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Creating Niche Segment In India Takes Enormous Effort: Miele
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We spoke with the man who thrives in selling high-end electronics in a tete-a-tete session.
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Saturday, August 04, 2012:
Recently, we met Dhananjay Chaturvedi, managing director of Miele India, which started its India operation three years back.The products that Miele offers are your traditional run-of-the-mill consumer electronics products like refrigerator, washing machine, coffee maker etc. But what makes these products stand apart is the uniqueness of the technology that is the Miele trademark.
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EFYTimes dropped down to Chaturvedi's office. What followed was an interactive candid chat with Chaturvedi, trying to understand the nitty-gritties of the brand, also discussing the plans in pipeline for Miele in India.
Miele is not to be mistaken for an LG or Samsung. It represents an ideology, which has been passed on by its creators, i.e. Carl Miele and Reinhard Zinkann in Gütersloh, a small town in Germany.
What started with a miniature product like butter churners, went onto diversify in to cars and motorbikes before realising their true-calling which was in luxury domestic appliances like dish washers, vacuum cleaners, washing machines and refrigerators.
Typically, brands in the consumer appliances segment in India have the common courtesy of making sure that customers are made to regret their purchase with sub-standard sales service, but looking at what Miele has done over the years, it is not surprising to see a brand which has products starting from Rs 0.13 million, understands the importance of owning the customer and delivers services as promised.
To know further about the brand and its Indian customer-delight services, watch the following.
Aadeetya S, EFYTIMES News Network
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