Transforming Crompton: Strategies for a Generation
As the blazing Indian summer approaches, Crompton is stepping up with a cutting-edge marketing roadmap designed to provide essential relief from the heat. Central to the brand’s 2025 summer strategy for air coolers is the empowering promise of #JaldiCooling — creating products that deliver when temperatures soar. “This summer, our marketing is focused on providing quick and reliable cooling solutions to meet rising consumer needs,” declares Tanmay Prusty, Chief Marketing Officer at Crompton.
Understanding Consumer Expectations
Crompton’s summer initiative is much more than just selling coolers; it’s about grasping the ever-evolving landscape of consumer expectations. “Cooling has transitioned from being a seasonal luxury to an absolute necessity, particularly in Tier 2 and Tier 3 towns where accessibility, performance, and affordability are essential,” Prusty explains. With a growing market seeking both premium experiences and wallet-friendly options, Crompton is offering a diverse product portfolio that caters to a wide range of consumer needs.
Innovative Solutions Tailored for All
Whether it’s engineering high-performance appliances or elevating after-sales service, Crompton is adapting its product development and marketing strategies to align with consumer insights. “We’re dedicated to crafting solutions that deliver real value — whether that means affordability or a luxury product experience,” Prusty emphasizes.
Trends Reshaping the Consumer Durables Market
As 2025 unfolds, several key trends are influencing the consumer durables sector. According to Prusty, there’s a notable shift towards smart, sustainable, and user-centric living. From energy-efficient motors to IoT-enabled appliances, Crompton’s R&D is proactively focusing on innovation that resonates with modern lifestyles.
The Rise of Premiumisation
Another significant trend is the premiumisation of consumer goods. Shoppers increasingly crave automation, aesthetic appeal, and customization. “Purchasing decisions are now heavily influenced by home decor preferences, making design and material finishes more critical than ever,” notes Prusty.
Expanding Horizons: New Markets and Segmentation Strategies
Beyond expanding its product portfolio, Crompton is actively targeting untapped markets, enhancing its geographical footprint through innovative cross-category distribution strategies. Their segmentation approach focuses on lifestyle, life stages, and geographical specifics. For instance, preferences in kitchen appliances are shaped by urbanization and life stages, while product development for pumps varies based on regional water conditions and usage patterns. This tailored strategy allows Crompton to effectively market products across broad categories while adopting a digital-first approach for premium segments.
Building Trust Through Innovation and Engagement
With over 85 years of legacy, Crompton’s credibility is well-established. However, today’s dynamic market demands that trust is earned consistently. “We gauge consumer trust and loyalty through metrics like repeat purchases and growth in premium segments,” explains Prusty, highlighting the significant growth observed in Crompton’s fan segment, driven by high demand and successful new launches.
The Role of Digital Channels in Modern Marketing
Digital avenues are crucial for this feedback ecosystem. Through performance marketing, social listening, and consumer engagement, Crompton tracks satisfaction and refines its offerings in real-time. “Our teams gather direct consumer insights that influence everything — from design enhancements to innovations that promote health, comfort, and energy efficiency,” Prusty adds.
#AankhBandKarkeLeLo: A Trust-Building Campaign
As part of its efforts to strengthen its legacy, Crompton introduced the pioneering #AankhBandKarkeLeLo campaign, aimed at reinforcing the trust that Indian households have cultivated in the brand over generations. The tagline, “buy it with your eyes shut,” encapsulates Crompton’s ongoing relevance in a competitive marketplace.
The campaign leverages Crompton’s technological prowess, particularly in airflow, drawing from its leadership in the fan and residential pump segments. “Pumps and fans are the backbone of any air cooler,” Prusty remarks. “Our expertise ensures that Crompton Air Coolers deliver robust, long-lasting performance even during the peak summer months.”
An Omnichannel Approach to Marketing
This ambitious campaign utilizes a wide array of promotional strategies, from prime-time TV to influencer collaborations. “We initiated the campaign with a strong television push,” Prusty notes. Amplification continues through digital platforms, out-of-home (OOH) advertising, cinema spots, print media, and influencer-led outreach efforts.
Future-Proofing the Crompton Brand
As the architect of Crompton’s marketing strategies, Prusty is committed to future-proofing the brand’s market position. “My focus is on ensuring that our innovations — whether in product development, communication, or marketing — align with consumer aspirations.” He views marketing as more than just campaigns; it’s about crafting experiences that address real consumer challenges.
The Essence of Impactful Marketing
For Prusty, the key to impactful marketing lies in a deep understanding of consumers. “It’s essential to listen, observe, and interact — every consumer interaction can spark a breakthrough idea. That’s the foundation of a consumer-first culture,” he concludes.
