HEMANG SHAH, MD of GreatWhite Electricals, shares how the company is shaping the future of electrical solutions with commitment to excellence, sustainability and customer-driven innovation
In this ever-evolving landscape of innovation and progress, every new beginning holds the promise of transformative accomplishments. GreatWhite Electricals, established in 2012, exemplifies this ethos. Jadavji Lalji Shah pioneered the development of the first ‘Piano’ switch in 1963. Guided by his visionary leadership and the capable management
of his sons, Mehul Shah and Hemang Shah, GreatWhite has swiftly risen to prominence within the electrical market and FMEG sector. With expertise spanning over a decade and a legacy of more than 60 years, this company has expanded its product range to cover electrical solutions for homes, businesses and industries, earning a reputation as one of India’s premier electrical brands.
Under the stewardship of Managing Director Hemang Shah, the company has introduced a diverse range of products, including switches, wires and cables, switchgears, LED lighting and project lighting solutions, fans, home automation solutions and more. With state-of-theart manufacturing facilities in Haridwar and Valsad, GreatWhite has expanded its brand portfolio, launching notable brands such as Arcus, Trivo, Fiana, SecureX Wires, Airus Fans, LumaPro LED Lighting, XT10 MCBs and more. With a growing global presence in the Middle East, including UAE and Oman, as well as Africa and Nepal, GreatWhite showcases a commitment that transcends borders.
Their journey has been marked by notable accolades, including the esteemed ‘World’s Best Brand of the Year 2017-
2018’ for South East Asia. In 2022, the company bagged the ‘Pride of India Brands’ award in the home electrical category at the Best of Bharat Awards 2022 hosted by Exchange4Media. They have also been awarded as one of the ‘Most Trusted Brands of India’ by Marksmen Daily Group. In 2024, they received two awards for the LumaPro Shockingly Bright campaign: Best Data-Driven Creative Storytelling ‘Gold’ Award by Datamatix (Adgully) and Best OTT Platform − Marketing Award by Marketing Minds.
DRIVEN BY CUSTOMER DELIGHT
At GreatWhite, customerdelight holds paramount importance, driving their unwavering dedication to delivering innovative products and unparalleled services. Their vast clientele spans various industries, including real estate, infrastructure, hospitality and government institutions. They are proud to work closely with top architects, consultants and interior designers in India, ensuring that their products meet the highest standards of design and functionality.
ENTREPRENEURIAL JOURNEY
Sharing his entrepreneurial journey, Hemang who is the Managing Director of GreatWhite says, “I had always known that I would be part of a business setup. Growing up, I learned the ropes of the business by assisting my father and my elder brother, Mehul in the family business. My time at Clark University, USA, helped me dive deep into business dynamics, shaping my understanding of the landscape.”
Applying the knowledge he gained from his University and with the help of his past experiences, Hemang has led GreatWhite to new heights. “It was always clear to me that I was destined to continue the family legacy, with a vision to innovate and transform the electrical and FMEG industries.”
OVERCOMING CHALLENGES
Having taken up the reins of the business, Hemang faced his fair share of challenges. “Understanding the market in the initial phase was a significant challenge. With numerous competitors in the space, establishing our foothold was not easy. However, our family’s collective experience and the mindset of tackling every problem head-on allowed us to navigate these challenges. Our focus has always been on quick solutions and continuous progress. The key was to trust our instincts, leverage the wealth of experience from my father’s time and embrace the challenges head-on.” 
POWER OF TEAM SUCCESS AND CELEBRATING ACHIEVEMENTS
Hemang reflects on his entrepreneurial journey as incredibly fulfilling, particularly highlighting the success of events like Urja, held for their Sales Team and Jashn, organized for their Channel Partners. He shares, “Seeing our internal teams and dealers celebrate their achievements and knowing that GreatWhite has played a key role in their growth, brings me immense satisfaction.”
It is moments like these that continue to drive his passion and motivate him to keep moving forward. Hemang strongly believes that the success and happiness of his team are the true foundations of a successful business.
UPCOMING KEY TRENDS
With extensive experience in the electrical industry, Hemang notes that switches will continue to evolve in both aesthetics and functionality, with new shapes, designs, finishes and materials. “In the years ahead, we have several exciting product launches planned that will align with these evolving trends,” he explains. “We also anticipate significant advancements in wires and cables, focusing on improving efficiency, enhancing safety and promoting sustainability to meet the demands of modern electrical systems.”
Regarding LED lighting solutions, Hemang highlights the ongoing innovations in energy efficiency and smart lighting. He emphasises the role of IoT integration, which will enable features such as remote control, automation and energy consumption monitoring. “These advancements will not only improve colour rendering and increase lifespan but will also expand the scope of applications across residential, industrial, commercial and hospitality sectors.” As trends evolve, GreatWhite’s dedication to staying adaptable and open to experimentation helps them remain at the forefront of innovation.
LEARNING EXPERIENCES AND LEADERSHIP STYLE
As an entrepreneur, Hemang shares that his most significant learning experience has been mastering the art of effectively managing people, a skill that has profoundly shaped his leadership approach. “A business thrives on the strength of its team and cultivating loyalty and trust is the key to success,” he explains. “This philosophy has shaped my leadership style, making me approachable, adaptable and always receptive to new ideas and innovations.” Building a culture of trust and collaboration within the company has been central to both his personal growth and the organization’s overall success.
PRODUCT INNOVATION
Staying ahead in the industry requires continuous innovation, adaptability to market demands and strategic expansion. “Our value-driven team, guided by a clear execution-focused ideology, ensures that we remain proactive and responsive to market shifts,. We are committed to evolving, embracing sustainability and prioritizing research and development to meet the ever-changing needs of our customers,” explains Hemang. While the pace of change is relentless, the unwavering focus on quality, innovation and sustainability has enabled GreatWhite to maintain its leadership position in the industry.
COMMITMENT TO QUALITY AND INNOVATION
GreatWhite’s unwavering commitment to quality distinguishes it from other home electrical brands both in India and internationally. “Each product undergoes rigorous testing before it reaches the market,” Hemang emphasises. “The introduction of brand ambassadors such as Tiger Shroff, Malavika Mohanan and Varun Sharma has significantly enhanced our brand’s visibility.” He adds, “Our products speak for themselves in terms of design, performance and durability. We are not just selling products; we are building lasting trust with our consumers.”
THE FUTURE OF HOME AUTOMATION
Discussing the future of home automation and intelligent lighting in India, Hemang highlights the growing popularity of these concepts as consumers increasingly seek greater convenience, such as remote-controlled appliances and motion-sensing lighting. “Through Arcus Home Automation and our Project Lighting solutions, we are addressing this rising demand,” he explains. “We provide these advanced technologies across industrial, residential, commercial and hospitality sectors, positioning ourselves as a comprehensive solution provider for modern electrical needs.”
With a steadfast commitment to delivering seamless, intuitive experiences through advanced automation technologies, GreatWhite is focused on enhancing everyday living and working environments. By staying ahead of trends, the company is well-positioned to lead the way into the future of lighting.
CAMPAIGNS AND PUBLICITY
GreatWhite’s ‘Har Ghar Banega Beautiful Sight’ campaign last year garnered significant attention and Hemang reflects on its intent and how it resonated with the audience. The campaign was designed with a clear purpose: to showcase the excellence of GreatWhite’s products while aligning with the values that matter most to their customers – quality, safety and aesthetic appeal. “The focus extended beyond simply highlighting our switches, wires and cables and LED lighting solutions; it was about illustrating how these products contribute to creating beautiful, functional and safe living spaces,” he emphasized.
“By featuring renowned actors like Tiger Shroff and Malavika Mohanan, we brought a fresh, dynamic energy to the campaign, which amplified its reach and appeal. Their star power allowed us to connect with a diverse audience, conveying that GreatWhite products are not merely electrical solutions – they are integral to enhancing the beauty and functionality of homes and businesses,” he further adds.
The feedback from the campaign was overwhelmingly positive. Consumers appreciated the emphasis on superior performance and design and the message of ‘transforming every home into a beautiful sight’ resonated deeply with those seeking high-quality, durable and aesthetically pleasing electrical products. “The vibrant visuals, coupled with the energy brought by our brand ambassadors, reinforced the message that GreatWhite is synonymous with modern, stylish and reliable electrical solutions. This campaign was pivotal in further strengthening our position as a brand that truly understands and meets the needs and aspirations of our customers,” explains Hemang.
FUTURE PLANS
Speaking about GreatWhite’s future plans for innovation, market expansion and product development, Hemang states, “We are consistently focused on driving innovation and growth. Recently, we launched the Arcus Q Toggle Switches, a product that combines a vintage look and feel with contemporary market needs. Our upcoming launches in switches will feature unique, expansive and floating designs, pushing the boundaries of what is possible in home electrical solutions.”
GreatWhite is committed to expanding its presence both in India and internationally. As the company continues to build on its legacy of excellence, it plans to explore new markets while strengthening relationships with existing customers. “Our future will be defined by groundbreaking innovations that redefine how people interact with electrical products, making homes and workplaces smarter, safer and more energy-efficient,” he adds.
GreatWhite is reinforcing its industry leadership by expanding manufacturing capabilities in Valsad and entering international markets. The solar energy initiative at the Valsad facility is a key step towards a sustainable future, generating 1.7 MW of power and reducing carbon emissions by 1874 tonnes annually –equivalent to planting 85200 trees each year. With an expected production of 2.2 million units of energy annually, GreatWhite is shaping a future where renewable energy is central to meeting power needs. In the digital sphere, GreatWhite has undergone remarkable transformations in the past 12 years, expanding its online footprint through active engagement on platforms like Instagram, LinkedIn, Facebook, Twitter and YouTube.
In the coming years, GreatWhite will continue to enhance customer experiences, by introducing fresh innovations and designs that cater to evolving needs. With a strong focus on sustainability, cutting-edge technology and design excellence, the company is well-positioned to lead the transformation of the electrical industry on a global scale.
Catering to the Goan Market
Having established a presence in Goa, Hemang outlines how GreatWhite plans to address the unique needs of Goan consumers, particularly with its recent expansion into automation and intelligent lighting technologies. “We are focused on increasing the visibility of our products in Goa through strategic placements, such as hoardings and in-store advertising. Additionally, our participation in exhibitions and targeted advertisements further bolster brand awareness. We understand the distinct preferences of our Goan consumers and are dedicated to meeting their needs with tailored marketing strategies. Rishabh Shah, our CSA in Goa, efficiently oversees and manages all operations in Goa, ensuring smooth and effective execution across the region.”
GreatWhite has also opened an experience centre in the heart of Goa, located next to Café Bhonsale, CHOGM Road, Porvorim, named ‘The Great Gallery – Vibgyor.’ This showroom is designed to offer an exceptional experience of next-generation home electrical solutions, giving customers the opportunity to explore our ultra-premium lifestyle products firsthand. “Our primary objective is to assist Goan consumers in selecting the right products for their homes, especially since many may not be fully aware of the technical details involved.” 
The Great Gallery is also tailored to meet the specific needs of the hotel and hospitality industry, as well as tourists. It serves customers across Goa and beyond, ensuring they receive expert guidance and access to the latest innovations
A helping hand to the needy: GreatWhite’s CSR mantra
With a deep-rooted ethos of giving back to the society, GreatWhite has engaged in various philanthropic endeavors aimed at uplifting communities and making a meaningful difference on people’s lives. To empower individuals with knowledge and skills, GreatWhite has established esteemed educational institutions like Shah & Anchor Kutchhi Engineering College, Chembur (Mumbai) and Anchorwala Education Academy, Navi Mumbai. Recognizing the importance of accessible healthcare, they have also established hospitals to serve the underprivileged populations, including cancer patients and provided vital medical facilities and assistance during the pandemic. Additionally, donations have been allocated to support individuals facing mental health challenges, ensuring they receive the necessary care.
‘Aaji Cha Ghar,’ crafted by Jadavji Lalji Shah, Mehul Shah and Hemang Shah, is a real-life haven inspired by Gauri Sawant’s life. It houses elderly transgender individuals and children of sex workers under the care of the Sai Savli foundation, embodying inclusivity, compassion and the spirit of giving. The Zara Animal project is a nationwide CSR initiative dedicated to the well-being of stray dogs and cats across India. Founded in 1990 and situated near Mundra Port in Kutch, Ahinsadham shelters over 3,000 animals and birds, providing sanctuary for weak and disabled beings. The company has also recognized the importance of providing safe and affordable housing options in Kutch, Gujarat under the GreatWhite JYF Aatma Nirbhar Awas Yojana for disadvantaged communities, aiming to provide individuals and families with a place to call home. Recently, they made a significant donation of electrical items to Anand Niketan, a school for special children located in Mapusa, Goa
