A robust growth strategy

At Crompton, we have adopted a five-dimensional growth strategy to achieve our organisational goals. This strategy focuses on enhancing our brand, expanding our product portfolio, achieving marketing excellence, optimizing our operations and strengthening our human resources. By implementing this strategy, we aim to grow our business and provide our consumers with the best possible products and services.

Brand excellence

Powered by a rich brand legacy, Crompton has adopted the approach of engaging with the consumer across the purchase journey, to not only build salience but also drive consideration and preference for the brand. The result is evident with Crompton growing its spontaneous recall across categories as well as driving higher discoverability on Google and Market place platforms (Amazon and Flipkart) and achieving multifold growth in website traffic. This has led to significant increase in brand scores across the consumer funnel.

Capitals impacted

Intellectual capital

Social and relationship capital

Portfolio excellence

The Crompton brand has long been associated with well-engineered products featuring cutting-edge technology. To keep the consumer at the centre of our innovation, we prioritise developing a deep understanding of consumers.

Leveraging expertise in exclusive design, technology and engineering, Crompton’s products offer valuable solutions to consumers. The portfolio includes Anti Dust Fans, Backup Bulbs, Anti-Bacterial Bulbs, 3-in-1 Lights, Silent Fans and IoT Geysers, among others.

Capitals impacted

Intellectual capital

Manufactured capital

Natural capital

Go-to-market excellence

Crompton’s Go-To-Market programme is a comprehensive strategy aimed at expanding the reach and improving the availability of products while ensuring the highest quality standards.

By focusing on the right product mix, placement and visibility, we aim to deliver an exceptional customer experience at every touchpoint. In addition to driving reach in traditional trade channels, we have invested in alternative channels such as Rural, E-Commerce and Merchant of Record, which have resulted in a robust growth rate. This helped us significantly improve our reach in all segments over the past five years.

Capitals impacted

Social and relationship capital

Manufactured capital

Operational excellence

We strive for operational excellence by strengthening our supply chain to ensure timely and cost-efficient product delivery. Unnati, an aggressive cost improvement programme, eliminates non-value-added costs to achieve cost leadership, while continuous process enhancement drives quality improvement at all levels. Our strong digital infrastructure enhances operational efficiency by enabling seamless integrated ecosystem. Through the Udaan programme, we eliminated waste across processes and delivering Crompton products to the market with optimal Total Delivered Cost, Quality and Service Levels.

Capitals impacted

Intellectual capital

Manufactured capital

Natural capital

Financial capital

Organisational excellence

Our objective is to establish a team of high-performing employees who are deeply committed to our organisational values and exhibit exemplary behaviour. We believe in empowering our employees by fostering an environment of inclusivity and recognition, which allows them to feel valued and appreciated. Our focus on providing opportunities for professional development enables us to nurture our employees and support them in their career aspirations. Our ultimate goal is to create a workplace where our employees can thrive and contribute to the growth and success of our organisation.

Capitals impacted

Human capital

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