Godrej Appliances is the flagship division of the USD 3.3 billion Godrej & Boyce Mfg. Co. Ltd (G&B), one of India’s leading engineering technology and consumer products companies. Godrej forayed into appliances in 1958 and since then has been a leading player in the home appliances market in India. In the last five decades, the company has transformed itself into a leading consumer durable brand with a wide portfolio in refrigerators, washing machines, air conditioners and microwave ovens.
BLAZE TO BRILLIANCE
The brand made the first refrigerator in India, making it one of the many firsts for them. The revolutionary insulation called polyurethane foam (PUF) technology, developed in 1989, was so immensely successful that its case study became a must read in many business schools. Godrej became the first company to sell 10 million appliances in 1994 and followed that with the launch of washing machines and air conditioners. In the year 2006, it launched the premium sub brand, Godrej Eon, to set new benchmarks for technology and aesthetics.
- Godrej forayed into appliances in 1958 and since then has been a leading player in the home appliances market in India
- The market share of the company is 15 per cent in the refrigerator category
- The annual turnover of the brand is approximately INR 22 billion
- With 69 departmental stores across 32 cities in India, Shoppers Stop continues to grow and expand its retail footprint
The Godrej group is driven by the highest standard of ethics and is committed to deliver products that meet the consumers’ expectations through its innovative solutions and cutting edge technology. Designed by curiosity – the internal mantra and the external connect – is the reflection of the company’s inquisitiveness to discover what’s going on in Indian consumers’ minds and results in products that are relevant with times which go on to become the best sellers in the long run.
ENGAGEMENT THAT ENTHRALS
Godrej’s philosophy is encapsulated in a mantra that reads: know your customers like nobody else and deliver product and services like nobody can. Realising the changing trends of consumerism, where usage of internet and smart phones is rapidly increasing, Godrej has been focusing on clutter breaking innovative methods to engage customers online. The most energy efficient brand in this segment, Godrej continually strives to achieve more laurels in this area.
The core brand value of the Godrej Group is ‘Brighter Living’ and at the heart of it remains innovation – not just in products but in every activity of the organisation. Godrej’s Chotukool, the INR 4000 cooling solution was
built to address the needs of the economically weaker section of the society. It was awarded the Gold Edison Award for Social Impact 2012. The customer satisfaction number (CSN) was another first and an extremely bold step by Godrej to put to test its live wire service. Each time a customer logs a call for service, a unique number is provided to him.
If the customer is satisfied with the quality of service he has received, he gives the CSN to the service technician who in turn gets added incentives. It’s a scheme that shows the company’s fine innovative skills in thinking out-of-the-box.
‘Enriching life through pioneering products and services’, ‘brighter living’, ‘good & green’, ‘Designed by Curiosity’ are not just statements, they form the DNA of the organisation. The customers come at the forefront but the heritage of giving back to society has earned the group the trust of many stakeholders.