Innovative products, cheeky marketing and strong macro levers are helping the company emerge as a formidable player in the wire and cable market.
At one point during the interview, Shreegopal Kabra takes two similar looking wires and lights the ends— one at a time—with a cigarette lighter. As the first wire burns, it emits whitish wisps of smoke and a faint odour. The second one goes up in flames quicker, releases thick tufts of smoke and leaves a burning stench. “You can see the difference for yourself between our wires and our competitors’ products,” says the 61-year-old managing director of wire and cable manufacturer RR Kabel. “That’s why we say, ‘Akalmand bano, sahi chuno [be smart, chose correctly]’,” he says, referring to his company’s brand campaign with actor Akshay Kumar that takes a dig at competing firm Havells, whose tag line reads, ‘Wires that don’t catch fire.’
“There is no such thing as a fireproof wire,” says Shreegopal’s wife Kirti, director of the Mumbai-based company. “Besides, during a fire, people don’t die because of the fire. They die because of the smoke.”
هذه القصة مأخوذة من طبعة August 30, 2019 من Forbes India.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك ? تسجيل الدخول
هذه القصة مأخوذة من طبعة August 30, 2019 من Forbes India.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك? تسجيل الدخول
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