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Shipra Dubey, Brand Consultant -Westinghouse India talks about the company's electronic products' goal to expand in India.
In comparison to the other markets such as North America, West Asia, South East Asia, Africa and Europe, what scope do you feel exists in the Indian markets for electronic products?
Shipra Dubey - India is a very different market than the others. Geographically speaking its so wide spread and has such diversities that within the country there are different purchasing and behaviour patterns. For the Indian Market, value plus nostalgia play a key role. With increased disposal income the consumer now wants to upgrade to premium or better than before products. They want to use brands that are of high value and trusted globally. That’s where there is a scope for electronic products. Not only there is a dearth of global renewed brands but also there is a leap of technology in India. I can give example of small things like a coffee maker and smart homes that were not very common in Indian household just 5 years back but are now a part of or talked about in every second household. Of course there is still a lot of scope but adaptability has started and hence the electronic segment has still huge potential.
The Indian market is undergoing great pressures and is very unstable at the moment. How do you plan to face such challenges?
Shipra Dubey - Pandemic, restrictions, scarcity of basic parts like chips and conductors, increasing taxes definitely had placed the electronic segment on a shaky ground. But we need to understand that this is not just a one nation problem. The entire planet has been facing issues. To Indian government has started PLI schemes , rebates on manufacturing in India and Make in India are certainly few initiatives that are helping the electronic market shake off the tremors. For us as a brand, we are focusing on India manufacturing and full proof supply chain that will help us sustain all the problems.
Electronics is a competitive segment in India. How do you plan to meet this competition?
Shipra Dubey - It's indeed a competitive segment but there is a volume game where we can play. Our Idea is to make this company reach every Indian household, so that every Indian can have the premium technology experience. Our products range from affordable, affordable premium to premium category so there is wider target audience that we will be catering to.
What strategies have you devised to meet the diverse types of consumer demands and expectations in different locales of India?
Shipra Dubey - Technology these days is uniting the nation. We don’t want to start different offerings and micro customisation to suit individual need. Instead, we will focus on high quality product and wider range that will equally be liked by every geographic region of India. We do not believe in offering different set of features to our customers in North because the temperature, environment, eating habits are different from those in South. We would rather have a great product with so many features that it equally suits the requirement of every Indian household irrespective of geography.