In the next 3-4 years, Haier India wants to be among the top three home appliances brands in the country and to achieve that it’s launching innovative products, consolidating the dealer network and going to rural markets. According to R T Rajan, VP, sales and marketing, Haier Appliances India, “India is a strategic market for the Haier Group and we are creating the necessary infrastructure to play that role.”
The China-based Haier Group with a global turnover of $16.2 billion, has only a 2% contribution from the India business. “We will definitely want to change that because the potential for growth is huge,” said Rajan. But the competition is also more intense with Korean giants Samsung and LG having a headstart over Haier, which came to India only in 2004. Across India, it has a 4-5% marketshare of refrigerators, washing machines and air-conditioners.
In the city to launch a special scheme for the festival season ? a Rs 6,000 guaranteed scratch card gift offer ? Rajan said the company’s products from refrigerators to ACs had been received well in the eastern region. “We are present in West Bengal, Orissa and Guwahati, by next year we will be present in Jharkhand and Bihar,” he added.
“The east is more open to foreign brands,” said Rajan.
The other strategic move is to introduce innovative products in the market like wine cellars, mini bars and bottom-mounted refrigerators. Haier India is also manufacturing refrigerators and mini bars at its 40-acre manufacturing facility at Ranjangaon near Pune. “By next year, we hope to produce 10 lakh refrigerators, 25% of which will be exported to countries in Africa, the Middle East and the neighbours,” said Rajan.
The group has 23 Planet Haiers in India and it’s working on the shop-in-a-shop model to reach out to more customers. Rajan admitted that Haier cannot be among the top 2/3 companies without going to the rural markets. “We will focus on the rural markets in the second half of next year,” he added.