Home / Kitchen Appliances
TGF INVOLVEMENT : Expansion of Sales Channel from Offline Channels to Online, Ecommerce Channels, Online Strategy, Team Development
DURATION : April 2015 to September 2016
Our Client was an importer and distributor of a mid-size brand of kitchen appliances. In 2015, the company was heavily dependent on offline sales channels – wholesalers and distributors. In general, Online & Ecommerce sales was looking up and the management was aware of its potential.
The knowhow to introduce an online sales channel was lacking.
TGF entered the picture and convinced the management that it was important to take the brand online and sell directly to consumers. An advantage was the fact that channel conflict was not a major obstacle for the company. TGF contributed in creating a lean, competent team for driving online sales. The entire gamut of activities – listing of products on e-commerce portals, pricing, inventory projections, order fulfilment, reconciliation of accounts, relationship development with executives of various e-comm portals was driven by this team under the guidance & close supervision of TGF. New product range opportunities were also identified enabling the client to expand the product range.
The investment in E-commerce reached monthly operating breakeven within the first year and started making money in the second financial year. The business was handed back to the owner in September 2016. The business has continued to grow significantly and the brand was also recognised by Flipkart as one of the top sellers in its category.