Mimamsaa – India’s first-of-its-kind ‘premium Decorative Lighting’ brand launch by DITIPL

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New Delhi: While the world was battling against the Covid 19 pandemic since the month of April this year, four corporate executives were tirelessly working on launching their own company into the Decorative & Commercial Lighting segment in India.

Deepawali in India is known to be the “festival of lights”. Subsequently, it was an apt period to launch Mimamsaa – India’s first-of-its-kind premium Decorative Lighting brand by Decorative Innovation Technologies India Pvt Ltd (DITIPL).

DITIPL had to confine itself to launch the ‘Mimamsaa’ brand digitally by sharing the Product Portfolio having more than 5000+ products with 24 Franchisees, who are known as ‘Premium Project Associates’ in cities like Mumbai, Delhi, Bengaluru, Pune, Nashik, Chennai, Hyderabad, Kolkata, Kochi, Ludhiana amongst others.

DITIPL is positioned as a highly innovative decorative and technical Lighting company present in both formats – Online and through Outlets. Mimamsaa range is a ‘premium decorative lighting and artefacts’ brand that has the USP to deal in complete and complex range of materials from simple iron metal to high lustre crystal pieces.

On the organisational front, DITIPL’s mission is to build an organisation ignited with passion & domain expertise in providing premium designer lighting solutions in the Indian market. It wishes to create an enriching value proposition to its Distributors who will be professionally trained & equipped to deliver best-in-class service to satisfy the customers. Finally, it is going to be a technology-backed enterprise with state-of-the-art ERP and CRM solutions in place in order to meet the distributor & end customers’ requirements.

Amit Seth, Managing Director, DITIPL said, “The lighting sector has been still considered ‘unorganised’ because of a lot of pain points like – high dependence on imports from China, lack of product options and presence of strong Pan-India brand, limited availability of manufacturing capabilities to brand reliability and sustainability. At DITIPL, our vision is to create a complete product range from premium decorative lighting fixtures to technical and commercial lighting with impeccable capability to service art-effects to match the original design intent of our partners like Lighting Designers, Architects and Interior Designers etc.”

As a company, DITIPL has a strong emphasis on Customer Education through its ‘Training & Development’ initiative and plans to have highly trained team of Distributors across India to understand the client requirement and provide suitable and efficient solutions. DITIPL plans to grow its Distributor network to 100 in the next 12 -18 months.

Says Deepak Kanulkar who drives the Government Projects & Brand Initiatives of DITIPL, “India is witnessing ‘exponential growth’ in the various areas of public infrastructure ecosystem like Smart Cities, Museums, Sports Stadiums, River fronts, Parks, Airports etc. We at DITIPL are committed to contribute in this endeavour of ‘nation-building’ by supplying high quality international brands along with our own products that will help in beautifying the public infrastructure across all states and union territories of India.”

As a business strategy in premium decorative segment, DITIPL aims to promote Mimamsaa products in sectors like Commercial, Retail, Restaurant, Hospitality, Hi-end Residential, Outdoor & Public Spaces.

Meanwhile, the Company as mapped it target overall business segments very carefully and will focus on Airports, Sports infrastructure, Museums, Parks, River Fronts, Heritage Sites & Religious Structures, Roads & Bridges, Ports etc in addition to outdoor and indoor LED screens.

The management team at DITIPL is represented by two ex-financial services professionals Amit Seth and Harideep Salwan, who have represented financial services institutions like HSBC, AIG, HDFC, ICICI amongst others; Ashish Narang who comes with over 25 years of experience in Lighting having worked with brands like Clipsal, Crompton Greaves, Osram etc and Deepak Kanulkar who has spent over 27 years in Strategic Communications, PR & Public Affairs working for organisations like Bombay Chamber, Cipla, Hinduja, Coca-Cola India, Tata AIG, GRI etc.

DITIPL currently has its offices in Mumbai, Bengaluru and Delhi.

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