In a candid conversation with BW Retail World, Tushar Gupta, Director of Operations at Thermocool Home Appliances, shares insights on the brand’s post-COVID growth, its plans for Tier 2 and Tier 3 markets, and how sustainability is shaping the future of cooling and home appliances
Thermocool has been a trusted name in India’s appliance industry for over three decades. Could you tell us how the brand has performed in recent years?
Thermocool has been in the market for 33 years now, and it has remained a household name in Indian appliances. Since the post-COVID rebound, we’ve seen strong momentum—last year, we clocked Rs 190 crore in revenue with a CAGR of 20–25 per cent. The rising temperatures and changing climate are increasing demand for efficient home appliances, and we’re growing to meet that need, particularly in Tier 2 and Tier 3 cities.
How are you expanding your geographic footprint, especially in smaller towns and cities?
Post-COVID, Tier 2 and Tier 3 cities have witnessed increased consumer spending power and a growing demand for smarter products. We’re already strong in North India—Uttar Pradesh, Rajasthan, Gujarat, Bihar, Madhya Pradesh—and now expanding further. Consumers in these regions are becoming more energy-conscious, so we’re investing in BLDC (Brushless DC) technology for ceiling fans and coolers, which offers high efficiency and lower energy consumption.
What are your key innovations around sustainability and energy efficiency?
We’re one of the few Indian companies making ISI-rated air coolers. These coolers meet strict BIS and ISI standards to ensure lower power usage without compromising performance. For example, where earlier a product would use 100W, the new standard is 60W—delivering the same cooling at reduced energy consumption. Sustainability is a core part of our R&D efforts.
How is Thermocool contributing to the ‘Make in India’ vision?
We’re a deeply rooted Made in India brand. Nearly all parts—from injection moulding to motor and pump creation—are made in-house. We’re currently upgrading our facilities and are setting up a new 5 lakh sq. ft. plant in Ghaziabad to support increased production of air coolers and other appliances. Our supply chain and ecosystem are entirely Indian, and we’re proud of that self-reliance.
How are you staying ahead of evolving consumer expectations, especially in design and innovation?
Today’s consumer wants more than just performance—they want aesthetic, feature-rich, and energy-efficient products. We’re constantly innovating in both design and functionality based on geographic preferences. Our products evolve every year, reflecting consumer trends, whether it’s through smart technology, upgraded looks, or better performance.
What role does ecommerce play in your growth strategy?
Ecommerce has played a big role in democratising access to our products across India. Consumers can now compare features and prices online, and energy-efficient products offer great ROI over time. We’re doubling down on e-commerce and hope to go pan-India through online platforms alongside our physical expansion.
What are your strategic goals over the next five years in terms of revenue, innovation, and market expansion?
We aim to become a high-quality, service-driven brand with a robust national and international footprint. In revenue terms, we’re targeting multifold growth, aligned with India’s economic rise. Geographically, we’re expanding into Jharkhand, Odisha, and southern India, and internationally as well.
In terms of product innovation, we’re excited to launch a new category—smart refrigerators, aimed at mass-market India. This launch is slated for the end of this year and will mark a major milestone in our product diversification.
Finally, how does Thermocool intend to stay competitive in a rapidly evolving appliance market?
By staying agile, local, and innovation-focused. We’re not just offering cooling products; we’re delivering solutions that make sense for the modern Indian consumer—eco-conscious, digitally connected, and cost-sensitive. Our long-term competitiveness will come from staying rooted in consumer needs and constantly reimagining what an Indian appliance brand can deliver.
