DAEWOO, an iconic brand owned by the renowned Korean steel conglomerate POSCO, has marked its re-entry into the Indian market through a strategic brand licensing partnership. In an exclusive interview with Harleen from the The Volt Post, H. S. Bhatia, MD, Kelwon Electronics & Appliances Pvt Ltd, Manufacturing Partner, DAEWOO India broadly expresses his views on Daewoo’s partnership with Kelwon Electronics, key business areas for its expansive portfolio, R&D and scaled-up manufacturing plant facility and how it aims to cater to the dynamic preferences and improving lifestyles of Indian consumers. Edited Excerpts Below.
DAEWOO has been a nostalgia and an iconic brand in India. Now with its re-launch news, what consumers can expect from DAEWOO’s ‘front-seat’ product innovation and portfolio?
DAEWOO, an iconic brand owned by the renowned Korean steel conglomerate POSCO, has marked its re-entry into the Indian market through a strategic brand licensing partnership. With a significant global footprint in consumer durables across 110 countries, DAEWOO has identified India as a key market for its expansive portfolio, focusing on three primary business areas: Renewable Energy & Power, Consumer Durables, and Electric Vehicles (EVs).
India’s robust economic growth and surging consumer demand make it one of the world’s most promising consumer markets. To capitalize on this opportunity, DAEWOO has partnered with Kelwon Electronics Pvt Ltd, an Indian company with substantial experience and capabilities in manufacturing, marketing, and sales.
As we re-launch DAEWOO in India, consumers can expect a range of innovative and high-quality products designed to cater to their evolving needs. Our portfolio will include home power energy solutions, home entertainment systems, kitchen appliances, personal care products, and E-bikes. Each product embodies the brand’s legacy of excellence and combines advanced Korean technology with affordability, ensuring superior performance, reliability, and convenience. We are committed to providing reliable and innovative products that resonate with the preferences and expectations of Indian consumers, positioning DAEWOO as a leading brand in the market once again.
What has been the strategy behind partnering with Kelwon Electronics to establish itself in the Indian consumer electronics and B2C market?
Partnering with Kelwon Electronics has been a strategic move to ensure a successful re-entry into the Indian market. Kelwon’s established infrastructure, including a robust dealer network, warehousing, logistics, and trained manpower, provides a strong foundation for DAEWOO’s operations.
This collaboration allows DAEWOO to leverage Kelwon’s market expertise and distribution channels, ensuring that DAEWOO products reach consumers efficiently and effectively. Additionally, Kelwon’s access to the latest Korean technology and innovations will help us introduce advanced and reliable products tailored to Indian preferences.
Will it out-source technology or has/have an indigenous R&D and scaled-up manufacturing plant facility in India?
DAEWOO, in collaboration with Kelwon Electronics & Appliances, has committed to building an indigenous R&D and scaled-up manufacturing plant facility in India.
This strategic investment will enable us to develop and manufacture products locally, ensuring quality control and faster time-to-market.
By establishing a local manufacturing presence, we aim to support the Indian economy and create job opportunities, while also tailoring our products to meet the specific needs of Indian consumers.
Mostly the Indian consumer market is flooded with various brands and options. What keeps or let’s say plans of DAEWOO to be ahead the curve?
In a market flooded with various brands and options, DAEWOO plans to stay ahead by offering unique value propositions. The products combine Korean technological innovations with affordability, catering to the dynamic preferences and improving lifestyles of Indian consumers.
By segmenting the market and identifying ideal customer profiles, it is introducing innovative products such as home automation systems, alkaline water purifiers, smart interactive LED televisions, and audio speakers.
The commitment to quality, innovation, and affordability will differentiate DAEWOO from competitors.
Can you tell our industry readers about your new rollout, i.e. the new range of automotive batteries, and since the launch how has been the market traction?
Our Korean technology automotive batteries cover a wide spectrum, including car, truck, tractor, and bus batteries.
These batteries are designed with high cranking performance and utilize advanced calcium-tin and calcium-silver maintenance-free technology, ensuring they are durable and robust enough for Indian road conditions.
They come factory-charged and ready-to-use, tailored to withstand India’s diverse and challenging climatic conditions through features like a double chamber container with a condensation mechanism.
We prioritize quality by using top-grade pure lead, PP container lids, separators, and chemicals in the manufacturing process. Our Sealed Maintenance Free (SMF) and Maintenance Free (MF) batteries feature expanded metal grid technology, low self-discharge, low maintenance requirements, long backup performance, and faster recharge capabilities. This ensures our batteries are reliable and efficient, providing consistent power and durability.
In addition to four-wheeler batteries, we have also introduced an innovative range of batteries for two-wheelers, including motorcycles, scooters, and scootys.
These batteries meet the unique demands of all two-wheelers, ensuring efficient power delivery, long cycle life, and compatibility with the evolving landscape of mobility.
The response from the market has been extremely positive. Consumers appreciate the high-quality and reliability of our products, which are designed to enhance the driving experience.
Which sectors primarily you see promising in the Indian market and your strategies to gallop the demand?
In the Indian market, we see significant potential in sectors such as power & energy, consumer durables.
Our strategy involves introducing a comprehensive range of products in these sectors, leveraging our technological expertise and strong distribution network.
By focusing on innovation and sustainability, we aim to meet the rising demand for advanced and eco-friendly products, thereby driving growth in these promising sectors.
How strong can we say is currently the Channel Partner and distributor ecosystem of DAEWOO in India?
The channel partner and distributor ecosystem of DAEWOO in India, managed by Kelwon Electronics & Appliances Pvt Ltd, is robust and continuously strengthening.
This partnership has been pivotal for our market entry, leveraging Kelwon’s extensive experience in manufacturing, marketing, and sales. As the exclusive brand licensee and manufacturing partner, Kelwon provides a comprehensive dealer network, warehousing, logistics, and skilled manpower, ensuring the smooth availability and support of DAEWOO products across India.
This strong ecosystem allows us to deliver innovative, high-quality products that meet the needs of Indian consumers, combining advanced Korean technology with local market expertise.
To add, can we truly again see back DAEWOO as an automobile manufacturer in India?
Regarding the return of DAEWOO as an automobile manufacturer in India, it remains a possibility. While the current focus is on consumer electronics, energy, and power solutions, and E-Bikes, it open to exploring opportunities in the automotive sector as the market evolves.
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