The company is tailoring its consumer communication for individual states as it seeks to improve engagement and expand its footprint in India’s consumer durables market
Home appliance maker Thermocool is adopting a state-specific branding strategy as consumer durable companies increasingly tailor their marketing and retail outreach to regional consumer preferences to drive growth beyond metro markets.
The company on Wednesday unveiled ‘India Ka Naya Andaz’, an initiative featuring state-specific communication aimed at strengthening consumer engagement across different markets. Rather than using a uniform national campaign, Thermocool said it has developed localised creatives that reflect the cultural identity and aspirations of individual states.
The move comes as appliance manufacturers look to improve customer acquisition and retail conversion by aligning marketing with regional buying behaviour. Localisation has become an increasingly important strategy as brands expand into Tier II and Tier III cities, where consumer preferences and purchasing decisions often differ from those in metropolitan markets.
“India’s diversity is its biggest strength, and each state has a distinct way of life that should be celebrated. With ‘India Ka Naya Andaz’, we wanted to move beyond a one-size-fits-all approach and create communication that connects with consumers at a local level,” said Tanuj Gupta, Director of Sales, Thermocool Home Appliances.
As part of the initiative, the company is also offering consumer vouchers worth up to Rs 11,000 to support sales during the campaign period.
According to Tushar Gupta, Director of Operations, the initiative is supported by the company’s distribution and service network, which it said will help improve product accessibility as it expands across regional markets.
Thermocool, which manufactures air coolers, refrigerators, washing machines, LED televisions and kitchen appliances, said the initiative forms part of its broader efforts to strengthen its market presence through localised consumer engagement.
Founded in 1992 and headquartered in Ghaziabad, the company operates manufacturing facilities in Uttar Pradesh.
