distributor network pan-India,” Mr. Saini added.