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Kitchen Desire

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"Mind your Design' is not just an advice.
Mr. Ajit Chavan from Gorenje is with us in this Walk the Talk. He works as he talks, like a pro and as you all readers go through you would realise about his journey till date. We learned the fact that “Design in mind” is the USP and his organisation thrives on it. Go ahead and have a read…"

   Tell us about your early education, career experiences, learning and your professional journey?

I completed my post graduation in Masters in Marketing Management. I was Trainee with Larsen & Tubro Ltd. for a year. My career in consumer durable Industry started with Bosch And Siemens Home Appliances where I worked for seven and half years, where I established Gujarat branch from scratch & also strengthened Mumbai branch.
I then joined Kodak India for one and half year and expanded Digital Camera Business in Retail and traditional trade in western India. Post Kodak, Sony India experiences helped me understand nuances of both brand marketing & brand visibility.
After that, I got opportunity to work with most trusted and fastest growing brand Samsung as Regional Manager for about 5 years, where learned about the depth and width of product & various channels.
The above experience with such established companies helped me move to a next level where I introduced “Gorenje” to the Indian market in 2012 and successfully built the brand over last 4 years through best suited channels for maximum penetration, visibility and acceptance by the target consumers, keeping in mind the needs of the consumer and Industry demands.
I am proud to claim having over 150 channel partners and 5 Offices Pan India as of date.

   What are design philosophy and Innovation and how European brands related to these?

Most of the European products are sturdy and come with future ready features. Gorenje believes in keeping all its products simple to use and has an edge over competition with many designer lines such as Karim Rashid, Oraito and latest addition of its premium line of Philippe Starck.

   Tell us about some of Awards and Accomplishments of the brand. What are future plans with respect to further innovation? Is there some new technology to unravel anytime soon?

Gorenje Group is among the recipients of one of the most coveted international design awards - the Red Dot design Award, recently for Kitchen hood, Home Chef oven, IQ cook Induction, Senso Care Washing Machine and many more.

Plus X award for Steam Oven, which makes Gorenje won the Plus X Award for the 11th consecutive year 2014. There are many such awards like most energy saving brand, National golden award of the Slovenian Chamber of Commerce and Industry for the new generation of Gorenje built-in ovens.

This year we have added Vita Functions in most of our ovens which is particularly useful for Indian cooking style like drying of fruits for Pickle or for non-seasonal usage. Yogurt option and preservation option, etc.

   What importance Kitchen Appliances have in modern kitchens? Are clients aware about utility of Appliances, what do they demand?

Built Appliances play a very significant role in modern kitchens.

In today's time consumers are focusing more on keeping their house and kitchen neat and well organised for better space management and also minimising energy usage. Built-in Appliances help meet these requirements.

Kitchen hoods are a must for any kitchen as it frees kitchen of the oil and hot air during and after cooking.

These days' consumers demand live demonstrations and most of the brands are now doing live cooking activities. We are also working on the same.

   Introduce your core team, the geographies served by the brand and varied clientele.

Mr. Bhavin Thaker, our Finance Director and I are committed to introduce design driven products and services that bring simplicity to end users. We both carry similar philosophy.

We are currently operational in Western India with HO in Mumbai & Residence office at Pune for ROM, Branch office at Ahmedabad for Gujarat & MP region, North region office in Delhi which covers Delhi-NCR, Punjab, Chandigarh, Mohali, Ludhiana, Lucknow, Jaipur & South region office in Chennai which takes care of Bangalore, Cochin, Hyderabad. We have hassle free toll no 1800 103 6128 for all service related quires. We are present in most of the European kitchen dealers like Hacker, Alno, Aaran, Stosa and A category Local manufacturer/dealers.

Gorenje has completed projects like Marriot service apartments and Phoenix Market city (Now The Saint Regis) and Prestigious residential project of Trump Tower and project by Panchshil in Pune and Kalpataru at Bandra – Mumbai.

We are the preferred vendor of most of the premium developers like Oberoi, Rustomjee, Kalpataru, Wadhva, Raheja, Naman and many more.

   Why customers should go for brands while buying kitchen Appliances? Introduce Brand GORENGE and the product range?

It's very important to select products from Brand who are manufactures and will stand by their products and after sales service.

Brand like Gorenje keeps on innovating new features through their rigorous R&D and having complete range of Gas & Induction Hobs, Dominos, Wall/Island & Ceiling Hoods, 75ltrs to 89 ltrs Ovens, Steam oven of 75 ltrs & 51 ltrs, Compact Combi Microwave oven of 50 ltrs, Built MWO up to 51 ltrs, Built in Refrigerators and SBS, Built in and Free standing Dishwashers, Built-in Coffee machine and warmer drawers, Free standing Washing machine & Dryers ranges from 6 kg till 9 Kg capacity. Also available in complete range of designer lines of “Oraito” & “Starck”.

   Is customisation possible with kitchen Appliances? Tell us about the R&D behind these Appliances?

Almost all kitchens are customised as per clients requirement & Gorenje appliances comes in different colours like Black & Stainless steel finish, White, High Glossy Chrome Finish, etc and different sizes which fits well as per clients requirement.

Gorenje is continuously doing rigorous R&D to ensure user friendly and innovative appliances.

Our Home Chef oven comes with recipes in written and pictorial menu to ease of cooking, also our induction hobs works with Wi-Fi technology which ensures no spill over of milk if un attended, No burning of food, Steam Cooking on induction, Oil temperature control, many more features, Our 9 & 8 kg Dryer comes with heat Pump (No Heater) & ion generation technology with A-30% & A-20% energy class which are most energy efficient in its class.

   Why the elements of style and functionality important for kitchen Appliances? What is your perception regarding Indian market and are there any plans of expansion on cards?

Average standard life of a kitchen is 8 to 10 years. Keeping this in mind kitchen appliances must have futuristic style and features. Gorenje thinks 10 years hence in its R&D and create innovative products which are simple to use yet have next generation features. Indian market is at the start of the curve and its set to grow in coming years. We foresee higher growth in tier 2 cities which will remain our focus.

   What is your USP? What is that 'one' thing that sets apart your organisation from others? How your family acts as a concrete support to your career aspirations?

Unlike most of the peers, we are not a manufacturer of only standard appliances but are also a Design minded company with our own manufacturing plants in Europe. We are organisation of young and energetic people who believe in themselves, their company and its products.

My wife always had been center of support towards achieving my goals though she suffers the most for me, being on tour most of the time.

   What importance do you allocate to magazines like Kitchen Desire and Hardware Samachar in the industry sector?

Kitchen desire is the magazine, which focuses on Architects with their new design concepts and current trends. And continuous in search of new innovative products which will benefit Architect and interior designers, Kitchen & Hardware industry.

   Indian consumers are in general apprehensive regarding foreign brands, especially with respect to after-sales services, how do you allay that concern?

Indian consumers are not apprehensive about using new technologies but worried about after sales service.

Indian consumer trusts European manufacturers over others and with “Gorenje” we have successfully entered in 5th year of operations. We have not entered in the market where we do not have after sales set up. We give it priority.

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