BM. 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).

BM.: 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.

BM. 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, the road map to my success was my engineering background, my problem solving capabilities, my everyday product innovations and designs, and customer satisfaction.

BM. 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.

BM. 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.

BM. 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.

BM. 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.

BM. 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.

BM. Is government playing any significant role for the promotion of business, exclusively in the same sector, you are focusing?
Pervaiz Lodhie: Well, there is a bit controversy. Thought Musharaf's regime has been par excellent for the point of the business but current elected people Government is highly appreciated at world level. Where I see that there are some small problems which needs attention apart from being fought against the war of the terrorism.

BM. 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.

BM. 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 9/11. 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 9/11. 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 itsneed through this channel.

BM. What is your message to the community through our Magazine Business Monitor?
Pervaiz Lodhie: My message to the community is to unite together, especially after the 9/11 incidents, and create a national agenda that shows interest for the community. We need to capture time before it captures us. Many thanks to Business Monitor for being my voice for the community and running such an excellent magazine.