Swati Rathi , Marketing Head , Godrej Appliances
Godrej Appliances is one of the largest players in the home appliance segment in India. The key to our success has been the constant innovation in all our offerings, which has helped us to connect with the ever-evolving consumers. Innovation, backed by strong consumer insights, is the key to creating delightful products and services.
We are undergoing an illustrious re-invention of our brand, shifting the perception of being a mass brand to a premium brand. For this to be successful, it is imperative that we differentiate ourselves by focusing on things that truly matter to the consumer. In the home appliances category, differentiation has historically come from just one thing – innovation; and our innovations stand out in a far more relevant context. We deliver to our customers, products that they need and solutions that will bring about an impactful difference to their lives whether it is in the form of medical refrigerators that ensure that vaccines never freeze and thus remain potent or air conditioners that deliver the best cooling with minimum energy and a green footprint, thus ensuring a sustainable proposition for our consumers and the society at large.
With a huge amount of promotional cacophony in the appliances space, we believe that the race to capture consumers’ minds should be won on the back of consumer-centric parameters delivered in a clutter breaking manner to consumers at all relevant touch points. Our entire communication strategy hinges on consumer insights derived from multiple iterations of market research, at various stages of the communication development process which help in formulating a winning communication strategy. Earlier this year, we unveiled a refreshed brand philosophy – Soch Ke Banaya Hai that brings alive our approach to devising offerings for our consumers. It is this philosophy that drives us to always be connected to our consumers and their evolving needs and develop relevant technologies to make their lives better. All our communications are supported through intelligently designed campaigns keeping in mind the specific target audience and hence using the right mix of mainline ATL, digital, social, BTL, and shop floor promotions. With changing consumer behavior not just in terms of product consumption but also media consumption, it is important that communication – both content and media vehicles – is also evolving continually.
Our focus over the next couple of years will be on enriching our consumers’ lives through our string of new product launches that will be backed by best-in-class technology as well as looks, reinforcing the premiumization of our brand. This will include strengthening our core categories – refrigerators, washing machines, ACs, and microwave ovens – as well as exploring adjacencies like we have done in the case of medical refrigerators and chest freezers. To bring alive the brand experience, particularly in the Tier-II and Tier-III cities, we are also expanding the vertical of exclusive brand outlets (EBOs). This will enable us to showcase our range of premium offerings to a wider audience.
Our vision is to be amongst the top three players in the Indian appliances industry by 2020. Godrej Appliances is currently one of the fastest growing home appliance brands in India, with the desire to be present in every Indian home, enriching the lives of our customers through our pioneering products and services. In line with our philosophy, Soch Ke Banaya Hai, Godrej Appliances has continually challenged the status quo and has created products that are relevant, aspirational, and good for the environment. Being green is a part of our corporate DNA since our inception and this mantra flows through in our green and energy efficient, path-breaking products, and our green manufacturing processes. As we complete 60 years in the appliance space, we intend to carry on offering sustainable products that make lives brighter for all our consumers and for future generations to come.