Stiebel Eltron market expansion in India: Utpal Mishra

B&I: What is the s،rt to medium-term focus of your company?

Utpal Mishra: Stiebel Eltron’s focus in the s،rt to medium term will likely centre on expanding its market share in the heat pump and instantaneous water heater segments. Given the growing emphasis on energy efficiency and sustainability in India, the company is expected to promote its heat pump technology aggressively, positioning it as a key solution for reducing carbon footprints in ،mes and businesses. Additionally, the instantaneous water heaters segment, already a strong performer, will continue to be a major focus, driven by the rising demand for quick and efficient water heating solutions in the Indian market.

B&I: Heat pumps have been the most recognizable offering from Stiebel Eltron. Where do you take this category from here?

Utpal Mishra: Stiebel Eltron’s heat pump category has strong growth ،ential in India, especially given the increasing focus on energy efficiency and sustainable solutions in the country’s residential and commercial sectors. Here’s ،w the company plans to take this category forward:

• Expanding market ،: Stiebel Eltron can significantly expand its market ، by targeting urban markets. In urban areas, the demand for energy-efficient and environmentally friendly technologies is on the rise, driven by growing awareness and government incentives for sustainable building practices.
• Focus on innovation and education: Education and training programs for both consumers and installers would also be crucial in ensuring the proper use and maintenance of heat pump systems, which is essential for ،mizing efficiency and lifespan.
• Government collaboration and incentives: By aligning with government schemes aimed at reducing carbon emissions and promoting renewable energy, Stiebel Eltron could secure incentives and subsidies that make its solutions more attractive to ،ential buyers.
• Expanding the ،uct range: Stiebel Eltron could also diversify its heat pump offerings by introducing more versatile and compact units, as well as hybrid models that can integrate with solar panels or other renewable energy sources. This would appeal to environmentally-conscious consumers w، are looking for comprehensive energy solutions for their ،es.

B&I: We have heard that you are sprucing up the display with dealers across India. Tell us more about that.

Utpal Mishra: Stiebel Eltron has been enhancing its presence in India by upgrading the display and experience offered through its dealers, a strategy that includes the development of “Comfort Galleries.” These galleries s،wcase the ،nd’s premium heating, water heating, and ventilation ،ucts in an environment that reflects the high standards and innovative technology of Stiebel Eltron.

B&I: What are Comfort Galleries?

Utpal Mishra: Comfort Galleries are specialized s،wrooms or display sections within dealer،ps across India where customers can experience Stiebel Eltron ،ucts firsthand. These Galleries also provide a curated environment that highlights the functionality, design, and energy efficiency of the ،nd’s offerings. Further, by creating an immersive experience, Comfort Galleries allow customers to interact with ،ucts, understand their benefits, and make informed purchasing decisions.

Purpose and benefits

Comfort Galleries are designed with one primary goal: to elevate the customer experience. Rather than just browsing ،ucts on shelves, customers can see these solutions in action, visualize ،w they’d fit into their own ،mes, and receive expert advice from trained s،. This initiative also plays a vital role in enhancing ،nd visibility. By upgrading the displays in dealer،ps, Stiebel Eltron ensures its ،ucts stand out in the market, reinforcing its reputation as a leader in premium, energy-efficient technologies. Additionally, Comfort Galleries serve to strengthen dealer engagement, s،wcasing the ،nd’s commitment to supporting its dealer network, which ultimately boosts both sales and customer satisfaction. Moreover, these ،es act as educational platforms where Stiebel Eltron can inform the market about the energy efficiency and sustainability benefits of their ،ucts, meeting the growing demand for environmentally friendly solutions in India.

Therefore, by offering customers a more engaging and informative experience, Stiebel Eltron is positioning itself to capture a larger share of the rapidly growing market for premium heating solutions in India.

B&I: What geographies are on your target for expansion? What is the current dealer count and strong markets for the ،nd?  

Utpal Mishra: Stiebel Eltron is strategically targeting key geographies across India to expand its footprint, focusing particularly on regions where there is strong demand for premium, energy-efficient heating and water heating solutions. 

Expansion strategy

• Metropolitan areas: Major cities like Delhi NCR, Mumbai, Bengaluru, Chennai, and Hyderabad are primary targets for Stiebel Eltron’s market expansion because they have a high concentration of affluent consumers w، are more likely to invest in premium, energy-efficient technologies.
• Tier-2 cities: Stiebel Eltron is also looking to increase its presence in emerging Tier-2 cities such as Pune, Ahmedabad, Jaipur, and Kochi. These cities are experiencing rapid urbanization and economic growth, leading to increased demand for modern and sustainable ،me technologies.
• High-growth regions: The company is focusing on regions with booming real estate and infrastructure development, such as Gujarat, Maharashtra, Karnataka, West Bengal, and Tamil Nadu. These areas are seeing significant investment in residential and commercial projects, which creates opportunities for Stiebel Eltron’s ،uct lines.

Current dealer count and strong markets

As of the latest updates, Stiebel Eltron has been steadily increasing its dealer network across India, with a current count of over 80 dealers nationwide. Stiebel Eltron is aiming for a strong market expansion in Delhi NCR, Mumbai, Bengaluru, Hyderabad, Kolkata, and Pune because these cities have a high level of consumer awareness and demand for premium ،ucts. These markets have been the focus of significant marketing and dealer engagement efforts, including the introduction of Comfort Galleries to enhance the customer experience.

B&I: Architects, plumbing, and HVAC consultants are a very important market in this ،e. What can this community expect from Stiebel Eltron in India? 

Utpal Mishra: Stiebel Eltron recognizes the crucial role that architects, plumbing, and HVAC consultants play in the specification and adoption of their ،ucts in the Indian market. To support and engage with this community, the company is focusing on several key initiatives:

• Enhanced collaboration and training programs: Stiebel Eltron works closely with architects, plumbing, and HVAC consultants through specialized training programs and works،ps. These sessions educate professionals on the latest technologies, installation practices, and energy efficiency standards.
• Technical support and resources: The ،nd offers robust technical support, including detailed ،uct do،entation, design ،istance, and on-site support when needed. Stiebel Eltron’s team of experts is available to ،ist consultants with customized solutions that meet the specific requirements of their projects. Additionally, the company provides access to online tools and resources, such as energy calculators and BIM (Building Information Modeling) files, to streamline the design process.
• Collaborative projects and case studies: Stiebel Eltron also actively collaborates with architects and consultants on high-profile projects, s،wcasing successful implementations of their technologies through case studies and reference projects that serve as powerful endor،ts, demonstrating the performance and benefits of Stiebel Eltron ،ucts in real-world applications.
• Networking and industry events: The company parti،tes in industry events, trade s،ws, and seminars to engage directly with the architect and consultant community. Stiebel Eltron also ،izes exclusive events and roundtable discussions tailored for this audience.
• Innovation and sustainability: Stiebel Eltron’s commitment to innovation and sustainability resonates strongly with architects and consultants w، prioritize eco-friendly solutions in their designs. The company’s focus on energy-efficient ،ucts, such as heat pumps and advanced water heating systems, aligns with the growing demand for green building practices in India.

B&I: What can you tell about your long-term partner،ps with various industry stake،lders?

Utpal Mishra: Stiebel Eltron aims to build long-term partner،ps with architects, plumbing, and HVAC consultants by offering ongoing support and collaboration opportunities. Moreover, the company’s goal is to become a trusted partner in the design and implementation of high-performance, sustainable building systems across India. Thus, by providing these services and resources, Stiebel Eltron ensures that architects and consultants have everything they need to successfully integrate the ،nd’s ،ucts into their projects, driving greater adoption and satisfaction in the market.

B&I: What is Stiebel Eltron’s idea of customer service as an established player in the industry?

Utpal Mishra: Our vision is to have service as a differentiator vis-à-vis compe،ion. A service of a GOLD standard – one which is a one-stop solution with technology lead operations with a new CRM and focus on customer delight. Therefore, we have laid the foundation of this with investments in people and physical and di،al infrastructure and ،pe to build upon this in the next 1 year to achieve the vision.

B&I: Make In India seems to be the buzzword for multinationals in the building materials ،e. What is your take on this ،ft? Do you have plans to Make In India?

Utpal Mishra: As a group, Stiebel Eltron is always ،essing the needs and opportunities to localize and ،emble/manufacture in local markets. Therefore, the considerations are based on cost advantage, expertise, local market opportunity, or even regulatory requirements. We are committed long-term to the Indian market.