We plan to spend Rs 100 cr on Pune manufacturing facility

Written by Neha Pal | Neha Pal | Updated: Jun 30 2010, 04:47am hrs
Haier India aims to to be among the top three brands in the home appliances and consumer electronics segment within four years. Haier Appliances India president Eric Braganza spoke to FEs Neha Pal about his plans to achieve a target growth of 200% this year. Excerpts:

What is your growth target this year

Haier clocked a revenue of about Rs 350 crore in the calendar year 2009 and is set to achieve sales of over Rs 950 crore this year. Our growth target will be around 200%.

How many units are you planning to sell this season

We plan to sell 4 lakh units of refrigerators, 1.3 lakh units of air conditioners and 1.2 lakh units of washing machine this season.

How do you plan to increase your market share

At present, we have a 3.5% market share in India. In the next three to four years, we aim to be among the top three brands in home appliances and consumer electronics segment. For this, Haier has targeted more than 100 shops across the country where the customer will get the opportunity to see complete range of Haier products. India operations already have an established network of 4,500 dealers and is backed by a strong service network. Going forward, Haier has plans to strengthen its business through aggressive sales channel expansion for its appliance business as well as expanding and consolidating its after-sales service network.

What strategies are you planning to adopt to boost sales

We are targeting 75 exclusive service centres by June. We are also looking at managing service directly. We have started in commercial air conditioner segment and want people to experience our products. At present, there are 10 experience centres and we are planning to open 75 new centre by June-end.

What about new launches

We have launched 25 new models across product categories which includes the ultra-slim full LED backlit TVs with 1.2 inch thickness and wide range of LCDs equipped with unique motion gaming technology. The company has also launched new range of bottom mounted refrigerators (BMRs), new 5 stars split ACs, range of front and top load washing machines.

What are your investment plans

We plan to spend Rs 100 crore on our manufacturing facility at Ranjangaon in Pune which we acquired in August 2007. Spread over 40 acre, the plant has capability to manufacture refrigerators, televisions and washing machines. Haier is upgrading the new facility with the state-of-the-art equipments to create research and development facility for refrigerators. The facility was acquired as a part of purchase of appliances business of Anchor Daewoo Industries by Haier India.

Are you planning to increase the price of your products after hike in steel prices and by how much

We did a price correction of 3% in March because of input price rise. However, we dont foresee any price rise of our products in the future.

What will be your ad spend for this season

We plan to spend Rs 30 crore on above the line activities and Rs 20 crore on below the line.