Power Should Be In The Hands Of The Consumer: Rakesh Kaul , President, Consumer Business and CEO, Evok Retail at HSIL Ltd

At the BW Applause and everythingexperiential.com Summit and Awards, Rakesh Kaul, President, Consumer Business and CEO, Evok Retail at HSIL Ltd, spoke about the new experiences which Hindware is creating for its customers.

It must be mentioned that Hindware has a customer base of six crore who are connected day-in and day-out in India. According to Kaul, it took them six decades to build such a strong customer base.

 “We were grappling with very serious question that if it took us six decades to get to the first six crore base of consumers, how long will the company take to get another six crore consumers,” said Kaul.

 He added, “We went through several sessions to understand what it takes to reach out six crore consumers and concluded that the way we have been marketing ourselves and reaching out to consumers from the past six decades will no longer have the hold for the next six years. We need to do something really different to continue to be in top of minds Indian consumers”.

 In order to maintain connect with the consumer base, the company decided to have a different marketing approach to attract the new consumers in the coming six years target.

 “We decided to shift the power of balance from manufacturer to consumers, it means to let go of some of things that a company should only know about. We believed that if we don’t shift the power it will be difficult to reach our objective,” added Kaul.

According to Kaul, the consumer today is far more digitally connected and an eager learner than a decade back in order to control his/her destiny, they want control yet automate themselves.

 Kaul also said that a two way relationship should be there and the consumer should be a part of the company’s story as a trusted advisor. “Consumer should be empowered in order to build a bigger consumer base,” he underlined.