Symphony bets on e-commerce, D2C for resurgent summer sales of air-coolers

The world's largest manufacturer of air-coolers is not only witnessing a spike in share of e-commerce platforms such as Amazon and Flipkart in its domestic sales but also from its D2C website

After subdued domestic sales, Ahmedabad-based Symphony Ltd., India's largest branded air-cooler maker, is looking at resurgence in summer 2022 sales on the back of renewed focus on e-commerce and direct-to-consumer (D2C) online channels

The world's largest manufacturer of air-coolers is not only witnessing a spike in share of e-commerce platforms such as Amazon and Flipkart in its domestic sales but also from its recently launched direct-to-consumer (D2C) website.

While bulk of Symphony's domestic sales happens through the general trade, over the last couple of years amid the pandemic, share of large format stores (LFS), e-commerce and D2C has been growing. On the