Indian summers are unbearably hot most of the year, and with average temperature surpassing 45°C in summer months, air coolers have become a necessity for most households. Even though air coolers have been part of homes for many decades, the manner in which consumers purchase and engage with brands is being transformed by a new generation of direct-to-consumer (D2C) operators and customer-centric strategies.
Table of Contents
1. Symphony
Symphony, one of the market leaders in air coolers, has made a name for itself based on dependability and their innovative approach to cooling. Symphony has adopted smart cooling technology, where customers can regulate temperature and airflow from a distance. By blending trust, technology and accessibility, the brand has successfully positioned itself as a service provider that prioritizes convenience in a digital-first India.
2. Brize
Brize is one of the most exciting disruptors in India’s cooling industry. Brize puts the customer firmly at the center of its model. By solving pain points such as seasonal use, storage issues and costly maintenance, Brize has developed distinctive propositions such as free home delivery, 7-day replacement, free post-season cleaning, and three-year unconditional motor warranty for an enhanced customer experience.
With a bold goal of reaching 500 retail stores and leasing out one million coolers every year by the year 2030, Brize is transforming cooling into a customer-oriented service.
3. Crompton Greaves
Crompton has used its history in Indian homes to enhance its D2C presence. The company is recognized for fashionable, energy-saving appliances and its air coolers are no exception. Through the emphasis on fashionable, contemporary designs that appeal to urban homes, Crompton has attracted aspirational consumers who desire something beyond functionality. Its e-commerce model and branded websites have brought Crompton products within easier reach, while its robust after-sales network keeps the customer trust intact.
4. Bajaj Electricals
Bajaj is one of India’s most trusted consumer appliance brands. It has taken great leaps in the D2C landscape. Its online platform and direct retail ties give customers convenient access to a variety of coolers for all prices. With escalating electricity bills and heightened climate consciousness, Bajaj’s cooler range is promoted as a green and affordable option. Bajaj is demonstrating that established brands can learn to embrace fast-changing consumer shopping patterns at lightning speed.
5. Orient Electric
Orient Electric is a CK Birla Group company, provides personalization in its cooling solutions. The company emphasizes customer lifestyle requirements, from small room coolers for urban flats to heavy-duty coolers for bigger rooms. Orient’s omnichannel approach across its D2C website, e-commerce sites, and robust offline retail. This has enabled it to access customers in metros as well as Tier-2/3 cities. Orient Electric is leveraging D2C not just to distribute coolers but to create long-term brand image.
Conclusion
While increasing demand for sustainable cooling fuels the impact of climate change, these companies are creating ecosystems where customer satisfaction is the focal point.
