In this interview narrative, we delve into the insights shared by industry stalwarts representing three prominent players in the commercial refrigeration sector: Haier, Voltas, and Elanpro. Each company brings its unique perspective, strategies, and commitment to quality to cater to the evolving needs of the ice cream industry.
Introduction:
The ice cream market in India has expanded dramatically, owing to changing customer preferences, novel product options, and a growing demand for frozen sweets. In this ever-evolving landscape, deep freezers play an important role in ensuring the quality and freshness of ice cream products. In a market where precision engineering meets the needs of a varied consumer base, top commercial refrigeration businesses are working to redefine excellence in deep freezer technology.
In this interview narrative, we delve into the insights shared by industry stalwarts representing three prominent players in the commercial refrigeration sector: Haier, Voltas, and Elanpro. Each company brings its unique perspective, strategies, and commitment to quality to cater to the evolving needs of the ice cream industry. From market share dynamics to after-sales service excellence and environmental sustainability initiatives, these conversations offer a comprehensive overview of the deep freezer landscape in India.
In addition, we explore the journey of a relatively new entrant, Westfrost/Macquino Innovations LLP, shedding light on their approach towards product innovation, customer-centricity, and future sustainability goals.
As the industry continues to evolve, their perspective provides valuable insights into the challenges and opportunities encountered by emerging players in the competitive deep freezer market.
Join us as we unravel the intricacies of the Indian ice cream industry, where innovation meets tradition, and quality reigns supreme in the realm of commercial refrigeration.
To kickstart our exploration, we have Rituj Agarwal, PGH-Commercial Refrigeration, representing Haier Appliances (I) Pvt. Ltd.; Arvinder Singh Pental, Head – Commercial Refrigeration, from Voltas; Sanjay Jain, Director at Elanpro; and Sujal Teli, GM Sales at Westfrost/Macquino Innovations LLP, all actively participating in our comprehensive market study.
What is the total number of deep freezers selling each year to the ice cream industry? Out of this, how much is acquired by your company?
Weighing the question, Rituj assessed his response. “Haier Commercial Refrigeration controls almost 22% of India’s growing ice cream industry’s deep freezer market, which includes over 4 lakh deep freezer units per year. As a global leader, we place the utmost priority on quality. Our commercial refrigeration series is designed specifically to address the specific needs of the Indian market and is proudly developed in India”.
Rituj also cited an example: “Consider our Glass Top Deep Freezer range, which is a spectacular example of precision engineering with a single-mould door frame, 70 mm puff thickness, and embossed PCM inner liner that provides excellent performance at all temperatures. We have created the bar for excellence in commercial refrigeration, displaying our unwavering commitment to quality and innovation”.
Continuing our discussion, we inquired Arvinder about his perception of the business. “We’re pleased to witness a year-over-year rise in investment from our ice cream customers. Maintaining a leadership position in this area demonstrates our dedication to providing excellent products and services that satisfy our customers’ expectations. We will continue to focus on knowing their preferences and developing with the industry to guarantee that we remain their first choice”.
Giving his insight, Sanjay said, “An essential equipment for the ice-cream industry-deep freezers provide the necessary storage capacity, temperature control, energy efficiency, and space optimization required for efficient production and storage of ice cream products”.
“As per a Statista report, at present, the ice cream market in India is pegged at $5.33 billion in terms of revenue and is expected to grow annually by 10.86 per cent between 2024-28. Thus, I believe the deep freezer market is poised for significant growth, with increasing demand creating ample opportunities for expansion and success. Currently, approximately 9.5 lakh machines are sold each for commercial purposes. Of this, roughly about 80% of the demand comes from the ice cream industry directly or indirectly through OEMs”, was the detailed information from Sanjay.
Introducing a new product, Sanjay further added, “We tapped into new customer segments and expanded our reach in the industry last financial year which helped us garner a significant market share accounting for almost 55% of our overall business. Our product mix was a bit different this year with the introduction of all new Elanpro freezer with higher insulation, super-efficient cooling system to guarantee best in class temperature of upto -300˚C, digital display and super premium silver-grey colour. We are using a powerful combination of innovative range with strategic partnerships to grow our market share in the industry”.
According to Sujal, he estimates that more than 40,000 deep freezers are sold to ice cream manufacturers directly by various companies each year. Her company has sold around 2,200 units in the last accounting year since they entered the market just two years ago. They have been offering a range of Hot & Cold equipment for the HORECA segment for the past decade.
What are the typical after-sales services and support, including annual maintenance, provided by your company for deep freezers?
“We take great pleasure in offering comprehensive after-sales services and support for deep freezers to assure our valued customers’ complete satisfaction and peace of mind”, replied Rituj pleasingly. “We offer rapid support through 41 branches, 35 direct service centres, 200 exclusive service centres, and 630 recognized service centres in India. Our extensive reach, which spans more than 19,000 pin codes, demonstrates our commitment to providing prompt service”.
“We employ over 4,500 qualified service engineers and have a 2-day response time for issue resolution. Customers can easily file complaints using WhatsApp at 8553049999, the website, email, or the 24-hour helpline at 1800-419-9999 or 1800-102-9999. Our engineers are certified to handle deep freezer complaints in the correct manner, maintaining consistent service quality through rigorous training and review procedures. Future aims include building a fleet of Golden Engineers who will be specialized exclusively to Haier products and will obtain various technical certificates to strengthen after-sales service” Rituj supplemented his familiarity on the facts.
Delivering a finely articulated response, Arvinder expressed, “We derive sincere satisfaction in providing complete after-sales assistance to all of our important clients via our wide service network throughout India. Furthermore, we are committed to supporting the Government of India’s National Skills Development Mission by delivering technical training programmes. These efforts not only guarantee that our goods run well, but also help to develop and empower individuals in accordance with national goals”.
Sanjay‘s helpful response underscored Elanpro’s commitment to customer care. He emphasized, “At Elanpro, we focus on comprehensive after sales service and support for our customers. To ensure customer satisfaction we provide a 4-year warranty on all our deep freezers. We have a dedicated technical support team to help with troubleshooting assistance over the phone, mail and or chat. Also, we provide assistance in installation and set-up along with emergency repair services. Besides, for customers who wish to prolong the lifespan of their equipment, we offer a life time extended warranty plan at a minimal cost”.
Speaking passionately about his company, Sujal stated, ‘At WESTFROST, we pride ourselves on our comprehensive after-sales service package for our deep freezers. This package includes a 1+3-year warranty, comprising one year of standard warranty coverage and an additional three years of extended warranty. We do not impose any annual maintenance fees on our customers.
Additionally, Rituj provided an insightful perspective, stating, “We’ve partnered with financial institutions to offer ice cream businesses specific solutions because we recognize their particular requirements. We provide consumer financing solutions, such as 0% interest plans for 6- and 9-month EMIs and fixed EMI schemes at 0% interest, to make deep freezer purchases more affordable for end users as well. These offerings, supported by major banks, ensure accessibility and affordability”.
“Absolutely, we understand our clients’ different financial requirements. For customers who choose leasing options, we give complete support, including every necessary documentation, to help simplify the process”, Arvinder affirmed the commitment. “In addition, we provide customised financing solutions to individual consumers who purchase through our channel partners. Our goal is to make the acquisition process as simple and straightforward as possible, ensuring that our clients have access to the assets they require to succeed”.
Sanjay nodded in agreement, “Yes. We’ve established partnerships with various financial institutions like Bajaj Finance, HDB Financial Services, and Razor Pay to offer hassle-free finance schemes to Elanpro customers. Currently, these schemes are accessible via credit cards, debit cards, and paper finance, making it extremely convenient for anyone interested in purchasing our deep freezers”.
Offering a supportive reply for his firm, Sujal expressed eagerness for growth in due time. “As a relatively new entrant in the market with our brand “MACQUINO” we haven’t yet formed partnerships or connections with financial institutions to offer financing options as part of our sales package. Our focus has primarily been on developing and delivering high-quality deep freezers to meet the needs of our customers. While we understand that financing options can be beneficial for some customers, at this stage, our priority is to establish our brand and ensure customer satisfaction through our products and services’.
He further went on to say, “As we continue to grow and expand our presence in the market, we may explore opportunities to collaborate with financial institutions to provide additional support to our customers in the future”.
What happens to the numerous deep freezers sold each year after they reach the end of their life cycle? Are they recalled, scrapped, or refurbished for reuse?
Rituj, expressing strong enthusiasm in favour of a better environment, responded, “We adhere to government E-Waste norms and strive to collect as many deep freezers as possible, regardless of brand, once they reach the end of their life cycle. End users can simply contact our call centre to arrange for pickup. Additionally, we’ve partnered with waste management and e-waste recycling companies to ensure proper and efficient disposal processes”.
Fostering an eco-friendlier environment, Arvinder elucidated, “Ensuring appropriate disposal of our units is an important part of our commitment to sustainability. As part of our extended producer duty, we recommend that all customers discard their units through authorised EPR (Extended Producer duty) firms in accordance with government regulations. This helps to reduce environmental effect and ensures that items are recycled or disposed of in an ecologically responsible manner. We’re committed to supporting a circular economy and lowering our environmental impact”.
Discussing the negative impact of discarding such equipment, Sanjay expressed deep concern for the surrounding environment. “Eco-consciousness is paramount for Elanpro. With the goal of mitigating the harmful effects of discarded commercial refrigeration equipment on the environment, we offer our customers E-waste management support. Any refrigeration product or accessory that is no longer usable and/or has reached the end of its life cycle is eligible for this program. We have partnered with a government-authorized E-waste recycler who ensures responsible collection and disposal of e-waste specifically from Elanpro products,” Sanjay explained. “Depending on the condition of the product, it is either refurbished or reliably scrapped by the vendor. Through this program, we provide Elanpro customers with a sustainable and convenient solution to dispose of non-functional appliances. In fact, they can completely bypass the hassle of finding a vendor on their own for the recycling of defunct old appliances,” he concluded.
Sujal vehemently added, “Since we’ve only been operating for two years, this aspect isn’t applicable to us yet. However, we anticipate that when our deep freezers do reach the end of their life cycle in the future, we’ll take them back and recycle them to help protect and preserve the environment. This initiative would also benefit our customers, as they could potentially receive a discount on their next purchase from us. However, we plan to implement this program in around four to five years from now”.