DAIKIN
Chandra Prakash Shrivastav
Director and CEO,
Burly Home Appliances

Geared Up to Penetrate the Rural Market

There is major concern expressed on air quality outdoors; equal attention needs to be given to indoor air quality too. On a similar note, energy conservation and efficiency considered for air conditioners must be extended to room coolers too. There are more than 100 brands of air coolers in India, and yet the penetration is a mere 20 percent.

Burly Home Appliances Pvt. Ltd., incorporated in October 2018, is on a mission to launch home appliances in India, which deliver technical excellence, quality assurance, environment friendliness, and value for money to the customer. The company introduced green coolers in January 2019. The coolers have been well accepted and appreciated. The coolers offer exciting features like mosquito-resistant mesh and PM 2.5 filter, ensuring good quality of indoor air. The hybrid cool technology and channel water distribution system makes cooling more efficient as compared to most of the contemporary coolers available. Auto drain, humidity control, and naturally cooling features make them the preferred choice over their counterparts. Burly has endeavoured to provide eco-friendly, technologically advanced machines with high quality material and workmanship, which additionally also adds value to the aesthetics and the ambience of the locale. Quality has been the topmost priority to ensure endurance in the rugged rural conditions. These coolers are manufactured under strict quality-control measures in captive state-of-the-art production facility located in Haryana, where each component goes through a rigorous testing to ensure longevity and failure-free operations.

Burly Home Appliances Pvt. Ltd. is also backed by some acclaimed names in the industry and seasoned operators. Now we are in the process of building a strong network with excellent and productive channel partners.

Rural focus for Burly

Burly is focused on those markets where penetration is low but potential is very high, mainly the rural markets. Our distributor in Cuttack was able to sell more than 1000 coolers in just 45 days. The Gurgaon distributor was able to place Burly coolers in 100 retail counters in no time. We also have presence in Srinagar and Kathua in North India, Anantpur in Andhra Pradesh, Ekma and Sitamarhi in Bihar, and Jamtara in Jharkhand. These are remote places, with barely any other brands present. We plan to expand our footprint across the rural expanse of the country with an aim to provide the best value for money.

Our sales are backed by complete after-sales service, at 12000 PIN locations. One call to the call center ensures response within 24 hours. A unique 1-2-3 warranty policy offers an assurance to the quality and trouble-free running of coolers.

Plan for 2019

We plan to launch our TV commercial on the rural TV channels, including ETV and some national channels, which have rural reach. The intent is to educate the customers on the current available technology with hosts of advanced features, against the obsolete models, which currently dominate the rural markets. With a marketing budget of `2 crore this year, in our first year of operation, we are focusing on the states of Odisha, West Bengal, Bihar, Jharkhand, UP, Delhi, Rajasthan, Punjab, Haryana, MP, Telangana, and Andhra Pradesh. We will have a pan-India presence by the year end and will exit FY 2019-20 with 3 percent market share. We expect to sell 75,000 coolers in 2019. The rural markets and Tier-III and Tier-IV cities make up for a perfect market strategy for the company. With low penetration level, these markets offer enough room for the brand to prosper.

Burly Home Appliances does not plan to be just a cooler company. Plans are afoot to launch a host of home appliances like washing machines, geysers, water dispensers, refrigerators, and air conditioners. Burly plans to build a complete eco-system around the home appliances business, which will not only complement its range of products but also create value for the customers, stake holders, and the Make in India initiative.

Efficiency, economy of operation, environment friendliness, innovation, and value for money are the main thrusts of our brand, punchline being, “You can always feel at home with Burly Home Appliances.”

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