• Lighting India
  • Oct 20, 2015

Please tell us about your complete business portfolio for India.

BAG electronics in India is one of the high quality suppliers of LED drivers and electronic ballasts for the lighting industry. We have our state-of-the-art manufacturing and R&D set up in Pune. Apart from our exports to our parent company in Germany, we supply our products to major OEMs across India and South Asian Market. Further, we are expanding our reach in GCC countries. We will be focusing on developing more and more LED products suitable for Indian power conditions and achieve significant market share in the lighting industry.

How is the demand for intelligent lighting growing here?

There isn’t much growth of intelligent lighting. We, at India, are still to catch up the prevailing level in the developed countries. There are a few pockets where the affordability is high and people are looking for some automation. There some intelligent products do go. However, intelligent products that have potential for big scale energy saving, as in street lighting – auto off/on, auto dim, etc are still far away from Indian products. It’s a pity that our company makes them and sends them overseas, but no takers for it in India.

Are you importing the complete ballasts or just their components?

We do bring some complete ballasts/drivers, mostly from our associates, like high spec intelligent products, some dimmable products; but mostly we manufacture products in India and a big chunk of them designed by our state-of-the-art designers for the Indian conditions. We started 'Make in India' a long time back and our products are also 'Made for India'.

How do the ZITARES solutions differ from those offered by others?

Zitares is generic name for our LED drivers’ range. It covers a vast range from the most intelligent drivers to the basic ones. Since last over a year we have Zitares range extended to LED drivers specifically designed for India – to withstand the tough power environment of India, which most imported products fail to adequately meet. Now we are extending that range to cover more and more variants. With this our customers can use our products even in the toughest of Indian environments – rural areas with wide power variations, industrial environments with lot of disturbances in power characteristics e.g., high surge etc., hot conditions of Rajasthan, to the cold of Kashmir, to the humidity of Tamil Nadu.

What kind of quality checks do you conduct on your products?

Basically, our quality checks include everything that the product has to sustain in real life and perform to. But what makes our products ‘the best’ in quality is not just the checks carried out at the end; it starts right from the design of the product. Quality is built into our product at design stage, our components come only from well vetted and approved sources, our production processes are tuned to give the best quality – and only in the end the numerous quality checks, just doubly ensure that everything is perfect. Our checks include various performance characteristics – like output level, output stability, how the product withstands various rough power and usage conditions, how is the performance of the product over its lifetime etc. Our organisation is ISO & EMS certified.

How do you define the concept of human centric lighting?

Our body is naturally tuned to the normal light cycle of the sun, during daytime. Although sunlight is mostly white, it is not the same ‘white’ always. The nature of its whiteness changes at different times of the day, which is technically called the colour temperature of white – e.g., 3000 K, 6000 K etc., and this cycle is called the Circardian cycle. In the morning the colour temperature would be different to that in the afternoon and then again different towards the evening and so on. Replication of this cycle in artificial light is called Human Centric Lighting. Also, there are some situations – e.g., during certain stages of recovery from illness etc. when certain colour temperature could be better than other.
So Human Centric Lighting system is capable of giving light at desired colour temperature, or replicating the Circardian cycle. When you use Human Centric Lighting in various environments like Industries, Hospitals, Schools/Colleges, Offices etc. it is found that the productivity or comfort or recovery (in case of hospitals) is better than when it is a constant colour temperature artificial lighting. Human Centric Lighting is becoming more and more popular in the developed countries. For India too this could be beneficial in a lot of places especially where people spend extended hours under artificial lighting. Applications typically could include Factories, BPO’s, Software offices, Hospitals, Schools/Colleges etc, as already mentioned above.

What are you doing to improve and popularise this concept?

In our last exhibition we had demonstrated the concept of Human Centric Lighting, which was one of the key features of our stall. There were a number of people interested in the concept and the products. However, due to lack of awareness of end customers the concept is still far off from taking off. We are trying to create this awareness through advertisements, magazine articles etc.

What are your most targeted segments in India?

Most targeted segment for indoor application is Office, Commercial, Industrial and hospitality segment, and in case of outdoor applications, street lights, parking lots etc. Besides this, we also develop and manufacture LED drivers for special applications such as Metro Coaches, Marine etc.

How are you approaching them?

We approach through promotions by giving advertisements/articles in Lighting Magazines, sponsoring Lighting workshops, visiting potential customers, end users, architects, consultants, PMCs etc. Every month we send product info to about 500+ lighting professional to create awareness of BAG Products and
their functionalities.

What are the 5 most important points that you would recommend to your potential Indian customers as a veteran person from the lighting industry?

In your projects, don’t take lighting for granted, as in past. Lighting has changed a lot in recent times – not only in its own technology and availability of choices, but also in terms of its importance in the end users’ minds. So plan your lighting needs too in advance, rather than leaving it to the last moment.

  • LED lighting is here to stay. It may have suffered a hit in its reputation initially, due to bad quality products flooding the market, but inherently it is a good and solid technology, with very high level of energy efficiency benefits. Going for good quality products may not be cheap, but will save you money in the long run.
  • Do a good lighting planning using a qualified light planner, for your projects. 
  • There is now a plethora of lighting products to choose from, compared to what was in the past. So take advice from experts to make the right choice. Unlike the earlier fluorescent technology, the level of standardisation is not yet there in LEDs. So, while choosing products, consult the experts in the field.
  • Last but the most important – see if you or your users can benefit from Human Centric Lighting. Discuss with an educated and experienced consultant considering wider perspectives, and see if you can have more benefits from lighting, than just being able to see.