Consumer durable major Godrej Appliances today said it is working on differentiated online strategy for its products in the wake of deep discounting by e-retailers.
“When it comes to discounting by the online players, we are working on a strategy of differentiated offering with our strategic online partners so that together we offer a value to the end consumer which is not based on the discounted price but on the overall product proposition,” Godrej Appliances Business Head & EVP Kamal Nandi said.
“Online sales today are growing by leaps and bounds. E-tailing has successfully created a buzz and connect with the consumers. Going by the performance in the past year, we feel that this emerging channel has huge potential,” he said.
Presently, the mix of online in the overall sales is three per cent.
Along with online strategy, he said, the company is also strengthening physical sales channels.
“We plan to increase our footprint by 15 per cent in this fiscal. Currently, we are present in over 25,000 outlets across India with over 6,000 outlets in the East alone,” Nandi said.
He said in two years the company would open 100 exclusive brand outlets contributing nearly 3-4 per cent to its turnover.
“Currently in the consumer appliances industry, about 10-12 per cent of sales are made through EBOs as a sales channel. It is bigger than e-commerce and is growing at an annual rate of 20 per cent,” Nandi said.