Groupe SEB India Riding High on the Festive Season

World leader in small domestic appliances, Groupe SEB is betting big on the festive season this year with its Indian brand - Maharaja Whiteline. After an extremely successful 2014, the brand continued its success momentum even in this year with several new product launches and a great summer season sale. With the upcoming festive season, Maharaja Whiteline is aiming to further stretch its good performance and considerably increase its sales revenue. In the past three years, Maharaja Whiteline has doubled its size. With no. 1 position in North India in food preparation category, Maharaja Whiteline is all set to replicate this success model in every other region of the country in this festive season. This year, along with food preparation, brand is really looking forward for its home comfort range to do well in the market.

This is the time of the year when markets witness the highest consumer buying behavior which has its valid reasons, such as, festive gifting, bringing home some newness and these days, it is the strings of offers and discounts being offered by various brands and online portals. Basing it on all these parameters, the brand has been working on an all-encompassing marketing plan with a special focus on the festive season. The clover leaf plan includes a full throttle consumer reach out through social media, increasing stakes on the ecommerce channels, launching a special festive gifting range and on-ground promotions.

Groupe SEB India is the fastest growing company in the SDA industry with overall 40% growth in 2014 and 30% in 2015. While traditional trade is growing at a great pace constantly (traditional trade 31%, Modern retail +55% and TV Shopping +45%) now the e-commerce channel has grown by 8 times, thus, giving additional business to the company.

With cut throat competition between e-commerce channels to cash in on the season, it's a win-win situation for both, the buyers as well as the sellers. With presence over several e-commerce portals, recently, the brand has launched several exclusive products for leading e-commerce platforms which will be available during this festive season. Commenting on this, Mr. Emmanuel Serot Almeras, VP Marketing, Groupe SEB India (P) Limited said, "We are looking forward to an amazing sale turnout through these leading e-commerce portals. Even our ground store and website sales are seeing a great surge. Growing on our brilliant past years' performance, we are aiming at taking the banner higher this year, especially in Northern India, where we are already the no.1 brand in food preparation category."

With a huge turnout expectation in this season, the brand is all prepared with its logistics, backend inventories etc. in place. Mr. Almeras further added, "In terms of social media reach-out, there are lots of digital activations which are planned. We believe we are the most dynamic digital brand in the SDA industry with over 2.7 lakh of Facebook fans, more than 1.2 million views on your YouTube channel and a very high engagement level. For leveraging our large digital fan-base, we have many new product videos on our YouTube channel and we are also running festival special campaigns to increase our reach out."

Stating further on the market expectation of the brand during this festive season, Mr. Sunil Wadhwa, CEO, Groupe SEB India Private Limited, said, " Maharaja Whiteline has always been a consumer favorite, especially for food preparation products. With our focused marketing strategies and our extended line up of products in food as well as home comfort category, we are confident of doing very well this festive season."

Though food preparation category is Maharaja Whiteline's forte, however, it is fast expanding the periphery of its reach by the means of launching many new products in its home comfort range. With winters approaching fast, the brand has already lined up its top-most line up of room and water heaters. There are many new launches which are certain to strike a chord with the modern Indian family, such as the brand new revolutionary Marvello OTG, Vecto Dlx Room Heater, Clemio range of Water Heater etc. To entice more consumers, the brand has also come up with a special festive collection which includes home appliances in blissful saffron and white color combination. Along with that, there are several more gifting options to suit every budget, people can choose from a wide range of Hand Blenders, Mixer Grinders, Induction Cooktops, Garment Steamer etc. All these products come with an assurance of superior international quality while being manufactured in India.

With all these new launches, special festive campaigns and availability across major ecommerce channels, the brand is all geared up for this festive season.

Source : Equity Bulls

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