Kalpesh Ramoliya, Founder and Chairman of Raj Cooling Systems, talks about expansion in semi-urban India, affordability, and building a dealer-first business model
Raj Cooling Systems has built a strong presence in the cooling solutions space. How are you planning to expand your dealer and distributor network further, particularly in semi-urban and rural India?
We presently have a robust network of more than 5,000 distributors and 300 channel partners, but our next phase of growth lies in expanding our reach in rural and semi-urban India. These markets represent over 60 per cent of India’s population and are showing a strong demand for cost-effective appliances.
To address them better, we are strengthening our supply chain and logistics through our multi-plant manufacturing facilities at Rajkot, Faridabad, and Bangalore to enable us to deliver faster at lower costs. We are also building Raj Cooling Studios, upscale experience stores where we will be selling our entire product range and building closer customer relationships. Simultaneously, online and fast-commerce platforms like Amazon, Flipkart, Blinkit, and BigBasket are part of our strategy to ensure reach even in low physical retail penetration areas.
Affordability remains key in the consumer durables market. What steps is Raj Cooling Systems taking to make high-quality cooling products accessible to middle- and lower-income households without compromising on technology and efficiency?
Affordability is not a cost for us; it’s a value for money. We believe that even an ordinary man living in a tier-3 city should be able to access smart, energy-efficient appliances.
With this aim, we are encouraging 100 per cent in-house production in categories like washing machines, ACs, and fans, which reduces cost leakage and ensures quality control. We are also investing in BLDC motor technology, which makes our products energy-efficient and significantly reduces electricity usage—a vital factor for middle- and low-income consumers.
Besides, by leveraging economies of scale and our vast distributor network, we can directly pass cost advantages to the customer. At the same time, we are also focusing on green designs and sustainable materials, reducing the environmental footprint of our appliances. In the future, we would like to have a portfolio of “affordable premium” products that can stand against global brands but at India prices and with the ‘Made in India’ tag.
You often highlight a dealer-first approach. Can you share how this philosophy has shaped your business model and how you plan to strengthen dealer relationships in an increasingly competitive consumer durables market?
Our dealer-first strategy has been the key driver for the success of Raj Cooling. In India, especially in rural and semi-urban areas, the buying decision is often guided by the trust a consumer has with his local dealer and not through advertising.
We allow dealers to advise with confidence on Raj Cooling products with good supply chains, competitive prices, and strong after-sales support. We also receive market feedback on a periodic basis through our dealer network, which dictates our R&D and product launches.
Going forward, we are focusing on digitisation of dealer interaction, accelerated credit cycles, and expansion of elite Raj Cooling Studios, where we will give dealers a branded space to showcase our entire range. Through this, we are not only strengthening bonds but also enabling our dealer ecosystem to grow along with us. To us, success is not only in building the brand but also in taking the dealer community along with us.
With rising competition and evolving consumer expectations, what is your long-term growth vision for Raj Cooling Systems? How do you plan to stay adaptable and ahead of the curve in India’s fast-changing consumer durables landscape?
Our long-term vision is to be India’s No. 1 cooler brand within three years and achieve ₹1,500 crore turnover by FY2030 with a strong overseas presence. We are already among the top three cooler companies in the country, and our immediate push is to diversify into washing machines, air conditioners, and fans with energy efficiency, sustainability, and durability at the core.
Adaptability runs in our veins: for example, when customers had durability issues with metal coolers, we created plastic coolers that have become an industry standard. Today, our R&D and MPD teams work together with both dealers and end-consumers to understand changing preferences, from energy efficiency to smart-home integrations.
By merging consumer insight with advanced tech like BLDC motors, expanding across B2B, B2C, ecommerce, and fast commerce platforms, and supporting India’s drive for self-reliance and sustainability, we are confident that Raj Cooling will become a nationally respected Indian brand—one that can stand alongside global giants while carrying the pride of Made in India to the world.
