Burly Home Appliances Private Limited, started its operations in January 2019 with a mission to launch home appliances in India with technical excellence, quality assurance, environment friendliness, and value for money for both customers and channel partners. The company launched green air coolers with mosquito-resistant mesh, PM 2.5 filters, channel water distribution system, collapsible louvers, auto drain, and humidity control system.
We reported excellent sales during the season in Odisha, Bihar, Jharkhand, UP, Punjab, Haryana, Rajasthan, and AP. At the outset, the company did face some entry barriers due to being an unknown brand and the trade carrying huge spill-over stocks of last year. But as the temperatures sky-rocketed, and awareness of the brand increased, we gained popularity and the green coolers acceptance. Price-wise, the coolers were competitive; so, channel partners were also excited to be associated with the brand. The confidence of the sales team with the product was so high that they used to say “Jisne bhi hamara cooler dekha wo phida ho gaya”.
Following the footsteps of air coolers, Burly introduced a range of 6.5kg to 9kg washing machines with green wash technology in the month of July. Though it is too early to claim any success, indications are encouraging. The traditional washing machines require large amount of water and electricity. Burly washing machines can clean even small quantity of clothes consuming lesser water, detergent, and electricity. The washing machines also have a mini pulsator besides the regular one, which creates a fountain of water to deeply clean the strong stains and dirt. This also helps in eliminating germs and prevent mold- building. Burly is confident that this will soon become the first love of each and every housewife in India.
Creating an image for the brand
Since, its inception, Burly as a brand has focused intensively on digital media though online channel is now in the offing. Aggressive campaign during general elections and the Cricket World Cup on electronic and digital media helped the brand gain recognition in the market as a VFM brand. In just 3–4 months of operation, the brand was seen on the TV channels including NDTV, India TV, O-TV, and regional channels of News 18 in Bihar, Jharkhand, UP, Uttarakhand, Punjab, Haryana, MP, and Chhattisgarh.
Rural focus for strategic reach
Strategically, Burly focused on those markets where penetration is low but potential is very high – mainly the rural markets and small towns. Our distributor at Cuttack could sell 1000 coolers in a span of just 45 days. The distributor at Gurgaon was able to place Burly coolers in 100 outlets in no time. Most heartening is the sale of 370 units of washing machines in Srinagar in the month of August. Presence in the remote markets, like Ekama and Sitamarhi in Bihar, Kathua in North India, Jamtara in Jharkhand, and Anantapur in AP, was also a significant achievement. Burly now has presence in Gujarat, MP, Telangana, Tamil Nadu, and Kerala and shortly plans to go pan India with footprints in the rural terrain.
The way forward
Burly Home Appliances do not plan to be just a cooler or washing machines company. Plans are afoot to launch a host of home appliances, including fully automatic washing machines, geysers, water dispensers, refrigerators, and air conditioners, in the next 2–3 years. Launch of new products will be taken up only when the Burly team has full control on product development and manufacturing. The company will have complete eco-system around home-appliances business, which will not only complement its existing range of products but also create value for the customer, stake holders, and Make in India initiative.
Burly through its manufacturing associate has acquired the brand royalty to sell Khaitan plastic coolers for 5 years. This would be another feather in Burly’s cap. Together with Khaitan, the company plans to sell 1.5 lakh coolers in 2020. “If you can always feel at home with Burly home appliances, then you can also feel assured with Khaitan coolers, kyun ki sirf naam hi kaafi hai,” is our punchline!