Regardless of 2020 being daunting, our resilient group has made us a a lot stronger group than ever earlier than: Marzin Shroff, Eureka Forbes

  • Since its launch in 1982, Eureka Forbes has nearly turn into synonymous with the water air purifier and vacuum cleaner class.
  • Just lately, it re-branded itself, for the primary time since its launch.
  • We communicate to Marzin Shroff, CEO and Managing Director, Eureka Forbes Restricted, to grasp why the model rebranded itself in any case these years, how its innovating to maintain up with occasions, and the place its future progress will come from.

The 12 months 2020 affected all companies, however on the identical time, it shone the highlight on manufacturers that work within the areas of well being and hygiene, as individuals turned extra critical concerning the security of their family members. These manufacturers had the accountability of innovating with the altering occasions, to handle client issues and their quickly evolving calls for.

Eureka Forbes, that for a very long time was nearly synonymous with water purifiers and vacuum cleaners in India recognized this altering want and launched Ayur, a water air purifier that dispenses water infused with Ayurvedic herbs and spices. It additionally plans to launch the Forbes Robo Vac and Mop, coupled with a cordless vacuum cleaner and the Forbes DiWa – a floor disinfectant generator.

Figuring out the necessity to change itself with altering occasions, the model additionally not too long ago rebranded itself, after being in existence for over three a long time.
We not too long ago caught up with Marzin Shroff, CEO and Managing Director, Eureka Forbes Restricted, to grasp why the model rebranded itself in any case these years, how its innovating to maintain up with occasions, and the place its future progress will come from.
Excerpts:

Q) Eureka Forbes’ legacy goes again over 38 years. So what was the thought behind your current re-branding?

The constructing blocks of our branding technique are based mostly on the next ideas:

    1. Proper model structure throughout classes, client segments, worth factors and channels
    2. Sharper model positioning and communication to completely handle wants of every goal phase
    3. Repurposing our model and aligning it to make a constructive distinction
    4. Revitalising our inner group in the direction of this purpose-based imaginative and prescient
    5. Optimising our model spends below two umbrella manufacturers (carefully linking into one another)
    6. Leveraging the strengths of the model – Safety, Belief, Positivity

Q) Rebranding a legacy model might be tough, individuals determine these manufacturers and there may be some quantity of affinity as a consequence of familiarity. How have you ever made certain you have got retained a few of your legacy identification whereas developing with the brand new identification?

Eureka Forbes is a model which has, through the years, discovered its place in nearly all households throughout the nation. Certainly, rebranding of a real legacy could be a bit tough. Nevertheless, for us, it was not a lot of a problem as a result of it isn’t a change, it’s extra of an evolution as we prefer to name it. Making the model identification extra cohesive with the model technique has been the try. Our try has been contemporising the model story and philosophy slightly than an entire re-branding.

Q) 2020 has been troublesome for many companies throughout the globe. How has the 12 months been for Eureka Forbes?

2020 has been an unprecedented 12 months for everybody, and it’s been the identical for us at Eureka Forbes. Whereas the preliminary weeks and some months have been daunting, the resilient group at Eureka Forbes has made this 12 months among the best by way of learnings, new methods to market and made us a stronger organisation than ever earlier than. Posibol is a real illustration of the perspective at Eureka Forbes.

Q) What sort of progress did you see on your merchandise below the well being and hygiene segments? Will these merchandise drive progress for the model in 2021 too? Are you additionally taking a look at launching extra merchandise below these segments, given individuals’s elevated give attention to well being and hygiene in 2020?

The pandemic has resulted in a particularly acutely aware and conscious client class. Not solely have we as customers turn into well being and hygiene acutely aware, with regards to the well being of the household, customers desire to decide on the chief! Each have had a constructive affect on Eureka Forbes and our manufacturers Aquaguard & Forbes.

Aquaguard, a model that defines pure-healthy water in India and which enjoys unprecedented client acceptance and prime of the thoughts recall scores in extra of 65% and unaided recollects of 96% +, has seen current introductions like Aquaguard Ayur Recent – a first-of-its-kind fusion of age-old knowledge and state-of-the-art expertise. The goodness of seven Ayurvedic substances (herbs and spices) now in your ingesting water!

Underneath the model Forbes, we launched cutting-edge Upright, Steam and Robotic vacuum cleaners and new Air Purifiers.

Forbes DiWa is our latest introduction. The Forbes DiWa Floor Disinfectant Generator makes use of simply Widespread Salt and Water to provide Sodium Hypochlorite that’s listed by USEPA as an energetic ingredient in opposition to the human coronavirus (SARS-CoV-2) that causes COVID-19 & kills 99.99% viruses & micro organism in simply 5 seconds on a number of surfaces.

Forbes Coronaguard is an modern gadget that makes use of PMEE expertise ‘bodily attenuates’ the homing mechanism on the virus and prevents infectivity, eliminating the bridge between the virus and the human cells. The air disinfection effectivity of ‘Forbes Coronaguard’ has been examined and confirmed by main institutes throughout the globe.

All of those and a few extra improvements within the close to future shall actually drive the general progress within the ‘well being & hygiene’ phase and assist us consolidate our management.



Q) What does your efficiency on this FY appear like. What sort of expectations do you have got from the brand new monetary 12 months?

As I stated, it has been a muted however extraordinarily difficult 12 months. We’ve recovered properly from the early days of lockdown and whereas the classes are displaying a constructive trajectory, the washout of Q1 of 20-21 is but to be utterly recovered. We’re taking a look at a constructive 2021 and we all know it absolutely is ‘posibol’.

Q) You have been one of many pioneers of direct gross sales in India. How has your method modified now? What do you assume is the best solution to promote to customers now?

Eureka Forbes which began because the pioneers of direct promoting within the nation is now one among Asia’s largest direct gross sales firm. Our direct gross sales enterprise is as pro-active as ever, nevertheless we’re a multi-channel organisation and want to go away no stone unturned with regards to serving our prospects, therefore we now have unfold ourselves throughout channels to achieve out to our prospects. Though our method in the direction of direct promoting basically stays the identical, it’s now tailored and revised to assist our workers attain out to their goal prospects. Whereas we consider that Eureka Forbes has its roots fairly deep into its Direct and Retail gross sales channels, contemplating the present scheme of issues, it might be the e-commerce/digital platform which is rising each successfully and profitably because of the varied benefits comparable to having easy accessibility to the market and the scope of speedy progress. There’s additionally perpetual enchancment in the way in which we method our prospects thanks to varied on-line advertising and marketing and analytic instruments.

Digital as a platform basically has two core digital buildings (digital platforms and ecosystems). The primary consists of international platforms comparable to Google, Fb, WhatsApp and many others. which permit a variety of digital merchandise to be constructed on prime of them—promoting and media sitting on prime of it.

Ecosystems, in contrast, typically begin with a client want for a service, comparable to real-time administration of merchandise in addition to service requests and many others.

At Eureka Forbes, we’re constructing a big CRM answer that’s based mostly on Microsoft Dynamics 365 by way of which completely different platforms work together to present our present and new customers a by no means earlier than expertise.



Sure, purely on digital promoting vis-à-vis conventional promoting, the spends will hold going up.

Q) The place will Eureka Forbes’ subsequent section of progress come from?

Eureka Forbes is a multi-product, multi-channel organisation. Within the subsequent section of our journey we want to develop ahead and upward and the identical just isn’t restricted to a specific phase of enterprise as we want to develop as an entire, as one organisation with uniform progress throughout classes and companies. The pursuit of shifting ahead and upward is the inspiration behind our new model identification. This spirit has resulted in an emblem, which is the mixture of ‘POSitive’ and ‘SYMBOL’- POSIBOL. The POSIBOL signal embedded within the emblem signifies a brand new world made for purchasers, companions and society – one which leaves a constructive footprint.

Q) What’s your imaginative and prescient for model Eureka Forbes?

The imaginative and prescient of the organisation has been revisited for the altering occasions and is now envisaged as: ‘A wholesome world. A protected you. A contented us. The world is ever altering and dynamic and for an organisation to remain forward of the curve, it should hold adapting to consistently enhance. Eureka Forbes’ decision to supply well being and hygiene to its prospects by way of essentially the most superior merchandise is sustained and the brand new identification sings the identical tune. For the three+ a long time of its existence, Eureka Forbes has not solely promised but in addition practiced its declare of being ‘Pals for Life’ to our enormous buyer base. With a promise so pure we goal to make the world a greater place by being concerned in actions that assist the society, going that further mile to make a constructive distinction.

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