Consumer electricals major Crompton is betting big on its R&D capabilities and is aiming to bring out innovative products keeping consumer feedback in mind. Each specific innovation is being worked upon keeping the consumer demand. For instance, the company recently brought out its 'Air 360' and 'Air 360 Deco range of fans. The company's R&D team actively worked with market research firms to get consumer insights and expectations. Through the exercise, they came to know that consumers wanted such fans that could spread air around the area as they had to specifically move below the fan to get more air. The company claims that these fans have an elevated blade design that can deliver air over 50 per cent more room space than regular fans.
At the same time, the company is also planning to expand its presence in the cooler segment with new innovations suited for Indian conditions. Its R&D team worked on an innovative technology to bring out its product ‘Tricool’ window cooler. This cooler can be fitted in a window such as a window AC. “Since this cooler can be fitted on a window it draws air from outside rather than from inside the room, and delivers 60 per cent better cooling than a standard plastic cooler. We have also fitted it with a 3-sided honeycomb technology to enhance cooling in the room. Based on our research we had found that people were using conventional coolers that required much more space. Today in urban areas the spaces have shrunk and there is an urgent need to have coolers that were suited for the smaller environment as many people are staying in apartments,” Mathew Job, CEO, Crompton Greaves Consumer Electricals Ltd (CGCEL) told THE WEEK.
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Job added the company had earlier worked on a technology in the fan segment and worked on an innovation that made the fans dust-free. This was because the consumers had given a feedback that a lot of dust used to accumulate on the fans and it was difficult for them to clean them regularly. “Our R&D team worked on this technology and brought out dust-free fans that did not allow dust to settle on them making them dust-free to a large extent,” added Job.
Over the last two years, the company has embarked on a massive brand-building and marketing exercise, and has earmarked almost Rs 50 crore annually towards the same, including for advertising. “Over the last two years, we brought in operational efficiency in the organisation and were able to bring out a saving of Rs 200 crore in cost and in turn, we are now pumping that saving towards brand-building and expanding our reach in the Indian market,” said Job. The company has apparently begun its brand-building exercise by featuring its products on TV commercials during the ongoing IPL matches.