Brands
Hawkins ad spend flat in Q1-2015
BENGALURU: Indian pressure cooker manufacturer Hawkins Cookers Limited (Hawkins) spent Rs 3.37 core (34.1 per cent of Advertising and Sales Promotion or ASP) towards Advertising (Ad spend) in Q1-2015, 2.7 per cent lower than the Rs 3.46 crore (19.7 per cent of ASP) in Q4-2014 and 1.2 per cent more than the Rs 3.33 crore (39.4 per cent of ASP) in Q1-2014. Overall, ad spend was almost flat across the three quarters – Q1-2015, Q4-2014 and Q1-2014.
Note: 100,00,000 = 100 lakh = 10 million = 1 crore
The company’s ASP comprises ad spend and discounts. As per Fig 1 below, based on historical data over the nine quarter period starting Q1-2013 until Q1-2015 (current quarter), the company spends the maximum towards ads in Q3, the festive season in the country. In Q2 and Q4, it resorts more towards discounting.
The company has been skewed more towards offering discounts as compared to advertising. Over the nine quarter period under consideration, the simple average ad spend in terms of percentage of ASP is 26.7 per cent, while the proportion of discount over the same period works out to 73.3 per cent of ASP. This trend is likely to continue based on historical data across the nine quarters under consideration. The company in Q2-2015 is likely to resort significantly on offering discount and spend a lower towards advertising. Q3-2015 is likely to see the company’s ad spend go up significantly.
The company’s highest ad spend over the nine quarters has been Rs 8.67 crore in Q3-2014 (49.3 per cent of ASP). Hawkins ad spend has been lowest in terms of rupees in Q4-2013 at Rs 0.35 crore (2.9 per cent of ASP), while the lowest in terms of percentage of ASP was in Q2-2013 at 2.8 per cent (Rs 0.37 crore).
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The company’s ASP in Q1-2015 at Rs 9.88 crore (10.2 per cent of Total Income from Operations or TIO) was 43.7 per cent lower than the Rs 17.55 crore (12.4 per cent of TIO) in Q4-2014 and 17 per cent more than the Rs 8.44 crore (11.2 per cent of TIO) in Q1-2014. ASP in terms of simple average in absolute rupees across the nine quarters under consideration is about Rs 13.01 crore.
Hawkins TIO in Q1-2015 at Rs 97.20 crore was 31.5 per cent less than the Rs 141.87 crore in Q4-2014 and 29.1 per cent more than the Rs 75.31 crore in Q1-2014.
While the company’s TIO across the nine quarters under consideration shows a linear upward trend, the company’s ASP seems to have flattened out linearly in terms of absolute rupees, and shows a slightly downward trend in terms of percentage of TIO. Please refer to Fig 1A below.
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Hawkins PAT for Q1-2015 at Rs 7.07 crore (7.3 per cent of TIO) was 46.1 per cent lower than the Rs 13.13 crore (9.3 per cent of TIO) in the immediate trailing quarter and 44.6 per cent more than the Rs 4.89 crore (6.5 per cent of TIO) in the corresponding year ago quarter. Please refer to Fig 2 below.
Overall, on a linear basis, PAT seems to be moving upward both in terms of absolute rupees as well as percentage of TIO.
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Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
