Godrej's George Menezes

If you see our growth trajectory over the last three years, we have been growing at CAGR (compounded annual growth rate) of around 28-29% as a division, and the industry has been growing around 12-15%.

We grew nearly twice the industry growth rate largely because of certain strategic initiatives. For example, in our portfolio strategy, we shifted gears to expand business in other allied categories in home appliances.

Till a few years back, we were known only as a refrigerator company. We embarked upon this (new strategy) aggressively in the last 8-10 years. We started with washing machines, added air-conditioners, and microwave owens. New products boosted our topline.

The second thing we did was to adopt a product platform, or rather a philosophy in product development, that positioned us uniquely. For instance, most players in appliances tend to emphasise on style and design, and are not differentiated. Each refrigerator across brands looks the same, and if you had to camouflage the brand name, you won’t be able to distinguish. In functionality too, everybody is pretty much the same.

So to differentiate was a huge challenge. First you need to go to consumers and find out what is it that they desire in appliances. Indian consumers are very different and we tried to address these innate Indian needs.

The multinationals are becoming Indian! Where a lot of them get constrained is, they are driven by lot of processes that are global.
For a smaller organisation like us, we are completely empowered; decision-making is quick and we can initiate changes very fast. We are more agile and have an advantage over them.

But as their India portfolio starts going up, they will be at par.

When we launched our Eon brand in 2006, we implemented an innovative technology in our refrigerators that cooled differently. Our study showed, unlike a western consumer who would be pretty disciplined in the use of a refrigerator by keeping various food articles in different zones, the Indian consumer tends to stuff everything wherever there is space.

People put the whole vessel containing leftover food inside the refrigerator! Because of this, the cooling vents which are typically designed to provide cooling used to get blocked, and the cool air never reached the rest of the compartment or gave excessive cooling in one concentrated space.

So we designed our product around this. Normally, the 4-5 cooling vents are at the back or side of the refrigerator. We redesigned the cooling delivery mechanism by building vents into every shelf.

Similarly, we did that in washing machines by identifying the pain area of a consumer. Urban or rural, India has its fair share of infrastructure-related problems. For high-end washing machines, which are at the mercy of erratic power and water supplies, we build appliances that can sense if either power or water supply go off and go into the hibernation mode.

For every product, we try to find at least one hook that can leverage the Indian need. In the last few years, we got strongly differentiated in the market. In May, we launched MuziPlay, a refrigerator with radio to the women who are closeted in the kitchen for hours. But every innovation has its life and the challenge is to innovate over and over again.

Every quarter, we want one innovation. We should be able to create something new, because of the severity of competition in the industry. On the topline front, we want to double turnover every three years.

We are focusing on appliances especially for the rural segment. After our low-cost refrigerator ChotuKool, we are working on a low-cost washing machine solution for the rural market, and a low-cost water purifier. We have a strategy to enter the hinterland through an altogether different business model and build a channel of self-help groups.

There has been erosion on pricing power across categories. But Indian consumers are migrating toward higher-end products, which is also higher on profit for all brands. We all have been able to sustain our growth and profitability only because of that.
Otherwise, the cost structures are swinging; the commodity prices are so volatile. Steel, copper, aluminum, plastic, polymers, chemicals… are all governed by metal prices and oil prices, and both are highly volatile and on an upward trajectory right now.

The last two months have been very difficult for the industry as people are not able to afford buying durables with cost of financing going up. Rupee depreciation is also hurting the industry as appliances are high on import content.

The positive benefits of negative ions

There are a multitude of beneficial natural phenomena that have been placed into existence by our heavenly father.
No, they didn’t just come about any more than a beautifully handcrafted custom designed home just came about by itself. To think it came about spontaneously would be unreasonable-at least.

One such fascinating natural important component that is in our atmosphere is called Negative Ions.
Of course there are positive ions, but, when there is too large a ratio of positive ions - we feel lethargic, depressed and just plain bad.  Also, it would be much easier to catch a cold or the flu while breathing a higher concentration of positive ions.

When there is an abundance of Negative Ions in the breathable air- or our atmosphere, we feel just wonderful.
Just before it storms the air is generally filled with a higher concentration of positive ions, and we usually feel pretty much like a limp dishrag.  Then during the storm the clash of the wind, the lighting and the rain all work together to increase the ratio of Negative ions, and all of a sudden most people have an exhilarated feeling.  We just begin to feel energetic and fantastic.

If you have ever stood beside a beautiful waterfall or water crashing on the surf, you might get the same feelings as these also produce an abundance of negative ions.

Below is a list of several great health benefits produced by Negative Ions: enhanced immune system; increase alertness; increased work productivity and concentration; reduced susceptibility to colds and flu; relief from sinus, migraine headaches, allergies and hay fever; reduced severity of asthma attacks; increased lung capacity; stabilize alpha rhythms (a pattern of smooth, regular electrical oscillations in the human brain. These normally occur when a person is awake and relaxed. The machine used to record these waves is called an electroencephalograph, or EEG. Alpha Rhythms have a frequency of 8 to 13 hertz. Also called alpha wave).

And, increased relaxation - Studies have found that water vapors coming from mineral springs (especially hot springs) have an increased relaxing effect because of the beneficial negative ions generated on their surface. Depression syndrome is reduced or eliminated

What are some of the ways that Positive Ions are produced? discharge of voltage in high-voltage networks; heating and cooling systems; TVs; radios; transmitters; radar systems; computers; exhausts and cigarette fumes, smog; radiation and harmful chemicals and toxins .I do hope you are getting the idea that Negative Ions are a good thing to surround us and to breathe in. How do we get more Negative Ions in our air?

If we don’t live close to running water, the surf or a fantastic waterfall, we still have the opportunity of enjoying the benefits of Negative Ions.

Oh-let me count the ways.  There are Negative Ion machines, clothing that helps to produce negative ions, there are some special real air purifiers that produce negative ions, and there is a piece of therapeutic equipment called Bio Mat.  All these are different types of producers of Negative ions.

Do Hypoallergenic dogs or cats exist?

Hypoallergenic dogs and cats are often discussed in the media,” Dr. Peter Ranta, our local allergist explains.

Dogs and cats both cause allergies by way of proteins in their saliva and urine. Dander carries these proteins and helps cause the allergy symptoms. “Therefore, a truly hypoallergenic dog or cat does not exist” he states.

However, there are certain ‘hypoallergenic’ dog breeds that produce less dander and shed less. These include: Bedlington Terrier, Bichon Frise, Chinese Crested, Irish Springer Spaniel, Kerry Blue Terrier, Maltese, Poodles, Portuguese Water Dog, Schnauzers, Soft Coated Wheaten Terrier, and Xoloitzcuintli dogs. Some breeders have created ‘Labradoodles’ and ‘Goldendoodles’, which are a cross between a Poodle and a Labrador Retriever or a Golden Retriever. However, these designer dogs have a lot of variability since there is “no guarantee that a litter will produce equal Poodle coats,” per the American Kennel Club. Small dog size may be beneficial due to smaller body surface area and reduced production of dander. Female dogs may produce less allergens. Dogs that bark a lot may produce more saliva proteins.
In regards to cats, less allergenic cats are thought to be female, adult, and short-haired. ‘Hypoallergenic’ cats include the Devon Rex cat and the Sphinx cats according to some sources.

Dr. Ranta outlines some important steps in reducing pet allergen levels, which include: 1) Bathing your pet weekly, which reduces dander levels, 2) Keeping your pet outside (Shelter needed in Michigan), 3) Choosing carpet-free flooring, or shampooing your carpet regularly, 4) Consider choosing a non-furry pet: turtles, frogs, lizards, or fish, 5) Using vent filters in furnaces, 6) Using allergy medications, which can provide temporary relief, and 7) Consider starting allergy shots, a proven method of treating and eliminating dog and cat allergies. Dr. Ranta does not recommend purchasing an Air Purifiers since most of them produce Ozone, which is considered an air pollutant inside the home.

“With proper steps and proper medical treatment, most people can continue to enjoy their pets, even if they have pet allergies” Dr. Ranta notes.

Homeowners can do some work to clean air ducts

I see all these ads for getting ducts cleaned. Is there anything homeowners can do

themselves, and how would they go about doing it?



The air within your home is typically more polluted than the air outside your home. Homes

built over the past 30 years have been sealed more tightly with improved window and door

construction to prevent drafts. As a result, dust, moisture, pet hair and household chemicals

remain within the structure and can even cause mold.



If you have not had the ductwork cleaned within the past five to six years, or if you own a

pet, or if you notice mold at one of the vents or someone within the home has allergies, then

you might want to consider having your ducts cleaned. Remember the last time you changed your

furnace filter and noted all the dirt trapped by it? The rest of it is still in your

ductwork.



You will get the best results by having a contractor who is certified by the National Air

Duct Cleaners Association perform this task. They use special equipment that includes air

forced through your system at a high velocity, HEPA filters and a whip that can work its way

through your entire system.

That said, there are some things that you can do to maintain the ducts and improve the

quality of the air within your home. Start with regularly changing your furnace filters. The

inexpensive spun glass filters will protect your system but do absolutely nothing to clean

the air. Using a HEPA filter will reduce the amount of pollutants within the home.

Next, clean or replace every vent on your walls, floors and ceilings. Every time your furnace

or air conditioner kicks on, hair and dust are being trapped within the grill. Use a

screwdriver to remove the vent cover. Lay the vent on a piece of newspaper, brush off the

heavy dust and thoroughly clean both sides with a household cleaner.



Use the extension hose on your vacuum to remove dust and dirt from inside your vents. First,

use duct tape to securely fasten the hose and any attachments. This will keep the attachment

from falling off into the ductwork. Then, hose the sides as far you can reach. After

vacuuming out as much debris as you can, wipe down the inside of the vent with a sponge and

mixture of warm water and household cleaner.

Finally, consider the purchase of an indoor air purifier. There are many different sizes and

models on the market. The key is to purchase equipment suitable for the square footage of the

room, uses a HEPA filter and uses a high-speed fan to exchange more air through the unit.