Nippon is a so called Japanese brand. The material is similar to Genuine Suzuki pads sorta like a "Graphitey" mix. (by genuine i mean the actual factory pads)
They are excellent in terms of gripping the rotor without destroying it. They usually last for about 15000km as compared to around about 40000km for genuine ones. Despite this they are a good deal as they cost rs1000-1200 a set as compared to rs5000 for my Cultus.
They best thing about them is they destroy themselves to save the rotor, hence the large amounts of brake dust when they are used.
I opted for these after almost a month of searching the market for something worthwhile which was not genuine. In my search i found three different kinds of pads
1: Leathery ones, (these have a beige or cream surface and feel soft to the touch). The shopkeepers would recommend these to you because they are very soft and wont be noisy. These ones are absolutely crap as they lack in grip and swell up when driven in a wet environment.
2: Silvery Ones, (these have a silvery and very abrasive surface and would remove the lines from the tips of your fingers if you run them over). These have a high metallic content and would provide excellent braking and grip but would be noisy and would f @@ k your rotors.
3: Black Ones with shiny shards in them. (These are the "genuine type" ones. I believe they have a high graphite content, somebody correct me if i am wrong, and provide good grip). When you rub your finger over them they start to rub off as a black powder, meaning, they are hard but slippery. Which would mean good grip with less wear and tear and noise. They shiny stuff in them is most likely brass to provide some extra strength.
Nippon pads fall into the third category and are the most similar pads to genuine ones at 1/5th the price. The second best pads, I felt, for the Cultus were the Non-Genuine Genuine Pads!!!. These pads come in a SGP packing and are cheaper than the Nippon ones and seem pretty good... although I have never used them. I do not know if Nippon pads are available for other brands other than Suzuki.