Bajaj Electricals on premiumisation path
Bajaj Electricals Ltd, the consumer durables company of the Bajaj Group, is on the path to reposition itself as a premium and aspirational brand.
The company is getting all its products upgraded from design, aesthetic, sustainability, technical and engineering point of view, keeping in line with the revamped positioning of Bajaj Electricals.
Mr. Anuj Poddar, CEO and MD, Bajaj Electricals Ltd, said, “We have done a compete repositioning, new identity and launch for Bajaj, around the positioning line of ‘Build for Life’, making it a far more younger, aspirational and premium brand, and that is part of our overall journey towards premiumisation. We are making it a far more contemporary brand and that will reflect on our products too”.
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