Enquirer Consulting Group

Reachable Buyer Map

Prepared for Rajesh Soni · Neolite ZKW · August 2026
You sell into two markets that look like one from the inside. There is the vehicle maker side, where a handful of companies hold hundreds of buying seats, and the replacement and export side, where thousands of buyers exist and no register names them. This map covers who signs in each, and roughly how many sit there.
Vehicle makers assembling in India
The segment you already live in, and the one where the reachable unit is a person rather than a company. A single vehicle maker carries sourcing, electrical design, styling, quality and program seats across several plants, and a lighting decision touches most of them.
Who signs: head of sourcing or purchase, lighting and electrical design engineers, program managers, supplier quality leads, styling.
roughly 25 to 35
makers of passenger cars, vans, buses and trucks building vehicles in India; counted as companies, not plants or model lines
Two and three wheeler makers in India
Shorter development cycles than the four wheeler side and more frequent variant launches, which means more decision points per year for the same number of accounts.
Who signs: purchase head, design and development engineer, product planning lead, quality.
roughly 20 to 30
two and three wheeler manufacturers with assembly in India, including the newer electric entrants
Tractor, farm and construction equipment makers
Off highway is the quieter segment. Lighting gets specified late, volumes per model are lower and incumbency is weaker, which is usually what makes a segment reachable.
Who signs: engineering manager, sourcing manager, product manager, homologation and compliance lead.
roughly 40 to 60
makers of tractors, harvesters, earth moving and material handling equipment building in India
Fleet and public transport operators
A buying group most component makers never address, because they sell through the vehicle maker and stop there. These operators buy replacement lighting directly, in volume, on published tenders.
Who signs: chief mechanical engineer, stores and procurement officer, maintenance head, tender committee.
roughly 50 to 70
state and regional public transport undertakings plus the largest private bus and truck fleets in India
Replacement parts distribution in India
The biggest reachable population and the one no public register describes properly. Distributors, multi brand retail chains, workshop networks and online category teams all buy, and they sit under trading codes rather than automotive ones.
Who signs: distributor principal or owner, purchase manager, category manager at online retail, workshop chain operations head.
Not enumerated
no public register separates automotive parts distribution from general trading; this layer is reachable by name but not countable in advance
Vehicle and equipment makers outside India
Export demand behaves like the domestic vehicle maker segment, one layer removed. The same roles exist, they simply sit in other countries, and a component maker is judged on validation evidence before anything else.
Who signs: sourcing engineer, supplier development manager, design engineer, importer or distribution principal.
several thousand
vehicle, bus, truck and off highway equipment makers across the export markets that source lighting components; a range rather than a list

Where the openings are

1
Your two markets are opposite shapes. The vehicle maker side is a list of well under a hundred companies with hundreds of named seats inside them. The replacement and export side is thousands of buyers with no list at all. One needs depth per account, the other needs reach. A single channel usually gets built for one of them and then quietly under serves the other.
2
On the manufacturer side the account is not the target, the seat is. Sourcing, electrical design, quality and program management sit in different buildings and often different cities, and a lighting decision needs three of them to agree. Reaching one of the three is what makes a supplier feel stuck at the same share year after year.
3
Bought lists reach traders and miss specifiers. Because distribution files under general trading codes, an off the shelf list of Indian automotive contacts returns resellers and marketplaces. The people who set a specification or approve a vendor have to be identified rather than purchased, which is exactly why that layer stays open.
4
Electric platforms and lighting rule changes reopen sourcing that was settled. A new platform, a new lamp regulation or a new plant is the moment a supplier list gets rewritten. Those moments are public. Watching several hundred companies for them is mechanical work, and it is the part a relationship led channel cannot do at scale.
Built from public market data, counts banded deliberately. Company counts describe manufacturers with assembly operations, not plants, brands or model lines. Replacement parts buying is not enumerated in any public register and is described rather than counted. Export figures are a range across sourcing markets rather than a single national count.
ENQUIRER CONSULTING GROUP
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