Philips India bets on reverse innovation

Innovating specialised products for the Indian market and taking those innovations to other emerging-market countries is Philips India's latest mantra.

The local unit of the Dutch consumer durable company is a leading player in the consumer lifestyle segment with presence in categories such as kitchen appliances, garment care, hair care and grooming. It also launched AquaTouch, an electric wet shaver, earlier this year.

"Wet shavers have never been part of Philips portfolio globally," says Anurita Chopra, Director, Personal Care Marketing, Philips Consumer Lifestyle.

AquaTouch would soon be available in countries which have a climate and shaving habits similar to India's, says A.D.A. Ratnam, President, Philips Consumer Lifestyle.

The company's first reverse innovation initiative in the consumer lifestyle business happened with KeraShine, a range of hair dryers and hair straighteners infused with keratin. "We have tried to create differentiation in the market through these products," says Ratnam.

KeraShine is also being sold in rest of Asia, East Europe and Africa.

The company has also rolled out shavers for the mass market, called BT3200. The USP of this product is that it can be used without electricity. Chopra says this innovation was done especially for the Indian market keeping in mind the rampant power cuts that happen in most parts of the country. While regular electrical shavers and trimmers are priced between Rs 1,200 and Rs 4,000, a BT3200 shaver is priced at Rs 1,095.

According to Chopra, male grooming in India is a 300 million euros (around Rs 2,400 crore) market. Of this, the market size for electrical razors is 40 million euros (around Rs 320 crore), which is growing at 30 per cent a year. To promote its male grooming range, Philips India has signed on actor Arjun Kapoor as brand ambassador.

Apart from innovating products specifically for the Indian market, Philips Consumer Lifestyle, says Ratnam, would also be focusing on the convenience and health platforms across categories. The company has products such as Airfryer, which promises crisply fried goodies using 80 per cent less oil.

The company is also shortly planning to launch vegetable steamers. "We are going to bring in categories which are affordable and aspirational. These products would be part of our international portfolio but they would be adapted to Indian tastes," says Ratnam.