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Diversified consumer durable company Usha International Limited has begun to look at India as a continent rather than a country with the consumer requirements varying from one State to another and in some cases within a State.
“As the company expands its product portfolio and launches new ones, the focus is on providing products that are specific to local requirements,” said Dinesh Chhabra, Chief Executive Officer, Usha International.
In an exclusive interaction with BusinessLine , Chhabra said, “The company has grown from a ₹700-crore company about five years ago to a ₹2,200-crore business this year. This growth has been possible as we have managed to offer products that are innovative and yet specific to local requirements.”
Region-specific “In case of mixies, juicers, grinders and kitchen appliances, the requirement varies from North to South and again within the southern states.
“The type of chutneys and masalas they make are different. In fact, in some cases, the requirement varies even in about 200 km. Therefore, we have adopted a strategy to offer products that are region and state-specific.” he said.
“The company’s product focus is aimed at adding convenience and comfort to the consumer —be it fans, where we are a leading player; various home appliances focussing on kitchen such as mixers and grinders; coolers in tie up with Honeywell; Tisva range of lightings; sewing machines, air fryers, halogen ovens; room heaters and various types of irons.”
“In fact, the new season will see the launch of a number of new products covering irons, kitchen convenience items such as grinders and mixies, and steam irons and air purifiers. Factoring small homes in metros and other cities, where there isn’t much pace to have an iron stand, we have come up with steam irons/garment steamers,” Chhabra elaborated.
“Having studied the consumer requirements, we have come out with an innovative service facility made possible through a large network of the company’s service centres. We offer door service facility, which adds to the convenience. Technicians visit homes and repair products,” he said.
The company, which has over 80 years of heritage in building products, has a manufacturing facility in Hyderabad.
It was recently ranked among the 100 most trusted brands in India by AC Nielsen.
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