Amstrad: Leading the new path of consumer appliances

Selected as World’s Leading Brands by WCRCINT, a list of World’s fastest growing 200 brands from 25 Emerging Markets of the world, Amstrad is leading the world of consumer appliances with cost effective, innovative and world-class products.

In Conversation with Vivek Shukla, Chief Operating Officer, Amstrad

Process Evaluation: WCRC-The Malcolm McDonald Academy

CEO & Managing Director: Mr. Nipun Singhal

Number of Employees: 85

The Key Differentiators that set the Brand apart.

Amstrad will differentiate in the crowded consumer durable category by offering NEXT GENERATION, QUALITY, SERVICE & TECHNOLOGY (QST). Amstrad is INSPIRED BY PASSION FOR PERFECTION, in Quality, Service & Technology.  Our brand is positioned as “Affordable Luxury”, which provides all high end luxury features with affordable prices.

What is the big idea of the business that is impacting human lives?

Our Big Business Idea, is to focus on the Next Generation Products with Perfection in Quality, Service & Technology which will enrich lives & Create happy families, thus impacting human lives. Our CRM system is completely customer-centric, which enables the customers to be updated at every stage of the process.

What is the Vision and Mission that the brand lives by.

As our Name Suggests, OVOT, One Vision One Team is a one of a kind endeavor and a formidable force that has emerged in the Indian Consumer Electronics & Appliances Industry. A unique creation by channel partners and experienced industry veterans who have for the first time in India come together to give the best products, services, and prices to Indian consumers. Our collective vision is to deliver NEXT GENERATION QST TO CUSTOMERS and our mission is to become a brand of choice and pride for consumers.

The Core Values of the Brand. The Emotional Positioning and the Product Attributes.

At Amstrad, we are Inspired By Passion, For Perfection. Perfection for Quality, Perfection For after sales service, and Perfection For Technology. In all our product offerings, our emotional positioning is to bring joy in the lives of our consumers and pride of ownership.

Attributes For AIR CONDITIONERS:

• Smart Inverter Technology
• Cooling Even At 60° Ambient
• Metal Enclosure for PCB
• Operating Voltage Range from 130V to 270V
• Wi-Fi Enabled ACs, which enables ACs to operate through mobile app, through Google Home, Alexa with Vocal- Commands.
• AC Range: Capacities 1 ton, 1.5 Ton and 2 Ton, WAC, SAC, Fixed Speed & Inverter in 3 Star & 5 Star Rating. Also, Hot & Cold AC.

Attributes For LED TELEVISIONS:

• Quick Start
• 4K HDR
• HDMI
• Wi-Fi
• Bluetooth
• Certified A+ Grade Panel
• AMSTRASOUND System
• OTA Update
• Wide Viewing Angle(178°)
• YouTube
• Google Assistant
• Google Play Store
• 64-Bit Powerful CPU
• Dolby Audio
• Nature Sound
• Voice Remote Control
• Super Brightness
• Netflix/Amazon Prime
• Official Google Android Service
• LED TV Range: 24 Inches to 65 Inches Screen size with HDR, Full HDR and 4K Resolution and official Google Android Services.

Attributes For WASHING MACHINES:

• Hot Wash
• Fuzzy Logic Wash
• 23 Wash Programme
• Stainless Steel Drum
• One Touch Operation
• Auto Tub Clean Technology
• Range: 6KG To 10.8Kg in Semi-Automatic, Fully Automatic with Top Load and Front Load, tumble wash 100% Dryer and Steam Irons. 

List 5 Key Innovations that the Brand has done in the last few years.

AIR CONDITIONERS: Efficient Cooling even at 60° Ambient, Wi-fi enabled Control

LED TELEVISIONS: A+ Grade Panels and AmstraSound System,

WASHING MACHINES: One touch Operation, Auto Tub Clean and Complete Laundry Solution

Technology Adaptation: What kind of innovative technologies has the brand applied to a) Its Product/Service Innovation b) Branding and Marketing Innovations?

Products/ Service Innovation:

Attributes For AIR CONDITIONERS:

• Smart Inverter Technology
• Cooling At 60* Ambient
• Metal Enclosure for PCB
• Operating Voltage Range from 130V to 270V
• AC Range: Capacities 1 ton, 1.5 Ton and 2 Ton, WAC, SAC, Fixed Speed & Inverter in 3 Star & 5 Star Rating. Also, Hot & Cold AC.

Attributes For LED TELEVISIONS:

• 4K HDR
• HDMI
• Wi-Fi
• Certified A+ Grade Panel
• YouTube
• Google Assistant
• Dolby Audio
• Voice Remote Control
• Netflix
• Official Google Android Service
• LED TV Range: 24 Inches to 65 Inches Screen size with HDR, Full HDR and 4K Resolution and official Google Android Services.

Attributes For WASHING MACHINES:

• Hot Wash
• Fuzzy Logic Wash
• 23 Wash Programme
• Stainless Steel Drum
• Range: 6KG To 10.8Kg in Semi-Automatic, Fully Automatic with Top Load and Front Load, tumble wash 100% Dryer and Steam Irons.

Key Brand Building Strategies followed by the Brand.

Our brand is positioned as “Affordable Luxury”, which provides all high end luxury features with affordable prices. Our Big Business Idea, is to focus on the Next Generation Products with Perfection in Quality, Service & Technology which will enrich lives & Create happy families, thus impacting human lives. Our CRM system is completely customer-centric, which enables the customers to be updated at every stage of the process.

A satisfied customer is the best business strategy of all. What has been the core strategies of retaining customers?

Deliver Next Generation Quality, Service and Technology and position the products as affordable luxury. Our CRM system is completely customer-centric, which enables the customers to be updated at every stage of the process.

3 Winning Business Strategies?

1. Create an Eco-system of channel partners and Industry Veterans, who understand consumer need.
2. Deliver Next Generation Quality, Service and Technology
3. Provide products which are positioned as affordable luxury.

The Philanthropic and Social Branding Initiatives.

We will look to develop communities in Bharat, where the Next Generation products used in India like IOT enabled and AI enabled products enrich the lives of consumers at affordable prices, also, in the future we plan to do philanthropic activity once the adequate financial reserves.

Social Branding Initiates, we have hired Brand Ambassadors, who are generally neglected as all the money is mainly spent on Male Cricketers as the key sport in India. Also, we have Two Female Achievers, Smriti Mandhana & Heena Sidhu, as Amstrad believes in Gender Equality.

List 5 Employee Branding that Connects the Brand with its Employees.

1. All employees wear T-shirts with the logo Amstrad and Tagline Inspired By Passion.
2. Inspirational video using our brand Ambassador’s, who are athletes, that have attained highest standard in their respective fields, to motivate the employees with a few lines from the commercial  “Although it’s going to be tough, the sky is not the limit.”
3. All employees are experienced and achievers, who collectively believe in the tagline “Inspired by Passion”.
4. All employees are Shareholders in the Company by direct Investment and / or ESOP, which creates an entrepreneurial mindset as most of the employees are stakeholders, in the Company’s future.

What strategies and executions are done to Win Share Holder and Stake Holder Trust and Confidence?

The biggest principle of OVOT- One Vision One Team is to create an Eco-System of all Stake holders by making them Shareholders. This unique strategy gives not only trust and confidence, but a feeling of ownership, oneness and is best exemplified by a quote from Mr. Ratan Tata- “If you want to walk fast, walk alone, but If you want to walk far, walk together”.

Also, to deliver the Highest Standards of Corporate Governance, we have appointed PWC, one the Big Four Audit Firms and Singh and Singh, India’s Leading Intellectual Property (IP) Lawyer.

The structure of the board and shareholding pattern. It-self reflect an institution building mindset and not a family owned and managed company.