Godrej bets on ACs to drive sales

Launching a power saving green inverter AC in the city on Wednesday, Junaith Babu, Zonal Business Head, Sales & Mktg, Godrej Appliances said the green tech assures a saving of Rs 16,925 over a 5-year period. “A consumer’s main concern is power consumption as ACs typically consumer 70 pc of the power in homes,” he said. 

Given the low penetration of ACs in a market that is estimated to be 4.5 million units, Godrej is hoping to lure customers by employing the energy efficiency proposition. To increase visibility in an over-crowded market, Godrej has chosen to double its brand spend over last year, earmarking Rs 16.5 crore for the purpose. 

Television commercials will take a sizeable portion as research reveals 76 per cent people cite TV as a key source of awareness. 

The company is also focused on using the digital channels, with data indicating 25 per cent of consumers referring to the online sources for finalising their purchases. Godrej Appliances has 5 per cent of the national market share, out of which TN contributes 8 per cent. 

With summer contributing 65 per cent of sales, Godrej is aiming to capture 20 per cent of the market in the 5-star and inverter AC segment by 2018.