Being headquartered in New Delhi, Haier India has pan India operations and a vast distribution network across the country along with a manufacturing facility in Pune. The appliance offerings of Haier India range from refrigerators, freezers, air conditioners, washing machines, TVs, water heaters to microwave ovens, and all this with a special focus on domestic and commercial requirements.
Haier India is a 100 percent subsidiary of Haier Group, a fast-growing consumer durables company. Haier is the world’s No. 1 brand of Major Appliances* for 12 consecutive years, as per Euromonitor International. The company initiated its commercial operations in India in January 2004.
Every Haier product stems from its brand philosophy of ‘Inspired Living’ and is designed featuring the best-in-class innovation and technology keeping the day-to-day customer needs in mind.
In this special coverage, Ice cream times had an opportunity to speak exclusively with DebArjun Roy, Business Head, Haier India. The excerpts follow:
What are the different products Haier offers to its consumers? Which of them are suitable for Ice-cream Industry?
The product range offered by Haier India to its clientele are refrigerators, air conditioners, washing machines, TVs, Deep freezers, water heaters, and microwave ovens. Haier being the world’s No. 1 freezer brand offers an extensive range of energy-efficient hard-top and glass-top customized and curated as per the need of the ice cream industry.
An investor while investing in the ice cream business searches for the below properties to best suit his requirement. Can you elaborate on the vital points while installing commercial freezers?
i. Temperature stability: This factor is important, and it depends on the cooling retention of the cabinet. We at Haier understand this and offer a cabinet with 70mm PUF insulation along with a three-layer (Trapezoid door) which leads to superior cooling retention in the cabinet compared to industry standards.
ii. Food safety: Being an important parameter for the ice cream business, the inner liner of the Haier Deep freezer ranges from Stucco aluminium to PP liner and depending upon the need of the consumer the solution is offered.
iii. Easy cleaning and maintenance: Haier Deep freezers in India are designed for manual defrosting with an outlet in the front of the freezer. However, at the global level, Haier has an extensive range of frost-free deep freezers with DC inverter technology that we plan to introduce shortly in the Indian market.
iv. Energy consumption: Be it any commercial business energy consumption plays a vital role as every businessman want to save on the energy cost, we at Haier have superior energy-efficient units in comparison to the industry standards and how with our major USP’s we offer 5D uniform machines, Hydrocarbon refrigerant – improving compressor reliability, Three-layer door which helps retain cooling inside the freezer for longer thus leading to an overall 50% energy saving for customer with Haier freezers.
v. Ability to work in a hot environment: Ambient temperature plays a vital role for a machine to work, majorly we have seen cases where freezers are mainly placed outside the stores and in such cases a freezer with Tropicalized compressor (T-climate machine) can only work. Haier Deep freezers offer Tropicalized compressors powered by hydrocarbon refrigerant which clubbed with features like 5D uniform, freezing ensures cooling efficiency even in the case of high ambient conditions.
How has the market affected Haier’s business during the outbreak of covid-19?
While we understand that the pandemic has its own challenges but any challenge we feel also opens a door for opportunities. Post-Covid while the market had been sluggish initially but with the onset of the festive season, our overall number has been encouraging for us to gain a higher market share.
How will you differentiate Haier Freezers with others in the market?
To differentiate our Brand from others in the industry we have major USP’s which are distinct and Unique with Haier:
Product differentiation has been the core at Haier and hence we offer a product which is not just energy efficient but a strong and robust design ensures a longevity higher than the standard freezers available in the market.
Few of the Unique USP are mentioned below:
• 5D UNIFORM FREEZING- Leading to 2X freezing capability
• TRAPEZOID DOOR DESIGN- THREE LAYER DOOR: offers superior cooling retention
• HYDROCARBON REFRIGERANT- leads to superior energy efficiency
Tell us something about your Maintenance Contracts?
Haier has set a benchmark in the industry by always offering the best Warranty standards in the industry, however, we also offer an affordable annual maintenance contract post expiry of the warranty period.
How do you help your consumers in ‘Making the Right Choice’?
Due to limited aesthetic differentiation among the product offering of all the brands, it is important for us at Haier to make the consumer aware of the functional and recurring monetary benefits associated with a Haier deep freezer.
We strive to achieve the same through our innovative campaign like MAKE YOUR FREEZER FREE WITH HAIER which talks about a Haier freezer being owned at 0 costs within 5 years of its operation.
What is your say about the future demand of ice cream and its industry and your products like?
India’s consumption for Ice creams and freezers is still low compared to the population and we foresee a huge scope in both these industries with an increase in per capita consumption of ice cream. The freezer industry at current is pitched at 0.8 Million which over the next 5 years should go up to 1.7 million at a YOY growth of 20%.