Our products are designed for Indian homes

Italy-based Gimi is keen to open exclusive stores here.
“Our products are designed for Indian homes”

Gimi, a global leader in manufacturing and marketing clothes dryers, ironing boards and ladders, has an aggressive plan for its Indian operations. In a candid conversation with Sweta Pal, Ajit Chellapan, GM, Gimi India shares their product USP and insight on consumers here.

Sweta Pal (SP): Kindly throw light on your India-centric strategy?

Ajit Chellapan (AC): We are a global leader in this category and in our Indian operations, we were not happy with our local distributor here, in terms of professionalism and supply of products to retailers. We recently selected Indian Home Variations and Distribution to supply our products in the modern trade here and our range is available at Hypercity, @Home and Home Stop, amongst others.

We have invested nearly Rs 4 crore in our Indian operations and our products are mainly available in key metro cities. In addition, we are also evaluating the option of setting up exclusive brand stores here, but nothing has been firmed up as yet.

 SP: Have you Indianised your product range also?

 AC: Globally, we have more than 100 SKUs, but in India we are only offering 80-85 of these products and are ideally suited for our target audience of 25-55 years, who require convenient home solutions.  In addition, our products provide value for money for consumers here.

 SP: Do you have aggressive sales targets for India?

AC: We are optimistic of reaching nearly Rs 35 crore in annual sales by 2015 and emerge as one of the leading players in our segment here.

Ajit Chellapan