One of China's largest LED vendors, known for agrressive international expansion, is now setting out to conquer the market in India with a low price strategy.
Shanghai-based Opple Lighting will undercut prices of established brands like Philips and Havells by between 10 and 15 percent, according to India's The Economic Times.
'We will be an early starter in the Indian LED lighting market which is at a point of significant growth with prices falling,' Opple Lighting India chairman S Venkataramani said in the story.
Opple claims to be the largest home lighting company in China, where the press has dubbed CEO Ma Xiuhui as 'the queen of lighting.' It sells a wide range of LED bulbs and luminiaires spanning home, commercial and and outdoor markets.
Ma has been leading an international expansion across Europe, the Middle East, Latin America and Southeast Asia with a vigor that catapulted the company onto Lux's new global Hot List of lighting companies. The company now operates in about 50 countries.
Now it's onto India where according to Venkataramani, LEDs' share of the lighting market will grow from around 2-to-3 percent of today's roughly $2 billion market, to around 25 percent by 2020.
While other Chinese companies have moved into India, Opple is the first big brand to do so, the article states.
Opple's plans include about 30 branded retail shops and about 300 'shop-in-shops' the article noted. It is investing aorund $9 million to $10 million in India for branding, distribution and reasearch and development.
Opple started life in 1996 as a CFL company but is now known for LEDs.
Photo is a screen grab from Opple's website