What OSUM does

OSUM (legally OSUM Smart Electrical Solutions LLP, marketing as OSUM Smart Innovation Pvt. Ltd.) is an India-based designer and manufacturer of smart home automation products, primarily smart switches, dimmers, scene controllers, curtain and door controllers, RGB controllers, IR blasters, smart plugs, video doorbells, in-wall speakers, wireless chargers, and conventional electrical accessories. The company was launched by Sachin Motwani in 2017, building on 22 years of electrical industry experience via the predecessor CONA Electricals brand, and is headquartered in Mumbai with a Delhi regional office and a pan-India channel network.

Its core technology is a proprietary hybrid wired-plus-wireless home automation stack branded SL-BUS, which the company describes as the world's first hybrid switch technology. Devices communicate over a single pair of wires, Wi-Fi, or both simultaneously, and the architecture is decentralized — meaning no central hub, gateway, or controller is required, and each device operates with local processing. The platform integrates natively with Amazon Alexa, Google Assistant, Apple Siri/HomeKit, and IFTTT, and supports the DALI/DT8 lighting-control protocol for human-centric lighting scenes. The product portfolio is organized across sub-brands including XENSA (premium smart switch with built-in Wi-Fi), LUXE / LUXE AIR, FLIC, SENSE, SENSE TOUCH, SMART, SOFT, CLICK, FRAMES (Pure, Avante, Endure, Suave, Orbit), and STYLE, sold through a combination of direct enterprise project sales, a multi-tier channel partner program, experience centres, and the osum.in website with a dedicated OSUM One mobile app.

Commercially, OSUM generates revenue primarily through one-time hardware sales, with entry-level smart home kits starting around ₹20,000-30,000 and comprehensive installations exceeding ₹1,00,000 depending on scope and customization, alongside professional installation and integration services delivered via channel partners and in-house technical staff. It sells to three primary segments: residential homeowners, commercial spaces (hotels, offices, retail), and real-estate developers / architects / interior designers, with named enterprise customers including DLF Crest, Hallmark Builders, Pidilite, Art of Living, Niranta, Sarvodaya, and MCAwber. The firm is a privately held LLP with no disclosed external funding and no published revenue.

Name

OSUM

Legal name

OSUM Smart Electrical Solutions LLP

Website

https://osum.in

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

OSUM is an Indian smart home automation company that designs and manufactures hybrid wired-and-wireless smart switches, dimmers, scene controllers, and lifestyle accessories under sub-brands like XENSA, LUXE, SENSE, and STYLE, selling to residential homeowners, real-estate developers, architects, and commercial spaces via a pan-India channel partner and direct enterprise network.

Ownership category

akta.pro rank

Product category

Smart Home Automation Switches & Electrical Accessories

NAICS

Relay and Industrial Control Manufacturing (335314), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Switchgear & Switchboard Apparatus (3613), Electronic Components & Accessories (3670)

akta.pro primary industry

Smart Home Hubs & Controllers Retail (CRAIAMAA)

akta.pro secondary industries

Smart Lighting & Controls Retail (Smart Switches, Dimmers, Hubs) (CRAIAHAF), Motorized Shades, Blinds & Curtain Automation (HSAHADAD)

Keywords

• Smart home automation
• Home automation switches
• Smart lighting control
• Wireless home control
• Electrical accessories

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Smart Switch Hardware Sales: Sale of smart home automation products including smart switches, dimmers, relay switches, scene controllers, curtain motor controllers, door latch controllers, RGB controllers, IR blasters, and smart plugs. One-time hardware purchase with 2-year warranty.
2. Conventional Switch and Socket Sales: Sale of conventional electrical accessories including CLIC K switches, fan regulators, sockets, USB sockets, dimmers, and electronic switches under SOFT product line. One-time hardware purchase.
3. Frame and Cover Plate Sales: Sale of premium switch frames including Pure (glass & metal with chrome borders), Avante (seamless surfaces with curves), Endure (metal wall plate), Suave (floating design for narrow spaces), and Orbit (circular frames) in various colors and finishes.
4. Channel Partner Services: Complete installation and service by trained technical team for channel partners. Complete product, technology and business training provided to authorized partners.
5. Smart Home Setup and Integration Services: Professional installation and setup services for comprehensive smart home automation systems, ranging from basic configurations to advanced automation, security, and entertainment integration.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

OSUM designs, manufactures, and sells a hybrid wired+wireless smart home automation product portfolio of modular switches, dimmers, scene controllers, curtain and RGB controllers, door latch controllers, IR blasters, smart plugs, video doorbells, in-wall Bluetooth speakers, in-wall wireless mobile chargers, and decorative switch frames, complemented by professional installation and integration services. Offerings are sold under sub-brands including XENSA, LUXE, LUXE AIR, SMART, SENSE, SENSE TOUCH, SOFT, FLIC, CLICK, FRAMES, and STYLE, using the proprietary SL-BUS protocol with direct Wi-Fi connectivity and no central hub required.

Product overview

OSUM is an Indian smart home automation company offering a comprehensive portfolio of interconnected products organized across multiple sub-brands. The core offerings include: SMART series (WiFi-enabled smart switches, dimmers, curtain controllers, RGB controllers, door controllers, IR blasters, scene controllers, and smart plugs); SENSE series (similar smart functionality in modular form); SENSE TOUCH (glass-finish touch switches and sockets); SOFT (electronic soft-click switches and dimmers); CLICK (conventional mechanical switches); LUXE (premium switches with scene controllers); FLIC (wireless premium switches); XENSA (premium modular switches with DALI/SL-bus connectivity); FRAMES (decorative switch frames in glass, metal, and various designs); and STYLE (lifestyle products including in-wall Bluetooth speakers, video doorbells, and wireless chargers). The company also offers LUXE AIR (wireless variants). OSUM's hybrid technology combines wired solutions with wireless capabilities, using SL-BUS protocol for wired systems and WiFi for wireless connectivity, with native integrations to Amazon Alexa, Google Assistant, Siri/HomeKit, and IFTTT. No external hub is required as devices connect directly to the home network.

Differentiator

Problem solved

Functional benefit

Brands

• OSUMATIC: Internal development and learning culture program at OSUM for fostering innovation and fresh perspectives.
• CONA Electricals

Products and services

• XENSA Premium Project Control Switch India's first smart switch with built-in Wi-Fi, offering complete project control with 16 quick scenes hot keys that connects directly to DALI/SL-BUS network without requiring any backend controller or gateway. Targeted at premium residential and commercial projects.
• LUXE Premium Scene Controller Switches Premium product line featuring Verve and ALCu series with 16-scene controllers that communicate over 1 pair of wire or Wi-Fi or both, controlling lights, fans, VRV AC, split AC, curtains, door locks, geysers, AV, DALI dimming, analog dimming, and phase cut dimming from a single device for high-end residences.
• SMART WiFi Smart Home Automation Series Smart home automation series with WiFi-enabled products including relay switches, dimmable switches, curtain motor controllers, RGB controllers, door latch controllers, IR blasters, 16-scene controllers, and smart plugs for residential and commercial automation.
• SENSE Modular Smart Home Automation Series Modular smart home automation line featuring relay switches, dimmable switches, curtain motor controllers, door latch controllers, RGB controllers, and 16-scene controllers with elegant design options for mainstream residential customers.
• SENSE TOUCH Glass-Finish Touch Switches & Sockets Glass-finish modular touch switches, USB sockets, international sockets, and fan regulators with elegant glass finish and function-focused design for premium interior settings.
• SOFT Electronic Click Switches & Dimmers Electronic switch series with soft click technology offering modular 2-channel and 4-channel switches, electronic fan regulators, and electronic dimmers with LED speed indicators for refined residential interiors.
• CLICK Conventional Mechanical Switches & Sockets Conventional switch line with classic mechanical switches including ARC switches, GRIP silent flame-proof switches, sockets, USB sockets, dimmers, and fan regulators with high-quality poly-carbonate finish for value residential and commercial segments.
• FRAMES Decorative Switch Frame Collection Decorative switch frames collection including Pure (glass/metal with chrome borders), Avante (seamless surfaces with curves), Endure (metal wall plate), Suave (floating design for narrow spaces), and India's first circular frame Orbit — sold as a complementary line to all switch series.
• STYLE Lifestyle Smart Products (In-Wall Bluetooth Speaker, Video Doorphone, Wireless Mobile Charger) Lifestyle products line featuring India's first in-wall Bluetooth speakers with digital clock and USB smartwatch charging, India's first modular video doorbell with in-wall design and 2-way communication without CAT6 wiring, and the world's first in-wall wireless Qi mobile charger on a 6 module plate.
• LUXE AIR Wireless Premium Switches Wireless variant of the LUXE product line with silent tactile buttons communicating over Wi-Fi, available in Verve and ALCu variants with 2CH, 3CH, and 4CH configurations plus matching USB sockets for retrofit installations.
• FLIC Premium Wireless Switches Premium switch line with smart features offering function at the flick of a wrist, with elegant wireless design suited to high-end residential interiors.
• OSUM One Mobile Application & Smart Home Setup Services OSUM One mobile app (iOS and Android) for scene programming, scheduling, OTA updates, and remote control of OSUM devices, bundled with professional installation and integration services ranging from basic to comprehensive smart home automation deployments across India.

Quantifiable outcome

• No hub or controller required - direct WiFi connectivity reduces system cost and complexity
• +3 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature11 records

Partnerships

Four partnerships are on record, tiered core.

• Google HomecoreTechnology or IntegrationOSUM devices are compatible with Google Home, enabling voice control of lighting, fans, AC, curtains, and other connected devices through Google Assistant. Users can control OSUM automation through Google Home app and voice commands.
• Amazon AlexacoreTechnology or IntegrationOSUM products integrate with Amazon Alexa for voice-controlled home automation. Supports Alexa routines and voice commands for controlling connected devices.
• Apple Siri / HomeKitcoreTechnology or IntegrationOSUM automation integrates with Apple HomeKit and Siri voice control, enabling iPhone and iPad users to control their smart home using Apple ecosystem.
• SL BUS (Smart Lighting BUS)coreTechnology or IntegrationSL-BUS is the proprietary wired protocol used by OSUM devices for reliable communication. The protocol supports both wired (1 pair of wire) and wireless (WiFi) connectivity, providing hybrid reliability and flexibility. OSUM SL-BUS power supplies and couplers are part of the ecosystem.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Wipro Smart Lighting: Wipro's smart lighting and switch portfolio targets the Indian residential and commercial market. Direct overlap with OSUM in smart switches, dimmers, and connected lighting, with comparable pan-India distribution.
• Anchor by Panasonic: Anchor (Panasonic) sells Roma, Rider, and Vision series modular switches with growing smart automation offerings in India. Comparable in target customer (Indian residential), channel strategy (electrical showrooms), and price point positioning.
• Havells India: Indian electrical major with a smart home automation line (Fab, Coral) covering smart switches, fans, and lighting controls. Competes directly with OSUM in the Indian mid-premium residential segment with strong distribution and brand recognition.
• Crabtree (smart switches): Crabtree (HPL/L&T) offers smart switches and automation solutions competing directly in the Indian premium residential segment. Similar channel-driven model targeting builders, integrators, and showrooms.

Broad incumbents

• ABB (ABB-free@home): ABB's free@home home automation system offers smart switches, dimmers, and scene controllers for residential and commercial projects. Directly comparable in product scope to OSUM, with stronger brand but similar project-sale motion.
• Schneider Electric (Wiser): Schneider Electric is a global electrical and energy management giant offering the Wiser smart home system including smart switches, dimmers, and energy management. Directly competes with OSUM in Indian smart home automation for residential and commercial projects, but operates with vastly larger R&D and distribution scale.
• Honeywell Home: Honeywell's smart home portfolio includes connected thermostats, switches, and security products competing with OSUM in commercial building automation. Strong in commercial real estate segment where OSUM also has presence.
• Legrand (MyHome): Legrand's MyHome and Arteor smart switch lines compete head-to-head with OSUM in the Indian premium residential and project market. Both offer scene controllers, dimmers, and home automation hubs integrated with voice platforms.

Emerging players

• Aqara (Xiaomi ecosystem): Aqara offers smart switches, hubs, and sensors with strong design and ecosystem play. Competes with OSUM in tech-savvy consumer and D2C channels, though with a hub-based architecture rather than OSUM's decentralized model.
• Tuya Smart: Tuya provides an IoT platform-as-a-service enabling white-label smart home products. Indirectly competitive as Tuya-powered brands offer lower-cost smart switches that compete with OSUM at the entry-level, though Tuya is more ecosystem than direct product competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/OSUMWORLD
• Facebookfacebook.com/OSUMworld
• LinkedInin.linkedin.com/company/osum
• Instagraminstagram.com/osumsmart

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OSUM