Small appliances, but in a trendier blend

Mukta Magazine in New Delhi

Inalsa Appliances Ltd is going in for an image makeover. In a move aimed at repositioning Inalsa as a complete kitchen appliances brand, it is strengthening its portfolio by introducing a range of trendy small appliances and entering newer categories. It has also for the first time this year launched a Rs 75-lakh festive promotion and targeted new distribution outlets like gift counters for its small appliances range.

Its new tagline, Inalsa kitchen appliances—Your kitchen deserves one, underlines the company’s bid to move out of the shadow of its flagship product, the food processor and position itself as a one-stop kitchen appliances brand.

The new product range includes pop-up toasters, sandwich toasters, electric kettles and hand blenders in the Rs 675-1,395 price range. It has also launched microwave ovens in three sizes. Most of the small appliances have been designed to give a vibrant, stylish look. It has also introduced variants in most categories, like a mini-food processor and three models of its electric chimneys. Besides these products its range now includes cook tops, cooking ranges, electric chimneys, juicer mixer grinders and oven toaster grills.

However, the company’s focus market continues to be the food processor. ‘‘We have 60 per cent of the branded food processor market and have largely been responsible for growing the food processor market, by repositioning it as a utility product.’’ says Mr Ranjit Chopra, president, Inalsa Appliances Ltd. The microwave oven, priced aggressively at Rs 10,990 for a 23 litre model, has been introduced largely to reinforce its image as a complete kitchen appliances brand. Among other products, it has identified chimneys and sandwich toasters as potential growth segments.

Supporting the new line-up is an aggressive distribution strategy, increasing its network and targeting new segments like the gifts segment. It plans to increase its dealer network from 2,500 to 3,000 by March 2002, focussing on expanding in B category cities and places where it had no presence. Its dealer profile is also being expanded to include home and crockery stores, department stores and gift corners, specially for its small appliances range.

‘‘In keeping with our new image, our communication this year is also more vibrant,’’ says Mr Chopra. It has for the first time this year launched a Rs 75-lakh festive promotion that includes free products, price offs and a promotional tie-up with Arcus. It has also introduced attractive incentive schemes for distributors, dealers and customers.

CRM initiatives
Another focus area for Inalsa has been customer service. ‘‘We are the only small appliances brand to hold a free service camp for our customers,’’says Mr Chopra. The camp was held in August and it plans to hold these camps on a regular basis. It has 11 service franchisees, besides its distributors for after-sales service. In another CRM initiative, it plans to track the servicing process, besides tracking customers for loyalty programmes by using a software to link its service franchisees with the head office.

The software, which cost the company Rs 10 lakh, will be installed in its Delhi service centres this week.