AN AP­PLI­ANCE IS LIKE A MEM­BER OF THE FAM­ILY…

Impact - - CONTENTS - BY AMITABH DIKSHIT Head Ap­pli­ances, Eveready In­dus­tries In­dia Ltd @ FEED­BACK amitabh.dikshit@eveready.co.in

BY AMITABH DIKSHIT, HEAD AP­PLI­ANCES, EVEREADY IN­DUS­TRIES IN­DIA LTD + QUIZ

Hav­ing my roots in a hum­ble mid­dle class fam­ily made me learn sim­ple so­lu­tions for our daily needs at school and home. Cu­rios­ity and un­suc­cess­ful at­tempts at study­ing and re­pair­ing house­hold ap­pli­ances up­set my mother at times, but she did not know what the fu­ture had in store!

“Do it your­self” has been the key mantra in my 23 years of pro­fes­sional life.

Un­less you are able to do it your­self, you can nei­ther del­e­gate, lead or un­der­stand the crux and ex­tent of work in­volved.

This mantra has been one of the driv­ing forces along my ca­reer path.

Test­ing, eval­u­at­ing and per­for­mance tri­als on ev­ery small ap­pli­ance with the mi­nut­est de­tail­ing that

I came across drew my in­ter­est. Hav­ing worked with lead­ing brands across var­i­ous departments in the small ap­pli­ances in­dus­try, learn­ing by the day from sev­eral gu­rus in life, it is heart­en­ing to see an ex­po­nen­tial growth in economies of scale in the in­dus­try, huge vol­umes be­ing pro­duced and con­sumed over the years.

Con­sumers have come a long way in the way they think and adapt them­selves to the chang­ing world sce­nario. To­day’s pro­gres­sive youth re­joice in ag­gres­sive com­pet­i­tive­ness, brand aware­ness and de­mand for qual­ity prod­ucts by all con­sumer seg­ments. With the ad­vent of tech­nol­ogy, the world is shrink­ing. In­ter­na­tional ex­po­sure that the cur­rent gen­er­a­tion has, brings in jazz and vibe in the ap­pli­ances busi­ness.

The ap­pli­ances in­dus­try is highly frag­mented and the mar­ket is huge. Many small and lo­cal brands too con­trib­ute and make a de­cent share in their topline and bot­tom­line. The com­mon man not only looks for ‘Value for Money’ while buy­ing house­hold prod­ucts, but also looks to ful­fill his emo­tional need by form­ing a bond with the prod­uct. Ev­ery new ap­pli­ance is wel­comed like a new mem­ber of the fam­ily. It is this emo­tional con­nect that needs to be kept in mind along with a good ser­vice team and back-end sup­port while launch­ing a new brand.

For in­stance, my kids al­ways used to de­mand a red bat­tery for their toys, a bat­tery of any other colour did not bring de­light on their faces. Was it an emo­tional con­nect? When we planned to launch ap­pli­ances un­der Eveready nearly two years ago, I was for­tu­nate to relive the legacy and emo­tions that this brand brings with it. We needed to be sen­si­tive to­wards this and started with the ba­sics to lay a strong foun­da­tion for this brand. Our vi­sion was clear - to be a lead­ing brand in the ap­pli­ances busi­ness of­fer­ing de­light to cus­tomers while en­hanc­ing stake­holder value.

If you have a good ser­vice net­work, half your bat­tle is won. So, be­fore we came into the mar­ket, we had our ground work in place and a wide range of af­ford­able prod­ucts. The vi­sion is clear in my mind, but I still have miles to go be­fore I sleep!

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