Q] Could you give us a gist about what Luminous EDGE is and who you’re targeting?
Luminous has been known for inverter batteries and solar solutions for 38 years, serving households, businesses, and commercial spaces. With EDGE, we’re now targeting a growing segment that wants to live completely off-grid, free from plugs, grids, or dependence on limited charging banks. Our new product line is designed with the idea that energy should be mobile and portable. These portable power stations can support six to seven devices at a time such as phones, laptops, cameras, car refrigerators, or even equipment for picnics.
We’ve also tested and found great traction among gamers. This product is designed to support long hours of gaming. We’re also seeing strong demand from creators and the social media economy. This product, ranging from 300W to 1500W, allows them to power photography, videography, podcasts, or livestreams anytime, anywhere. Gamers and creators are key early adopters for us. We do have collaborations in the pipeline and will be announcing them soon.
Q] Where will these products be available?
They are already available on Amazon across metro and mini-metro cities, they are also available on our own website, luminousindia.com. The distribution covers Tier 2, Tier 3, and Tier 4 cities as well. We’re also exploring availability on quick-commerce platforms, which we will announce soon. The products start at Rs 25,000 and go up to Rs 1,50,000 depending on capacity.
Q] How important is the D2C channel for this launch compared to traditional retail?
Traditional retail is the backbone of India and will continue to play a key role. However, with the rise of e-commerce, quick commerce, social selling, and AI-driven tools, D2C has become very important for us. This launch has a strong D2C focus, but it only complements and doesn’t replace our traditional retail channels.
Q] Can you share insights into your advertising and marketing strategy for this launch?
We already see more than 10% of our business contribution coming from omnichannel initiatives, and marketing spends are aligned accordingly. Our approach is digital-first. We’re collaborating with influencers, building user-generated content campaigns. Our focus is on leveraging the influencer economy and community-driven campaigns.
Q] India is in the thick of its festive season. What is your focus this year?
Luminous is a household name with 98.5% brand awareness. Festivals in India are about light and energy and our products are built around illumination. For this festive season, you’ll see our portable range positioned not just as power solutions, but also as fun and entertainment enablers. With features like speakers, mics, guitar and karaoke support, they bring joy and energy to celebrations.
Q] What’s next for Luminous in the coming months?
This portable range is just the beginning. You’ll see more innovations in the ‘on-the-go’ segment, as well as new lithium-based products for home and household use. We’re also expanding our solar and energy-as-a-solution portfolio. Festivals and modern retail will continue to be a big focus, with attractive offers and promotions. The next big thing for Luminous is to make energy more portable, sustainable, and consumer-centric.
PROFILE
Neelima Burra is the Chief Strategy, Transformation & Marketing Officer and Business Head – Ecommerce & Organised Retail at Luminous Power Technologies, where she drives business transformation through strategic foresight and marketing excellence. With over two decades of leadership across hospitality, FMCG, IT, and consumer electronics, she brings deep insight into Asian markets and operational agility. Formerly EVP & Chief Commercial Officer at The Oberoi Group, Neelima has held senior roles at HP and Cargill, and actively contributes to industry bodies including CII and ASCI.
ABOUT THE BRAND
Luminous Power Technologies is a brand with a wide range of innovative products in the power backup and residential solar space that covers inverters, batteries and solar solutions. Luminous has been in business for 38 years now. Recently CRISIL has upgraded its credit rating to AAA+. With 7 manufacturing units, more than 28 sales offices in India, and a presence in over 40 countries, its 6000 employees serve more than 60,000 channel partners and millions of customers.
FACTS
Media Agency: Wavemaker India
PR Agency: Burson
Creative Agency: Cheil India
