Gourav, a 30-year-old fast-moving consumer electrical goods brand, a trusted name in Tier-2 cities of India, has signed the boxing legend and Rajya Sabha MP, Mary Kom as its Brand Ambassador. Gourav is one of India’s largest manufacturers and distributors of affordable and high-quality electrical goods like fans, switches, switchgear, wires and LEDs. Its mission is to light up middle-class homes with its efficient and budget-friendly solutions. And its vision is to make India efficient by making every home efficient.
As per Gaurav Khanna, CEO of Gourav Luminaries (P) Ltd, Mary Kom marks the organisation’s transition from a traditional company into new-age organisation with a distinguished vision and true Indian values. Its new logo represents its evolution into an environment-friendly and socially conscious organisation. He says, “while we, at Gourav Luminaries, constantly thrive to bring happiness with our products to as many houses as possible, we are conscious of what message we send out to the world, and how we impact the planet Earth.” In an interview with Mr. Gaurav Khanna, CEO – Gourav Electricals, we received the below excerpts.
How did Gourav Luminaries originate? How has the journey been so far?
Gourav Luminaries Pvt Ltd was founded in 1991 by my father, Shri Prem Khanna. He started by manufacturing Choke-Fittings. Rose from a humble origin; he worked really hard to take this firm from one small room to five manufacturing units and a distribution network well spread across North India.
How many categories of products are available, and which one is an all-time show stealer?
The firm currently manufactures and distributes LED Lights, Switches, Switchgears, Wires, and Ceiling Fans. Lighting has always been our show-stealer. Choke-fittings installed 20 to 25 years back can still be found in many parts of North India. They are in great condition and running as good as a new unit.
What makes Gourav Luminaries one of the leading switchgear manufacturing and lighting companies in India?
To make Indian homes energy efficient is our goal. That is what drives Gourav Luminaries! The perfect combination of in-house research & development facility, high tech production capability, and dedicated workforce makes us one of the leading players in the industry.
You also deal with Smart Home Lighting. What got you there?
We are currently in our Product Development Phase. Our team is conducting market research, and analyzing to understand ‘what our customer really wants.’ Gourav Luminaries is striving hard to develop the right product for the right market. The audience we target belongs to semi-urban India. Keeping that in consideration, we work accordingly not only for the solution but also to bring smiles to their face.
Any particular challenges you came across during the pandemic?
Oh, Many! From supply chain to financial hurdles to abrupt rise and fall in demand. Thanks to the sheer determination, strategies, and persistent efforts of the team. Tables turned, and every challenge faced was dealt with as an opportunity to rise. Our last quarter results speak for themselves. Albeit, we missed our first quarter, the team is confident for a minimum of 15% YOY growth.
What is the rationale behind taking Mary Kom as your brand face and how does it relate to your brand & company objectives?
She is a legend, an inspiration, and a pride of the nation. Mary Kom represents the dreams and determination of middle-class families. Along with being a fascinating athlete, she reflects the spirit and power of a ‘Bhartiya Nari.’ Gourav Luminaries would never be able to select someone better than her. That makes her our perfect brand face as well as connected to the company objectives and vision.
What is #Deshkagourav and the motto behind it?
#DeshKaGourav is Gourav’s community voice to inspire and empower women. We hope to empower women to break their limitations, speak their truth, and be a torch of inspiration for others.
How has the festive season been for Gourav Luminaries?
It is always festivities @Gourav Luminaries; we are young, we are growing, and every day is super exciting. Talking about this Diwali season, it has been much better than our expectations. The firm met all the demands. We introduced exciting offers for channel partners and consumers, which helped us to achieve our targets.
We see a lot of companies with similar products and clientele. What is your strategy to tackle competition?
We are our only competition! From the rest, we learn and take notes to improve. We focus on serving our consumers through our quality and affordable products. Social media platforms have been of great help in engaging with our community. This helps us to understand the need of our consumers and get valuable feedback. Our purpose is clear – efficient homes and efficient India and our strategy – always staying true to our purpose to keep moving, keep growing.
Any major collaboration the brand is dealing with at the moment? Or looking forward to it?
Talking of major collaborations, Gourav Luminaries have recently signed Mary Kom as a brand ambassador. Our team is working on a lot of research & development for Home Automation. We are planning to get new products to bring smiles to our consumer’s face.
Last but Foremost. Would you like to give any message to aspiring entrepreneurs in the same industry?
Sure. There is only one life, do what you love and do it with all your heart, mind, body, and soul!