Driving Differentiation Through Familiarity

Philips has been present in India for over 80 years now and it’s the brand’s continuous efforts at understanding the consumer’s needs and innovating that has helped it stay relevant over the years, statesGulbahar Taurani, Marketing Director, Philips Personal Health, Indian Subcontinent

- Samarpita Banerjee

Q] Philips has been present in India for 80 years and it almost feels like a homegrown brand. What are the advantages and disadvantages of this perception?

I look at it as an advantage because whenever we introduce any product under the Philips brand, consumers automatically trust us. Secondly, being present in the country for over 80 years has also helped us win the trust and confidence of the traders. Thirdly, since we have spent a considerable amount of time here, we know the country well. From a strategy perspective, India is very integral to the brand. We have worked hard on decoding consumer insights, connecting with consumers, and developing local product solutions and communication. On the other hand, sometimes you have to carry the burden of the legacy and therefore you cannot afford to go wrong.

Q] Philips recently roped in Rahul Dravid as the face of its air purifier segment. What has the uptake for air purifiers been like in India?

Philips was one of the first brands to invest in this category in India. While the general belief is that indoor air is clean because there is no visible pollution inside, we realized that it is actually more polluted than outdoor air. We started work on this about two-three years ago and have seen a steady rise in enquiries since then, with business going up especially during the festive season and winter. We expect a healthy growth for the segment this year too, because public awareness about this is increasing and people are looking out for solutions to breathe right. Even our campaign featuring Dravid says, ‘Sahi breathing ka first step’.

Q] How big is the market for air purifiers in India? What is your market share?