Godrej to expand SmartCare concept

With an obvious intention garner a larger share of the home appliances market, Godrej Appliances Ltd has planned to expand the reach of its Godrej SmartCare concept, where the company undertakes repairs and maintenance of home appliances, irrespective of the make.

Godrej SmartCare, which already has over 350 touchpoints in the country, aims to hike this number, as the company sees not just a huge business opportunity in maintenance and repairs, but the possibility of consumers moving to the Godrej brand because of efficient after-sales service.

"Branded service was something that was missing in India. And so we have decided that we will not just maintain and service our customers, but those of other companies as well. All out SmartCare service stations have stocks of spares parts of not just Godrej products, but those of other products as well," said Soumitra Ghatak, executive vice-president, marketing, sales and service, Godrej Appliances.

Ashwani Keswani, vice-president, consumer services, said the company has 26 touchpoints in Gujarat. Customers can also drop in their complaint over a toll-free number that is available across main cities.

Keswani added that this facility will be extended to smaller cities soon.

Insisting that Godrej SmartCare executives will not be involved in actual selling Godrej products, Keswani said that the aim is to emerge as a brand that customers can turn to for after-sales service.

"Once this faith is established, it will automatically translate into increased sales of Godrej appliances," he said.

Ghatak said that Godrej has so far invested about Rs 5 crore in the SmartCare division.

"The Godrej name is a trusted brand name. Now, the company offers consumers an alternative to the roadside repair and service shops, which consumers were forced to go to for want of branded service centres," Ghatak said explaining the rationale behind starting the project.

To begin with, SmartCare has taken up maintenance and repairs of air conditioners, washing machines and refrigerators, but the list of appliances will be increased later to include all home appliances.

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