Consumers want more immersive experiences while choosing brands: Charu Malhotra

The first half of the year 2023 has been a rollercoaster ride, with an accelerated adoption of generative AI, AI chatbots, and digital innovations. This is bringing in new operational efficiencies, stronger strategies, a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand.

Adgully’s TRENDING NOW series has been presenting important insights from key industry leaders, who highlight the major trends and developments that they see dominating the industry in the current times.

In conversation with Adgully, Charu Malhotra, Vice President & Head of Marketing, Hindware Ltd, speaks about the significant changes in consumer behaviour, greater integration of voice and virtual technology, rise of smart products in the bathroom, and more.

Key trends dominating the industry in 2023

The key trends dominating the industry in 2023 include, growing influence of consumers in product decisions, the industry is witnessing significant changes in consumer behaviour, which is driving a shift in marketing and communication strategies for brands. Consumers are becoming more involved in the products they purchase, which provides a huge landscape for brands to drive social conversations around both aesthetics and functionality of products.

To be successful in this environment, marketers need to handhold consumers through the decision-making journey, providing relevant nudges at each stage. This involves greater integration of voice and virtual technology, where it makes sense, to provide consumers with a more engaging and immersive experience.

One trend that is gaining traction is the use of influencers to drive opinions and decisions. Consumers are seeking more engaging and immersive experiences while choosing products or brands, and technology plays a key role in this regard. For example, visualisers via VR/ AR tools and AI-based chatbots and ChatGPT visualiser are revolutionising the consumer journey.

Online channels are also gaining traction, as consumers increasingly shop for products online. This presents an opportunity for brands to create a seamless online shopping experience that integrates with offline channels.

We’re also witnessing a rise of smart products in the bathroom, which are gaining popularity, offering convenience and a modern look to the bathroom. This presents an opportunity for brands to create bathroom spaces with flaunt value for the consumer, such as smart mirrors that provide personalised skincare recommendations or smart toilets that offer customised settings for different users.

Major expectations from your sector

This year, the bath ware sector is witnessing a shift of consumers towards products that offer convenience and a modern look to their bathrooms. Smart products such as smart toilets and smart showers are also gaining popularity, as consumers look for ways to make their daily routines more efficient. There is a growing emphasis on sustainability and eco-friendliness in the bath ware sector. Consumers are increasingly looking for products that are made from environment friendly materials and that have a low environmental impact.

In terms of expectations, we anticipate continued growth in the demand for smart products and sustainability-focused products. We also expect to see more integration of technology into bathware products, such as voice-activated controls or AI-based recommendations. Additionally, we anticipate that there will be a greater emphasis on creating a seamless online and offline shopping experience for consumers.

Key focus areas for Hindware in 2023

Our major focus areas in 2023 will be on optimising the digital world for Hindware and ensuring high engagement and experience for the consumer. We are now on a trajectory of growth and are committed to keeping up with the industry's trends and changing customer needs.

We recognise that the consumer landscape is constantly evolving, and we want to ensure that we are providing our customers with the best possible experiences, hence plan to invest in understanding the industry trends and accordingly innovate to stay ahead of the curve. We are investing in technology to provide the right interventions throughout the consumer journey. By mapping the consumer journey, we can identify the key touchpoints where we can provide relevant nudges to guide the consumer towards making the right decision.

In addition, we plan to focus on sports and entertainment collaborations, as we believe that these partnerships can help us reach a wider audience and build a stronger brand presence. To begin with, we partnered with IPL this season, and the response has been very positive. We believe that these collaborations will help us stay competitive and succeed in the market.