Schneider Electric is shifting its focus from B2B operations to B2C, with home electrical portfolio being at the centre of it. Talking to FE, Sumati Sahgal, vice president – home & distribution, Schneider Electric India, said that the company is expanding it portfolio in the category and ramping up its marketing campaigns around it.
Earlier this week, the company launched its integrated marketing campaign targeting the home owners. “The retail and residential market in India has been growing exponentially in the last few years,” she said.
“We believe this segment will drive considerable growth and with that we are also looking at expanding our portfolio in this segment and driving better brand visibility,” she added.
Schneider Electric has a large portfolio of electric solutions including products like switches, power conditioning, lighting and home security, among others. According to Sahgal, the residential market in the country has been growing in the range of 10-12% annually for the last few years.
“Enough estimates suggest that it will continue to grow in this range,” she said, adding that the company is aiming to grow its home electrical portfolio faster than that. Moreover, the new range launched by the company is completely made in India.
Currently, Schneider Electric Group has around 31 factories across the country and employs around 38,000 people. It had earlier announced an investment of Rs 3,200 crore to enhance its manufacturing footprint across India by 2026.
Sahgal said that in the top 200 pin codes in the country, Schneider Electric will increase its presence majorly through physical stores. In smaller cities, the company is going forward with an omnichannel approach.
Currently, general trade provides the company with the highest revenue out of all channels. However, it is also expanding its offerings in e-commerce, including quick commerce platforms.
Moreover, to increase the adoption of smarter products in smaller cities, Schneider Electric is also running electrician training programs for installation and usage of these products. “We are looking to become a considerable player in the segment,” Sahgal said.