The ‘Excelite’ brand of automotive light bulbs has achieved impressive success and phenomenal market acceptance in the domestic aftermarket. The company recently convened an annual national meet of all its marketing teams, dealers and distributors to felicitate the success story and share synergies with each other to take it forward to the next level.
Back in 2015, DH Lighting Co. of Korea launched its ‘Excelite’ brand of automotive halogen bulbs in the Indian market. A leading player in automotive lighting in Korea and other global markets, the company embarked on drafting long-term strategies for the burgeoning automotive industry in the country. Apart from setting up channel partners and distributors across the country, DH Lighting India also established a local manufacturing centre at Faridabad to assemble LED bulbs, with the aim of exporting products to international markets from India in future.
Three years on, the ‘Excelite’ brand now needs no introduction in the domestic aftermarket circles, gradually emerging as a preferred brand of automotive halogen bulbs for motorcycles and passenger cars. It has garnered immense response from brand influencers like retailers, mechanics and end users in a quick span of time, according to the company. It is offering a complete range of automotive lighting solutions for cars and two-wheelers, across the categories of halogen, HID and LED lamps.
In April, DH Lighting India organised a national dealers meet to mark the successful completion of three years of business in India. The event saw the company’s entire distribution network and marketing executives from different parts of the country getting together. It presented awards to top leading distributors and marketing executives based on their highest sales performance in their respective categories last year.
Jainam Auto industries, Mumbai, won the flagship award for highest sales among distributors for 2018. Jain Tractor Co. of Ludhiana and Daga Automobiles Pvt. Ltd. from Kolkata were declared as runner-up and second runner-up under the same category. The President of DH Lighting Co., Mr. Hee Chul Chae, along with the CEO and Director, DH Lighting India, Mr. Amar Singh Saini, presented the awards.
“We are delighted to be part of DH Lighting India. We have worked hard together to kindle a momentum for the Excelite brand. Now end customers and mechanics are quite aware of the brand, its quality and affordability”, said Mr. Miten Doshi of Jainam Auto industries. The Proprietor of Jain Tractor Co., Mr. Ramesh Jain, added that the brand is very customer engaging, while noting that a majority of his buyers are repeat customers. Mr. Sitaram Daga of Daga Automobiles noted that the Excelite products are technologically superior and value-for-money, thereby gaining a significant market share in his region.
The Director of the company, Mr. Harish Sharma, thanked all the marketing and channel partners who stood as the ‘lighting force’ behind the success of the Excelite brand in India. “We as a family are bonded together, with each one of us contributing immensely to the success of each other. And we want this passion to be taken forward and work together towards the highest growth numbers in the years to come”, he exclaimed.
Exclusive interaction with Mr. Hee Chul Chae, President, DH Lighting Co., Korea
Speaking to MOTORINDIA at the annual distributors meet, Mr. Hee Chul Chae claimed that DH Lighting India has grown more than 50 per cent last year, registering a much better sales performance than the previous year. “DH Lighting has completed 25 years since its establishment in Korea. Although we are relatively new in the Indian market, we continue to create business volumes in India. The market has unfolded a way better than our predictions and expectations we had three years ago when we launched our products”, he observed.
He added: “Moving on, our target is not just limited to aftermarket sales, but we strive to step up in the OEM-side business as well. We have already started engaging with Hyundai India and Kia Motors India by supplying our products… we have established a dedicated warehouse in Chennai to cater to the OEM demand in the region. Our technology and quality is on par with the top leading lighting brands of the world, with strong R&D and technological maturity, thereby enabling us to cater to the demands of automakers.”
Positioning the Indian market in the global strategy of DH Lighting, the President said that India is one of the biggest potential markets for future growth. “We are shifting our focus towards India and China now, as they are emerging and quite promising in a big way than the Western markets. Further, we foresee India as a strong manufacturing hub for LED bulbs for Asian and other global markets”, he disclosed.
Asked about the upcoming products, Mr. Chae said that DH Lighting India is expanding its halogen portfolio. “The latest automotive trend is towards efficient and superior LED lighting, not just in the aftermarket retro fitment but also in the OEM side with distinct standards. We have already started R&D for manufacturing LED modules of class-leading standards for various OEMs in Korea, and would soon come up with a new state-of-the-art production facility. We foresee this trend catching up in other markets as well, including India”.
He also said that DH Lighting India should focus more on LED products for the two-wheeler segment, as the volumes are huge. “We are developing lighting solutions for commercial vehicles as well. In a year or so, these products will be launched in the Indian market”, he asserted.