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SUMMER INTERNSHIP PROJECT

On
PLC AND SWOT ANALYSIS OF LIGHTING DIVISION
OF
SURYA ROSHNI LIMITED

In partial Fulfilment of the requirement of the award of the Degree

of the MBA offered by

Internal guidance: Submitted by:

Prof. SORAJ KANTA JENA Sudhansu kumar pradhan

(HOD of MBA Department) Regd.-2006288035

External guidance: Batch-2020-22

Mr. JANAKEE BALLAV NANDA
Area Sales Manager
Surya Roshni Ltd
2

CERTIFICATE OF ORIGINALITY

This is to certify that the project report entitled “SWOT Analysis and PLC of
Lighting Division of SURYA ROSHNI LIMITED” Submitted to Institute of
Management and Information Science, Bhubaneswar in partial fulfilment of the
requirement for the award of the degree of MBA (Marketing and HR) is an
original work carried out by Mr.sudhansu kumar pradhan under the guidance
of Mr. Soraj kant jena(Faculty Guide). The matter embodied in this project is
a genuine work done by Sudhansu ku.pradhan to the best of my knowledge and
belief and has not been submitted before, neither to this University or any other
University for the fulfilment of the requirement of any course of study.
3

ACKNOWLEDGEMENT

I extend my sincere gratitude to Surya Roshni Limited, Bhubaneswar, Odisha for

giving me an opportunity to intern at the company. In specific, I thank Mr.
Janakee Bhallav Nanda and Babu panda my mentor for being a guiding force
throughout this submission. I would also like to thank Mr. Soraj kanta jena,
my faculty guide without whom every effort of mine would have been in vain.
I hope that I can build upon the experience and knowledge that I have gained and
make a valuable contribution towards the industry in coming future.

SUDHANSU KUMAR PRADHAN

BBSR, ODISHA

Name of the Student Signature

4

EXECUTIVE SUMMARY

The rising demand from residential and commercial segments opens up new
growth opportunities for LED smart lighting companies in the years to come.
As a result, the market competition in the LED smart lighting category has been
skyrocketing at an unprecedented rate with several companies competing to
produce and sell innovative LED smart lighting solutions for household,
administrative, and business uses.

As exciting as this new segment in the lighting industry looks, it is not

completely free of glaring issues that must be tackled. Experts at Infiniti
Research conducted a comprehensive SWOT analysis to help companies
identify opportunities and address issues and key challenges in the sector

The objective of the project was to know the market of Surya led lamps
and the SWOT analysis i.e., what are the Strength, weakness,
opportunity and threats of this company and relate it with the PLC
(product life cycle) that as a brand where did Surya Roshni stand in the
PLC model. This project was started on 17 th Dec under the guidance of
Mr. Janakee Bhallav Nanda, area sales manager of Surya Roshni
Limited. Where at first knowledge regarding the lighting and the types
was established and then after the field survey and work are done to
establish the knowledge of the product distribution channel and the
overview of the market and position of Surya LED.
5

CONTENT

INTRODUCTION ............................................................................................... 6

COMPANY PROFILE ....................................................................................... 8

LITERATURE REVIEW .................................................................................. 10

OBJECTIVES OF THE PROJECT ................................................................... 13

CONCEPTS/ MODELS USED IN THE PROJECT ......................................... 14

PROJECT OVERVIEW .................................................................................... 16

SCOPE FOR FUTURE IMPROVEMENTS ..................................................... 30

LIMITATIONS OF THE PROJECT ................................................................. 32

RESEARCH METHODOLOGY…................................................................... 33

INTERPRETATION AND RECOMMENDATION ........................................ 36

CONCLUSION ..................................................................................................43

ANNEXURE ...................................................................................................... 44
6

INTRODUCTION

LED lights have emerged as a powerful source for lighting over the past
several years. Due to their numerous advantages over conventional lighting
technology, they have swiftly gained prominence in the Indian lighting
market. Although Indian LED lighting market is at a nascent stage, it offers
innumerable opportunities for growth over the next few decades. As India
represents one of the biggest lighting markets, it offers a lucrative option
for LED manufacturers to set up their facilities in the region. Skilled labour,
ease of doing business and demographic advantages provides a sustainable
environment for the LED industry

Market Overview

The Indian LED Lighting market reached a value of US$ 3.58 Billion in
2020. Looking forward, IMARC Group expects the market to grow at a
CAGR of 28.3% during 2021-2026. Keeping in mind the uncertainties of
COVID-19, we are continuously tracking and evaluating the direct as well
as the indirect influence of the pandemic on different end-use industries.
These insights are included in the report as a major market contributor.

Indian LED Lighting Market Trends and Drivers:

Currently, the demand for LED lighting systems is primarily concentrated
in the North and South regions due to growing urbanization rates and
increasing number of government initiatives that encourage the use of LED
lights. The government’s support through various regulations that promote
the investments in energy efficient lighting technologies have expanded the
applications of LED lights across various industrial, commercial and
residential sectors.
7

A rapidly growing automotive industry also provides productive

opportunities for the use of LEDs in head lamps, rear lamps, turn signal and
brake lights. Other important factors such as increasing infrastructural
investments, rapid growth of street lighting systems, decline in average
prices of LEDs and various government and upcoming smart building
projects are expected to drive the demand of LED lights in India.

“Indian LED Lighting Market: Industry Trends, Share, Size, Growth,

Opportunity and Forecast 2021-2026” provides a techno-commercial
roadmap for setting up an LED manufacturing plant. The study, which has
been done by one of the world’s leading research and advisory firms, covers
all the requisite aspects of the India LED lighting market. This ranges from
macro-overview of the market to micro details of the industry performance,
processing and manufacturing requirements, project cost, project funding,
project economics including expected returns on investment, profit margins,
etc.

Competitive Landscape:
Indian LED lighting market is highly fragmented with the presence of several
small and large manufacturers competing in terms of price and quality. Some of
the major players in the market are:

• Philips
• Surya
• Crompton
• Bajaj
• Halonix
• HQ Lamps
• Osram
• Havells
8

COMPANY PROFILE

S
urya Roshni has exceedingly come a long way from being just another
steel tube making unit back in 1973. Today, Surya Group has emerged
into a colossal of over Rs. 5,975 Crore n FY 2020-21. Indian
manufacturing company, exporting products to over 50 countries across the
globe. It has manifested, not just a strong brand image, but also an irreplaceable
mark onto the minds and consideration of customers. The company focus on
working passionately with all latest technologies to make the lives of customers
comfortable and delighted.

In the year 1984, Surya’s lighting division was initiated with the dream of
‘Lighting Every City Every Home’. Three decades down the line, it is appraised
as one of the leading brands in the Lighting industry. The LED technology has
opened up a new frontier and is potentially acknowledged as the future of lighting
technology. The LEDs manufactured by us are energy efficient with extremely
lower maintenance cost and comes with the facilitation of a remarkable life span.
All these factors add to the advantages of LED lighting that will ensure that the
revolution in the lighting industry is propelled forward. The Surya LED lights are
manufactured using latest and inventive way to permeate brightness in each and
every dark and dull area across PAN India.

All the Surya LED products such as Surya LED lamp, LED batten, LED
downlighter LED panel light, LED bulb, LED ceiling lights, LED ceiling
downlights are specially manufactured in-house at the fully integrated plants in
Kashipur (Uttarakhand) and Gwalior (M.P), supported by Surya Technology &
Innovation Centre (STIC) at Noida – an advance state-of-the-art lighting
laboratory and research centre with the specific focus on energy-efficient lighting
products such as LED and its luminaires. This ensures the production of only the
best cutting-edge products at all times.
9

With ISO 9001:2008, ISO 14001:2004 & OHSAS 18001:2007 certifications

under its belt, and products that are accredited with an international performance
of safety standards, Surya stands tall on its commitment to deliver eco-friendly
and quality products. Surya lights is also known for being one of the most trusted
and preferred brands with various Govt. departments, institutions, and
international buyers. With strong dedication and utmost quality of products,
Surya has attained a CAGR (Compound Annual Growth Rate) of 14.14% for total
Lighting, Fans & Appliances in the last 5 years.

VISION
Committed to excellence and a brighter tomorrow.
To be the largest global enterprise which delivers optimized solutions to its consumers
and value to its stakeholders. To provide the best steel pipe, lighting & consumer
durable products and technology for markets across the world.

MISSION
Energizing lives and beyond.

To be a global leader by consistently exceeding the consumer demands,

upgrading technology, making quality products, building long-term relationships
with all our customers, p

artners, associates, and employees.

10

LITRETURE REVIEW

The sense of vision is one of man's most important senses. In order to make use
of this sense, we need light that part of the electromagnetic spectrum that gives
rise to a visual sensation. This light has to be supplied in sufficient quantities and
has to be properly distributed if a situation of maximum visual comfort and
performance is to be created. In addition to that, light has important non-visual
effects on humans. Since the discovery of a third type of photoreceptor in the
human eye is most important (Berson D.M. 2003), researchers have been able to
understand more and more how light influences our body's functioning, our health
and wellbeing. Especially the influence of light on the circadian system. On the
other hand, artificial lighting is accountable for a large part of an office building's
electricity needs. In order to reduce this electricity consumption, important efforts
have been made during the last decades and will still have to be made in the future.

Fluorescent lamps
A fluorescent lamp is a low-pressure gas discharge light source. Mainly this light
is produced by fluorescent powders activated by ultraviolet radiation generated
by discharge in mercury. Generally, this lamp in the form of a long tubular bulb
with an electrode at each end, 8 contains mercury vapor at low pressure with a
small amount of inert gas for starting. About 95% of the emission occurs in the
ultraviolet (UV) region and the wavelengths of the main emission peaks are 254
nm and 185 nm. Hereafter, this UV radiation is converted into light by a phosphor
layer on the inside of the tube. Subsequently one UV-photon generates only one
visible photon, 65% of the initial photon energy is lost as dissipation heat.
According that reason, the final spectral distribution of emitted light can be
fluctuated by different combinations of phosphors. Correlated Color
Temperatures (CCT) vary from 2700 K (warm white) and 6500 K (daylight) up
to 17 000 K. The Color Rendering Indices (CRI) vary from 50 to 95. The
11

luminous efficacy of the latest T5 fluorescent lamp is up to 100 lm/W (without

ballast losses). Dimming is possible down to 1% of the normal luminous flux,
and with special high voltage pulse circuits down to 0.01%. A linear fluorescent
lamp is a low-pressure, mercury vapor discharge source consisting of a tubular
glass bulb with a sealed base and electrode at each end. The electrodes are coated
with a material that, when heated upon lamp starting, emits electrons that
establish a current across the lamp. Ultraviolet (UV) energy generated by the
mercury arc irradiates the phosphor coating on the inner bulb wall, which in turn
converts UV radiation to radiation in the visible spectrum. Linear fluorescent
lamps are omnidirectional sources; that is, they emit light in all directions.
Although fluorescent lamps are available in numerous lengths, diameters, and
configurations, this report focuses on commonly used 4-ft-long tubular lamps of
8/8-in. diameter (T8). Fluorescent lamps also are broadly categorized by
phosphor type and color appearance. In contrast, T8 lamps use rare earth
phosphors in a triphosphor blend, to combine light corresponding with primary
colours into white light, in a broad range of nominal Correlated Color
Temperature (CCT) values. Although more costly, triphosphor lamps offer higher
luminous efficacy, better lumen maintenance, and better color rendering than
traditional halophosphor lamps. Fluorescent lamp–ballast systems can be “tuned”
for light output and energy usage through specification of an appropriate Ballast
Factor (BF), which in simplest terms is the fraction of rated lamp lumens (lm)
that a particular lamp–ballast combination will produce. Currently, T8 electronic
ballasts are available with BF values from less than 0.72 to as high as 1.20. The
linear fluorescent lamps are found in three categories, which include T12, T8 and
T5, that lamps designed based on their performance and efficacy with time. From
the old, bulky T12, passing through T8, to the present T5 lamps not only the
diameter is reduced. The T5 has a very good luminous efficacy (100 lm/W), the
same lamp surface luminance for different lamp powers, and optimal operating
point at higher ambient temperature.
12

LED Lamps
Though the solid-state Lighting is generally referring to lighting with Light
Emitting Diodes (LED) at present there is no found to official definition for solid
state lighting. Commonly the “solid state” refers to the semiconductor crystal
where charge carriers are following and originate photons after radiative
recombination.
Theoretically, it is probability that all free electrons injected into the active region
of recombine to generate a photon. This suggests the high energy efficiency
potential of LEDs. This energy efficiency potential is devoted to as radiant
efficiency. That efficiency is defined as the ratio between the total emitted
radiated power and the total power drawn from the power source. The radiant
efficiency of an LED depends on several internal mechanisms regulating light
generation and emission processes in the semiconductor and LED package.
(Žukauskas, Shur et al. 2002). In 2009, Robert Lingard indicated that fluorescent
and high-intensity discharge (HID) light sources cannot function without ballast.
The ballast provides a starting voltage and limits electrical current to the lamp.
Similarly, LEDs require a power supply (commonly called a “driver”). The power
supply converts line (AC) power to the appropriate DC voltage (typically between
2- and 4-volts DC for high-brightness LEDs) and current (generally 200- 1000
milliamps, mA), and may also include supplementary electronics for dimming
and/or color correction control. Presently available LED drivers are typically
about 85% efficient. So, LED efficacy should be discounted by 15% to account
for the driver. Light source Typical luminous efficacy range in lm/w (varies
depending on wattage & lamp type) Incandescent (no ballast) 10-18 Halogen (no
ballast) 15-20 Linear fluorescent (incl ballast) 50-100 Compact fluorescent (CFL)
(incl ballast) 35-60 Metal halide (incl ballast) 50-90 Cool white LED->4000K
(incl driver) 60-92 Warm white LED ->4000K (incl driver) 27-54
13

OBJECTIVE OF THE PROJECT

➢ PRIMARY OBJECTIVE:
The primary objective of this project was to know the market of LED
lighting and the SWOT analysis of Lighting division of Surya Roshni also
with reference to the PLC model to know the product stage in the
PLC (Product Life Cycle)
➢ SECONDARY OBJECTIVE:
1. To find out which product, have highest sales of the brand Surya.
2. To know about the channel distribution of the Surya.
3. To know the current scenario of the market and launching of new
product in the scenario.
4. To understand the stimuli Surya as a brand in the mind of customers.
5. To understand the perception of Surya Roshni.
14

CONCEPTS/ MODELS USED IN THE

PROJECT

➢ SWOT ANALYSIS
SWOT Analysis was first used to analyse businesses. Now it's often used by
governments, non-profits, and individuals, including investors and entrepreneurs.
Strengths
Strengths describe what an organization excels at and what separates it from the
competition: a strong brand, loyal customer base, a strong balance sheet, unique
technology, and so on. For example, a hedge fund may have developed a
proprietary trading strategy that returns market-beating results. It must then
decide how to use those results to attract new investors.
Weaknesses
Weaknesses stop an organization from performing at its optimum level. They are
areas where the business needs to improve to remain competitive: a weak brand,
higher-than-average turnover, high levels of debt, an inadequate supply chain, or
lack of capital.
Opportunities
Opportunities refer to favourable external factors that could give an organization
a competitive advantage. For example, if a country cuts tariffs, a car manufacturer
can export its cars into a new market, increasing sales and market share.
Threats
Threats refer to factors that have the potential to harm an organization. For
example, a drought is a threat to a wheat-producing company, as it may destroy
or reduce the crop yield. Other common threats include things like rising costs
for materials, increasing competition, tight labour supply. and so on.
15

➢ PRODUCT LIFE CYCLE (PLC)

The product life cycle analysis is a technique used to plot the progress of
a product through its life span. The product life cycle is the process a product
goes through from when it is first introduced into the market until it declines or
is removed from the market. The life cycle has four stages – introduction,
growth, maturity, and decline. While some products may stay in a prolonged
maturity state, all products eventually phase-out of the market due to several
factors, including saturation, increased competition, decreased demand, and
dropping sales.
16

PROJECT OVERVIEW

To know the market of Surya led in Bhubaneswar, I have visited the biggest
distributors of the Surya Roshni
➢ Mangalam Associates (Jaganath Nagar, Rashulgarh, Bhubaneswar)
covering from Palasuni to Patrapada, Tamanda about 600 outlets.
Providing business of 12- 15 lakhs per month.
➢ Kumar Associates (Bapuji Nagar, Bhubaneswar) covers small residentials
projects and provide turnover of 10 lakhs business per month.
➢ Sai Ishan Traders (Bapuji Nagar, Bhubaneswar) wholesale market of
Bhubaneswar providing business of 7-8 lakhs per month.

To understand the distribution channel, I have been asked to visit the above
distributor of the Surya Roshni. Each day from Monday to Saturday with the
sales executive visit different bits (Retail outlet) in different Route. To find
out the order to be placed by the Retail outlet and promote the new product to
the retailer so that they will place order for that product and enhance the sales
of the Company. After covering all of the retail outlet of the route the sales
executive report to the distributor about the order taken and the detail of the
products sold out by the retail outlet to the final customer. Also, the sales
executive is responsible to look after the order delivery to the retail outlet from
the distributor warehouse.
17

The different route of Mangalam Associate covering different bits (Retail

Outlets) from Monday to Saturday.
18
19
20

By visiting the mentioned retail outlet from the above chart, it is figure out that
the following are the highest ordered and sold-out products:

LED LAMP
1. NEO GOLD LED LAMP
Product MRP (Rs.) Lumen Std. Packing
8W NEO GOLD 175.00 840 100
10W NEO GOLD 200.00 1050 100
12W NEO GOLD 285.00 1260 50
15W NEO GOLD 325.00 1575 20
20W NEO GOLD 400.00 2100 20
25W NEO GOLD 550.00 2625 10
35W NEO GOLD 800.00 3675 10
45W NEO GOLD 900.00 4725 10

NEO GOLD LED LAMP

Benefits:
- Energy saving
- Long life up to 25000 hours.
- Wide operating voltage range.
- Eco friendly- No UV/IR rays
21

2. NEO MAXX LED LAMP

Product MRP(Rs.) Lumen Std. Packing
3W NEO MAXX 125.00 315 100
5W NEO MAXX 135.00 525 100
7W NEO MAXX 145.00 735 100
9W NEO MAXX 155.00 945 100
10W NEO MAXX 165.00 1050 100
13W NEO MAXX 300.00 1365 50
15W NEO MAXX 325.00 1575 50
15W NEO MAXX 400.00 1785 50

NEO MAXX LED LAMP

Benefits:
- Energy saving
- Long life up to 25000 hours.
- Wide operating voltage range.
- Eco friendly- No UV/IR rays
22

3. NEO EMERGENCY LED LAMP

Product MRP(Rs.) Lumen Std. Packing
10W EMERGENCY 499.00 1000 50

NEO EMERGENCY LED LAMP

Benefits:
- Up to 4hrs backup.
- 500+ charging cycle.
- Charging time 8-10 hrs.
- Automatically lights up on power failure.
- 50% Lumen output while operating on battery.
- Energy saving.
- Long life up to 25000 hrs.
- Wide operating voltage range.
- Eco friendly- No UV/IR rays.
23

LED FITTINGS
1. G- LINE ECO LED BATTEN
Product MRP(Rs.) Lumen Std. Packing
SW G-LINE ECO 300.00 500 25
10W G-LINE ECO 350.00 1000 25
20W G-LINE ECO 450.00 2000 25

G-LINE ECO LED BATTEN

Benefits:
- Energy saving
- Long life up to 25000 hrs.
- Wide operating voltage range.
- Eco friendly- No UV/IR rays.

2. STELLA LED BATTEN

Product MRP(Rs.) Lumen Std. Packing
22W LED STELLA 475.00 2200 25
24W LED STELLA 550.00 2400 25
24

STELLA LED BATTEN

Benefits:
- Energy saving
- Long life up to 25000 hrs.
- Wide operating voltage range.
- Eco friendly- No UV/IR rays.

3. METALLICA LED BATTEN

Product MRP(Rs.) Lumen Std. Packing
20W METALLIC 500.00 2400 20

Benefits:
- Energy saving
- Long life up to 25000 hrs.
- Wide operating voltage range.
- Eco friendly- No UV/IR rays.
25

THE PLC (PRODUCT LIFE CYCLE) OF THE PRODUCTS OF SURYA

LIGHTING:

CFL FTL
AND GLS

LED LAMPS
SMART
DOWNLIGHTER LED
FITTING
AND
BATTEN

The product life cycle has 4 very clearly defined stages, each with its own
characteristics that mean different things for business that are trying to manage
the life cycle of their particular products.

• Introduction: This phase generally includes a substantial investment in

advertising and a marketing campaign focused on making consumers
aware of the product and its benefits.
26

• Growth: If the product is successful, it then moves to the growth stage. This
is characterized by growing demand, an increase in production, and
expansion in its availability.
• Maturity: This is the most profitable stage, while the costs of producing
and marketing decline.
• Decline: A product takes on increased competition as other companies
emulate its success—sometimes with enhancements or lower prices. The
product may lose market share and begin its decline.

Different products of Surya in different stages of PLC discussed further:

GROWTH STAGE
SMART LED DOWNLIGHTER

The Smart Led Downlighter is the new launched product and in stage
Introduction to Growth in the PLC, could be the most expensive for a company
launching a new product. The size of the market for the Smart Led Downlighter
is small, which means sales are low, although they will be increasing. On the
other hand, the cost of things like research and development, consumer testing,
and the marketing needed to launch the product can be very high, especially if
it’s a competitive sector. The growth stage is typically characterized by a strong
27

growth in sales and profits, and because the company can start to benefit from
economies of scale in production, the profit margins, as well as the overall amount
of profit, will increase. This makes it possible for businesses to invest more
money in the promotional activity to maximize the potential of this growth stage.

MATURITY STAGE

LED LAMP

LED FITTING AND BATTEN

During the maturity stage, the LED Lamps and the Led Batten are established and
the aim of Surya is now to maintain the market share they have built up. This is
28

probably the most competitive time for LED Lamps and the Led Batten and
businesses need to invest wisely in any marketing they undertake. They also need
to consider any product modifications or improvements to the production process
which might give them a competitive advantage.

DECLINE STAGE

CFL FTL AND GLS

Eventually, the market for CFL FTL AND GLS has started to shrink, and this is
what’s known as the decline stage. This shrinkage could be due to the market
becoming saturated (i.e., all the customers who will buy the product have already
purchased it), or because the consumers are switching to a different type of
product. While this decline may be inevitable, it may still be possible for
companies to make some profit by switching to less-expensive production
methods and cheaper markets.
29

SWOT ANALYSIS OF SURYA ROSHNI LIGHTING DIVISION

The followings are the Swot analysis urged from the field work and survey done
for the markets of Surya Lighting:
Strengths:
• Well focused vision of the Management
• Complete backward integration
• High quality of products
• Nation-wide marketing network
Weaknesses:
• Diminishing margin of profit on the products
• Uncertainties of external market forces
Opportunities:
• Potential increase in demand of energy efficient products
• Untapped potential in outsourcing and marketing of Luminaries under
SURYA brand
• Increase in demand of regular lighting products with a general
improvement in the power condition in urban as well as rural sectors and
increase in spending on infrastructure development
Threats:
• Tough competition from multi-national companies.
• Unbranded products from the unorganised sector
30

SCOPE FOR FUTURE IMPROVEMENTS

▪ Organised Sector Growth: With implementation of GST, there has been

an increasing focus on the reliability of the organised players. The
Government’s initiatives towards formalisation of economy will play a key
role in driving revenues across our lighting, fans and home appliances
division. Besides, Compulsory Registration Scheme (CRS) of Deity/BIS
for LED products has been introduced in the industry, to keep a check on
the safety standards of LED products. This will significantly curb the
unorganised sector leading to better demand prospects for the organised
sector.
▪ Growing Awareness: LED lamps have low energy consumption and
longer life. With the growing awareness amongst customers, the demand
for LED would further grow.
▪ Growing Housing Segment: With the implementation of RERA and
Government’s initiative for ‘Housing for All’ as well as smart cities, the
real estate sector is poised for a stronger growth ahead. This will drive
demand for energy-efficient LEDs and electrical appliances.
▪ Demographics: India’s half of its population is under the age of 25. Two-
thirds are less than 35. Besides that, India is likely to have the world’s
largest workforce by 2027, with a billion people aged between 15 and 64.
This would lead to aspirational demand for fans and home appliances going
ahead.
▪ Energy Efficiency and Premiumisation: With rising electricity cost,
more and more consumers are opting for energy efficient solutions.
Besides, rising income levels are driving the demand for more value-added
products across product categories. This is driving the overall trend of
premiumisation in most relevant product markets. Energy efficiency is
31

higher in consumer’s purchase criteria, as the life-cycle costs become more

salient
▪ Rural India: The rural India is witnessing a stupendous turnaround with
better income of the customers, greater accessibility to the products and
availability of electricity with the help of rural electrification. The
Company will witness strong growth from this segment with strong
demand for high-end/premium fans, which otherwise were dominated by
urban markets.
32

LIMITATIONS OF THE PROJECT

In spite of working under such a magnificent company, and under the guidance

of highly matured and capable persons there are some shortcomings.

The following constraints are still unavoidable.

• Lot of time were needed to interview the respondents as they were in

segments.

• The study was conducted within a time frame of 7weeks only.

• We can’t avoid possibility of error in responses provided by respondents

on which our results were drawn.

• Secondary data could not be fully utilized because of difficulty in assessing

it.

• The respondents feel reluctant about the survey conducted.

33

RESEARCH METHOLOGY

The data has been collected from both primary and secondary sources, to get
information regarding the organization and products.

PRIMARY DATA

Primary data has been collected through questionnaire.

• Questionnaires.
• Surveys
• Interviews
• Observations

The primary data was mostly related to the Surya consumer trade lighting of the
retailers on different feature such as the sizes, prices, effectiveness of the brand
etc., which was provided by Surya Roshni Ltd. Also, to know the product life
cycle and the SWOT Analysis of the brand Surya’s Lighting Division.

SECONDARY DATA: -

Secondary data has been taken from bellow sources:

1. Journal

2. Pamphlets

3. Banners & Hoardings

4. Mouth Publicity

5. Newspapers

6. Internet
34

7. Company Record

Population: BHUBANESWAR, ODISHA

Type of research: Descriptive and analytical research

Time for research: 7weeks

TARGET AUDIENCE: Retailors, Distributors/dealers and big outlets

SAMPLING

Out of few lakes of Surya Roshni retailers spread all over India, the retailers of
Surya Roshni Ltd., ODISHA and BHUBANESWAR city only are taken as target
population for the study.

SAMPLE SIZE

The sample size of 100 is selected from different type of the database of
respondents the company. The study required on in depth survey and teen
observation in collecting data from regarding the consumer and retailer.

SAMPLING TECHNIQUE

Only simple random technique has been adopted in this method. A sample
method is a procedure for selecting sample members from a population. In this
technique, each and every unit of the population has on equal opportunity of being
selected in the sample.
35

DATA COLLECTION PROCESS

Based on need and objectives, types of data required for study and other sources
of data are identified.

Data was collected with the help of the questionnaires, surveys, observation and
also secondarily by journals, internet, newspapers and records.

Data was collected with the help of the questionnaires.

36

INTERPRETATION AND
RECOMMENDATION

Some data interpretation for the product sale and Surya’s market questionnaire
responses below:

DATA SHOWING THE INFORMATION ABOUT THE PARTICIPANTS

AGE

PROFESSION
37

DATA SHOWING THE TYPE OF LIGHTS OF SURYA USED BY THE

COUSTOMER

DATA SHOWING THE WHICH INSTANT LIGHT BRAND

PREFERRED BY CONSUMERS
38

DATA SHOWING THE WHICH PRODUCT OF THE BRAND

PREFERRED BY CONSUMERS

DATA SHOWING THE WATTAGES FOR THE DIFFERENT TYPE OF

LIGHTS CONSUMED BY THE CUSTOMER
39

DATA SHOWING WATTAGE OF LED LAMPS PREFERED BY

CONSUMER OF SURYA

DATA SHOWING WRANNTY PROVIDED ON THE PRODUCT BY

SURYA
40

DATA SHOWING THE PRODUCT OF SURYA ARE OF GOOD

QUALITY AT REASONABLE PRICE

DATA SHOWING THE PRODUCT HELPS IN POWER CONSUMPTION

41

DATA SHOWING THE DURABILTY (LONG LASTING) OF THE LIGHTS OF SURYA

DATA SHOWING THE SATISFACTION OF CUSTOMER OF THE

PRODUCTS CONSUMED
42

RECOMMENDATION
From the questionnaire survey done this are the some of the recommendation
findings for the Surya Roshni lighting division:
1. Enhancement in marketing strategy of the new launched products like the
Smart LED Downlighter.
2. Quality of the products can be more enriched.
3. Need to advertise the products more.
4. Need to increase its product awareness among the market and customers.
5. Required improvement for power consumption.
6. Required improvement in intensity
7. Should be available in more multiple colours.
8. Increase in features.
9. Should improve its product durability.
10. Maybe Surya can bring a smart kind of bulb. And also improve the
brightness of the light.
11. More efficiency and wattage with cheap priced are what we need
12. Publicise the product more so that more people can access.
43

CONCLUSION

Working as a Summer Intern for Surya Roshni Limited has been a very fruitful
and enlightening experience that helped me face the practical working scenarios
of the marketing world and interact closely with the rural consumers.
The lighting Industry in India is evolving rapidly through the replacement of
conventional products by LEDs driven by increasing government initiatives for
energy conservation rising consumer awareness for energy efficient products and
innovative products offered by the industry in sync with the mega trend of
digitisation of information.
India being the second most populous country and fifth major electricity
consumer has been witnessing ever widening demand vs supply gap in electricity.
Consequently, the market for energy efficient products such as LED Lighting
Products is bound to grow on the initiatives encouraging use of LED lights and
increasing focus on smart city projects efficient public distribution system and
ever-increasing need for smart connected lifestyle and energy efficiency
measures. The Electric Lamp and Component Manufacturers Association of India
(ELCOMA) predicts that LED market will grow to ' 261 billion by 2021 making
the LED Market share 80% of the total lighting Industry.
India's LED Lighting market is projected to grow at a CAGR of 26.6% during
2017-23. The Government of India launched an initiative in 2016 to replace
conventional lights by LED lights by deploying 770 million bulbs and 35 million
street lights by 2019. Further under Deen Dayal Upadhyaya Gram Jyoti Yojana
(DDUGJY) 273 lakhs LED bulbs have to be distributed to BPL households. The
Government has a target of 100 per cent electrification of villages to be achieved
by 2019 & houses for all by 2022. Government drives to build Smart Cities will
provide further opportunities for growth.
44

ANNEXURE

QUESTIONNAIRE
Hey Dear,
Got a quick favour to ask, please help me in filling this little survey to complete
my SIP report on “Surya LED”. The following questionnaire has been developed
to help in gathering the information needed in completing and understanding the
SWOT and PLC of the lighting division of SURYA ROSHNI.

NAME:
AGE:
PROFESSION:

1. What types of light bulb do you have in your home?

0-25% 25-50% 50-75% 74-100%
a) Incandescent Light Bulb
b) CFL (Compact fluorescent Lamp)
c) LED (Light Emitting Diodes)
d) Halogen Light Bulb
2. In need of Led lights which Light brand do you prefer
a) Surya
b) Philips
c) Havells
d) Bajaj
e) Cormpton
f) Halonix
3. Choosing of Surya Lights, which are lights you use
a) LED bulb
45

b) Led batten
c) Downlighter
4. What light watts you prefer for Surya
0.5-5W 5-10W 10-15W 15-20W 20-25W 30-35W 35-Above
a) Led bulb
b) Led fitting and batten
c) downlighter
5. Which watt LED you prefer the most of Surya
a) 3W
b) 5W
c) 7W
d) 9W
e) 12W
f) 12W and Above
6. Does Surya give you warranty on the different products
a) Yes
b) No
c) Maybe
7. The products of Surya are at good quality and reasonable price
a) Strongly disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
8. Does Surya LED helps in Power consumption?
a) Yes
b) No
c) Maybe
9. Surya provides long lasting lights and lamps
46

a) Strongly Disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly agree
10. Are you Satisfied with the Brand Surya and its product?
a) Yes
b) Neutral
c) No
11. Please provide any recommendation or suggestion for the betterment of
Surya Roshni.
47

BIBLIOGRAPHY

Marketing management- Philip Kotler

Company website- https://surya.co.in/

Other websites- https://en.wikipedia.org/wiki/SWOT_analysis

https://en.wikipedia.org/wiki/Programmable_logic_controller