Out of the oven, into the refrigerator

Satish NS, President, Haier India defrosts many just-out-and-about trends as he opens the doors for a peek into why and how this consumer appliance major is using AI, IoT, chatbots and wearable tech. It’s about adding relevance as well as distinction for the new digital age. Let’s see this double door model of technology.

What areas of technology has Haier invested in in the last 2-3 years?

Customer satisfaction lies in the ethos of Haier’s growth trajectory, hence technological advancements and product development go hand in hand. Being the global leader in home appliances and consumer electronics, Haier has showcased future-ready smart homes, AI, IoT-enabled laundry solutions, and new-age technologies such as voice command. Let me cite some of the recent product developments, backed by innovation and customer-centricity. Like: At Haier, we launched the Haier 979 Front Loading Washing Machines with intelligent features such as AI Dynamic Balance System, Anti-Bacterial Technology, PuriSteam, Bionic Magic Filter, and Smart Sense Technology. Also, Haier has recently launched its Kinouchi 5-Star Heavy Duty Pro series of air conditioners in India. Frost Self-Clean Technology, the Smart Convertible Feature, and other intelligent features are included in these air conditioners.

What big changes or challenges did you confront during the pandemic? Many enterprises which pushed the pedal on digital transformation in 2020 and 2021 have not been able to keep them going or scale in 2022. What's your perspective?

During the pandemic the consumer demand fluctuated resulting in a 10-15 per cent drop in annual sales for consumer durables industry owing to washed-out summer seasons. However, air conditioners and refrigerators saw a surge in sales. Last fiscal year, the industry exceeded the pre-pandemic value mark, and this fiscal year, it will exceed the pre-pandemic volume mark by three per cent. Now the consumer durables industry is expected to grow by double digits, increasing revenue by 15-18 per cent to Rs 1 lakh crore this fiscal.

In today’s time digital transformation is a necessity for any industry to reach out to their respective audience. In the last few years, numerous sectors have seen multi-faceted growth backed by use of cloud, digital collaborative platforms, AI and automation. We firmly believe that the road to future success is driven by product innovation, digital collaboration and customer centricity.

Why or why not is technology crucial to your business? Especially in the supply chain, retail, manufacturing, etc. How hi-tech is your Noida factory?

Technology plays a major role in shaping the growth dynamics of any brand, at Haier we constantly work of bringing in technologically advanced products from our state-of-the-art factories. We have established a state-of-the-art manufacturing facility in Greater Noida to fuel our commitment for 'Made in India' and 'Made for India'. Our facility harness technology and automation to support our manpower and deliver best in class products at ask.

What's your sense of the use of IoT, AR, VR (retail), IoT and robotics (factories), Blockchain (supply chain), and smart sensors (products)—any examples you can share?

Predictive AI-powered and IoT-enabled applications, gadgets, smart devices, entertainment systems, and appliances make users' lives more secure, comfortable, convenient, and safe. Haier Smart Home, the world’s leading home appliance brand, smart home ecosystem builder and a subsidiary of Haier Group, has recognized by Fortune, ranking no.1 for companies in the home equipment and furnishings industry.

We have developed systems involving chat-bots that could iterate information regarding customer grievances

Haier has designed collaborative setups for an integrated consumer experience using Smart solutions, and we expect to be among the top three consumer appliance brands in the country by 2023. AIoT is created when AI and IoT merge, which is a smart, connected network of devices that seamlessly communicate to power data better and faster. These trends are all around us, from wearable technology that continuously tracks user preferences and behaviors to smart home appliances and assistants that help people with daily tasks. These personal comforts are frequently referred to as "Smart Homes," including TVs, AI assistants, ACs, refrigerators, washing machines, security systems, and even coffee makers.

The home appliance industry is facing many issues—like complaints of eavesdropping by smart devices, sustainability, poor software support of smart home devices, and climate change concerns. What's your take and effort here? Any role that technology plays?

As a leader in the consumer appliances industry Haier draws its inspiration from its customers and combines the same with the advanced technological and industrial research.

Our products are smart, practical, fashionable, and we constantly strive to bring introductions that address consumers' needs in daily life. In terms of sustainability and climate change challenges, all of the Haier products are built with the idea of the most energy-efficient appliances, and we have also been awarded with "The Most Energy Efficient Appliance" award at National Energy Conservation Awards (NECA) – 2022 to show our commitment towards sustainability, technology and customer satisfaction.

Satish NS, President, Haier India

By Pratima H

pratimah@cybermedia.co.in`