Link prioritizes the brand’s own unique growth path over competition: Anil Bhardwaj

Link Locks is a prominent brand in the Indian hardware industry that does not require any introduction. The brand has experienced impressive growth in the past fiscal year due to its focus on innovation and market expansion. Link Locks is widely recognized across demographics for its consumer-centric approach, innovative solutions, and focus on premium quality. Encouraged by its acceptance by the market, the brand has planned major expansions and extensions. In this one-on-one interview with BuildingandInteriors, Anil Bhardwaj, President, Link Locks Pvt. Ltd., shares the exciting new releases, growth journey, and expansions planned for the brand.

Remarkable growth journey of Link Locks

Link Locks has accomplished an astounding 53% growth as a Group and we want to surpass this milestone this year. We are a brand that is genuinely devoted to meeting consumer needs and driving trade excellence by prioritizing growth strategies.

With a turnover of 300 million last year, we have set our goals even higher this year by aiming for 580 million. Last year, in specific categories such as architectural hardware and padlocks, Link Locks experienced a turnover of 90 crores and 200 crores respectively. However, this year we are targeting 150 crore and 350 crore turnovers for these segments. Furthermore, we are determined to achieve significant growth of 200% in the furniture fittings category this year. Broadly speaking, our strategy is to benchmark against market leaders in each category and target a market share of 20-25%.

Promising new ventures planned for the year

Link Locks is currently engaged in brand expansion as well as extension. A significant milestone in our expansion journey is our upcoming release of hand tools, including carpenter tools. This marks our company as a pioneer in introducing carpenter tools to the Indian market. Link hand tools product range includes all essential items such as screwdrivers and DIY kits. We are particularly keen on expanding our DIY kit offering so as to meet the growing consumer demand. We are further diversifying our product range to include power tools as well.

In the hardware category, Link Locks has introduced innovations and solutions that are compatible with large and weighty doors. While padlock is an often overlooked product, efforts are underway to release advanced solutions like biometric and combination padlocks.

Keeping a laser focus on expansion, Link Locks is also planning to expand to solutions, such as digital locks, safes, and IoT devices. Furthermore, we are preparing to venture into kitchen appliances. We will begin work on this category in July alongside our plans to enter into the international market.  Currently, we are targeting 18 countries across GCC, EMEA, and the UK. We will introduce our comprehensive product range to the global market. This move has already gathered significant interest and enthusiasm.

To complement our product range and to keep ourselves aligned with our consumer-centric approach, we have launched a service department. The department will have an impressive 12-hour response time ensuring that consumer complaints and queries are handled promptly. Additionally, our expansion into the FMCG sector is another example of our pioneering effort in the Indian market. This move has received positive feedback and has strengthened our connection with our consumers.

Link Locks is well-prepared for momentous growth and innovation, driven by hyper-focus on fulfilling the ever-changing needs of our customers.

Link Locks’ strategy to expanding consumer reach

We have implemented a multi-layered approach to connect with our end consumers. It involves employing three channels. Firstly, we have established a strong and wide distribution network that provides extensive access to our products across various areas. This network contributes considerably to our market presence by ensuring efficient delivery and availability of our products. Secondly, we use key accounts to tactically connect with influencers within our industry. This enables us to spread our brand message and establish credibility among the relevant stakeholders. Furthermore, we reach out to our end consumers by way of e-commerce platforms. These platforms offer convenience and accessibility.

We intend to build on the solid foundation we laid last year by establishing a non-hardware channel this year. This will broaden our product offering and deal with diverse consumer segments that will further enhance our market penetration. In addition to these, we also employ super stockists in every state. This allows us to optimize our reach and ensure maximum coverage across geographical regions. Our comprehensive approach to interacting with and reaching end consumers employs multiple channels that help us fulfill the evolving needs of our consumers.

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