LMD Readers’

MOST LOVED BRANDS

Q: Could you outline the history of your brand and the progress that it has made in the last 12 months or so?

A: Orange Electric is a globally renowned electrical brand, which is owned by the Sri Lanka-based Orel Group. The brand offers a comprehensive range of high-quality products and solutions for residential, commercial and industrial projects worldwide.

In fact, Orange Electric’s diverse product categories include PVC pipes and fittings, cables and conduits, switches and sockets, LED lighting, circuit protection, solar solutions, household appliances and much more.

Over the past year or so our brand has been focussed on building a strong and sustainable foundation with the ambition of becoming a truly global brand. We relocated our digital headquarters to Singapore, thereby giving us access to a pool of talented global professionals in marketing, supply chain and R&D.

Furthermore, we acquired a Singapore-based emergency lighting manufacturing business to expand our global reach. Although we participated in the Middle East Energy Exhibition 2024, it was cancelled due to floods in Dubai; and unfortunately, did not yield any fruitful results.

In addition to the above, Orel Group established manufacturing hubs in Singapore, Sri Lanka, the UAE, Belgium and the US. The entire global operations of the group are now supported by technology that brings them onto one platform with the implementation of the enterprise resource planning software SAP ERP.

With operations in more than 50 countries across six continents, Orel Group is committed to achieving global excellence.

Orel Group is a Sri Lankan, third generation, family owned manufacturing ecosystem with the vision of creating a cleaner, smarter and more sustainable future through power, data and water.

Q: How is Sri Lanka’s economic outlook impacting branding and brands in general?

A: Orange Electric has increased its international expansion efforts due to the weak conditions in the construction industry over the past two years. The business revamped its corporate website while teams from Singapore and the UK are currently working on global branding in line with the organisation’s global strategy.

While Orange Electric is focussed on globalising its business, it still believes in Sri Lanka’s potential and ability to recover from the crisis. The business expects investment in the economy to return to normal after the upcoming elections.

Furthermore, conditions in the local construction industry are expected to improve in 2025. In line with this projection, Orange Electric has invested in manufacturing infrastructure. It has also doubled its manufacturing space to prepare for future growth.

Q: What steps have you taken to integrate socially responsible practices into your branding strategy – and how has this impacted consumer perceptions?

A: Orange Electric is committed to sustainability and is taking significant steps towards achieving this goal. We are transitioning our manufacturing operations to operate solely on solar power and aim to green our entire production.

To meet the increasing demand for European markets, we are collaborating with a technology partner from Sweden to produce electric vehicle (EV) and solar batteries. Our installed production capacity is 1.5 GW.

Our environmentally responsible outlook aligns with the global trend of transitioning to greener energy and our battery solutions will play a vital role in this strategy.

We are also committed to greening our ‘last mile’ delivery operations by utilising electric delivery vehicles and implementing battery repurposing initiatives to recycle the batteries.

Q: How important is design in shaping consumer perceptions and influencing purchasing decisions for your brand?

A: Design is a crucial element for our brand as most of our products are made with a focus on quality, durability and aesthetics. We emphasise the design aspects of our products, all of which are conceptualised at our R&D centres.

Orange Electric is setting up R&D development centres in China and the US to ensure that we can integrate technologies from around the world at our design centre in Singapore, as well as in our manufacturing operations in Sri Lanka.

And Orange Electric has struck the right balance between local and global demands. We focus on a niche that provides a solid alternative to established international brands as our products offer the same quality at a lower price.

Telephone: 4792124 | Email: cs@orel.com | Website: www.orel.com