In 2012, Philips India, the Indian subsidiary of Dutch healthtech major Royal Philips, launched its air-fryer here. It was, as they say, a “slow launch”.
Despite having all global specifications, the company felt there was something amiss. Within the next 12-18 months it incorporated options suited for cooking Indian dishes.
It was the same story with men’s shavers. From dry shavers, it introduced dry-and-wet shavers (targeted at Indian consumers who use water on their face/beards while shaving).
In both the cases, the R&D team’s efforts to offer customised products targeting Indians, bore fruit.
Both, the customer and the competition took notice, says ADA Ratnam, President, Personal Health for Philips India. “We need to adapt our offerings to suit Indian conditions. I think, that was something that was missing previously,” he told BusinessLine .
Global offerings
Then, the company went a step further. From ‘Made-for-India’ it looked at introducing ‘Made-for-India’ offerings in global markets.
A notable case is the ‘Kerashine’ hair-styler. Launched in 2013-14, it was targeted at women in India. But,with the product finding success, it is now being introduced across South-East Asia, West Asia and Latin America.
The mixer-grinder is another example. Despite the India-specific additions (for grinding spices), it has found takers in West Asian markets such as Dubai and South-East Asian markets.
“The Indian Diaspora in these countries, as well as other people, have liked them,” Ratnam said.
The company is exploring if other ‘Made–for-India’ products can find global markets. Its research labs in Bengaluru and Chennai are not just innovation campus for Indian offerings, but are also being leveraged to provide global solutions.
“From selling boxes, we are now selling solutions,” Ratnam said.
Numbers
Philips’ also has the numbers. Its ‘personal health’ business has grown at a CAGR of 15 per cent over the last five years.
The kitchen appliances business has grown 1.5 times the market growth. The beauty segment, on the other hand, has grown at a CAGR of over 15 per cent over the last seven years.
The company has three manufacturing facilities in India: in Himachal Pradesh, Chennai and Pune. The Pune facility is for export offerings.
Philips, Ratnam said, is now planning to manufacture trimmers in India.