Gurmeet Singh
Chairman and Managing Director, Johnson Controls
Hitachi Air Conditioning India Ltd.

Consumer Insight Drives Us To Become The No. 1 AC Brand

Hitachi as a brand needs no introduction. We are India’s largest selling Japanese air conditioning brand. With a 30-year legacy of innovative technology and superior cooling in India, Hitachi is one of the premium air conditioning companies with a strong hold of the tier-I market.

After the inception of Johnson Controls – Hitachi Air Conditioning India Ltd., we have been working aggressively toward becoming the number 1 HVAC company in India. While our efforts have doubled to increase our sales numbers, our core values remain the same – innovation that cares. We believe that people and passion are the two things that lie at the core of a company. With this belief, we create products and technologies that add meaning to the people’s lives. We understand that people today, want energy efficient, cost-efficient, and eco-friendly products. This basic understanding drives us to deliver expert cooling solutions which cater to the needs of every household and based on this, we launched expandable inverter AC series this year.

In order to give everyone the best of technology and comfort, we focused on tier-II and tier-III markets. Our tag line Every Home deserves a Hitachi Inverter AC, resonated our core brand values of bringing harmony and comfort in our consumer’s lives. We supported it by introducing our wide product range. Our channel selection across all platforms was devised accordingly so that our communication cuts across all consumer categories. South India is the second largest contributor to the AC sales in India and we roped in Samantha Akkineni, South India’s popular actress for our two short TVCs to establish brand connect. Our OOH hoardings targeted tier-II and tier-III markets to double the impact of our TV campaign and increase penetration. Digital and in-store are two important mediums that add to the brand’s value and drive conversion. With this strategy, we took our campaign to a new level by adding innovation on these fronts. We extended our ATL campaign’s brand building elements into in-shop retail branding with innovative digital branding elements. Our Who is Suraj Chakravarty campaign went viral on social media and was widely appreciated.

Sales and distribution almost have a linear relationship. To become the number 1 HVAC company in India, we have been continuously strengthening our distribution networks. With more focusing on tier-II and tier-III cities, we have expanded our network to 290 plus exclusive sales and service dealers, 70 plus Hitachi Exclusive showrooms, and over 10,000 sales points.

Hitachi World, our third retail format store was introduced this year. A large format exclusive experience store, it focuses on commercial as well as residential cooling solutions. We will be opening seven more such stores in non-metro tier-I cities by the end of next year. Hitachi Homes and Hitachi Studios have been addressing the needs of individual residential consumers. Hitachi has a company operated e-Shop on its website and is increasing online sales network. Thus, we offer quick turn-around time, better delivery, and multiple payment options to our customers.

Our philanthropic needs contextualized with nation building have always driven us to take initiatives that enrich people’s lives. Hitachi is one of the few early players who set up their own manufacturing unit in India. Established way back in 1985, this factory is today, one of the largest AC manufacturing facilities in India and has generated innumerable jobs. Hitachi also introduced four new engineering excellence centers (EEC) in Delhi, Mumbai, Chennai, and Kolkata. These EECs have been built to impart vocational HVAC training to its technicians and the technical staff of its channel partners. This will help us strengthen our regional technical competencies and refine our services, but also generate skilled taskforce and enhance employability in the four corners of the country. We are assertive that with our all-round focused strategy built on people, profit, and planet; FY 2018 will mark the start of an era when Hitachi, Indian air conditioning industry’s technology leader also becomes the market share leader.

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