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Panasonic sharpens pitch for Anchor's legacy, modern design capabilities

An acquisition made over a decade ago blends Japanese branding with Indian know-how as it stitches up a premium narrative for the brand

Anchor switches sell for Rs 10-60 a unit, while its range of automated systems for homes starts at  Rs 2.5 lakh. The company is looking to penetrate deeper into the higher end of the market
Anchor switches sell for Rs 10-60 a unit, while its range of automated systems for homes starts at Rs 2.5 lakh. The company is looking to penetrate deeper into the higher end of the market

How do you create brand differentiation in something as everyday as a switch for an appliance? After all, there’s little that meets the eye beyond plastic buttons and panels that stay flush to a wall. Anchor Electricals which started half a century ago, as a home-grown maker of electrical switches is seeking to separate itself from the pack by highlighting its legacy and modern design capabilities. Legacy is an easy recall for Anchor that has straddled the low-to-mid range of the market and more recently, also the premium end. It accounts for the lion’s share of ...