Eureka Forbes shifts focus to retail to increase sales

Kolkata: Eureka Forbes, India's leading water purifier manufacturer, is betting on retailers rather than its mainstream direct sales, in order to gain market share in increasingly crowded markets with over 150 brands

Shapoorji Pallonji Group stated that large companies such as Hindustan Unilever and several multinational companies entered the market but the share of water purifiers increased from 9% to 67% over the past three years due to expansion of the retail industry .

According to Shashank Sinha vice president (marketing), the company immediately expands the retail network from 20,000 to 25,000.

In addition, the company said that direct sellers are developing models to help shopping, allowing consumers to select models and purchase directly from their website. "Sales and sales models lost relevance in the digital world We have acquired sales leads from the digital world, 60% of orders are in cash delivery mode, so we will lower the return rate by supporting sales I can do it, "Sinha said. The company has expanded direct sales to new products such as small towns, air purifiers and home security solutions, and its recognition has just begun. Eureka Forbes has about 7,000 direct sales executives and is the largest direct sales company in Asia.

Kent and HUL Pureit are the two closest competitors in the water purifier. The Indian electric water purifier market is worth Rs 350 billion, of which 270 rupees is sales and the rest are by service.

Water purifier business accounted for 70% of Eureka Forbes' sales, and sales in fiscal 2016 - 2005 increased by 59% to 3,040 rupees. According to Tofler 's data, the company' s earnings in 2015 - 16 is Rs. 1,912.

In addition to water purifiers, the company is the market leader of vacuum cleaners, accounting for 80% of the total, air purifiers accounting for 44%. The company has introduced value-added products to raise the average selling price of water purifiers. Internationally, there is a water purifier with built-in tea / coffee pot, a model that can provide flavored water, soda, hot water or cold water from the same unit. We are studying the opportunity to release such a model. The stage, "Shinha said

According to Sinha, according to the taxation system of goods and services, the water purifier's tax rate will rise from the current 14.5% to 18%, but the vacuum cleaner and air purifier will fall within the 28% tax rate. Although retail sales are decelerating, retailers are not keen on large inventories at the early stages of introduction of GST on July 1, but he says that direct sales to consumers are not affected It was.

"We are not going to raise the price immediately because of the tax increase because we are interested in considering these effects because some raw materials are imported.We will decide within 1 to 2 months, Stated.

Eureka Forbes, a consumer electronics company, plans to double the group revenue from current Rs 32 million by 2019, and its strategy is shifting from a pure direct sales company to an omni-channel business. "By 2019, we are doubling the group's earnings and aiming to shift the strategy to the omni channel," Eureka Forbes Shashank Sinha told the PTI. "Last year's market share was 58%, but with the aim of expanding it to 67% supported by the retail sales this year," he stated.

Eureka Forbes Limited is the largest direct sales organization in Asia. Eureka Forbes is a multiproduct company with sales of R117 billion and it can be regarded as the best water purifier company in India. Eureka Forbes' mission is to build sustainable relationships with customers and become lifelong friends. Another factor attractive to me is the company's best way to sell directly. They have excellent marketing practices accepted by marketing experts. For these reasons, I chose Eureka Forbes Co., Ltd. For research.

New Delhi: Electric home appliance manufacturer Eureka Forbes launched INR 595 mobile water purifier "Aquaguard-on-the-Go". In the statement that Aquaguard-on-the-Go's straw shape adopting small water purification technology becomes Eureka Forbes, retail stores and grocery stores are available. It is available in 4 colors - black mystery, pink beauty, pearl white and black, Eureka Forbes, part of the Shapoorji Pallonji group. Marzin R Shroff, senior vice president of marketing at Eureka Forbes CEO and commented that after 7 years of research, small water purification technology was introduced. "Aquaguard-on-the-Go is probably the only water purifier in India that provides affordable, adaptable, and available drinking water safe for Indians, which is important in the history of the Aquaguard brand It is a milestone, India will raise the leadership in our market to the next level, "he added.