With a legacy spanning close to 50 years, Surya Roshni has established itself as a front-runner in both Steel Pipes and Strips and LED Lighting, with a strong market reputation and best-in-class quality offerings. The products are accredited with Government organisations, institutions, PSUs, international buyers and reputed projects. Surya is now exponentially expanding its Consumer Durables business, offering a variety of Fans and Home Appliances.
As part of the ongoing brand refresh, the brand has rolled out a new advertising campaign with theme is “Surya – Sabko Mood Mein Le Aaye”. The campaign consists of two advertisements that features singer and composer, Shankar Mahadevan.
Speaking about the brand mix of the campaign, Nirupam Sahay, CEO, Lighting and Consumer Durables, Surya Roshni said, “Our new ad campaign, with the theme “Sabko Mood Mein Le Aaye” is a part of the ongoing refresh of the brand. Since we are building a new brand identity and positioning ourselves as a future-forward brand, we have used a mix of TV, Print, Digital & Point of Sale (POS) to promote this campaign.”
While the brand is already rolling out regular ads on TV, the brand is intending to create a higher recall value of the brand and its impact on consumers by sponsoring TV shows.
According to Sahay, Surya Roshni is plan to double their advertising and promotion spending in FY 2021-22 vs. FY 2020-21, with a vision to transform our company into a modern, innovative, progressive, modern and agile brand.
“We are being very aggressive in utilising the digital and social media space. Surya will be launching differentiated new products, like Smart LED Lighting products, induction cooktops, low noise mixer grinders, high air thrust fans, etc.,” added Sahay.
“Surya did exceptionally well in the pandemic period. Our company posted revenue of ₹5,561 crores in FY2021, compared to ₹5,471 crores in FY20. Our sales growth of Smart LED products, LED Battens and LED Downlighters was high, and we focused on improving our operational efficiencies further,” said Sahay while speaking about the brand’s performance during the pandemic period.
So, are the Chinese imported LED lighting brands a threat to Indian brands?
“The cheap and low-quality imported Chinese LED Lighting was a huge threat for homegrown brands, but only till a few years ago. Considering the bad experience that many consumers had with the Chinese-manufactured LED lights, either in terms of their shelf life or quality; and the travel and import restrictions due to COVID 19, the level of imports of these products has gone down dramatically. As an established Indian brand with its own manufacturing, Surya has acquired a significant market share at the expense of Chinese-imported products,” said Sahay.
Speaking about the game plans for 2022, Sahay said, “Surya will stay focused on innovation, quality and improving its operational efficiencies. We will continue spending on building the brand, capitalising on the emerging opportunities across all of our businesses, and focusing on value-added products. We already have a slew of new products lined up for launch in the next few months, both in Lighting and in Consumer Durables (Fans and Home Appliances).”
With the markets bouncing back to their pre-COVID era, Surya expects to clock in high double-digit growth during this festive season.