Innovations in lighting multi-purpose advantages


The title of his article we have coined may puzzle you what is this all about. Well it is our duty to clarify the dual purpose. In the first place it is the most wanting energy savings and the other objective marketing pro-customer or consumer oriented.

The unique lamps which light up homes and cities are the latest developments in not only power saving but also enhance the intensity of illumination at a lower wattage as compared to existing lamps using electricity. That is why they appropriately called ‘compact fluorescent lamps’ or in short CFL.

Reliance Energy, the energy supplier and Bajaj Electricals, the CFL manufacturer have already launched a scheme in the city and suburbs of Mumbai. They are also financing CFL to support the buyers to hasten energy savings. The strategy received an overwhelming response. At least 500,000 CFL have been distributed so far under the scheme for 15 lac consumers of Reliance Energy in the last two months alone.

A consumer residing anywhere in the area identified by RE & BAJ get three CFL from selected shops on producing a copy of his electricity bill. Each CFL costs Rs. 165 or about $4 but this scheme offered it at half the price.

Even the slow-to-move state government has energetically taken up the project to convert all lighting in government buildings to power saving compact fluorescent CFL. Therefore it is not a surprise that the private sector and even the public at large have already resorted to the change.

Another marketing booster is the consumer is given the facility to pay the amount of CFL along with the energy bill amount in 11 easy installments. Added incentive is if one paid the first nine installments regularly, the last three installments would be waived off.

This has made CFL affordable and it even saves energy, cutting our bills said a resident and others have also expressed the same positive opinion.

The retailers of electrical appliances who have become the official vendors for the CFL are also having a gala time. They used to sell about 8 to 10 such lights every month. But in last two months they have sold about 10,000 units. Officials from Bajaj and Reliance come everyday with additional stock, tallying the same with bills collected against the distributed lights.

The lights come with a guarantee of two years and saves energy to about 80% in comparison with the normal tube-light.

The marketing strategy by the suppliers and the benefits to consumers make the entire activity ‘Innovative’ or ‘Unique’. Bajaj have supplied CFL to Reliance at the lowest possible price. The scheme is underway only in Mumbai, India for the time being. The plans are to expand the scheme into other states of India after their State Electricity Boards agree on revenue sharing models.

The current scheme is expected to be over by June 20, Reliance Energy is planning to extend it further. The objective is to bring down the consumption of energy in the city by providing effective and economic ways to consumers to encourage saving energy.

Energy saving CFL lamps is catching up in sales. So much so that the fast rising demand could actually lower their prices. It is only a matter of time before sales really brighten. The private sector will also take this forward as there is a 75 to 80% drop in electricity consumption.

For the year 2005, the total CFL manufactured was 32 million units with very few major manufacturers and around 100 small ones operating in the country. They will all benefit as they produce CFL of much better quality than the cheap Chinese lamps circulating in the market.

We have written this article to highlight the multiple collaboration and benefits involved in the whole strategy. Collaboration of CFL manufacturer, energy supplier, and the final user resulting in energy savings, long and economical use of the lamps and also keeping put of the Indian markets low quality Chinese lamps. Imagine the energy savings when the usage is extended to the entire country and the foreign exchange earnings by export of CFL to other countries.

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