Havell's has a somewhat tricky task on hand, moving up the value chain from switches to appliances. Though not as high expertise as white goods, it is still an upward movement. It implies competing with brands with greater stature such as Philips, Black & Decker etc.
It would have been tempting for Havell's to fall into the build-credibility-through-tech-expertise-trap Hats off to the brand team to instead choose a bold ideological point of view. The former would have positioned it as a wannabe brand, the latter is far more likely to win it the hearts of those it stands up for.
Havell's has instead adopted what only bold challengers dare to the contrarian point of view. Aligning itself with the emerging idea that household work needn't be the source of identity for the new Indian housewife. She is ok to admit she is not very good at it and is not really embarrassed about it. With shifting gender equations, she is instead questioning why this is solely her responsibility.
Havell's has offered a new meaning for appliances not merely convenience tools for the housewife, but something that the man should use to do his work too.
What makes this interesting is not merely the contrarian ideology (when other zig, zag), but also it's emergent nature. It is a conversation emerging in some of the younger, nuclear, mostly upper SEC homes, and not always without a tussle. That's where the brand taking a stand has value.
The brand team has clearly done their homework well!
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