In 2019, Kodak TVs have been shipped to 2300 cities and towns in India, giving service to more than 16000 pincodes. In terms of infrastructure, they invested 150cr in their new manufacturing line in year 2019, with a capacity of half million units in a year. Avneet Singh Marwah, Director and CEO, Super Plastronics Pvt. Ltd, a Kodak Brand Licensee, has quite big and ambitious plan for expansion in this new year, which he shared exclusively with DT.
Q: How do you see the brand’s overall business growth in CY 2019?
A: 2019 has been a successful year for Kodak televisions. We had some of the best launches and upgraded our televisions to XPRO with a completely new UI (My Kodak Wall) which was greatly appreciated by our customers. We launched 10 SKUs this year, in different platforms. Infact, despite of so many brand launches, Kodak market share has increased and grew significantly, not just in online but in offline as well. There has been a unit growth of 100% YOY; we saw great visibility online and offline both. In terms of revenue, there is growth of 70% event though panel prices dropped significantly in 2019.
Q: What will be your overall business growth or target revenue for CY 2020?
A: In 2020, plan is all about growth and we have exciting launches planned for 2020. Our target is to gain 100% growth and SPPL targets 800 cr in revenue. Our aim is to acquire 5% market share and be in the top 5 online selling affordable brands in the country. In offline, with the kind of infrastructure growth, we plan to expand more reach and we will be entering into new offline markets, especially rural markets and tier 3-4 cities.
Q: What will be your key focused product line-up in the year 2020?
A: We have got exciting new products lined up for 2020. We plan to start with Washing machines, and introduce new and improved models of 50 inches, 55 inches & 65 inches (4k) TVs. We’ve customized our televisions keeping in mind the Indian consumer behavior. Our aim is to be India’s Most Affordable brand, with best of specs and technology. Moving forward the next set of category, we will be targeting large appliance, there is big space for affordable brands in India. Kodak wants to do big price disruption in this category, as market penetration is low.
Q: What will be your channel strategy to drive substantial growth?
A: It’s been over a year since we expanded to offline market and within a year, we saw great success with our retail partners Croma, Reliance, Metro Cash&Carry, More (Aditya Birla Group. Ltd) and Max Hypermart. This year, we are targeting 20 chain stores to increase our presence in offline market. Currently, Kodak has 28 offices pan India and about 25 warehouses. With that kind of infrastructure, we will soon be entering the rural market. Currently, the brand is available in 2300 cities in town in India and across 16000 pin codes. We want deep integration with tier 3 and tier 4 markets as well.
Q: Please share your service support commitment for your loyal customers.
A: Ever since we launched Kodak in 2016, I have taken upon myself to make sure all the customer feedback given to us is taken seriously and we work on improving and delivering better results. As I have mentioned in the past, our service network has increased from 220 service points to 550 service points in India since 2016. By next year, we are set to cross the benchmark from 16000 to 17000 pin codes for which we are trying to develop the ecosystem to touch this milestone.