MAM
HomeLane to invest Rs 100 crore in marketing over 12 months
BENGALURU: In India, getting home interiors done is generally regarded as a significant but chaotic exercise. As a result, the business segment remains highly unorganised and plagued with unpredictability in terms of time, quality, transparency and expertise. A chaotic experience brings down the joy of creating a new house and unpredictability becomes a serious nightmare. With this rationale, home interiors brand HomeLane is aiming to reduce the pain currently associated with this process through its 45-day delivery promise.
The company has launched a new digital campaign ‘Switch to HomeLane’, across a wide spectrum of OTT/video streaming platforms to urge the Indian consumer to bank on the HomeLane guarantee and “switch” to enjoy its predictable experience. With the digital-first approach, HomeLane is kicking off the new campaign on OTT platforms, beginning with SonyLiv during the India vs Australia T20 series, and supported by YouTube and other social media platforms across key cities.
HomeLane is planning to invest over Rs 100 crore during the next 12 months on various marketing initiatives. This campaign is part of this strategic direction and will run through the entire Q4 of FY 20-21.
HomeLane VP marketing Rajeev GN said, “At HomeLane, we bring predictability into an unorganised and chaotic journey of getting home interiors done. Our 45-day delivery with a penalty backed promise of ‘we pay, you rent’ has been a huge differentiator. It has benefited our customers through price transparency combined with high quality delivery making the last mile of the experience easy for them. Through our new campaign we reiterate this promise as Indian consumers start adjusting to the new normal.”
The campaign involves a couple in the process of getting their new home’s interiors done. However, they are faced with multiple challenges such as delays, poor quality and hidden costs along the way when it comes to dealing with a carpenter. By highlighting these pain points, the campaign aims to appeal to the homeowners to switch to HomeLane in order to enjoy a hassle-free experience through the HomeLane guarantee of 45-day delivery, superior quality and complete price transparency.
Established in 2014, HomeLane has grown into one of India’s leading tech-enabled home interiors brands, providing end-to-end interior services in a personalised, professional way. The company claims to have delivered over 15,000 homes across the country, over the last six years. HomeLane currently services 12+ cities across the country through 21 experience centres.
Brands
RR Kabel expands FMEG portfolio with kitchen appliances and air coolers
Company forays into mixers, cooktops and hand blenders under RR Signature brand.
MUMBAI: RR Kabel has just cooked up something new and it’s not just another wire. The leading wires and cables manufacturer has announced a significant expansion of its Fast-Moving Electrical Goods (FMEG) portfolio by entering the kitchen appliances segment and strengthening its air coolers range under the premium RR Signature brand. The company has introduced Mixer Grinders, Electric Cooktops (both Induction and Infra-Red variants), and Hand Blenders. These products mark RR Kabel’s strategic foray into everyday kitchen essentials, allowing it to reach deeper into Indian households beyond traditional electrical categories.
The Induction and Infra-Red Cooktops are seeing particularly strong demand amid global developments affecting LPG pricing and supply. Consumers are increasingly shifting to electric cooking for its energy efficiency, precise control, and safety features. RR Signature is reinforcing its ‘Aapke Kaam Ki Baat’ promise with best-in-class warranties across the range.
The company also plans to introduce additional kitchen appliance categories in FY26-27. In parallel, it has expanded its Air Cooler portfolio with new Industrial (Semi-Commercial) models featuring higher tank capacities and superior air throw, catering to both commercial users and households seeking powerful cooling during intensifying summers.
RR Kabel executive director Mahhesh Kabra said, “Our expansion into kitchen appliances allows us to connect with consumers at more touchpoints in their daily lives, while our expanded air cooler range addresses the rising need for effective cooling solutions. These launches reflect our continued focus on quality, innovation, and market relevance.”
By stepping into kitchen appliances and enhancing its cooling solutions, RR Kabel is wiring itself more deeply into Indian homes proving that even a cables company knows how to heat things up in the kitchen and keep things cool elsewhere. The move positions the brand for broader growth as it evolves from wires to a more complete home solutions player.
