Naushad:
What inspired you to come to the U.S.A.?
Pervaiz
Lodhie:
I came to the U.S.A. in 1967 to continue with
my education in engineering. I finished my AA
form (Associates Degree) at Pasadena City College
and Bachelors degree at Cal. State Los Angeles
(BSME).
Naushad:
How did you get into electronics? Was that a
coincidence, passion, or a pre-planned business?
Pervaiz
Lodhie:
I started 'Ledtronics' in 1983. It was a joint
effort with my wife. Before, I had worked for
several major companies and developed electronic
products. I was always in the design and innovation
department in the LED line. After learning the
technology, I went back to Pakistan for 4 years,
then came back to the U.S.A. and started full-fledged
with LED technology. It actually all started
from a garage in Torrance, California, like
any other American dream company, and then finally
started full fledged in 1984.
Naushad:
What made you successful in business? What was
the turning point?
Pervaiz
Lodhie:
Success was brought to my business through simple
American business laws and strategies that I
followed. It also was beneficial that I was
certain about what I wanted and on-track with
a solid start. First, we planned to invest all
profits back into the business for the first
2 to 3 years. Secondly, our goal was to satisfy
the customers more than their expectations.
Thirdly, we concentrated on the best quality
products, and provided professionalism and the
best customer support. These are like the “1-2-3s”
of any business entity. If you keep it consistent
and deliver what you promise, success is what
you eventually will see in your business. So,
brother Naushad, the road map to my success
was my engineering background, my problem solving
capabilities, my everyday product innovations
and designs, and customer satisfaction.
Naushad:
Do you think the keys to success are hard work,
marketing, planning or choosing the right product
at the right time?
Pervaiz
Lodhie:
I believe marketing is the key to success. Even
if you have the best product, but you can’t
deliver to your target market, you can’t
succeed. If the end-users don’t know your
products, they don’t buy them. Use all
the media available with the right marketing
techniques to promote your product, and believe
in your product.
Naushad:
What is your target market? Are you limited
to USA or is 'Ledtronics' worldwide?
Pervaiz
Lodhie:
'Ledtronics' products are broad-ranged application
products with a wide customers base that satisfies
mostly industrial customers. Normally, we deal
with large industrial companies. If you talk
about competition, in 1983 there were only 3
companies competing with each other and now
nearly 3000 entrepreneurs are trying to capture
that same market. Plus all the designs are being
copied all over the world. But, competition
is what gives quality products to the consumer.
It is healthy and is found everywhere. 'Ledtronics'
LED bulbs are widely used not only is USA, but
also in Asian and European countries.
Naushad:
Name some previous products you had?
Pervaiz
Lodhie:
'Ledtronics' have been providing long lasting
bulbs for military equipment that hardly ever
fail. For some equipment, the bulbs are very
critical in nature, so that if the bulbs failed,
it could cost more to replace them than the
cost of the equipment itself. We have been a
major supplier to the military industry ever
since we got into this market. To this
day, around 500 'Ledtronic' products have military
part numbers that prove our standing within
the military equipment industry. Our regular
accounts include, but are not limited to, Eton
Corporation, Square D Products, General Electric,
Schneider Electronic Company etc. You will also
find our LED bulbs in the elevator industry,
where bulbs and buttons used to fail easily
because of vibration; but 'Ledtronics' provided
the solution by supplying millions of bulbs
monthly.
Naushad:
Do you have any big projects in the pipeline?
Pervaiz
Lodhie:
Yes, we are engaging the Department of Homeland
Security with our products because bridges and
tunnels need to be lighted at all times, so
we are seeking to provide our LED lights. We
have started making bulbs for such critical
places where not only light is needed, but it
also gives an eye-soothing look and uses less
electricity. Some bridges in Washington DC have
already approved our lighting products. Also,
we are working on some products that will definitely
change the way light looks through eyes, which
you will see pretty soon in the market.
Naushad:
How do you think light bulbs will change the
way the world looks today?
Pervaiz
Lodhie:
LED technology has already been recognized,
and is moving forwards to lead the technology.
The time has come that we need to curtail world
pollution and since the fuel price has gone
up and it has adverse effects on human life
and the environment, the world has turned to
LED lights. To reduce the light pollution in
big cities, which is a hazard to the eyes, people
look up to LED technology to produce more light
with minimum cost, while reducing eyestrain
on human beings. Plus, when it comes to fixing
or replacing the light bulbs at critical places,
which costs 1000s of dollars, LED technology
comes in handy. Our LED bulbs are widely used
in hospitals, corridors, hotels, and ambulances.
Since these products work on very low voltage,
it also minimizes the hazard for fire.
I
have been working for the last five years to
produce light for villages, especially in Pakistan
where most parts are in dark when the sun goes
down. I am making small solar panels that can
produce enough energy to keep the night alive
with light for a longer time with LED technology,
since it takes less amount of energy to light
the bulb. With the help of the NRSP (National
Rural Support Program) I have enlightened 30
homes last year
in the small village of Merkha, Chakwaal, in
Pakistan. All the solar power technology used
in the system has been donated by 'Ledtronics'
and will continue in the future.
The next program I have been working on is in
Karachi, near the Hub River, called 'Abdullah
Goth.' Some of our products have been donated
and some have been sold at cost to a world wide
NGO. I have plans to introduce this technology
to all the provinces of Pakistan in the near
future.
Naushad:
Where do you see yourself in the next 10 years?
Pervaiz
Lodhie:
At the moment, it’s a medium sized company
in the USA, and runs purely in an American style,
with a constant growth for the last twenty-four
years. We have one facility that carries 150
employees at our Torrance location and we also,
since 1998, have had a branch in Karachi that
handles the labor-intensive work, with 200 employees.
I feel it will be at 20-25 % growth rate per
year. Our growth rate can be evaluated by the
fact that nearly 80% of US companies use our
high tech innovative products, such as General
Electric, IBM, General Dynamics, Northrop, Lockheed,
CISCO Systems, and numerous customers from the
Medical industry.
Naushad:
How do you see the Pakistani Community after
911?
Pervaiz
Lodhie:
Our community is still in shock, struggling
with the situation, and trying to come out of
it; but alas couldn’t do it. Since our
community didn’t build any relations with
the American Community, that is hurting them
a lot, and Pakistanis are ultimately paying
the price for it. The employment situation for
Pakistanis is badly affected and will get worst
if we fail to plan for our future. On the other
hand, Americans are in shock too and continuously
making policies and implementing measures to
prevent any future incidents in their country.
But the bigger job is on our community to wake
up and secure the future of our next generation
whom are left with no choice but to live in
the society.
Naushad:
How do you see the Pakistani community in Los
Angeles?
Pervaiz
Lodhie:
The Pakistani community has been living here
for a long time and they retained their culture,
family values and traditions. I have no doubt
that you will find the best Pakistani community
in Los Angeles, who are working hard to excel
in society. This community still has to prove
that we are optimistic and peace loving. We
have to make friends with Lawmakers and State
and Federal level personalities, and we have
to educate them about us, our culture and how
we feel about America. I think we can overcome
these problems, and we will.
Naushad:
Are community leaders doing enough for the coming
generation?
Pervaiz
Lodhie:
I am afraid to say that we are lacking in leadership,
and I say this nationwide. I don’t see
any leadership that can be trusted with blind
faith, that can be supported or be a role model
for the next generation. Until we resolve this
problem, we won’t be able to excel in
this competitive economy. We hardly find any
role models in the whole 50 states of USA. Its
not that we don’t have such personalities
in USA; we do, but unfortunately they don’t
come forward. We need such leaders that think
of the community first, then their personal
interests after, who are also financially secure.
Naushad:
What suggestion do you have for the young generation
to survive in this volatile society?
Pervaiz
Lodhie:
I believe our future largely depends upon our
young generation who were brought up in this
society. And I don’t feel ashamed to say
that this young generation is sharper, better
educated, more disciplined, honest, capable,
far-slighted, and they are very clear as to
how to survive in this society. Law, political
science, print and electronic media, and film
are the avenues needed to be explored and penetrated
for a better Pakistani future.
Naushad:
Tell us about PALC and your role in that organization?
Pervaiz
Lodhie:
Our 40 years old community has learned a lot
from the time and tide after 911. During those
years, we have done a lot and created the best
doctors, engineers, scientists, but we never
looked into whether the lawmakers in Washington
DC are in our friend circle or not. National
level connection and friendship have never been
part of our community agenda before 911. The
Pakistani American Leadership Center was formed
in 2004 through the vision of leaders in the
Pakistani American community. 'PALC' was created
to fill a much-needed voice – an organization
that would devote its resources solely to giving
the Pakistani-American community a voice and
a presence on Capital Hill. I, as one of the
founding directors, represent California, to
voice our community and its
need through this channel.
Naushad:
What is your message to the community through
Pakistan News?
Pervaiz
Lodhie:
My message to the community is to unite together,
especially after the 911 incidents, and create
a national agenda that shows interest for the
community. We need to capture time before it
captures us. Many thanks to Pakistan News for
being my voice for
the community and running such an excellent
weekly newspaper.
Mr. Pervaiz Lodhie can be reached at plodhie@ledtronics.com.
Dated: Jan 20, 2007
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