Jagmag seals major distribution deals at PALA

17 October 2003

India - Mumbai-based Jagmag Electrical Company has announced that at the recent PALA (Pro Audio & Light Asia) exhibition in Singapore, it secured exclusive distribution rights in India for two leading European lighting brands: Avolites, the London-based manufacturer of show lighting control and dimming systems and Robe Show Lighting, the Czech Republic-manufacturer of automated lighting fixtures.

Jagmag is a high profile event production and lighting sales company headed by Atul Sonpal, with whom Avolites has enjoyed a fruitful working relationship since 1995. In this time, Sonpal, a leading lighting designer, has bought many Avolites products, and has been instrumental in establishing Avo consoles at the forefront of the Indian professional lighting industry. India has proved one of Avolites strongest markets since the Millennium. Their enthusiasm for technology has driven their hunger for knowledge, and this has resulted in Avolites users in India being able to realize the full potential of the consoles, and some of the most creative and innovative shows have resulted.

Avolites' sales director Steve Warren told us: "So far, I had resisted putting a formal distribution structure in place until the conditions were right for Atul. Jagmag will be the exclusive Avolites supplier for India, Pakistan, Sri Lanka and Mauritius. Atul's integrity, commitment and passion for lighting make him 100% right for the task ahead and I love working with him!"

The exclusive deal with Robe Show Lighting was also sealed at PALA, following initial discussions at PLASA In London in early September. Robe's managing director Josef Valchar and international sales manager Harry von den Stemmen traveled to the show with a pre-prepared document in their briefcases, which was signed, sealed and delivered during a very successful exhibition.

Valchar is delighted to see Robe expand into the all-important market of India. He told us: "Jagmag and Atul came highly recommended as leading industry practitioners in India's pro lighting field. The agreement gives us a chance to make a big move in India."

Robe has already engaged in some business in India, but the tie-up with Jagmag will open up new horizons and boost the brand presence on the subcontinent, establishing a whole new countrywide dealer network.

Harry von den Stemmen comments, "With 1.4 billion people in India, the market potential is awesome, and we can position ourselves to capitalize on the very lively live music, arts and cultural events scene there."

(Lee Baldock)