Godrej Appliances lines up more products under NXW brand

Looking to tap the premium segment, Godrej Appliances plans to launch air-conditioners, washing machines, microwave ovens under its NXW brand this year while expanding its retail reach by adding up to 65 exclusive brand outlets.
"We are planning to launch many new products from AC to refrigerators, washing machine to microwaves across categories in the premium segment. You will see more launches happening across the category in NXW this year," Godrej Appliances Business Head and EVP Kamal Nandi told PTI.
The company will launch air-conditioners under the NXW range this summer, apart from washing machines and microwave ovens.
"We have launched a few products in the premium category in the refrigerator space. Now, you would see launches happening across categories. NXW products in AC are coming this summer and then you will see NXW products in washing machines and microwaves," he said.

Underlining the focus on premium segment, Nandi said: "That's a clear focus for us in 2016 to make our presence stronger in premium categories. We are looking forward to acquiring share in the premium segment where we were not present."
Besides, Godrej will also focus to expand its network of exclusive brand outlets (EBOs).

"We have started building exclusive outlets across the country. By the end of 2015, we had 35 and by December 2016, we would be getting close to 100," he added.
Nandi also added that NXW products would also be available in those non-metro markets as it sees potential customers in those regions for premium products.

The company had last year launched the new brand NXW to cater to the premium segment. For instance, in the frost-free refrigerator segment, while a mass market Godrej product is priced between Rs 20,000 to Rs 30,000, the same for NXW starts from Rs 45,000 and goes up to Rs 60,000.
Moreover, Godrej is also looking at export markets with some NXW products, which are designed keeping in mind requirements overseas.
Besides, the company will continue to spend 5 per cent of its turnover on marketing/branding of its products, including the new NXW range.
"A huge amount of investment on creating awareness about this premium brand has been allocated and you will see this brand more and more visible from the house of Godrej," he said.