How does Ledure differentiate its brand value from its competitors in the market?
Ledure Lightings Limited, one of the leading OEMs in the mid-segment in the lighting sector, has established itself as a brand synonymous with quality, durability, and value for money. In a market saturated with competitors, Ledure has successfully differentiated itself through a strategic focus on various key aspects.As a manufacturer, Ledure maintains an extensive range of skus to ensure product availability. The company’s commitment to producing its lighting solutions in India contributes significantly to their compatibility with the unique conditions of the Indian market. This approach not only enhances product durability but also positions Ledure as a brand deeply rooted in the local manufacturing landscape.
The focus on value for money is not merely a pricing strategy but a holistic approach that encompasses product quality, performance, and reliability. By manufacturing its products in India, Ledure can adapt quickly to market fluctuations and changing conditions, ensuring that its lighting solutions meet the specific needs of Indian consumers. This commitment to local manufacturing also resonates with customers who prioritize supporting domestic industries.
The company’s product portfolio comprises a wide array of lighting solutions, catering to various consumer preferences and requirements. This approach allows Ledure to address a broader market segment, capturing different niches within the lighting industry.
In which region/(s) is the brand currently present and what is its distribution network?
A prominent player in the lighting industry, Ledure Lightings has strategically expanded its presence to 325 districts, reaching a vast network of over 20,000 retailers. Its presence is largely concentrated in the North-East and Central East regions, showcasing a thoughtful approach to market penetration and an understanding of the regional dynamics and potential for growth in these areas. By establishing a robust presence in these regions, the brand not only taps into emerging markets but also strengthens its foothold in areas with significant market potential.Its wide distribution network not only enhances brand visibility but also contributes to the brand’s accessibility, making Ledure products readily available to a broad customer base in diverse geographical locations by strategically choosing regions for expansion and nurturing a strong network of retailers.
Ledure can adapt quickly to market fluctuations and changing conditions, ensuring that its lighting solutions meet the specific needs of Indian consumers, plus, its commitment to local manufacturing also resonates with customers who prioritize supporting domestic industries.
Pranav Aggarwal
What is the company’s strategy to grow its presence?
Ledure Lighting’s comprehensive strategy for growth encompasses various facets, from marketing and branding to organic growth and strategic expansions. By combining these elements, the company aims to fortify its position in the lighting industry and emerge as a leading player in the market.The company employs a mix of Below The Line (BTL) and Above The Line (ATL) marketing strategies to create a robust brand presence. Retail branding and experiential marketing activities further contribute to enhancing the brand’s visibility and creating a strong connection with consumers.
It places a significant emphasis on organic growth, aiming to expand its market share through natural, sustainable means. This involves consistently offering high-quality products, responsive customer service, and innovative solutions that meet evolving consumer needs. The commitment to organic growth reflects Ledure’s confidence in the inherent strength of its brand and product offerings.
To maximize its market potential, Ledure focuses on deeper penetration into existing markets. This involves understanding the unique characteristics and preferences of each market segment and tailoring products and marketing strategies accordingly. By strengthening its presence in regions where it is already established, Ledure aims to capture a larger share of the market.
Ledure plans to expand its reach by increasing the number of counters where its products are available. This strategic move is designed to enhance the brand’s visibility and accessibility, making it more convenient for customers to purchase Ledure’s lighting solutions. The increase in the number of counters aligns with the brand’s goal of being widely available to consumers across diverse locations. It ensures that its products are prominently displayed and easily accessible at retail stores by collaborating with retailers to optimize product placement, signage, and displays that attracts customers.
The company has in place an efficient supply chain for meeting market demands, enhance product availability, reduce lead times, and improve overall operational efficiency.
What are the company‘s expansion plans?
As a leading provider of innovative LED lighting solutions, the company is catering to residential, commercial, and industrial sectors and having established a strong presence in the domestic market, is now eager to take the brand to new heights through strategic expansions. Ledure has expanded its operations to a 60,000-sqft area, with a central unit in Noida and four additional depots across Kolkata, Jaipur, Lucknow, and Patna. It has a monthly manufacturing capacity of 15 lakh units and employs over 500 people. The Ledure team is led by Pranav Aggarwal, Umang Aggarwal, Ankit Gupta, and Vaibhav Bansal.
Ledure is committed to adopting environmentally sustainable practices throughout the manufacturing process. It is investing in eco-friendly technologies and adopting energy-efficient processes to minimize their carbon footprint. It also invests in research and development to introduce cutting-edge products with advanced features, higher energy efficiency, and improved durability. It has recently launched LED Inverter Lamps which automatically enable LED light during power outages and charge the inverter battery when the mains are available. The lamp consists of a rechargeable battery, an inverter, and an LED light bulb. When the power goes out, the inverter converts the battery’s DC power to AC power, which is used to power the LED bulb. Compared to traditional incandescent bulbs, LED Inverter Lamps are more energy-efficient and durable; they are versatile and practical lighting solutions during power failures.
Ledure experienced a 70% YoY growth in revenue in FY22, followed by around 60% YoY growth in FY23. The company’s revenue stood at Rs 162 crore in FY23. In the current financial year, the target is to cross Rs 250 crore in revenue. The company is currently processing an order from NTPC worth Rs 20 crore and a BPCL order worth Rs 6 crore. Other B2B clients include ISRO, Indian Oil, Bhabha Atomic Research Center, among others.
