Whitelion
Whitelion Systems Pvt Ltd designs, manufactures, and sells smart touch panels, sensors, smart locks, and connected home automation devices under the Whitelion and Zeswin brands for residential, hospitality, and commercial customers across 125+ Indian cities.
- Company typePrivate
- Founded2014
- HeadquartersSurat, India
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Whitelion does
Whitelion Systems Pvt Ltd is an India-based designer, manufacturer, and seller of smart home automation products, founded in 2014 and headquartered in Surat, Gujarat. The company builds a vertically integrated hardware-software stack centered on smart touch switch panels (Posh, Quartz, AirTouch, and AirGlass series) using proprietary CapSense capacitive touch technology, toughened glass surfaces, and firmware developed in-house across Wi-Fi, BLE, Zigbee, RFID, and NFC protocols. The AirHome mobile app unifies lighting, fan, curtain, climate, lock, and IR-device control, and the portfolio extends to AirLock smart locks, AirSensor motion/light sensors, AirBlaster IR remotes, and accessories.
The business monetizes through one-time hardware sales of panels, devices, and accessories, with professional installation bundled or offered as an add-on and a 7-year warranty backing the product. Pricing is structured per unit across premium tiers (Quartz, AirGlass) and mid tiers (Posh, AirTouch), with a ₹999 trial offer that includes installation and a 100-day money-back guarantee to lower the entry barrier for retrofit homeowners. Go-to-market combines direct-to-consumer website sales and free on-site demos, an Electrician Partner Program of 1,000+ certified installers, B2B specification sales to builders, architects, and interior designers, four physical experience centers (Bengaluru, Jaipur, Surat, and Hyderabad), and dedicated city landing pages across nine metros serving 125+ cities.
The company reports 30,000+ homes delivered and 30L+ products in the field, a 4.9/5 Google rating with 2,200+ reviews, and 35K+ customers. In April 2026 it expanded via the Zeswin sub-brand (robo-vacuum cleaners, air purifiers, smart locks, lighting) and a fourth experience center in Hyderabad, while maintaining CE, FCC, and IC certifications and Made-in-India manufacturing with domestic R&D, installation, and support teams. The company is privately held with no disclosed external funding, ownership changes, or M&A activity in the source material.
Whitelion firmographics
Firmographics- Name
- Whitelion
- Legal name
- Whitelion Systems Pvt Ltd
- Website
- https://whitelion.in
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Whitelion Systems Pvt Ltd designs, manufactures, and sells smart touch panels, sensors, smart locks, and connected home automation devices under the Whitelion and Zeswin brands for residential, hospitality, and commercial customers across 125+ Indian cities.
- Ownership category
- akta.pro rank
Whitelion industry classification
Industry- Product category
- Smart Home Automation Hardware
- NAICS
- Wiring Device Manufacturing (33593), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)
- SIC
- Electric Lighting & Wiring Equipment (3640)
- akta.pro primary industry
- Smart Lighting & Electrical (Bulbs, Switches, Outlets, Panels) (HSAPAQAC)
- akta.pro secondary industries
- Smart Lighting & Dimming Control Installation (HSAHADAB), Smart Lighting Control (Switches, Dimmers, Scenes) Integration (HSAOANAF), Smart Lighting & Controls Retail (Smart Switches, Dimmers, Hubs) (CRAIAHAF)
Keywords
Where Whitelion is headquartered
LocationHeadquarters
- HQ city
- Surat
- HQ country
- India
- HQ region
- Asia
Offices5 records
Markets served
Whitelion business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Smart Touch Panels: Sale of smart touch panels (Posh, Quartz, AirTouch, AirGlass series) - one-time hardware purchase with embedded software, available in various configurations for different room sizes and control requirements.
- Smart Home Devices: Sale of smart home devices including AirLock (smart locks), AirSensor (motion/light sensors), AirBlaster (IR remote), AirHome hub, and accessories (High Load, AirChip, IR Remote).
- Installation Services: Professional installation by certified technicians included with product purchase or offered as add-on service.
- Mobile Applications: AirHome and Whitelion Desk mobile apps provided free with hardware purchase for controlling all smart home devices.
- Warranty and Support Services: Standard warranty coverage (7 years) with after-sales service and support; service request system for maintenance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | ₹999 Trial Offer |
| Unit Pricing | Pay-as-you-go | Posh Series Touch Panels |
| Unit Pricing | Pay-as-you-go | Quartz Series Touch Panels |
| Unit Pricing | Pay-as-you-go | AirTouch/AirGlass Series |
| Unit Pricing | Pay-as-you-go | AirLock Smart Lock |
| Other | Pay-as-you-go | Full Home Automation |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels8 records
Whitelion product offering
Product offeringCore offering
Whitelion manufactures and sells smart touch panel switches and home automation devices, including four touch panel product lines (Posh, Quartz, AirTouch, AirGlass) along with smart locks (AirLock), motion/light sensors (AirSensor), Wi-Fi IR remotes (AirBlaster), and a unified mobile app (AirHome). The products enable one-touch and app-based control of lights, fans, curtains, climate, and appliances with voice assistant integration, and are designed for retrofit installation in existing Indian homes without rewiring.
Product overview
Whitelion is a smart home automation company offering a comprehensive ecosystem of interconnected products centered around smart touch panels and home automation control. The core portfolio includes four smart switch panel lines (Posh, Quartz, AirTouch, AirGlass), complemented by specialized devices (AirSensor for detection, AirBlaster for IR control, AirLock for smart security), all unified through the AirHome mobile app platform. Add-on accessories (High Load, AirRemote, IR Remote, AirChip) extend functionality, while the Scene Panel feature enables multi-device control with a single tap. The company pioneered smart touch switches in India since 2014 and offers complete home automation solutions from single rooms to full smart homes, with Made in India manufacturing.
Differentiator
Problem solved
Functional benefit
Brands
- Zeswin: Modern brand creating intelligent solutions for contemporary living including robo-vacuum cleaners, air purifiers, smart locks, home automation systems, and intelligent lighting solutions
- Posh
- Quartz
- AirTouch
- AirGlass
- AirSensor
- AirBlaster
- AirHome
- AirLock
- The Stánza
- AirHome
- Whitelion Desk
Products and services
- Posh Smart Touch Panel Smart touch panel switch with elegant design and precise control, featuring feather-touch CapSense technology, splash-proof durability, and modular design for lights, fans, curtains, and climate control. Targeted at homeowners upgrading existing homes without rewiring.
- Quartz Smart Touch Panel Frameless toughened glass smart touch panel combining elegance, durability, and intelligence, with built-in socket for smart functionality and premium aesthetics. Targeted at premium residential projects and high-end homeowners.
- AirTouch Smart Panel Matte-finish smart panel with smooth touch and surge protection, offering an elegantly smooth and instinctively responsive user experience for home automation control.
- AirGlass Smart Panel Premium glass panel with master control and smart features, offering luxuriously sleek design with effortless smart functionality for comprehensive home control.
- AirSensor Smart Detection Sensor 360-degree smart detection sensor with adjustable lux control for precise environmental monitoring, enabling responsive automation of lights based on presence and ambient light conditions.
- AirBlaster Smart Wi-Fi IR Remote Smart Wi-Fi IR remote for controlling TVs, ACs, and other IR-based devices via smartphone app, consolidating multiple traditional remotes into one smart controller.
- AirHome Mobile App All-in-one mobile app for smart home control and security, managing lights, fans, curtains, TVs, and appliances from anywhere via smartphone, with scene automation, scheduling, and voice assistant compatibility.
- AirLock 5-in-1 Smart Lock 5-in-1 smart lock with fingerprint, passcode, RFID, key, and app-based access, featuring encryption, auto-lock, tamper alerts, and passage mode, with AirHome app integration for comprehensive home security. Professional installation included.
- Smart Home Accessories Smart add-on accessories including High Load for high-voltage appliances, AirRemote for sleek IR control, IR Remote for universal control, and AirChip for touch panel integration enabling AirHome app control.
- Whitelion Desk Companion App Desktop companion application providing additional control and management capabilities for Whitelion smart home systems alongside the AirHome mobile app.
Quantifiable outcome
- 7-year warranty coverage demonstrating product reliability
- +3 more outcomes
Companies that use Whitelion
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles6 records
Whitelion technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature7 records
Whitelion partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Amazon AlexacoreVoice assistant integration allowing Whitelion smart home products to be controlled via Alexa voice commands for lights, TV, thermostat, and more.
- Google HomecoreVoice assistant integration allowing Whitelion smart home products to be controlled via Google Assistant voice commands.
- Electrician PartnerscoreNetwork of certified electricians who install Whitelion products, receive exclusive partner pricing, training certification, and local lead referrals.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
Whitelion competitors and assessment
Company assessmentDirect peers
- Oakter: Indian smart home startup offering smart plugs, sensors, retrofit modules and a unified app for lighting and appliance control. Direct peer to Whitelion's retrofit-first, app-centric smart home approach for the Indian residential market.
- Syska Smart Home: Indian brand selling smart bulbs, plugs, sensors and home automation kits through retail and online channels. Competes with Whitelion in mass-market Indian smart-home entry-level products.
- SmarDen: Indian home automation company offering smart switches, sensors and integrated control panels for residential and hospitality projects. Closely comparable product mix and Indian customer base.
- IFI Home Automation: India-focused smart home automation provider selling touch panels, curtain controls and integrated home solutions; directly comparable retrofit and new-build offerings to Whitelion.
Broad incumbents
- Legrand India: Indian arm of global electrical and digital building infrastructure major; sells wiring devices, smart switches (Arteor/Adorne-equivalent lines) and home automation systems through deep distribution. A broader incumbent competing in the same switch category.
- Schneider Electric India: Global energy management and automation major with a sizeable India presence in wiring devices (e.g., Livia, Opale) and KNX-based home automation. A broad incumbent and likely most powerful competitor for builder/architect specifications.
- Havells India: Large Indian electricals company with Crabtree and Havells-branded modular switches; increasingly adding smart categories. Competes head-on with Whitelion for switch-board real estate in Indian homes.
- Wipro Lighting: Indian lighting business (Wipro Enterprises) offering smart luminaires, connected lighting and home automation solutions. Adjacent competitor on the lighting control and home automation intersection.
- Lutron Electronics: Global leader in lighting controls, dimmers and motorized shades, with a growing smart-home (Caséta, RA) portfolio. Comparable technology and product category (smart dimmers, scenes, panels) but premium global positioning.
Emerging players
- Brilliant Smart Home: US-based company building in-wall smart touch panels that consolidate control of lighting, music, climate and security. Closest global analogue to Whitelion's smart-panel-centric home control concept.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Whitelion social profiles
Digital presenceWhitelion compliance and trust
Trust signalCompliance3 records
Whitelion financial estimates
Financial estimateRevenue estimate
Valuation estimate
Whitelion leadership team
Management profileNumber of profiles
Whitelion funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Whitelion M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Whitelion
What does Whitelion do?
Whitelion manufactures and sells smart touch panel switches and home automation devices, including four touch panel product lines (Posh, Quartz, AirTouch, AirGlass) along with smart locks (AirLock), motion/light sensors (AirSensor), Wi-Fi IR remotes (AirBlaster), and a unified mobile app (AirHome). The products enable one-touch and app-based control of lights, fans, curtains, climate, and appliances with voice assistant integration, and are designed for retrofit installation in existing Indian homes without rewiring.
Is Whitelion a public or private company?
Whitelion is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Whitelion founded?
Whitelion was founded in 2014. It employs 101 to 250 people.
Where is Whitelion based?
Whitelion is headquartered in Surat, India, in the Asia region.
How does Whitelion make money?
Five revenue lines are on record. Smart Touch Panels are the primary driver. The others are smart Home Devices, installation Services, mobile Applications and warranty and Support Services.
Who are Whitelion's main competitors?
Direct peers on record are Oakter, Syska Smart Home, SmarDen and IFI Home Automation. Broad incumbents are Legrand India, Schneider Electric India, Havells India, Wipro Lighting and Lutron Electronics. Brilliant Smart Home is listed as an emerging player.
Does Whitelion have an API?
No public API is recorded for Whitelion.
What industry is Whitelion in?
Whitelion's product category is Smart Home Automation Hardware. Its primary akta.pro industry code is HSAPAQAC, Smart Lighting & Electrical (Bulbs, Switches, Outlets, Panels), with a secondary code of HSAHADAB, Smart Lighting & Dimming Control Installation. Its NAICS code is 33593 and its SIC code is 3640.