The new chip on the block
The new chip on the block

One of the leading electronic brands, based in Hong Kong, has marked its entry into the Indian market. With a vision of the long-term plan for the Indian market, R Venkat, CEO and Director, Westinghouse Appliances India Pvt Ltd, shares company’s comprehensive marketing and distribution strategy to provide an impetus to its India operations.

Rajni Pandey (RP): Tell us more about Westinghouse. Why did you decide to foray into the Indian market? What opportunities do you see for Westinghouse in India? 

R Venkat (RV): Westinghouse has been a household name for generations. The brand Westinghouse is part of the global company, Westinghouse Electric Company, which was formed in the year 1886 by George Westinghouse at Pittsburgh, USA.

India is a growing market and we see a huge potential for our products in India. We are extremely honoured and proud to introduce Westinghouse range of household appliances in the Indian market. As the consumers are evolving, the only way to ensure consumer delight is innovation to meet their stated and innate needs. We are confident that Westinghouse will strike an instant chord with the Indian customers as it provides for an unparalleled experience with Westinghouse products.

RP: Tell us about your initial investment in India foray.

RV: Initially, we will be investing around Rs 70 crore in the next three years. The amount would be spent on aggressive marketing campaign with the support of print advertisement, in shop activity, exhibition, and online campaign. We would also be adding a few more new product lines in India apart from existing range of small domestic appliance, personal care equipments, garment care, heaters, baby care and fans.

RP: At the first phase, which are the markets you have demarcated where your products will be available?

RV: Our products are primarily meant for urban and sub-urban consumers. Our product range would help Indian women in saving time spent on preparation time for cooking. Later on after successful launch of our product in the urban markets, we will stretch ourself to the rural markets in India.  

RP: As Westinghouse brand would be new to Indian consumers, what kind of marketing plans you have to popularise the brand?

RV: We will be doing lots of brand awareness activity. We are planning to do print advertisements, in shop activity, exhibitions and online campaign. Some of the products are for the first time being introduced by any company in the Indian market. The products like master chef mixer (it does chopping and cooking at the same time), water purifier (through vapor distillation), multipurpose electric pressure cooker with LCD  display (it does pressure cooking, slow cooking  rice cooking, and auto keep warm function), contact grill and griddle (with extra large cooking plates, 180 degree adjustable hinges), transparent deep fryer (glass bowl with clear plastic housing) and digital multi function toaster oven are some of the unique offerings from the company.

RP: Where the products will be sourced from? Will there be any manufacturing facility in India? Will there be any product modification to suit the Indian household needs?

RV: The entire product will be sourced from the Hong Kong. Right now, we don’t have any plans to set up manufacturing plant in India. To provide effective after sales support and service, we have already tied up an all India services company that would be covering more than 120 towns and cities in the first phase. We are looking at going pan-India by the year 2013 primarily with the help of traditional distribution channel, modern retail channel, institutional channel and online sales. By third year of India operation, we are expecting to generate Rs 200 crore worth business.

RP: What are your future expansion plans? Do you have any plan to set up exclusive stores?

RV: We have our research and development wing working on introducing some customised products, especially for the Indian markets. There are not so many options available in kitchen equipment range in India, so we are trying to fill that gap in this segment. As of now we are not planning for any exclusive retail store, but in future we will be introducing experience zone centres in the country.

One of the leading electronic brands, based in Hong Kong, has marked its entry into the Indian market. With a vision of the long-term plan for the Indian market, R Venkat, CEO and Director, Westinghouse Appliances India Pvt Ltd, shares company’s comprehensive marketing and distribution strategy to provide an impetus to its India operations.

 

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