In an exclusive interview with BW Marketing World, Arunima Yadav, VP & Head of Marketing at Hindware Bathware & Tiles offered a candid look into the strategies of the company. As Hindware navigates the delicate balance between honouring its legacy and appealing to younger consumers, Yadav revealed the company's multifaceted approach to staying relevant in a rapidly evolving market.
Excerpts:
Hindware is an established brand in itself. How do you keep the brand relevant and appealing to new generations while maintaining its legacy?
Building a brand that remains relevant across generations is a long-term endeavour that requires patience and dedication. To keep Hindware relevant and appealing to the new generation while maintaining its legacy, it is essential to blend innovation with tradition. Continuously introducing cutting-edge, eco-friendly products that align with current design trends will attract younger consumers. By updating our product offerings, refining marketing strategies and embracing new communication channels, we resonate with the new generation while staying true to our essence—trust, innovation and design-led.
Enhancing digital presence through robust online marketing and ecommerce platforms can expand reach and engagement. Emphasizing sustainability and corporate social responsibility resonates with environmentally conscious buyers. Sharing the brand's rich heritage through compelling storytelling creates authenticity and trust. Additionally, fostering personalised customer experiences can inject fresh appeal. Regular market research and responsive customer feedback mechanisms ensure that Hindware evolves with consumer needs, maintaining its legacy while appealing to contemporary tastes.
What does the marketing mix of Hindware look like?
Hindware's marketing mix is crafted to encompass diverse facets, ensuring equal attention to both consumers and influencers as well as local market traction through trade counters and regional-level tactical campaigns aimed at driving footfall. This comprehensive approach includes various channels such as Connected TV, OTT platforms, cinema advertising, hoardings and regional newspaper ads. We prioritise digital-first activities, with substantial investments directed towards social media platforms and Google ads. A substantial portion of our budget is dedicated to digital-first activities.
How has Hindware embraced new technologies in its marketing? What challenges did you encounter during this process?
At Hindware, we prioritise seamless customer experiences across digital platforms. Through user-friendly websites, mobile apps and ecommerce platforms, we provide easy browsing and purchasing. Augmented Reality (AR) and Virtual Reality (VR) enhance decision-making, while Artificial Intelligence (AI) drives personalised campaigns and support. We also engage on social media - Facebook, Instagram and YouTube to build brand awareness through interactive campaigns and influencer partnerships, connecting meaningfully with our audience where they spend most of their time.
Embracing new platforms demands continuous learning, proactive experimentation and a willingness to adapt our strategies in real-time to remain relevant.
What challenges do you face in differentiating Hindware's brand image from other players in the market?
Our strategy is centred on leveraging strategic partnerships and embracing innovative approaches to enhance brand visibility and engagement. A pivotal moment in our journey was the revamp of our brand identity, coinciding with the signing of actor Tamannaah Bhatia as our brand ambassador.
Our partnerships with IPL teams, Royal Challengers Bengaluru and Punjab Kings have given the brand unprecedented visibility and hype. Additionally, our presence in highly viewed events like the Asia Cup and Cricket World Cup this year has extended our reach to a wider audience.
While cricket associations provide a national reach to the brand, we also focus on regional collaborations to build local connections, by partnering with events like the SIIMA awards and Vanitha Film Awards as a 'Powered By' sponsor specifically targeting southern markets like Kerala.
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