gave up his practice to start manufacturing locks and spawn one of the most respected brands in India: Godrej. Godrej manufactured India’s first indigenous refrigerator in 1958. In the last five decades the company has transformed itself into a leading Consumer Durable brand with a wide portfolio in Refrigerators, Washing Machines, Air Conditioners & Microwave Oven. From the time it had virtual monopoly to date when the market is flooded with many brands, Godrej continues to shine and remain one of the most preferred brands.
BLAZE TO BRILLIANCE
The Brand made the first refrigerator in India, making it one of the many firsts for them. The revolutionary insulation called polyurethane foam (PUF) technology, developed in 1989, was so immensely successful that its case study became a must-read in many business schools. Godrej became the first company to sell 10 million appliances in 1994 and followed it up with the Launch of Washing Machines & Air Conditioners. By the turn of the century Godrej added one more jewel: the 5 side cooling Pentacool Refrigerators and became the first company to introduce 100% Green Refrigerators comprising 100% CFC-HCFC & HFC free refrigerant, a distinction it holds till date. Godrej launched the First Branded Service Network – SmartCare for its appliances in 2001, displaying the company’s strong after sales commitment to its vast & growing consumer base. In the year 2006, it launched the premium sub brand, Godrej Eon, to set new benchmarks for technology and aesthetics. It introduced the Cool Shower Technology in its Frost Free refrigerators, a first in the world by any brand. It also has to its credit, the DAC (Dynamic Aqua Control) Technology patented for its Washing Machines, a technology to handle power & water outrages, endemic to Indian conditions. It also introduced the revolutionary Green Balance Technology in Air Conditioners, designed to give highest Energy Efficiency and has zero Ozone Depletion potential and a Global warming potential of just 3. The Air Conditioners are ready to meet the BEE (Bureau of Energy Efficiency) 5 star standards till the year 2017, thereby delivering a 7 star performance today.
The Godrej Group is driven by the highest standard of Ethics and is committed to delivering products that meet every consumers expectations through its innovative solutions & cutting edge technology. The philosophy of “Relevant Technologies” is helping develop products that cater to Indian Attitudes and habits, building enduring bonds, long term loyalty and lasting relationships. The testimony to these are the hosts of accolades and awards – Most Trusted Brand six years in a row, the Most Preferred Refrigerator in the CNBC-Awaaz research, the Smart Living award for the Best Refrigerator Brand, the Business Standard Most Innovative Company of the year 2010, Brand Equity – Trusted Brand award in the appliance category and has also won the National Energy Conservation award, by the Govt of India. Designed by Curiosity – the internal mantra and the external connect, is the reflection of Company’s inquisitiveness to discover what’s going on Indian Consumer’s minds and results in products that are relevant with times and go on to become best sellers.
ENGAGEMENT THAT ENTHRALLS
Godrej’s philosophy is encapsulated in a mantra that reads: Know your customers like nobody else and deliver product & services like nobody can. Realizing the changing trends of consumerism, where usage of Internet and Smart phones is rapidly increasing, Godrej has been focusing on clutter breaking innovative methods to engage customers online.
Gojiyo, the virtual reality website, creates a world where nothing is impossible, and which offers imposing sights, new friends to make, online, alive & in 3D. Godrej Appliances has over 1 million facebook fans and almost 2500 Twitter followers, the two most leading networking sites. Godrej was the first consumer durable company to have celebrity endorsement with Preity Zinta as the brand ambassador in 2001. Other initiatives include “Godrej Woman of Substance” with Pond’s Femina Miss India beauty pageant contest, where Ordinary Women who delivered Extraordinary results impacting the society were recognized and awarded. Godrej is the Title sponsor for ” Tour De India”, a cycling initiative in lines with the famous ‘Tour de France’, encouraging and engaging young Indians to participate in sports and also spread awareness about Environment & Energy conservation, are unique engaging activities to strengthen connect with its consumers.
They have taken a Nationwide Initiative to sensitize people about Energy Deficiency. To enable this they started involving customers to pledge to save 1 Watt so collectively they save a billion watts. To encourage energy conservation they covered 35 cities which included Corporates, Schools and Dealers across the length & width of the country.
The Core brand value of the Godrej Group is ‘Brighter Living’ and at the heart of it lies innovation – not just in products but in every activity of the organization. Godrej’s Chotukool, the only sub Rs.4000/- cooling solution was built to address the needs of the economically weaker section of the society. It was awarded with the 2012 Gold Edison Award for Social Impact. The introduction of Green Balance Technology in Air Conditioners in 2012 was a revolution in the industry. Godrej is the first company to make an Air conditioner using the HC -290 gas with the German Ministry of Environment to reduce Greenhouse gas emission. Godrej plans to use this technology in its Refrigerators too in the current year.
The Customer Satisfaction Number (CSN) was another first and an extremely bold step by Godrej to put to test its live wire service. Each time a customer logs a call for service a unique number is provided to him. If the customer is satisfied with the quality of service he has received he gives the CSN to the service technician who in turn gets added incentives. It’s a scheme that’s a win-win for everyone and once again shows the company’s fine innovative skills in thinking out-of-the-box and its commitment to creating consumer delight.
‘Enriching life through Pioneering Products & Services’, ‘Brighter living’, ‘Good & Green’, ‘Designed by Curiosity’ are not just statements, they form the DNA of the organization. Godrej is the first and, perhaps, the only appliance company to run a specialized technician training program through the Godrej Vocational Training Schools thus generating employability. The customers come at the forefront but the heritage of giving back to society has earned the group the trust of many millions of stakeholders – in a measure few business houses, anywhere in the world, can match.