Swati Rathi on Godrej Appliances' summer strategy – Combining Tech, Comfort, and Sustainability

As India grapples with unprecedented heatwaves, the Appliances Business of Godrej is doubling down on technology, consumer convenience, and meaningful

innovation to offer more than just cooling—it's delivering comfort, care, and conscious consumption. Speaking about this and the company's broader summer marketing strategy, Swati Rathi, Head of Marketing at the Appliances Business of Godrej Enterprises Group , outlines how the brand is tapping into seasonal consumer needs and trends, its recent campaign for its Smart Air Conditioners, and the advertising channels it's prioritizing.

A s the country faces some of the hottest summers on record, air conditioners are no longer a luxury—they're rapidly becoming a necessity. Speaking about this shift, Swati Rathi, Head of Marketing at Appliances Business of Godrej Enterprises Group , notes, “Given the worsening summers and unprecedented heatwaves, air conditioners are increasingly becoming a necessity purchase and the largest chunk of AC sales happens during the summer season.”

To tap into this, the Appliances Business of Godrej & Boyce, part of Godrej Enterprises Group, has launched a television campaign to spotlight key features of its latest Smart Air Conditioners.

The TVCs use relatable storytelling to showcase how Godrej Smart ACs intuitively adapt to users' needs, offering efficient cooling performance, durability, and convenience to elevate everyday living.

Godrej's Smart AC campaign

Speaking about the campaigns, Rathi says, “We are currently live with our Godrej Smart AC campaign, which builds on our smart value-added offerings like Smart Scheduler and Smart Filter Clean Reminder, which help deliver uninterrupted cooling and higher-order convenience.”

Outlining what differentiates its offerings, Rathi notes that it brings alive use cases of smart ACs that go beyond the usual remote operation or voice-based on/off that is typically showcased when people talk of Smart ACs.

“Smart AC remains a relevant but small segment”

Speaking about the untapped opportunity that the brand is unlocking this summer, Rathi adds, “Our research shows us that the smart AC remains a relevant but small segment because Indian consumers need more compelling use cases generating higher tangible value. We are also building on the success of our aesthetically differentiated wood finish Vogue series of ACs.”

Rathi continues, “At Godrej, we always believe in unlocking real insight-based value for consumers, and this offering and its communication stay true to the same philosophy. The campaign has an authentic, relatable tonality, true to the modern Indian consumer's reflection.”

Another significant differentiator this season is Godrej's industry-first 5-year comprehensive warranty. Speaking about this, Rathi says, “To further AC adoption and aid consumers, we are also offering a one-of-its-kind 5-year comprehensive warranty. This is also unique as it's the only such offer which comes with no hidden costs, with waived-off service visit charges, gas refill charges, and even remote replacement costs for five years, alongside other attractive cashback schemes and flexible financing options.”

Godrej's summer season strategy

To drive awareness and consideration for its AC portfolio, Godrej has launched a 360-degree marketing campaign with a substantial presence during the IPL—a period that aligns well with peak summer buying behavior.

She adds, “We are present on connected and linear TV with almost equal spends on both. Apart from this, we have significant presence across digital media—on e-com platforms, video platforms, social media, search and display, and beyond, on radio, store-level retail presence and select print.”

The company's summer strategy also goes beyond sales—Rathi notes that it's also promoting sustainability and responsible energy consumption.

She adds, “As far as the portfolio goes, we have a strong 5-star rated AC portfolio which we promote at stores. Further, multiple feature offerings help consumers in limiting their energy consumption—our new range of smart ACs also comes with smart energy monitoring, which allows users to monitor their energy consumption. The filter cleaning reminders themselves help consumers get more efficient performance from their ACs. Our 5-in-1 convert technology allows further flexibility in usage, enabling electricity savings as well.”

“We have multiple localised initiatives ongoing at any point based on heat patterns, ranging from hyper-local digital marketing to localised display and activations, to print and radio support, to drive and convert the demand at a local level,” adds Rathi.

Social Media, Influencers are key pillars of Digital strategy

In an era where digital plays a pivotal role in purchase journeys, Rathi says, “Social media and influencer marketing are important pillars in digital strategy today.”

She adds, “We collaborate with content creators almost through the year for different offerings, ensuring that the brand narrative and content creator's style and audience are aligned.”

“E-com platforms,” Rathi notes, “play a key role in the appliances industry, and consequently, we are very focused on driving performance-oriented promotions on these platforms, especially during the high-selling summer season.”

To wrap up, as India faces rising temperatures, Godrej Appliances is addressing consumer demand for cooling solutions by focusing on technology, convenience, and sustainability. Through a mix of traditional and digital marketing, the company aims to meet evolving consumer needs while promoting energy-efficient products.

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