Director Sales & Marketing Tanuj Gupta discusses celebrity branding, category expansion, Tier II growth and the company’s Rs 500 crore ambition
In an exclusive interaction with BW Retail World, Tanuj Gupta explains how Thermocool is repositioning itself as a modern, design-led appliance brand while accelerating expansion across categories and markets.
Thermocool’s expansion into refrigerators signals category diversification. What market gap are you addressing?
Our entry into refrigerators is driven by rising demand for affordable, energy-efficient and smart appliances—particularly in Tier II and Tier III cities where disposable incomes are growing.
We have invested Rs 30 crore in a new manufacturing unit in Ghaziabad to strengthen capacity and support this expansion. Our focus on R&D, including IoT-enabled and energy-efficient products, reflects our commitment to future-ready, sustainable solutions.
Financially, we are targeting Rs 300 crore revenue within three years and Rs 500 crore within five years, with a projected CAGR of 20–25%. By the end of FY25, we aim to establish Thermocool among the leading players in the consumer durables industry.
How are you strengthening distribution and after-sales support as you scale?
Scaling sustainably requires robust distribution and service infrastructure. We are expanding factory capabilities to meet demand while deepening partnerships with distributors to grow market share collaboratively.
After-sales service is a strategic priority. We are investing in skilled personnel and seamless customer support systems to ensure a smooth journey from purchase to maintenance—particularly as we introduce high-value categories such as refrigerators and air conditioners.
Geographically, we are balancing aggressive expansion in Tier II and III markets with deeper penetration in metros. Alongside this, we are deploying a comprehensive digital marketing strategy leveraging social media and influencers to engage younger consumers.
Thermocool recently appointed Saif Ali Khan as its brand ambassador. What strategic objectives are you aiming to achieve through this association?
Saif Ali Khan’s association marks a decisive step in repositioning Thermocool as a modern, upmarket and design-oriented brand. We want to move beyond being perceived purely as a functional appliance company and instead become an aspirational lifestyle brand that delivers emotional value alongside performance.
Today’s consumers—particularly the aspiring segment—view appliances as an extension of their lifestyle. Saif’s refined, versatile and timeless persona aligns seamlessly with our “Style With Substance” positioning. Through this long-term collaboration, we aim to enhance visibility, build aspiration equity and strengthen emotional connect.
Ultimately, we want Thermocool to represent “India Ka Naya Andaaz” — high-performance appliances that complement contemporary style.
Your new television campaign marks a fresh chapter. What core message does the TVC communicate?
The new campaign reinforces our “India Ka Naya Andaaz” philosophy. It presents cooling solutions that combine functionality with style—an area where we see a clear market gap.
Featuring Saif Ali Khan, the campaign positions Thermocool as a premium, design-forward appliance brand suited to the modern Indian household. His presence enhances brand recall and lends a distinctive urban sophistication that differentiates us from competitors.
From a market standpoint, the campaign is designed to resonate with younger, tech-savvy consumers who value aesthetics as much as performance.
Thermocool was recently recognised by the Uttar Pradesh government. How does this reinforce your credibility?
Receiving the UP Gaurav Award from the Government of Uttar Pradesh significantly strengthens our credibility and validates our commitment to quality, innovation and regional economic development.
Local manufacturing is central to our long-term strategy. The expansion of our Ghaziabad facility enhances production capacity, reduces costs and enables competitive pricing while maintaining quality standards. It also reduces import dependency and supports the Government of India’s Make in India initiative.
By building a strong indigenous ecosystem and tailoring products to regional preferences—particularly in North India and Tier II markets—we are laying a solid foundation for sustained growth and leadership in the Indian domestic appliance sector.
