Prabal Shekhar , Vice President Sales and Marketing , Daenyx International Pvt. Ltd.

Daenyx was launched about nine years back in India. Since its launch, Daenyx has been growing at a steady pace crossing many milestones and creating a flutter in the market. Our marketing strategies are based on the tested and tried mantra of giving high-quality and innovative products at consumer-friendly pricing, supported by excellent after-sales service. India is the country with diverse geographical, cultural, demographical, and economic variations and consumer preferences.

Distribution Strategy

Daenyx now has 16 branch offices and warehouses, and two new branches in Gujarat and Chhattisgarh were opened to expand Daenyx’s distribution network. We have more than 400 distributors and more than 7000 dealers and subdealers spread across northern, western, central, and some parts of southern India. We plan to enter eastern states in the current financial year to have a pan-India presence by the June of 2018. We are also selling our products through e-commerce marketplaces and also on major modern trade outlets.

Advertising and Communication Strategy

The brand is spreading its operations at a rapid speed and its presence is felt by the industry. To create more awareness about brand Daenyx among consumers, the company is looking for tie-ups with large outlets of modern retail chains supported by ATL activity. Daenyx has also been active in brand promotions through BTL activities and has been successful in creating brand awareness. Daenyx will organize road shows and demonstration kiosks at retail outlets to reach out to its valuable customers. The company also plans massive promotional ATL and BTL activities including press advertisements, TV commercials, banners, and hoardings for a new product range at the pan-India level.

Our Plans

This season, we are targeting a strong double-digit growth, aiming to increase market share in all categories and regions. The company has a wide range of LED TVs with 10 models and washing machines with 20 models for the Indian consumer. We are targeting to grow by 200 percent in our room cooler segment this coming summer. This is supported by our strong manufacturing base by offering a wide range of products to
our customer. The company will continue its foray into the air coolers market strongly by introducing 5–6 new air cooler models in the forthcoming summer season. Our company has
started air cooler bookings from
October 2017 with delivery scheduled for January 2018.

Key Achievements

The company believes in providing products with excellent quality and innovative features at competitive price. Although all our products have very high quality with almost nil defects, the company has set up its own service centers with a strong service team of 450 service engineers to provide after-sales service provided over a service helpline.

Daenyx air coolers launched this year created a big bang in the market due to their very high quality, innovative, and aesthetically designed models. We take this opportunity to thank all our trade partners for their overwhelming response to Daenyx products.

Our Vision

Daenyx strives to become one of the best branded products in India in the next two years in the consumer durables industry. Riding on the strength of massive R&D and production facilities across the country, the company is aspiring to become the most trusted and sought-after brand.