Godrej Appliances, the flagship outfit of Godrej & Boyce Mfg. Co., is planning to offer customised products on its e-commerce platform to discerning consumers, Business Head and Executive Vice-President Kamal Nandi said.
“We will roll out the pilot scheme by April and launch it by June,” he said. Colours and designs of choice would be made available across product segments.
Godrej operates across two segments — cooling products, which covers refrigerators and air–conditioners, and home appliances such as washing machines and microwave ovens.
Mr. Nandi said that around 1.5 per cent of the division’s turnover was from online sales.
“Our strategy is to distinguish these products through pricing and portfolio of offerings,” he said.
Godrej Appliances, with a turnover of Rs.2,100 crore, now contribute 33 per cent of the company’s total turnover. Refrigerators now account for 60 per cent of Godrej Appliances’ turnover, followed by 18 per cent from ACs and 15 per cent from washing machines.
The company said that it was still keen to set up a unit in the South — choosing either Tamil Nadu or Karnataka — but indicated that this investment was unlikely before 2018. “Our current capacity is sufficient till 2018,” Mr. Nandi said.
