Redefining Lighting with Heritage, Innovation & Sustainability
From battling market challenges to championing sustainability and catering to evolving customer demands, MOHAMMAD DANISH, Managing Director, Artelore Living sheds light on how Artelore Living is shaping the future of India’s lighting industry while staying deeply rooted in its heritage.
Can you tell us about the legacy of your brand?
Our brand is deeply rooted in the cultural and historical fabric of Moradabad, a city with a 400-year-old legacy of craftsmanship. Our company, which was established 50 years ago, has been at the forefront of the lighting business. Artelore Living, our sister concern, entered the Indian retail market five years ago, further expanding our reach. Being in the industry for so long, we have a unique vantage point to observe how international trends influence the market and how India gradually integrates these trends. Our products reflect this evolution, marrying global aesthetics with local sensibilities. This legacy is not just business, it’s a tradition that flows in our veins.
What challenges do you face in today’s competitive market?
The biggest challenge is the influx of cheap Chinese products flooding the market. While these products may appear flashy and attract consumers initially, they need more durability. In contrast, our offerings align with India’s “Make in India” and “Skill India” initiatives. Every aspect of our products, from raw materials to craftsmanship, is inherently Indian. This heritage ensures superior quality and a strong sense of pride and authenticity. Competing against the sheer volume of low-cost imports is challenging, but our focus remains on durability and the value that our products bring to customers.
How do you incorporate sustainability into your products and processes?
Sustainability is an integral part of our operations, mainly since we export to countries like the US, where stringent regulations govern pollution, child labour, and fair wages. We prioritise using local raw materials, reducing our reliance on imports and minimising our environmental footprint. Our processes adhere to reducing waste, recycling materials, and sustaining resources. These practices ensure our products are environmentally friendly and ethically produced, reflecting our commitment to a better future.
How are you driving innovation in your products?
Innovation is central to our growth strategy. We stay connected to global trends by actively participating in fairs in Frankfurt, the US, and other international markets. This exposure helps us understand the latest advancements in the lighting industry. We aim to combine the quality and sophistication of international designs with the strengths of local manufacturing. By doing this, we create globally inspired products tailored to the Indian market. This approach allows us to offer high-quality, innovative lighting solutions that resonate with Indian sensibilities.
