Online to Offline Model: Road to Recovery for Havells India
Havells India Limited, Fast Moving Electrical Goods (FMEG) company in business since 1958, has launched a new business model of Online to Offline (O2O). It is to integrate its offline dealers network to an online platform.
The company planned for this O2O model due to the impact caused in business by CoVid-19 pandemic and change in buying patterns of consumers as a result. The program has been designed to keep consumers and offline channel partners in center of all activities.
As reported in Business line dated 24th June 2020, Anil Rai Gupta, CMD, Havells India said “This move marries the offline and online channels. It will also help boost their sales and strengthen the availability of our products at the hyperlocal level”
How O2O Model Works
This program combines consumers at buying end and partners at selling end. Consumers can find and place an order at Havells’ e-store which will be fulfilled by dealers/distributors in their area.
With this, consumers can find Havell’s product online, without going out and further can make payments and also get fast delivery through local channel partners.
Response to the O2O Program
More than 20% of Hevalls’ dealers / distributors have already been registered for the O2O program. As reported in ET Retail’s article dated 22nd July 2020, Ravindra Singh Negi, President, Havells India mentioned since the pilot program started, “A sizeable number of queries and online orders have been received and the average monthly revenue generated from the e-store has surged by 4 times”
About Havells India: It is an Indian electrical equipment manufacturer having a network of over 7900 plus dealers and 40 branches in India. Havells manufactures a wide range of electrical products covering entire gamut of household, commercial and industrial electrical needs.