Consumer electricals major Crompton Greaves Consumer Electricals Ltd has saved costs around Rs 200 crore over the past two years by standardisation of products, knocking off the features that add no value and also use alternative materials, said a top company official.
Launching the company's new range of ceiling fans and a window cooler that looks like a window air conditioner, CEO Mathew Job also said the company is increasing its distribution reach for its products.
"We saved around Rs 200 crore over the past two years by rationalising model range, pooling together of the component sourcing, taking off features that does not add value to a customer, and using alternative materials for different components without compromising on the durability," he told reporters here on Tuesday.
Rationalisation of some product range resulted in increase in volume of suppliers and also commonality of parts kicked in, he said, adding that the savings has enabled the company to spend more on advertising targeting the youth.
"Earlier our advertising spend was around Rs 10 crore and now it is around Rs 60 crore," Job said.
About the new range of fans 'Air 360', Job said the new ceiling fan throws air on a wider area in a room. The fans comes in two variants - one priced at Rs 2,375 and the other Rs 2,575.
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Agreeing that the pain point the company is trying to address with its new range of ceiling fans is nothing new, he also said the company is not looking at bladeless ceiling fans as an innovative product from the company in the near future.
Job said the company's latest innovation is the window cooler which can be fitted like a window air conditioner.
He claimed that the cooler delivers 60 per cent better cooling than a standard plastic cooler while saving space.
--IANS
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