LED lighting results in significant energy savings compared to conventional lighting, and is also environmentally friendly.

Increasing awareness, accessibility and changing lifestyles have been major growth drivers for the consumer market in recent years. The pandemic and subsequent stay-at-home restrictions have forced consumers to re-evaluate the environment of their homes and theirs. It also forced brands in the lighting and home appliances sector to think beyond traditional means of marketing, innovate and adapt to the evolving times after the shutdown. In an exclusive conversation with Financial Express Online, Nirupam Sahi, CEO and CEO, Lighting and Consumer Durables at Surya Roshni, It highlights the shift in consumer preferences due to lifestyle change and brand strategies to maintain sustainability in the new normal. Excerpts:

LED lights have gained a strong position in the light bulb market and now smart bulbs are in trend. How well are consumers taking such innovations with lighting brands?

The entire lighting market has shifted over the past eight years, from being a predominantly traditional lighting market to an LED lighting market of over 85%. There is a more recent trend towards smart lighting products. Given the trend towards smart products across industries, I believe the share of smart lighting will also rise significantly in the next five years. Consumer awareness is growing all the time, and so is acceptance of new technologies.

We have also seen a huge rise in the demand for nature-based or eco-friendly (eco-friendly) products in recent years. Do you see such inventions in the lighting and consumer durables sector and how sustainable are they as times and preferences change?

LED lighting results in significant energy savings compared to conventional lighting, and is also environmentally friendly. The entire lighting industry focuses on LED lights, so we are contributing in a big way to increasing energy efficiency and environmental friendliness in the country.

Surya Roshni also tried to refresh the mood of Smart Downlighters users. To what extent have you succeeded in doing this?

We have been running very successful advertising campaigns for our Smart Low Light Pumps and Low Noise Mixer Mills over the past few months. Both ads feature Shankar Mahadevan, and focus on how Surya products bring the family together. As the campaign slogan reads, “Syria… Sabko Mood Mein Le Aaye.”

How competitive is the lighting and consumer durables market today and how do you maintain sustainability to be among the leaders in this category?

Both the lighting and consumer durables markets are very competitive. Surya is the obvious No. 2 in consumer lighting, and in the durable disposables space, we focus on fans and home appliances such as water heaters, room heaters, air coolers, treadmill mixers, induction cookers and irons. Syria is seeing significant growth in consumer durables as well.

Do you see any shift in the choice of products before and after the pandemic due to the change in people’s lifestyle? Can you describe in some examples

We see consumers buying more products that make life easier for them. Examples include smart products that are controlled by remote controls, apps, or voice commands.

How much focus do you put in your marketing and advertising budget in Surya Roshni? The brand has also launched a series of new ad campaigns featuring Shankar Mahadevan recently. Can you talk more about that?

Syria will more than double its advertising spending in the 2021-22 fiscal year versus the 2020-2021 fiscal year. Surya is a very strong and reliable brand, and we are focusing on building it even further. Our recent campaigns for Smart Lighting and Low Noise Treadmills featuring Shankar Mahadevan focus on the theme of “Syria… Sabko Mood Mein Le Aaye”. There will be more announcements on the same topic for other product categories in the near future.

What is the significance of Level 2 and Level 3 markets to a company? Which category of products is in great demand in these cities? Any change in strategy to meet a clear difference from Tier 1 cities?

Surya is very strong in Level 2 and 3 markets. We have over 2,500 distributors, and sell through over 250,000 retailers across the country and offer. We are seeing significant growth in LED lights, beams, and downlights in the Tier 2 and 3 markets, as well as in fans and home appliances.

The holiday season ended on a positive note for all sectors. How was the holiday season for the brand? Which sectors have performed well and which have seen less demand and perhaps why?

Syria saw very good growth in the festive season, and we expect this momentum to continue in the coming months. We have seen significant growth in LED lighting, as well as in home appliances. The growth of the fan market was less than expected, but we expect it to rebound significantly in the key period from February to April.

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