Founders & Leadership
Neon Attack was co-founded in 2020 by two visionary brothers: Hardik Kedia and Kartik Kedia.
- Hardik serves as Founder & CEO of Neon Attack.
- Kartik is the Co-Founder, working alongside Hardik to build the brand’s product vision and operations.
The Origin Story
Every great company often begins with a simple need. For Neon Attack, the spark was literal.
Hardik and Kartik, while renovating a personal space, wanted a neon sign—but found almost no reliable, quality players in India delivering custom neon pieces. Their DIY experiments led to successful prototypes. As word spread, they realized many others craved personalized neon art that felt premium, modern, and energy efficient. That realization was the seed of Neon Attack.
They started by posting designs on Instagram, generating organic traction, and gradually transformed this side project into a full-blown brand.
What Neon Attack Does
Neon Attack is India’s leading custom LED neon signage company, making tailor-made light art for homes, businesses, events, interiors, and branding.
Key offerings & differentiators:
- Fully custom neon signs: Clients can choose sizes, fonts, color schemes, and shapes.
- Energy efficiency & sustainability: Their LED neon consumes significantly less power compared to traditional neon gas tubes.
- Durability & innovation: The brand has developed waterproof variants and color-changing (“FloRo”) neons, adding modern features to classic forms.
- B2C + B2B focus: They serve individual consumers wanting artistic décor as well as commercial clients looking for signage, branding elements, and ambient lighting.
Milestones & Growth
- Shark Tank India appearance: Neon Attack got national visibility by pitching on Shark Tank India.
- They secured investment from prominent investors like Aman Gupta and Namita Thapar, which gave them both funds and credibility.
- From a small Instagram storefront to a well-known D2C lighting brand, the growth trajectory over ~3–4 years has been steep.
- They have been acknowledged in media features for their innovative “neon revolution” and the story of two brothers scaling a creative brand.
The Human Side: Vision, Values & Lessons
Vision & Purpose
Hardik often emphasizes that Neon Attack is not just about light — it’s about expression. Every neon installation is a story: a name, a mood, a brand message, or a memory. They seek to democratize artistic lighting—so people can turn any wall into a piece of living art.
Sustainability is also baked into their mission. Beyond energy savings, they attempt to offset carbon footprints and design with ecological consciousness.
Leadership & Culture
Hardik’s journey from handling operations, design, marketing all by himself to realizing the importance of delegation is well documented. He stresses hiring people who share vision rather than just skills.
He also places emphasis on transparency, collaborative decision-making, and staying close to customer feedback to guide innovation.
Challenges & Failures
Some of the hurdles they faced:
- Scaling production while maintaining quality — neon art is precise and any flaw is visible.
- Educating the market: many customers didn’t know what LED neon vs traditional neon means.
- Fundraising and pitching: their first investor pitch was nerve-wracking. They had to defend their valuation and product defensibility.
But in every challenge, they learned to iterate: better supply chain, product R&D, and sharper storytelling.
What’s Ahead
Neon Attack has ambitions well beyond India. Their roadmap includes:
- International expansion: Targeting markets like the Middle East, UK, USA.
- New products & tech: More advanced color-changing neons, integration with smart home ecosystems, expanding their waterproof and outdoor line.
- Stronger brand identity: Beyond just selling signs, becoming a lifestyle brand in decor and creative lighting.
