Havells India eyes to strech its domestic appliances business two folds in the next two years and is also planning to reinforce its market share, particularly in the food-preparation appliances category. Apart from deepening its presence in Indian households, it is also looking forward to launch new products in niche sub-segments.

Hevells India is launching its new ‘Made-in-India’ premium mixer-grinder under the sub-brand Silencio with features such as digital display, low noise operation, and pre-set options for grinding, blending and manual usage. It has also applied for six patents to bring in new technology-backed features such as screw-less jars, hands-free operation with lid-lock mechanism and air channelisation and exhaust.

Ravindra Singh Negi, President-Electrical Consumer Durables, Havells India says, “Our strategy is to strengthen our presence in Indian households further with consumer-centric innovations, growing the reach of our products through the phygital strategy and driving premiumisation backed by technology. The Silencio mixer grinder has been developed and designed in-house at our research centre and will enable us to have a presence at the premium end of the kitchen appliance segment, which is currently largely dominated by international brands.”

The company also states in spite of the pandemic the brand has witnessed a strong demand for domestic appliances such as air-fryers and slow juicers, as the consumer’s prefer convenience as well as ways to keep them healthy.

Ravindra further adds, “Looking at the growth opportunities, there is potential for us to double our domestic appliance business in the next two years and in categories like the food preparation appliances, we aspire to be among the top two brands. With the accelerated adoption of e-commerce, we have been nimble in pandemic times by launching our online to offline model by integrating our e-store with our offline dealers, in line with our omni-channel strategy.”

The brand also revealed that it is witnessing strong growth in this segment at present and is growing at double the pace of industry growth. But the company did not give specific details on revenues.