Usha launches Tisva brand in Delhi, plans 20 stores by Sept

Usha International, which has forayed into designer and utility range lighting segment under 'Tisva' brand, is looking at 20 exclusive stores by September this year.
Its products would be available at 2,000 retail outlets and 100 multi-brand stores under shop-in-shop model.
Usha International today launched 'Tisva' in Delhi by opening its second brand store, after its first outlet at Chandigarh.
"In the first year, we would have 20 stores, which would be the brand stores. In addition to that we would be available at 100 multi-brand stores and 2,000 retail outlets for our utility products," Tisva President Rajesh Kocchar told PTI.

Tisva would open stores shortly at Ahmedabad and Pune.
"Our next set of stores would be at Gurgaon, Noida, one more in Delhi and Chandigarh, Ludhiana, Jalandhar, Hyderabad, Bangalore, Chennai etc," he said adding that the new stores would be mix of company-owned and franchise model.

The company is targeting the middle and upper middle segment and specially the youth with its attractive pricing tag for its premium lighting products.
Tisva product range starts from Rs 2,000 and goes up to Rs 40,000 which includes LED designer range, chandeliers, wall lights, mood lighting, pendents etc. While the utility products include CFL, LED lamps, T5 batterns and downlights.

"Our products are perfectly priced after research six major cities. We want to offer a product which gives great value with aesthetics and latest technology," Kocchar added.
Company's 40 per cent products are in the utility category and rest are in the designer range.
At present, one third of Tisva products are light-emitting diode (LED)-based, which according to Kocchar would increase further.
"I would expect that in the two years time, 60 per cent of our product range would be LED," he said.
Tisva is currently sourcing 30 per cent of its products domestically and rest are procured internationally from US, Japan, China and Europe.

On exports, he said the company would think only after expanding its footprint in India.
The home decorative lighting is of around Rs 10,000 crore in India and is dominated by the un-branded segment with 85 per cent market share.