“I believe our entry into the white goods market has the potential to disrupt the industry as it exists today”

A stalwart in the technology industry, Harish Kohli, serves as the President and Managing Director of Acer India, a position he has graced since 2016 after being appointed Managing Director in 2011.
A veteran at Acer since 1999, Mr Kohli’s profound expertise spans across emerging markets, enterprise business models, and talent acquisition, making him a key architect behind Acer India’s success in various market segments.
Renowned for his leadership, he is not just a respected mentor and coach but also a visionary in sustainable development. Under his leadership, Acer India has not only seen remarkable business growth but also significant advancements in CSR, notably in health, education, and technology accessibility for the underprivileged.
Mr Kohli’s outstanding contributions have been recognised with multiple accolades, including the Global Indian of the Year for three consecutive years. With Acer India ready to venture into the White Goods market, he spoke exclusively to Prachi Raturi Misra. Excerpts of the interview

What is the inspiration behind diversifying into white goods segment? There must be a lot of planning and discussion that would have gone into it.
The decision to diversify into the white goods segment stems from a thorough analysis of market opportunities and consumer demands. At Acer, we recognized the growing significance of home electronics and embarked on meticulous planning and discussions to ensure the success of this strategic expansion.
With our expertise in laptops and PCs, we are now leveraging our technological capabilities to enter the appliances market. Notably, most of these products will be manufactured in India by using Acer’s global manufacturing standards which will add to the Make In India initiative.
For us, India has emerged as our second-largest market globally which reinforces the importance of this move.

Do you see this move disrupting the white goods market as it exists today?
I believe, our entry into the white goods market has the potential to disrupt the industry as it exists today. Leveraging our established reputation in the technology sector and a strong track record of innovation, we bring a fresh perspective and competitive advantage to this market. With our plan to introduce products such as water and air purifiers, TV, refrigerators, and vacuum cleaners, we could challenge existing market players and stimulate increased competition.

What is the consumer base you are targeting?
As we set our sights on the dynamic and rapidly growing Indian market, I am optimistic about the immense opportunities it presents for Acer. The Indian landscape is a thriving ground for innovation and expansion, and we firmly believe in the potential of the Indian consumer base. With this in mind, Acer is targeting a diverse consumer base that values innovation, quality, and convenience in home appliances.
Our products are designed to meet the needs of modern households, catering to individuals and families who seek stylish, efficient, and technologically advanced solutions for their everyday mores. Whether it’s households looking for stylish and user-friendly appliances, environmentally conscious consumers prioritizing energy efficiency, or families in need of durable and versatile products, we aim to provide solutions that enhance their lifestyles and simplify their daily routines.

Could you please share what specific white goods products are you planning to introduce into the market and by when?
Our plan is to introduce both small and large appliances to the market. We already have air purifier range in the country under Acerpure brand, we will be further expanding to TV, air circulator fans, washing machines, refrigerators, air conditioners, water purifiers and more. Our target is to have these products in market by end of this year while some of the products will hit market in the next two to three months.

Your market research into the white goods market must have thrown some interesting details about the current market. Would you like to share some?
Firstly, there’s a noticeable uptick in the demand for smart appliances due to their convenience and ease of use. Secondly, consumers are increasingly seeking energy-efficient appliances, driven by cost-saving and environmental concerns. Furthermore, there’s a rising interest in products like air purifiers for maintaining healthy indoor environments. We also see appliances now bought considering the aesthetic appeal as well which will add to their home décor. We look at all these aspects when we design our products.

How do you plan to differentiate your white goods from the existing players regarding design, features, and quality?
To distinguish our appliances from competitors, we are emphasizing the following pillars: innovation, design, features, and quality. In design, we’re pursuing a contemporary aesthetic that seamlessly integrates into modern homes, prioritizing simplicity, elegance, and functionality. We are committed to introducing cutting-edge technologies that simplify tasks, enhance convenience, and elevate the overall user experience.
We are implementing rigorous quality control measures, utilizing premium materials and thorough testing to ensure durability, reliability, and long-lasting performance. By prioritizing these aspects, we are poised to deliver appliances that meet and exceed customer expectations, solidifying our position as leaders in this market.

What distribution channels do you plan to use to reach your target customers effectively?
Our distribution strategy for appliances mirrors the successful approach we’ve employed for our other products, such as our PCs. We will continue to leverage our omni-channel strategy, encompassing both traditional retail partnerships and e-commerce platforms. By collaborating with established retail chains and operating our online store, we ensure that our products are accessible to consumers regardless of their preferred shopping method. Additionally, direct sales channels and specialized partnerships will allow us to provide personalized experiences and cater to specific market segments.

How do you plan to address environmental concerns and promote sustainability in your manufacturing and product lifecycle?
At Acer, we have a commitment to addressing environmental concerns and promoting sustainability throughout our manufacturing processes and product lifecycle. This commitment is reflected in several key initiatives: Our transition to renewable energy sources in manufacturing facilities, exemplified by our participation in initiatives like the RE100, underlines our dedication to reducing carbon emissions and minimizing our reliance on fossil fuels. We prioritize using eco-friendly materials in our products, sourcing recycled plastics and other sustainable materials to minimize waste and promote circularity within our product lifecycle.
Energy efficiency is a cornerstone of our product design philosophy. By integrating energy-efficient technologies, we aim to reduce power consumption during product use, benefitting both consumers and the environment. Comprehensive product recycling programs ensure responsible disposal and recycling of end-of-life products, minimizing landfill waste and promoting resource conservation.

What is your current number of users, and do you see them as potential customers for the white goods too?
Currently, we have over 20 million users. We see them as potential customers for the appliances sector as well. With their existing engagement with our brand, they may be interested in exploring our offerings in the white goods segment, particularly if they align with their lifestyle and needs. We aim to leverage our existing user base to expand our reach and serve their evolving preferences across various product categories.

What are Acer India’s future plans?
Looking forward, we have two main priorities: sustainability and growth. We are committed to making a positive impact on the environment. Secondly, we’re thrilled to introduce Acerpure, our division focusing on consumer appliances. as we aim to become a significant player in the consumer appliance industry.