Adgully Exclusive | Knowing AKAI through MD, Pranay Dhabhai

There are many brands that have existed for over a time now, withstanding all the economic turbulences over the years. AKAI is one such brand that is varied in its products and has a strong consumer market. Being a part of an industry which is more than Rs. 25,000 crores, AKAI is between 2-5 percent for different categories in different parts of the country. The electronic industry is almost saturated with intense competition from other players. AKAI continues to be a trendsetter and works hard to maintain the old glory for which AKAI is known for.

In an exclusive interview with Adgully, Pranay Dhabhai, MD, AKAI unravels the brand as we know it and gives us an insight to the current happenings with this age old brand.

Expecting a Rs. 435 crore turn over in the next 12 months, Dhabhai said, "We realize and believe that each market has its unique characteristic. We tailor make products to suit the local requirements and our international expertise in development has helped us in achieving this."

AKAI has recently launched its new range of ultra-slim LED, LCD High Definition and CRT televisions this festival season. The range is priced between Rs.17, 990 /- to Rs.54, 990/ and is available in 24" (61cm), 32" (81cm) and 42" (107cm) screen sizes. AKAI also announced its entry into the Mobile Handset segment in India with the launch of 10 exciting new models in the dual SIM (GSM+GSM) category. The innovatively designed handsets are affordably prices between Rs.1895/- to Rs.7995/-.

To beat competition and to reinforce AKAI as a brand in the market, there are a few aspects which are being looked at by AKAI. "Our recent consumer offer includes, we are giving 32 LED under exchange of old LCD/CRT TV at Rs. 34,990/-.The customer will also get a Provogue watch worth Rs. 2,499/- with every purchase ofAKAI 32 LED. Further, customer also gets the below mentioned products at discounted rates on the purchase of AKAI 32 LED," Dhabhai said.

Some of the other value added or mega offers include 100% Imported, 36 cm Stereo TV, Piano finish, Dual Tone, MRP Rs. 4490 FOR JUST RS. 1990/, Single Tub 6 Kg Washing Machine, MRP Rs. 3990 FOR JUST RS 1490, Twin Tub 7.5 Kg Washing Machine, MRP Rs. 8490 FOR JUST Rs. 4990, Up To 70% off on AKAI Microwave Oven, 20 L Solo Microwave oven for Rs. 999 only, 20 L Microwave Oven with grill for Rs. 1499 only, 20 L Convection Microwave Oven for Rs. 3990 only, 25 L Convection Microwave Oven for Rs. 4990 only and 30 L Convection Microwave Oven with Rotisserie for Rs. 5990.

"Launch of new hi-end products and aggressive marketing strategies and new advertising campaigns are other aspects on which we will focus," said Dhabhai.

"The company launched 3 new models of LED TVs and 5 new models for LCD TVs. The ultra slim LEDs & LCDs TV range has special features like natura Light Technology with dynamic back light, brushed steel or high gloss finish, dynamic skin correction and motion compensation etc. The range priced between Rs.17, 990/- to Rs.54, 990/-will be available in 24" (61cm), 32" (81cm) and 42" (107cm) screen sizes," Dhabhai commented on how features were added to existing products to make it more competitive in the market.

Dhabhai confirmed that they are looking at spending 10 crores as their marketing and advertising budget during festive season.

"Media spends and medium decision is based on various parameters which are dynamic in nature and keep changing. Our decisions for use of different type of media are based on product being offered, target customers and message that we propose to give," he said talking about the incorporation of the digital medium in their marketing plans.

AKAI is world renowned and is a leader in the electronics segment especially in India where pricing and quality of product are two crucial aspects a buyer looks at. AKAI with its umbrella of varied products continue to do well because of their understanding of local habits and ways.