Inside Godrej’s Cooling Strategy: Smart Tech, Rural Reach, and Green Goals
As India appears longer, the hotter summer and smart houses, Appliances Godrej doubles in innovation in the cooling segment. From the washing machines and air conditioners to a five -year integrated guarantee aimed at strengthening consumer confidence, the company haunts an increase with a clear emphasis on cost and differentiation. In the conversation with Kamal Nandi, business manager and EVP in the field of Godrej Enterprises Group, We investigated that it drives this impulse, how developing rules form the product cards, and why offlaid retail trade still dominates the brand sales. Below are edited excerpts from the interview.
Indian consumers are becoming more and more conscious in relation to energy consumption and intellectual integration of the house, and your new assortment, apparently, was created specifically for this segment. Can you share a large number of thoughts about the current ruler?
Last year, we made aesthetic integration, and this year we focused on intellectual integration. Machines with AI have already been launched throughout the assortment, the AI, AI ACS washing machines were presented, and Smart AC has now been launched. The idea is to fully improve consumer experience and give them the opportunity to lead a modern lifestyle. In this lifestyle, there are specific needs that we strive to solve through these functions. In the future, more products will be presented in this segment by categories – not only in ACS, but also in refrigerators and washing machines.
Q: Godre grew 100% last year in the AC segment, and this year he plans to grow another 50%. What are the factors stimulating this growth?
We bring differentiated products – as in terms of technology and aesthetics – and offer consumers strong value. For example, a five -year integrated guarantee is a significant increase in value. I believe that this helped increase the preferences of the consumer for our brand, which, in turn, contributes to our volumes and share of the market. Our brand has a strong sense of trust. If you can offer consumers a choice that they are looking for, you can get a market share. Right now we are focused on providing options between segments to meet various needs of consumers.
Q: AC is also a very competitive market, and many other companies compete in the price segment. So what distinguishes the product of Godrej from others in the market?
As I have already mentioned, we offer our consumers a differentiated value, function, technology and aesthetics.
Q: Does Godrae want to make a trace in the middle -level segment or in the premium segment?
We are present in both and try to make sure that we get a legal share in all segments.
Q: There is also a growing demand for ACS from the second level and three cities. Do you have any specific plans to increase distribution or specific marketing strategies to satisfy this segment and this growing demand?
We quickly expand our network. Last year, we added 5,500 outlets, and next year we plan to add about 5,000 outlets. Our brand offers a very wide portfolio that allows us to encourage consumer preferences. As a result, we also see how more and more outlets will work with us.
Q: A traditionally large share of sales was from the northern region, but it seems to change quickly. At the same time, online channels play a much larger role in driving. How do you see that the market is developing in the light of these changes?
About 85% of our sales are still coming with offline -market. I believe that an increase in temperature due to global climate change contributes to alternating current in the world, which makes it one of the fastest growing categories around the world. Naturally, this causes serious concern about energy consumption. Yes, air conditioners consume a lot of energy – and now the biggest problem is how we satisfy the growing demand for energy.
Q: Godrej has long positioned itself as a brand focused on stability, and you have just affected energy consumption as a key problem. At the same time, we see how the government limits the rules to increase energy efficiency. How do you see these developing rules that affect the future road map of products, especially in the cooling segment?
I believe that there will be a strong impetus to more energy -efficient products. We already see how this trend takes shape, and this is necessary – otherwise we will not be able to satisfy the growing needs for energy. Currently, the penetration of alternating current in India is only about 10%, and we are already faced with the problems of power in several areas. If this penetration increases to 40%, 50%or even 90%, as in Japan, this can be a serious problem.
That is why the government will continue to promote the industry, and the industry itself is actively working on more energy -efficient technologies. We are constantly innovation. Back in 2018-19, the Mountin Rocky Institute in the United States, along with the Ministry of government of India, released the task to develop an air conditioner, which consumes 80% less energy. About 122 countries took part in almost 1900 notes – and we were among them. In fact, we were one of the three best finalists around the world for the global cooling prize. Now the main attention is paid to the commercialization of this decision. I believe that in the coming years there will be more such innovations.
Fast Inside the cooling strategy Godrej: smart technology, rural coverage and green targets appeared first MySmartPriceField
