GODREJ APPLIANCES: WCRC, Asia’s Most Promising Brands
Godrej Appliances is the flagship division of the USD 3.3 billion Godrej & Boyce Mfg. Co. Ltd (G&B), one of India’s leading engineering technology and consumer products companies. Godrej forayed into appliances in 1958 and since then has been a leading player in the home appliances market in India. In the last five decades, the company has transformed itself into a leading consumer durable brand with a wide portfolio in refrigerators, washing machines, air conditioners and microwave ovens.
BLAZE TO BRILLIANCE
Godrej became the first company to sell 10 million appliances in 1994 and followed that with the launch of washing machines and air conditioners. The brand made the first refrigerator in India, making it one of the many firsts for them. The revolutionary insulation called polyurethane foam (PUF) technology, developed in 1989, was immensely successful. In the year 2006, it launched the premium sub brand, Godrej Eon, to set new benchmarks for technology and aesthetics.
Designed by curiosity – the internal mantra and the external connect – is the reflection of the company’s inquisitiveness to discover what’s going on in Indian consumers’ minds and results in products that are relevant with times which go on to become the best sellers in the long run.
The group is driven by the highest standard of ethics and is committed to deliver products that meet the consumers’ expectations through its innovative solutions and cutting edge technology.
ENGAGEMENT THAT ENTHRALS
Godrej’s philosophy is encapsulated in a mantra that reads: know your customers like nobody else and deliver product and services like nobody can. Realizing the changing trends of consumerism, where usage of internet and smart phones is rapidly increasing, the brand has been focusing on clutter breaking innovative methods to engage customers online. The most energy efficient brand in this segment continually strives to achieve more laurels in this area.
The core brand value of the Godrej Group is ‘Brighter Living’ and at the heart of it remains innovation – not just in products but in every activity of the organization. The customer satisfaction number (CSN) was another first and an extremely bold step by Godrej to put to test its live wire service. Each time a customer logs a call for service, a unique number is provided to him. If the customer is satisfied with the quality of service he has received, he gives the CSN to the service technician who in turn gets added incentives. It’s a scheme that shows the company’s fine innovative skills in thinking out-of-the-box.
‘Enriching life through pioneering products and services’, ‘brighter living’, ‘good & green’, ‘Designed by Curiosity’ are not just statements, they form the DNA of the organisation. The customers come at the forefront but the heritage of giving back to society has earned the group the trust of many stakeholders.