Godrej Appliances Gears Up For Festive Month

Delivering to consumers in the hinterlands as per its commitments, Godrej Appliances is strengthening its sales in this festive season. Godrej Appliances is targeting 80 per cent higher turnover over last year.

Kamal Nandi, Business Head and Executive Vice President at Godrej Appliances, commented, "For this financial year, as of July, we have witnessed 52 per cent growth in volume and around 70 per cent value growth in comparison to the same period last year. We estimate the second half of the year to be better than the first half as we are projecting inflation to be controlled and commodities to soften."

Price hikes are being taken cautiously keeping in mind the currency and commodity impacts. The brand is trying to ensure that consumer sentiment is safeguarded and value to consumers is kept in mind with the right combination of products and offers. “With commodity softening, one expects that prices will become more stable in the latter half of the year,” Nandi added.

Taking It To The Next Level

Nandi pointed out that in addition to the side-by-side refrigerators, countertop dishwashers, heater-equipped washing machines, high-capacity washing machines, smart ACs, etc., more models are expected to be lined up across categories in the coming pre-festive month, which is aimed more at the premium segments. But keeping in mind the festive demand, some products are also available from mass segments.

The premium mix in the total contribution is expected to double this year, compared to pre-pandemic years. The brand also anticipate that the mass segment consumers who are postponing purchases now will come forward during festive season.

Recipe To Spur Sales

Premium segments are expected to continue driving growth in line with the trend seen through the last year. To cater to the festive demand, the brand has further planned to roll out new products coupled with exciting offers.

Nandi explained, "Digital marketing is playing a greater role in the marketing mix currently, given the ability to target consumers sharply. When it comes to festive, we have started with a strong range showcasing TV and digital campaigns accompanied by multiple shop floor initiatives and specially crafted offers."

After onboarding the popular and versatile actor Ayushmann Khurrana as brand ambassador, we launched a national AC campaign that garnered positive ROI. Post campaign evaluations show significant gains across all critical brand metrices aiding awareness, preference, and imagery for the brand. We have also seen a jump in advertising metrices on digital with the celebrity association and will continue to capitalise on the association in coming times as well. ," Nandi said.

Tasting The Success Recipe 

To drive purchases while maximising consumer’s liquidity, Godrej Appliances introduced Independence Day offers- such as EMI offers with 0 per cent interest, zero down payment on purchases along with attractive finance offers with fixed EMI schemes starting Rs 900 and attractive cashback up to Rs 3000 on select purchases. 

As a result they have seen growth in sales in excess of 40 per cent in the premium segments like frost free, split acs, air coolers, deep freezers etc. 

The brand also introduced Godrej InsuliCool+, an innovative cooling solution especially designed for insulin storage, to address the challenge faced by diabetic patients with respect to insulin storage at recommended temperatures.

As Kerala sets to embrace Onam - its biggest annual festival, Godrej Appliances, has also launched a new television commercial bringing alive the festive spirit with a characteristic local sound. The musical film integrates Onam festivities with the brand’s wide product range and new exciting offers.   

Through its innovations and creative offers, the brand has gained overall profits in the festive month.