Category: Brands

Mumbai: Bajaj Electricals Ltd, consumer durables, lighting and EPC company, has appointed Devika Sachdev as the head of advertising & brand management. She comes with experience of 21 years in brand marketing and communications. In this role, she will drive the brands’ communication agenda and frame integrated marketing communications strategies across BAJAJ, Morphy Richards and Nirlep. She will be responsible for crafting and executing brand strategies, media planning and digital marketing.

Throughout her career, Sachdev has played a vital role across various consumer businesses, namely the Aditya Birla Group, General Mills, Godrej Consumer Products, Bajaj Consumer Care and Marico. A graduate and a post-graduate in economics from Mumbai University, she is an MBA in Marketing Management from the University of Leeds, UK. 

Bajaj Electricals Limited MD & CEO Anuj Poddar said, “Devika’s vast experience in building leading consumer-centric brands across a multitude of product categories puts her in a strong position to drive our ongoing brand transformation journey. What she brings to the table is her deep understanding of consumer insights and markets and translating that into strategic brand management. Over the next few years, she has the challenging agenda of fortifying our brands as we continue to drive growth. I am sure she will create value for the organisation, and I welcome her on board.”

Regarding her new role, Bajaj Electricals Limited head of advertising & brand management Devika Sachdev added, “I am thrilled to join Bajaj Electricals and chart out the larger narrative of all the brands. From fortifying an 84-year-old iconic brand BAJAJ to building the premium brand Morphy Richards and restaging Nirlep along with many more exciting initiatives, I believe this is an apt time to take on the mantle and create impact.”

Mumbai: John Players, one of India’s fashion apparel brands, has unveiled Sidharth Malhotra as its new face. This announcement has been made alongside the launch of the new Spring Summer’23 Collection. The brand has relaunched itself in a fresh, new avatar with the brand’s expression ‘Play it Real’ going shoulder to shoulder with a new generation of young men looking to carve their place in the world.

Speaking on the unveiling, business head Nitin Sehgal said, “The brand has found its perfect spokesperson and ambassador in Sidharth Malhotra who is a style icon & is riding high on the success of his recent hits. We see him in the new John Players film in an avatar which is true to his own personality – carrying himself with easy flair and positively affecting others around him in cheerful and unexpected ways.”

John Players and Malhotra discovered that they complement each other’s personalities in a shared love for playful charm and meaningful values in a fast world. More importantly, Malhotra also embodies the ambitious ethos of the brand’s patrons, not to mention the easygoing style and understated flair that his fans know him for.

Malhotra commented, “I believe that style isn’t just about looking good, it’s also about standing for something. That’s why I’m excited to be associated with John Players, a brand that embodies values and character that young men can relate to.”

The highlight of John Players Spring Summer’23 collection is an exclusive range of garments designed for relaxed and stylish summer dressing. It features trendy white denims and knitted chinos paired with an alluring vacay-wear collection to bring the summer vacation directly to your day-to-day life.

Mumbai: ICA Pidilite offers a range of exquisite wood finishes from Italy, the land of fashion and design. This glamorous range of luxury wood finishes represents the highest standards of quality and finesse and allows architects and interior designers to express their unique style, vision and artistic sensibilities. It is also perfect for homeowners to display their discerning taste and to build the interiors of their dreams. 

ICA has released a short film depicting how their glamorous wood finishes influence people’s moods, tastes and preferences. ‘The Mother’s Visit’ is a unique film based on the simple insight that good taste can influence and win over even the most cynical and hard-to-please. 

The film begins with an Italian couple welcoming the girl’s rather stern mother into their luxurious and well-designed home. At the outset, we see an air of nervousness between the three as the mother struggles with the fact that her daughter eloped and married without her consent. We see the young leave the room to give the mother some time and space.

Mother now left alone looks around herself. She spots a picture frame of the couple. As she looks at it she breaks into opera in Italian expressing her woes. She places the picture down on the console and gets distracted by its attractive metallic finish – Luxurious Moon Rock textures combined with a satin metallic touch. She looks quite impressed with the finish. Continuing to sing, she looks around herself, and slowly we see her mood start to shift from distress to joy and wonder. She catches her reflection on a dining table’s high-gloss ICA Lucido mirror finish and admires herself in it. She then saunters over to a wall with an artistic finish on it – ICA Maltawood (due to the use of colourless resins in their formulation, these products give the surface an elegant and polished appearance). Last but surely not least; she stops to take a selfie next to a gorgeous bar cabinet with knobs finished using the ICA Creativa Metal series (designed to give surfaces an antique look, while maintaining superior aesthetics). Its unique and distinctive look easily sets it apart from other wood finishes.  

The luxurious house with its gorgeous finishes appears to have mesmerised the once-upset mother and uplifted her mood, even adding a new spring to her step. She seems to have accepted that even though her daughter married someone without telling her, she chose well – an aesthete, a man of good taste. The film ends with her in a joyful embrace with the young couple.

ICA Pidilite Sr. VP Manish Airee said “This is the first time we have released a film made in India for our audience. We want to communicate to our consumers how persuasive design can be. Through this film, we want our consumers to know that ICA Pidilite’s good taste and great finishes are recognizable and that they meet the same high-quality standards as in Italy. We at ICA discover how changing consumer preferences can influence businesses and we try to respond to continuously evolving trends and tastes.”

Mumbai: Tommy Hilfiger, which is owned by PVH Corp. [NYSE: PVH], has roped in actor Samantha Ruth Prabhu as the new face of the brand. She will be endorsing the women’s watch category and be featured in the Spring Summer’23 campaign breaking in April 2023 in India. 

Building on the brand’s heritage of collaborating with multi-faceted pop culture icons who embody the brand’s values, the campaign celebrates Prabhu championing individuality and self-expression while promoting a diverse culture. The campaign was shot by Abhitabh Kame in Mumbai. 

The Spring Summer Tommy Hilfiger women watch collection blends versatile adventure with innovative elegance, featuring everyday casual, dressed and sporty pieces with new details and unique designs.  

Movado Group president Ricardo Cesar said, “We are extremely excited, and proud to be working with Samantha to help introduce the Tommy Hilfiger Spring Summer 2023 Watch collection.  This season was inspired by looking to our heritage to reimagine the future.  Bringing new materials, dynamic proportions, and dramatic new color ways, always with a Tommy twist – By clashing distinctive watch design with bold new elements, we deliver fresh new takes on “Classics Reborn” – like Samantha – every design is unique and one of kind.”

This season’s assortment includes new collections featuring geometric accents, semi-precious stones, as well as unconventional twists on classic designs. The SS’23 Women’s watch collection offers an array of options in steel, gold plate, and leathers for all occasions: Dress to impress this season with coin edge textured bezels, roman numeral indexes, and stone set bezels. For the weekender, multifunction Sport Luxe styles on link bracelets or silicone straps make a bold statement in a variety of color ways.

On the occasion, Prabhu said, “I am excited to be part of the Tommy Hilfiger family. I have always found watches to be a way to make a personal style statement. Tommy Hilfiger has an iconic global design language which allows your individuality to stand out. I find their watches to be extremely versatile to match all my different looks. I love the new Spring Summer collection – can’t wait for everyone to see it!” 

Manufactured by The Movado Group Inc. under license from Tommy Hilfiger and distributed globally through Movado’s wholly owned subsidiaries and exclusive agreements with international distributors, the collection is available at Titan Watches, Helios Watches, Shopper Stop, Lifestyle, premium watch retails and E-commerce websites in India. 

Mumbai: Baskin Robbins, the iconic ice cream brand, loved across generations, has undergone a transformation to unveil a refreshed brand identity. The brand’s trademark playfulness, guarantee of fine taste, and high caliber are reflected through the new identity. With this new makeover, the popular ice cream brand aims to increase affinity and loyalty among a younger generation of consumers as well.

The logo focuses on creating an immersive and exciting experience for customers. Every element, from the new, vivid colors to the modern designs, has been thoughtfully designed to highlight the playful nature of the brand and to foster an inviting atmosphere. The brand’s guarantee of 31 flavors — one for each day of the month — remains constant.

“We are beyond thrilled to showcase the new changes to our brand.  Our new logo represents a fresh and contemporary take on our iconic brand. It is part of a broader effort to revamp the Baskin Robbins brand, including enhancing its reach in the offline and online world, introduction of fresh new products and services as well as improving the overall customer experience and engagement levels,” said Baskin Robbins CEO Mohit Khattar.

In its journey of nearly three decades in India, Baskin Robbins has established a significant presence with close to 850 stores across over 230 cities in the country. The brand has been at the forefront of innovation by introducing several new formats and flavours including the much loved cheesecake sundaes, the Mount Everest sundae, super duper thick shakes apart from its many new ice cream flavours like Lotus Biscoff, Hershey’s Kisses caramel, Shooting Star, gulab jamun and many more to appeal to the Indian consumer.

Mumbai: With the IPL fever gripping the country, Sportiqo, a blockchain-based fantasy sports platform has announced the launch of an exciting new digital campaign featuring renowned cricketer Robin Uthappa. The campaign is aimed at promoting Sportiqo’s innovative sports solutions and engaging with sports enthusiasts worldwide.

The digital campaign, titled, “Khel On. Trade On,” will showcase Robin Uthappa – the brand ambassador of Sportiqo, highlighting the company’s cutting-edge sports technology products and services and how one can learn about financial trading by applying their skills and knowledge of their favourite sport. The digital campaign will include a series of videos on social media platforms like Instagram, Facebook, YouTube videos/shorts and other engaging digital activities to connect with sports fans and promote Sportiqo’s offerings.

Robin Uthappa said, “As a player, I believe that a well-executed digital campaign has the power to connect, engage, and inspire communities around the world. It’s not just about the technology, but the creative storytelling and meaningful interactions that can truly make a digital campaign a game-changer and Sportiqo have done just that, by weaving in a story beautifully of trading and cricket going hand in hand on the platform”.

With the launch of this digital campaign, Sportiqo and Robin Uthappa are all set to inspire and empower sports enthusiasts worldwide to unleash their sports IQ and learn about stock trading while being at it.

“I am thrilled to have Robin as the face of our digital campaign. He brings an unparalleled level of talent, dedication, and passion to the game, and we are honoured to have him represent our team and brand. We are confident that Robin will inspire and captivate fans all over the world. Our digital campaign is a testament to our commitment to delivering extraordinary experiences to our fans. Together, we will continue to push the boundaries of what is possible in the world of sports and online gaming,” said Sportiqo chief product officer and co-founder Anindya Kar.

Digital campaign director Raj R Gupta, said, “Like every other person in India, most of my fond memories of childhood involve cricket. While shooting these ads I felt a personal resonance with the stories I was telling. As a filmmaker, I have always wanted to entertain and engage an audience. I like to tell stories about people who inspire others. This was what excited me most when I got to know that I will be working with Robin Uthappa. He has inspired the budding cricketers of a whole generation with his work ethic and sportsmanship. And I needed to bring out those qualities on screen when we were shooting these ad films.”

Sportiqo marked the beginning of its operations in India in the month of February and so far, amassed 55,000 active users owing to its beta launch. The company has so far, raised $1.25 million (Rs. 10 crores) in the pre-seed round from angel investors with a focus on user acquisition in its first phase post-launch. The cricket stock market has already covered the ILT20, and the Pakistan Super League (PSL) and is live for the biggest T20 league in the world.

Mumbai: Honda Cars India (HCIL), a leading manufacturer of premium cars in India is commemorating the tenth anniversary of its popular family sedan, Honda Amaze. The car, first introduced in India in April 2013, has since become Honda’s best-selling model and holds a strong market position in its segment and the industry. The Amaze has brought joy and pride to over 5.3 lakh customers during the last ten years and is currently one out of every two Honda cars sold in the country, accounting for 53 per cent of HCIL’s sales in India. In line with Honda’s unwavering commitment to its customers by providing them with the most advanced products and services, ahead of time, all Honda Amaze sold in India are E20 material compatible since its first launch in 2013.

The Honda Amaze is a contemporary sedan that offers a perfect balance of performance and fuel efficiency. It boasts Honda’s advanced powertrain, striking bold design, sophisticated and spacious interiors, superb driving performance, advanced features, and safety technologies. Over the last ten years, the model has seen a host of updates including two generations and multiple other updates. It is one of the best-selling sedans among personal buyers, appealing to both first-time buyers and those seeking an upgrade from smaller vehicles.

Honda Cars India Ltd. president & CEO Takuya Tsumura expressing his pleasure on the successful achievement of the ten years journey of Honda Amaze said, “Today marks a milestone in our India journey, as Honda Amaze completes a decade-long presence in this market with over 5.3 lakh customers. It is a strategic premium entry model in our portfolio offering ‘One Class Above Sedan Experience’ to our customers with its strong brand appeal, bold styling, excellent performance, durability, build quality, safety and comfortable experience. We’re glad the Amaze is significantly contributing to our India business and has become the best-selling model in our line-up.” “The Amaze receives 40 percent of first-time buyers and has shown growing preference for the advanced cvt automatic variants which accounts for almost 35 percent of the current model sales,” he added.

The first generation Honda Amaze, launched in April 2013, sold 2.6 lakh units till March 2018. In its  second generation, Honda Amaze has sold 2.7 lakh units since its launch in May 2018, making it one of the most popular brands in the country. 

The Honda Amaze is manufactured exclusively in India at Honda’s Tapukara plant in Rajasthan, catering to both domestic and export business. The Made in India Honda Amaze is exported to South Africa and SAARC countries. With a strong network of 325 facilities in 236 cities across India, Amaze has developed a strong popularity and presence in tier two and three markets, accounting for 60 percent of model sales in these regions. 

The Amaze is powered by 1.2L i-VTEC petrol engine delivering 90PS@6000 rpm power and 110 Nm@4800 rpm torque and is coupled with five speed manual transmission and cvt (continuously variable transmission) offering fuel efficiency of 18.6 kmpl and 18.3 kmpl respectively. 

The peace of mind service offering of the Honda Amaze with best in class three years unlimited kms warranty and low cost of maintenance have also been strong appeal points for customer’s consideration. All Honda Amaze sold in India are E20 material compatible and customers can use the new grade of E20 fuel in their existing Honda Amaze without the need of changing any part in the car.  

The made in India Honda Amaze had received a strong four-star safety rating from global NCAP, when the Africa spec variant was crash-tested in 2019 under the safer cars for Africa campaign.

Mumbai: Bingo!, snack brand, has announced its association with JioCinema for TATA Indian Premier League (IPL) 2023 as the official associate sponsor. Bingo! is set to offer an exciting and enjoyable snacking experience to cricket fans across the country during the tournament.

Snacking enlivens mundane moments. With this association, Bingo! aspires to create more exciting moments as cricket fans dive deep into the game while enjoying their favourite snacks. The fresh collaboration also reinforces Bingo!’s amusing and imaginative depiction of the snack’s connection to game time. The brand is running its famous signature campaign “Match Start Bingo! Start”, where viewers put aside their everyday schedules to sit back, relax and cheer for their teams. Through this association, Bingo! has positioned its range of products as the perfect way to enjoy oneself while watching their favourite game. Bingo! 

Speaking on the occasion, ITC Ltd.’s head of marketing -snacks, noodles, pasta, Aishwarya Pratap Singh said, “We are thrilled to partner with JioCinema for streaming this year’s IPL season. As a brand, we want to be present across our key target audiences. Snacking enhances everyday moments, and cricket fans love to munch while they are watching their favourite sport. Through this association, we look forward to enhancing the overall match experience of the viewers”. 

A Viacom18 spokesperson said, “We are delighted to have Bingo!, one of the leading snacks brands, as our official associate sponsor for the streaming of 2023 TATA IPL on JioCinema. Our digital-first offerings and Bingo! together will add a new flavour to the overall viewing experience of our fans.”

Mumbai: Launched in 2009, Cornitos is one of the largest brands in the nachos crisps category in India. The brand portfolio includes Crusties along with nachos crisps, tortilla wraps, DIY kits, taco shells, chunky salsa dips, cheesy dips, roasted premium nuts – cashews & almonds, long peanuts, pumpkin seeds, natural sunflower seeds, super seeds, party nut mix, corn nuts, coated green peas and pickles – jalapeno peppers & gherkins.

In a confab with Indiantelevision.com, Greendot Health Foods managing director Vikram Agarwal chats about the brand journey, its advertising and marketing strategies, the overall corn snacks category, the brand’s international presence and more.

Cornitos has a state-of-the-art fully automated, food processing unit at Roorkee (Haridwar). It has an extensive distribution network across India. The complete range of products is available in retail, e-retail and modern trade stores. The brand also takes up institutional sales across airlines, Horeca, multiplexes and cafes. Cornitos products are exported globally, to over 30 countries – US, UK, Canada, Australia, New Zealand, Africa, Middle East, and South East Asia to name a few.

Agarwal runs his business with passion and a firmly practical approach and is emerging as a well-known name in the FMCG sector in India. He is a strategic leader with a vision to bring agro-based healthy snack manufacturing process lines into the country. He is a firm believer in the blue ocean strategy – creating innovative products – quinoa nachos and veggie nachos for the snack market. He has been able to create space for Mexican snacks in India through Cornitos nacho crisps.

Edited excerpts:

On Cornitos being a more than a decade-old brand and its brand journey

The philosophy of the Cornitos brand is to offer high-quality, wholesome, and delicious snack products. Initially many obstacles came as we developed the Cornitos brand, but gradually overcame them all to become the leading nacho crisps brand in India.

The Cornitos brand has grown over time and now includes Crusties baked snacks, roasted nuts & seeds, taco shells, tortilla wraps, dips etc. in addition to nachos. Earlier our products were only available through offline channels but gradually we created our presence online and now products are available through the Cornitos e-commerce website. Keeping sustainability to the forefront, we have installed solar panels in the recent unit that manufactures Crusties baked snacks.

Cornitos has focused on positioning itself as a premium snack brand, using high-quality ingredients, unique flavours, and distinctive packaging to differentiate itself from other brands in the crowded snack market. The brand has won several awards and accolades over the years.

Overall, Cornitos’ brand journey has been focused on consistent innovation, quality, and differentiation, combined with an expanding distribution network and a strong digital presence.

On the nacho market in India and the rate at which it is growing

We generally go as per reports available in the public domain – the Indian nacho market was valued at approximately US$40 million in 2018 and is expected to grow at a CAGR of around 18 per cent during the forecast period of 2019-2024. However, market size and growth rates may vary depending on various factors and are dynamic.

The increasing popularity of nachos and other Mexican-inspired snacks in India is contributing to the growth of the overall savoury snacks market. Nachos have become a popular snack option in India, with several local and international brands offering a range of flavours and options to consumers. As more consumers seek out convenient and tasty snack options, the demand for nachos is expected to continue to grow.

On Cornitos’ market share

In terms of the nacho category specifically, Cornitos has a dominant share. If we talk about the snacks category, the market share depends on the specific geographic region or market being considered. In some markets, Cornitos is a dominant player in the snacks category, while in others it may have a smaller presence.

Market share fluctuates over time as the competition and consumer preferences change, so it’s difficult to accurately reflect the current state of the market. The Indian snacks market is highly competitive and fragmented, with a wide range of local and global players offering various types of snack products. Cornitos emphasizes the brand’s commitment to using natural ingredients and its focus on providing healthy, tasty snack options for consumers.

On being ahead of competitive brands such as Doritos etc.

Cornitos’ business plans for staying ahead of its competition and maintaining a competitive advantage are many and few mentions can be made.

Cornitos will continue to innovate and introduce new flavours, packaging, and product formats that differentiate its products from those of its competitors. Cornitos always maintains a focus on using high-quality ingredients and ensuring that its products are consistent in terms of taste, texture, and overall quality.

Cornitos will continue to invest in its brand identity and marketing efforts, using various channels to reach its target audience and build brand awareness. We will explore new distribution channels and partnerships to expand its reach and increase its customer base. Cornitos Customer service will continue to build strong relationships with its customers and create a positive brand experience.

On the evolution of corn snacks as a category and making their place in the snacks market in India

Corn snacks have come a long way since their introduction in the Indian snacks market. Earlier, corn-based snacks were limited to popcorn, which was available only in movie theatres or at home. However, with the introduction of corn-based snacks like corn chips, cheese balls, and flavoured popcorn, the category has evolved significantly.

The evolution of corn snacks as a category has been driven by changing consumer preferences, affordability, availability, and innovative flavours. With the increasing demand for healthy snack options, corn snacks are likely to continue to be a popular choice among Indian consumers.

On people preferring to buy a pack of Cornitos as compared to other snack savouries

People may prefer to buy a pack of Cornitos because of its healthier ingredients, variety of flavours, gluten-free nature, convenience, affordability, brand reputation, and taste.

On exploring new categories

Cornitos will continue to expand. The brand will explore new snack categories, as well as introduce new flavours and packaging formats to cater to changing consumer preferences. We keep updating Cornitos’ website and social media channels for the latest information about our product portfolio and any upcoming launches.

On the advertising & marketing strategy to be implemented in the Indian market

Cornitos will use a combination of advertising strategies to reach its target audience in India and build brand awareness and loyalty. Firstly, Cornitos will use digital channels such as social media, search engines, and e-commerce platforms to reach its target audience in India. Secondly, Cornitos will sponsor and participate in events to reach its target audience and showcase its products.

On tailor-making your product offering for overseas markets

To tailor-make product offerings for overseas markets, we take into account several factors, such as the local taste preferences, regulatory requirements, and cultural nuances of the target market.

Cornitos takes a localised approach, considering the unique characteristics and preferences of each market. By doing so, we are able to offer products that meet the needs and expectations of its target consumers in different countries.

On the differences and similarities between the Indian market and the international market

The Indian market for nachos is similar to the international market in terms of the taste and texture of the snack, but there are some differences in the way it is consumed and marketed.

One of the main differences is in the way nachos are consumed in India. In the international market, nachos are often eaten as a snack or appetizer with dip, while in India, nachos are served with chutneys or dips made from yogurt or tamarind, and they are topped with chaat-style ingredients such as sev and chopped onions.

In terms of marketing, nachos in India are often positioned as a fun and indulgent snack, marketed towards young people and families. In the international market, nachos are often marketed as a convenient snack that can be eaten on the go or at home while watching sports or movies.

On the advertising & marketing strategy for the international market

To succeed in the international market, we implement a comprehensive advertising and marketing strategy that takes into account the unique characteristics of each target market. Firstly, Cornitos marketing tries to leverage social media platforms such as Facebook, Instagram, and Twitter to reach potential customers. Secondly, participate in local events and festivals to promote its products and build brand awareness.

On national and international expansion

 Cornitos is looking at both national and international expansion to increase its market share and revenue. In terms of national expansion, the brand is looking to expand its presence in existing markets, as well as enter new regions of the country.

With regard to international expansion, we are looking to enter new markets where there is growing interest in snack foods and a trend towards healthier snacking options. Cornitos expansion strategy is focused on both national and international markets, with a goal of increasing its market share and becoming a leading global brand in the snack food industry.

On the trends and innovations in the Indian snacks market

The Indian snacks market is a dynamic and diverse industry that is constantly evolving to meet changing consumer preferences and trends. With a growing focus on health and wellness, consumers in India are increasingly seeking healthier snack options. Snack companies are responding to this trend by offering products that are lower in calories, fat, and sugar, and that feature healthier ingredients such as whole grains, nuts, and seeds.

Consumers in India are increasingly willing to pay a premium for high-quality, gourmet snack products that offer unique flavours and ingredients. Snack companies are responding to this trend by offering premium products that feature high-quality ingredients.

On the trends and innovations have you noticed in the international snacks market?

 The international snacks market has seen several trends and innovations in recent years. Plant-based snacks have become increasingly popular as consumers look for sustainable and environmentally friendly food options. This has led to an increase in demand for vegan, vegetarian, and plant-based snacks.

Consumers are becoming more interested in international cuisines and are looking for authentic flavours and ingredients in their snacks. There is demand for functional and grab-and-go snacks. Consumers are driving these changes as they are health-conscious and leading active lifestyles.

On your vision and way forward for the brand Cornitos

Cornitos will continue to capitalize on the trends in the snack market by expanding its product line to include healthier and plant-based snack options, as well as innovative and functional snacks. Cornitos will expand its reach to new markets and demographics.

To stay competitive in the snack market, Cornitos will invest in packaging innovation and branding to create a unique identity and increase brand recognition. The brand will focus on providing an exceptional customer experience by ensuring quality products, efficient distribution, and responsive customer service.

Cornitos has a strong foundation in the snack market, and with the right strategy and execution, the brand will grow and evolve to meet the changing needs of its consumers.

Mumbai: The brand NU, a recent entrant in the industry from the house of Arzooo, one of India’s largest B2B e-commerce marketplace, has joined the bandwagon of the consumer durables segment in India. On 3 April, it launched its first premium product line comprising smart HDR LED TVs, air conditioners and washing machines.

Indiantelevision.com caught up with Arzooo and NU CEO & Co-Founder Khushnud Khan to find out about the brand’s plans to compete in a market which is already hot with several players, the brand’s plans to not take the brand ambassador route, on digital being the key focus of its communication and more.

Positioning itself as an aspirational brand which is backed by an exhaustive distribution network, NU is extending products that are laden with ARM Quad Core Processor and Blue Fin Technology, features and premium design in a more competitive price range, empowering middle-income households to opt for high-end products.

NU has partnered with the best in the industry to bring cutting-edge technology, the latest features, and premium design that is at par with some of the leading global brands. Arzooo plans an omni channel approach to take NU closer to consumers and NU products will be available pan India, covering over 18,000 pin codes.

With a strong commitment towards superior customer experience and after-sales service, NU has created a robust installation and after-sales team with 650 service centers to deliver delightful customer experience in 400+ cities. The products are available on Amazon, Flipkart and Offline stores.

Edited excerpts:

On paving way for NU in the cluttered electronics consumer durables market, and making it in time for the summers

In that sense, yes, it’s timed like that (for the summers). But the launch is more strategic. It’s something for the next 20-30 years. But it is timed that we also participate in this season. With the IPL happening and a lot of other factors.

Superior design, modern technology, and high performance – we are focusing on bringing these three elements into our products. And all of this is backed by a good after-sales service, to take care of your products for as long as that product lasts, and make sure that the life is elongated for the product through this after-sales service. So we’re going to pay a lot of attention to after-sales.

On your TG

I think they’re going after the aspirations of people. We look at being an aspirational brand. I feel in our kind of country, which is rising, and growing fast, there is a lot of aspiration, everyone is looking to upgrade their lifestyle. We want to be at the forefront of that change.

The way we have designed the product line-up covers the need of everyone. There is a guy living alone single in a PG, he needs a machine to wash his clothes, at an affordable price, he can buy a Rs 10,000 semi-automatic washing machine. Or it’s a family, large family in South Delhi, they want a fully automatic washing machine, there is a solution for them. And the same goes for TV – a small screen 32 inches to serve the purpose of the same boy. And there is a larger screen – 65 and 75 inches – will also be available for larger homes.

And all the product thesis is on this that in India you can’t ignore the aspirational middle class. Unless I build a product for them, I will be able to neither win the market nor am I doing enough, because that’s where the large population is. So our product philosophy is based on that that making this affordable, and accessible to all of them, in every segment.

On bridging the gap between markets

The one thing that’s happening really fast in our country is that the gap between the so-called metros and so-called Tier IV cities is bridging fast. And technology and the internet have a large role to play in that. So, if you see people buying a 65-inch Sony television in Delhi, there are a lot of these buying happening in different parts of the country like Nagpur or Chattisgarh. So I think every market is highly relevant for us. So we are not picking markets saying that I would focus only on the top 10 markets. I feel that’s not the right strategy for a brand. So that is why we are designing our channel in a way that consumers are going everywhere. And we are going to ensure that we are accessible to them online, offline, and in-store. So that’s how we look at it. It’s an omnichannel strategy that we are looking at.

On retail expansion

It’s a pyramid wherein 75 per cent is offline – actually more because about 70 per cent is the single standalone stores.

Then you have these modern retailers like Reliance and Croma, which command about 18-20 per cent of the market and the rest is e-commerce.

We are not looking at exclusive stores yet. I think the exclusive stores’ role comes when you have some sort of customer base you are mainly good in the market. So maybe a year from now that’s an area to explore. And we’ll explore it, but not right now – right now we are going to focus on general trade and e-commerce.

On choosing to say no to the brand ambassador route

I don’t believe in getting brand ambassadors. This is one thing I keep telling my marketing person – when you’re bringing a product to the market that product has to stand on its own, first speak for itself and then later you can bring a face at a later stage. But the moment you bring a brand ambassador for the launch, all you’re doing is you’re giving someone else an opportunity to come and just overpower your brand – and that guy, that face, that girl is everywhere on the screen and all that. So no, I don’t believe in brand ambassadors.

I’m not looking at appointing a brand ambassador anytime soon – the product has to be the brand ambassador.

On influencer marketing

It will be a part of our marketing strategy, yes. Whatever fulfils for us to grow our outreach to consumers, we will do.

On IPL, advertising and marketing

Everything that we do is going to be focused on our product. We’ll be doing ATL and BTL campaigns because it build visibility for the brand. But we’ll be building all of these on our products.

We are not looking at associating with the IPL right now. It’s as much as not considering a brand ambassador right now. The first thing that you look to address is the accessibility of the product to everyone which is distribution.

So the first focus is on the distribution. And then we will do the right things to do. But we are not getting carried away by the glamour of any immediate event.

On digital being at the core of NU’s media mix

Digital will be one route, where we’ll be putting a lot of focus. Besides that, the other mediums that fulfil the criteria for marketing strategy will opt for, but our current priority will be digital.

On the vision and way forward for the brand NU

We are looking at attaining 20 per cent market share in the industry within three years.