Eureka Forbes, the Rs 1,250-crore manufacturer of water purifiers and vacuum cleaners, is going up the value chain with new variants of Euroclean, its vacuum cleaner brand. It is taking the help of its joint venture partner Lux International AG, Switzerland to bring in products such as steam-based vacuum cleaners (pegged at Rs 16,990) and vacuum cleaners which work silently (Rs 14,990). Currently, Euroclean has eight variants priced between Rs 6,000 and Rs 12,000.

Keeping in mind the need for consumers to ‘spring-clean' their homes with the onset of the festival season, the water purifier company is now pushing its vacuum cleaner sales with more offerings, such as high-pressure cleaning in both wet and dry conditions.

‘Push category'

The Rs 250-crore vacuum-cleaner segment belongs to the ‘push' category, whereby consumers need to be lured into buying the product as it's not on their priority list compared to other durables.

According to Mr Marzin Shroff, Director, Marketing, Eureka Forbes, “Consumers do not necessarily go out to buy vacuum cleaners and the product is not on the consumers' priority list. We are trying to come out with specialised products to suit the needs of Indian consumers.”

He further adds, “Since we have a joint venture with Lux in Switzerland we are bringing out steam-based vacuum cleaners for the Indian market and also those that work silently for the Indian as well as global markets.”

Keeping in mind the Indian environment, with its problems of dust and dirt, Eureka Forbes is positioning its Euroclean brand as one that can reach places which are normally difficult to access, with the wet and dry cleaning options.

Online sales

Besides, the company is also betting on sales through the digital medium. “Today we have higher online sales for our vacuum cleaners than water purifiers. There is demand, especially from those who are coming back after living overseas. This category is growing 10-15 per cent,” claims Mr Shroff.

Considering the 30-year-old Euroclean brand of vacuum cleaners is not advertised, the company is starting its annual “Haq Ki Safai” campaign across 32 cities in India, whereby it would have a Euroclean Clean Home and Clean Society Contest. Currently, Eureka Forbes has a 90 per cent share of the vacuum-cleaner market with sales of Rs 220 crore.

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