Philips India, in association with Elcoma (Electric Lamp and Component Manufacturers Association of India), will create awareness among consumers about the benefits of LED lamps.
It plans to educate consumers on quality LED lamps and cheap Chinese products. “Consumer awareness is very low, and most of them think LED lamps are synonymous with cheap Chinese products. “We, at Philips, want to tell them that there are LED lamps and Philips LEDs,” said Sumit Joshi, Head – Marketing, Philips Lighting India.
He said prices of quality LED lighting products have come down drastically in the last two years in India; with volumes picking up, they will become even more affordable in the months to come.
Two years ago, the price of an LED bulb was six to seven times that of an equivalent CFL product. “But now it is only around three times higher.”
Philips recently signed Ranbir Kapoor and Shruti Hassan to endorse its range of LED products, and is set to launch its new TV commercial too. According to Joshi, the TVC, available on social media networks, “is doing well.” The company has earmarked “highest amount ever” for the campaign.
Retail network
It also proposes to expand its retail network by ensuring availability of its range of products across the country.
At present, Philips lighting products are available in almost a million electrical and non-electrical outlets across 1,000 urban cities and towns.
These numbers will grow in the months to come. Besides, it also proposes to take the total number of its exclusive brand outlets — Philips Light Lounge — from 90 to 125 before the end of the year, said Joshi.