![]() ![]() The second was that in India, there was still a huge opportunity to optimise the way kitchens functioned. ![]() In fact, the glassware that people owned was usually used only for special occasions, such as when entertaining guests. Most consumers’ perception was that glassware was not suitable for daily use. The first was specific to the core expertise of Borosil, i.e. Two major insights emerged from our analysis of this extensive, in-depth data. Next, we began to put the data we had collected to work. We prioritised quality of information over quantity. On our travels, we spent days in the kitchens of homemakers to observe how they go about using products, manned retail outlets to learn the idiosyncrasies of consumer behaviour and even followed customers (quite literally) as they went about their shopping. So, we embarked on an extensive nationwide research journey. ![]() The first thing we needed to do was understand the consumer, and also, how kitchens functioned in a country as diverse as India. Getting to know the consumer better than they know themselves So, our immediate goal was to educate people about Borosil’s various offerings and show them how it could be a part of their daily lives. But the awareness of this amongst consumers was equally low. From solar glass to the glass laboratory ware that almost everyone has used in their school and college days, Borosil has always been a name to be reckoned with.īut despite the nostalgia it evoked, when it came to the brand’s expansive reach in other categories, the Borosil name did not seem to have the awareness it warranted.įrom tableware, serveware, drinkware, smart storage, electronic appliances to on-the-go products Borosil had invested in world-class infrastructure to create kitchen solutions that boasted of the brand’s high quality. When it comes to glassware, Borosil is seen as a true pioneer. ![]()
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