HAVELLS INDIA LIMITED

Pricing
Havells India follows a competitive pricing strategy due to presence of
competition from other big players like Phillips, Bajaj electrical, Anchor etc
1. Havells as a part of Make in India initiative focuses on building products
within India like Automatic Changeover with Current Limiter (ACCL) and MCB
manufactured in India. Due to in-house manufacturing the company is able to
control pricing as raw material is available at low cost in India.
2. Havells has been projected as a premium brand offering qualitative
products. It has adopted a premium pricing policy for all its items. 
3. Dealers are interested in Havells products irrespective of high prices because
it provides quick turnover and customers are also comfortable with this high
pricing strategy because they realise it is value-based. Consumers are now
willing to spend the extra cash if it is a worthy item and as Havells has been
marketed as a high-quality brand, it has been able to maintain its pricing policy
successfully in the global market.
3. Havells offer periodic and festive offers and incentives like discounts and
free gifts to attract and maintain its customer base.

Distribution Strategy
Qimat Rai Gupta’s foundations as a trader made him understand the innate
needs of the channel members of Havells. He also understood that the channel
members could catapult the brand to great heights if the company
considered them to be their strategic partners. The chairman himself was a
dealer and so he understood the difficulties faced by this community. Most of
the dealers were not very well educated. And also, this was not a typical
business, so banks did not fund them. As the dealers were typical
businessmen, they did not think of saving for their future. Whatever money
came in, hey ploughed it back into their business. In most of the cases, it was a
one-man army. So, Havells started looking at these businesses differently—if it
were me instead of him, what would I have done? And that was when we
did many things for them. For instance, we organized funding for them from
the banks and acted as guarantors for them. We offered them health insurance
worth` ` 5 lakh by asking them to pay a token money of ` 1, because my father
believed that nothing should be given away free. So, those guys who owned
small shops earlier grew with the company and now own large, palatial
houses. My father said that if they grew, we would also grow. We put a lot at
stake so that our dealers stood by us in good and bad times. These things built
emotionalassociations with them. This was a key differentiator. No

 Ever since the pandemic and the resulting lockdown, Havells has
changed its marketing strategy, instead of having a fixed annual
budget and plan, the brand now has a flexible, rolling marketing plan,
to be able to target audiences and geographies based on the
changing day-to-day situations.

 Amit Tiwari, Vice President, Marketing, Havells India tells us about

the brand's marketing strategy and its areas of focus for the next few
quarters.

Reference link.
https://journals.sagepub.com/doi/full/10.1177/0256090915599083
Businessesinsider.com
https://www.businessinsider.in/advertising/brands/article/how-the-local-
area-marketing-strategy-has-been-working-in-favor-of-havells-india-in-
these-uncertain-times/articleshow/82208166.cms