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Wednesday, 27 Feb 2019
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Vinit Agarwal, Brand & Marketing Director at Aisen shares views & future plans of the company


1. Tell us about the retail reach of the brand in India?
Aisen is available in more than 10 states across 4,000 outlets. Very recently we have added Odisha and West Bengal among our reach. Our key regions include Uttar Pradesh, Uttarakhand, Rajasthan, Maharashtra, Telangana, Andhra Pradesh and Gujarat.

2. The market is now very competitive as many global players are now providing products with very competitive pricing, how Aisen is making mark in this segment.
When it comes to competition based pricing strategy, the purchasing behaviour of customers is an important criteria. Some of the factors that we take into account are costs, competition, and price sensitivity. In order to ensure a smooth sustenance, we are putting more emphasis on user experience and what our consumer needs. We also look up for additional and advanced features even at the most competitive price.

3. What are your online & offline channel strategies?
The percentage of total sales from online is growing, but you can’t ignore the opportunity that offline still holds and for us, it’s the offline Channel that drives the growth. We think of it less as online vs offline, and more like achieving a unification between the two. It’s hard for retailers to get in front of customers, so the best approach is to connect the two, and create leverage through your offline channels.

4. How well the Aisen performing in Tier II and Tier III cities?
Today, the rural TV viewership contribution to the pool is about 52 percent and a total number of households which have television is about 183 million- expected to touch 200 million by 2020. As India grows economically, its rising purchasing power has naturally made its emerging cities (Tier II and Tier III Cities) promising, yet untapped markets. The Tier II and Tier III cities are the new face of India, new wave of India. For Aisen, the Brand has already opted for this route right from its inception & established a strong presence in these untapped markets with a strong distribution network and omni channel presence. We are actively charting appropriate strategies and communication tools to cater to them.  

5. How your new range of TVs are a game changer in this segment?
Aisen is changing the way India watches TV. Bridging the gap with price points and Technology, Aisen Products stands testimony to the needs of the Young audience at the most prudent prices. With several technologies tailor made for India, the brand is establishing stronger foothold in the Market. The most unique proposition offered includes  hassle free warranty for three years to its customers on purchase of LED TVs which in itself is a game changer considering the same is not offered by the competition.

6. Are you planning for the EBO’s for the brand?
Retailers have opted for many channels to showcase their Brand and reach out to the TG. It can be MBO’s, EBO’s, Retail outlets, Discount Stores, Factory Outlets or may be an e-route. The route chosen is specific to each Brand in terms of strategy. For Aisen, we are already available in MBOs and are not looking at any kind of EBO presence. We strongly believe Customer is spoiler for choices and wants wide range of options before making the final purchase. An MBO shall bring everything under one roof, which is where an EBO won’t suffice the needs. We at Aisen will focus on MBOs as with changing times we feel that’s the way ahead.

7. Target you are looking to achieve by next two years.
We have already stamped a benchmark of excellence, trust and innovation in the country. We are targeted to make our presence pan India, also we are focusing to get into the complete segment of consumer durable categories in next two years. Further we aim to be known among the Top 5 Brands in India (Consumer durables).

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