Godrej hopes for a brand makeover

Says the brand Godrej is different from what it was a few years back, and the new campaign would help the consumers to reasses the brand

The Godrej Group, one of the oldest consumer brands in India, is undergoing a branding exercise to change the perceptions of the buyers.

Talking to Business Standard, Head, Strategic Marketing Group of Godrej, Shireesh Joshi said the brand Godrej is different from what it was a few years back, and the new campaign would help the consumers to reasses the brand.

The proliferation of technology in everyday life, he added, has driven the comapnies towards technology innovation in the products. "Aligning with technology, the Godrej furniture now has designed chairs with a blue tooth speaker and a dining table with an induction plate".

Joshi stressed the expectations of the consumers were growing across the board.

Indian consumer, he said is ready to spend but wants a state-of-the-art product whether it is furniture, home appliances, furnishings etc.

This phonomena is observed in all categories of towns and the hinterland.

So Godrej has revived itself based upon the feedback from the target audience, Joshi said.

The massive advertisement campaign, he told may not translate into immediate gains but is aimed to provide a better access to brand godrej in a competitive market.

The Godrej furniture, according to Joshi, has not been effected by the slowdown in the real estate market as the demand for furniture comes after the property is purchased so the furniture sales matched the projections.

In order to connect to the consumers more effectively, the brand has been organising contests in the different cities, concluded Joshi.