Harish Kumar
Managing Director,
Empire Home Appliances Pvt. Ltd.

Gearing Up For The Festive Season

The festive season, which typically starts from October, is the crucial part of the year when 35 percent annual sales get transacted for most durables firms. During this season, executives are on their toes keeping up with the frenzy of supply of products, while trying to motivate trade partners with attractive schemes.

GEM is coming up with a range of premium products this season. The firm is launching single to multiple doors and glass doors washing machines in the country, which are based on Hybrid technology. GEM has come up with a twin-tub and triple-tub technology which allows customer to wash clothes in two and three automated tubs simultaneously.

Shahid Kapoor and his better half Mira Rajput are couple goals for many and the two have a great number of followers on social media too. The young couple will work together and will be sharing the screen space for the first time. The brand made an official announcement about Shahid and Mira as the brand ambassadors for GEM, a home appliances company.

GEM is all set to launch its Diwali marketing 360-degree campaign for this festival season which will be seen in digital media, press media, and on ground activities. This campaign will surely boost the GEM’s brand image in the market and will help in capturing the market share.

After-sales services are very crucial for an organization offering consumer products. Our team of experienced and qualified professionals provides excellent after-sales services for our esteemed customers.

The company has setup its own call center for immediate response time. The company also has its own after-sales service app which can be used to log in complaint in lesser time.

An essential product category like refrigerators grew by 12 percent in the financial year 2018. Although most of the brands matched this growth trend, GEM sales registered over 60 percent growth, which sets its wheel in motion for the coming years. Despite healthy industry growth in the last 5 years consecutively, the penetration of refrigerators is still below 25 percent and washing machines is at around 10 percent, therefore moving forward both the categories will witness growing demand.

In order to capture this growing demand, GEM has enhanced its production capacity from 0.75 million to 1.75 million units at Baddi plant, Himachal Pradesh and installed a new state-of-the-art plant in Baroda, Gujarat with a capacity of 2 million refrigerators and 1 million washing machines starting October 2018.

This Rs 100 crore investment initiative will enable GEM to annually produce 3.75 million refrigerators and 1.75 million washing machines from both the plants.

We are ready to strengthen our brand footprint across India with the start of Baroda plant and our latest R&D facility is helping us to launch 23 brand new models in the refrigerators category ranging from 50 liter to 425 liter in variants such as single to multiple doors, glass doors, and energy efficient technology.

Similarly 11 new models in washing machines from 6 kg to 12 kg along with unique three-tub models will be our key growth drivers for FY19. This year the Indian appliances market will witness and appreciate the launch of unique and state-of-the-art products by GEM brand.

In a nutshell, expansion of manufacturing location/capacities, automation of machines, supply chain synchronization through ERP system, new research and development facility to create unique products to match needs of different regions, expansion of geographies, and great consumer experience will take GEM to new heights with the support of our loyal trade partners.

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