Date:12/04/2005 URL: http://www.thehindubusinessline.com/2005/04/12/stories/2005041201000400.htm

Back Asian Electronics to sell US lighting co products

Amit Mitra

Mumbai , April 11

THE domestic market for lighting products is set to get a shade brighter.

The US-based $200-million Westinghouse Lighting Corporation (WLC) is aiming to pick up a share of the estimated Rs 3,000 crore lighting market in the organised sector in India.

And for this, it has chosen to partner with Asian Electronics Ltd (AEL), which is into the energy saving lighting products segment.

"We see lot of opportunities in the Indian lighting market. We believe the Westinghouse brand and AEL's resources will be a formidable combination," according to Mr Barton Pasternak, Executive Vice-President of WLC.

Having just inked the agreement, WLC and AEL are now working out which of the products from WLC's basket to be launched in the first phase in India.

WLC has a range of 5,000 lighting products, including light bulbs, lighting fixtures and decorative lighting.

AEL, which will be using its distribution network to market WLC products, is also planning a marketing campaign.

"It will be in various forms, like having a chain of branded stores. We are yet to work out the final marketing strategy," Mr J. Shah, AEL's Executive Director, told Business Line.

Apart from marketing WLC products, AEL will also be manufacturing certain products for the US company by meeting the latter's standards and specifications.

AEL has been designing and manufacturing energy conservation products and systems for the Indian market, as well as the European and American markets.

"Energy efficient lighting products will be having increased share in the lighting market, as the Government plans to save Rs 2,000 crore in the next five years by introducing such products at public facilities," according to Mr Shah.

AEL claims to have designed `intelligent' lighting systems that can be controlled through a remote-control device. "We are in the process of test marketing this product overseas," he said.

WLC is also focusing on energy efficient products, having been certified Energy Star manufacturing partner in three product categories — ceiling fans, lighting fixtures and light bulbs.

It has created a dedicated energy group, a multi-disciplinary task force, to address the needs of the consumer and commercial markets for energy efficient products.