1. Maharaja Whiteline is the market leader in the kitchen appliance segment: Sunil Wadhwa

Maharaja Whiteline is the market leader in the kitchen appliance segment: Sunil Wadhwa

Today Maharaja Whiteline is the market leader in mixer grinder, juicer mixer grinder and in the kitchen appliance segment and the second largest distributed brand in the country, Sunil Wadhwa, CEO, Groupe SEB India (p) ltd.

By: | New Delhi | Updated: September 15, 2016 6:50 AM
 In Kitchen electrical, company has products that straddle all price points; from the most premium with unique features to the basic high quality functional models. (Express photo) In Kitchen electrical, company has products that straddle all price points; from the most premium with unique features to the basic high quality functional models. (Express photo)

How would you rate Maharaja Whiteline’s products in terms of your competitors especially in the segment of kitchen appliances?

Today Maharaja Whiteline is the market leader in mixer grinder, juicer mixer grinder and in the kitchen appliance segment and the second largest distributed brand in the country. In Kitchen electrical, company has products that straddle all price points; from the most premium with unique features to the basic high quality functional models.

All our products are manufactured with international quality standards of Groupe SEB and hence, come with an assurance of remarkable performance and durability.

Since we are one of the few companies with our own manufacturing, the consistency of quality is hugely superior to most, which are sourced from small scale sector and branded.

How much has online e-commerce affected your mode of operations which is mostly channel sales oriented?

Firstly, Maharaja is present across all channels. Traditional trade of course leads; but then there are large format stores (both B2B and B2C), there is regional modern trade, there is TV shopping and there is E commerce. About 15% of our business comes out of E-commerce (after all it is a market place models and trade partners use the channel as well).

What are your views on GST? How will it impact the FMCG market in general?

We are hoping that when GST rules are finally written down and it is implemented; it

-Reduces the overall tax burden

-It simplify things

-It makes movement of goods easier

-It does not lead to more paper work and increase in working capital

Is, “Make in India” a threat to existing desi manufacturers of consumer electronics?

Firstly, 95% of what we sell is “Made in India”. Secondly, we are one of the very few in small domestic appliances industry that has a huge manufacturing facility.

Indian SDA industry has unique products: Mixer Grinders, wet Grinders, Water heaters, Room Coolers, room heaters etc are not the products that lead the SDA industry in any country. Therefore making them in India makes eminent sense. In any business, the efficient firms will always dominate. Same is true for manufacturing.  

Being at the helm of affairs of a trusted brand in home appliances of the country, how do you see the ease of doing business under the regime of the current government? Has it improved or deteriorated?

Present Government is working very hard to:

-Simplify rules and procedures

-Digitize to improve efficiency and transparency

-Predictability is another important issue that businesses value

One can clearly see a lot of improvement in power, roads and other infra sector. There are so many other areas; ease of doing business has certainly improved.

How do you visualise 100 percent FDI via automatic route in consumer electronics?

This does not apply to our sector –we can produce anything in SDA, as a foreign company-there is no restrictions. 

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