Gurmeet Singh , Managing Director , Johnson Controls-Hitachi Air Conditioning India Ltd.
Hitachi is a well-established leading, premium Japanese air conditioning brand in India. We are the third largest air conditioning brand in India with a strong hold of the market in the Tier-I cities. Our commitment toward developing products and technologies that are superior and original comes from the basic understanding that today, people want products that are energy efficient, cost efficient, and eco-friendly. We have a legacy of more than 30 years in India but FY 2017 was a game changing year for us. With the aim of becoming the market leader in the coming years, many changes were made – both internally and externally – to make the brand every consumer’s first preference. We are very assertive that with an all-round focused strategy built on the 4 Ps of marketing that is, product, price, place, and promotion, FY 2017 will mark the start of an era when the Indian air conditioning industry’s technology leader also became the market share leader.
In tandem with the goal set to become the No. 1 selling air conditioning brand, we also made many changes in our advertising and communication strategies to create strong multiple moments of truth and touch points between the brand and the consumers. Based on extensive market researches and surveys conducted, our new communication strategy created resonance with the consumers. We strongly believe that any brand is successful only when it stops being a Me-Me brand and becomes a We-We brand and the same was conveyed in our communications and reciprocated well by the consumers as well. This was supported by our intensive advertising strategy with special emphasis on the IPL season and digital medium. We also launched a new and innovative on-ground activation Hitachi Express for the South Indian AC consumers. Equipped with Hitachi ACs for display and a team of dedicated Hitachi cooling experts, this brand wagon reached the target audience at their door steps. And, it used three interactive and innovative mediums – augmented reality, virtual reality, and e-catalogues using tabs to engage, educate, and inform consumers and help them in selecting the right Hitachi AC for their homes.
We are continuously strengthening our distribution networks, liaising more with distributors while focusing more on Tier-II and Tier-III cities. To ensure that we cater to the needs of every consumer uniformly, we are present as Hitachi Home in brick and mortar retail format and also on various e-commerce platforms and our own online portal for our tech savvy shoppers.
Hitachi is also one of the few early players who set up their own manufacturing unit in India. Established way back in 1985, this facility has been generating innumerable jobs and has thousands of proud employees and is also, in accordance with the current government’s Make in India initiative. Our manufacturing plant based in Kadi, Gujarat is one of the largest AC manufacturing facilities in India. Development of energy efficient products has always been a conscientious effort at Hitachi. Toward this end, Hitachi has introduced two new inverter air conditioner models with the highest ever ISEER value in the Indian AC industry. Certified by the BEE, Hitachi’s Kashikoi 5200i, 1.0 Tr and Kashikoi 5300i, 1.0 Tr AC offer 6.1 ISEER, which makes these two models the most energy efficient inverter AC available in India till date. In addition to this, we are very proud that this year, we also launched two new state-of-the-art Engineering Excellence Centers in Delhi and Chennai, aimed to build sales competency by imparting techno-commercial training, installations, commissioning, and troubleshooting skills to the team and its trade partners. This will not only help us strengthen our regional technical competencies but also refine our services, thus ensuring consumer delight.
Thus, with its innovative product range, best in class indigenous manufacturing facilities and a continuous endeavor to give its customers a better post sales service experience, Hitachi aims to reach every Indian household and become India’s leading air conditioning brand because every home deserves Hitachi cooling.