Besides having an electronics manufacturing set-up, with advanced quality processes and certifications, and a facility for providing luminaries’ assembly services, the company also houses a German trained R&D team of about 20 engineers, with a high level systematic product development capability. BAG, which had at one time contemplated selling off this unit (as it was a marginal player), is now investing heavily to tap the emerging market for electronic controls in luminaries. Praveen has built a strong marketing & sales team, looking after not only Indian and neighbouring countries, but also the Middle East and Turkey.
As a division, even the material was supplied by the German corn- pans’. which owned it earlier. Now the sourcing of raw material is fully done by the Indian team. External sales, which now account for more than 50 per cent of the turnover, also include exports. “There is no differentiation in the products meant for exports and those sold in the domestic market, says Manoj Joshi, general manager & sales. Joshi was part of the earlier team too, having worked here for more than a decade. “We also undertake life-time servicing of the products,” he adds.
“While, earlier, the LED markets had got a bad name with cheap imports flooding the markets, the quality of our products stands out,” says Aniket Pathak, assistant manager, marketing & promotions. “BAG’S name and our support help in bringing in consumers, who use our products for commercial offices, which work 24×7,” he adds. BAG products are also used in high-mast lighting and floodlights used in stadiums, bag’s products are also customised to meet the diverse needs of users like drivers and motor- men of railway coaches, as also naval ship applications.
BAG had recently won the international achiever’s award for its fast growth during the last five years. It recently introduced ZITARES oc – a high-performance LED ECG for outdoor applications. This product,
which has a series of LED drivers, is suitable for outdoor applications like street lights, floodlights and high-mast lighting. “BAG products are more energy-efficient than most other similar products available in the market,” points out Praveen. “Customers are realising the benefits these products offer in the longer run. Those who burnt their fingers, having bought low-quality, imported LED products, now approach us for a reliable and peace-of-mind product, either from our standard range or
made-to-order for them.”
Given the revival in projects and the focus on energy-efficient lights, the market in India is growing. Com- merical office complexes are also changing over to LED products. Realising the growth potential in the country, Trilux, which owns the German group BAG, also set up another company, Trilux India, in 2013, with its headquarters in New Delhi and operation units in Pune, Mumbai, Bangalore and Kolkata, focussing on B2B, high-end lighting solutions. BAG will be looking at providing solutions largely to the medium end of the client spectrum which, it feels, is growing faster than the ones at the top end.
The next milestone of another ^100 crore will be faster than the first, which took five years to reach. But Praveen is not complaining. The existing unit in Pune has enough capacity and capability to meet the rising demand for now.
♦ DAKSESH PARIKH email@example.com