The past year has been transformative for Stiebel Eltron in India, marked by a dynamic shift in leadership and a renewed focus on expansion within the Indian market. Moreover, Stiebel Eltron is making significant strides in positioning itself as a leader in water heating and green technologies. As the company continues to leverage its strengths and explore new opportunities, Utpal Mishra, Director – Sales & Marketing, Stiebel Eltron India, offers an insider’s perspective on Stiebel Eltron’s evolving strategy and its vision for sustainable growth in India.
In this edition of Expert Talk with BuildingandInteriors, Utpal Mishra discusses the company’s future plans in India, focusing on product portfolio expansion, market expansion, customer service philosophy, and more.
B&I: It’s been almost a year since the new management took over at Stiebel Eltron in India. What’s the transition like and what’s your take on the current situation of the brand?
Utpal Mishra: The transition at Stiebel Eltron in India has been marked by a strategic shift in leadership. The company, now, has a core management team across key functions of Sales, Marketing, Finance, and Human Resources led by Executive Director, Husain Quettawalla, who reports to International Sales Director Andrea Klein. Under the new leadership, Stiebel Eltron is poised to grow in 2024 by capitalizing on its strong position in the luxury segment of water heating technologies while exploring new growth opportunities. The company is committed to scaling up its operations and promoting the adoption of environmentally friendly technologies in Indian homes, a strategy that aligns with the broader global push towards sustainable energy solutions.
B&I: What does the brand portfolio look like in India today? What product categories would be the focus for Stiebel Eltron over the short to medium term?
Utpal Mishra: Stiebel Eltron’s product portfolio in India is centred around premium and high-efficiency heating and water solutions, reflecting the brand’s global reputation for quality and innovation in climate-friendly technologies. The offerings in India include:
Instantaneous water heater
Heat pump
Ventilation system
- Heat pumps: These are a core part of Stiebel Eltron’s portfolio globally and in India as well. The company focuses on air-source heat pumps that are designed to be energy-efficient and environmentally friendly making them ideal for both residential and commercial applications.
- Instantaneous water heaters: Another key product category, these are high-efficiency electric water heaters designed for instantaneous hot water delivery. This segment includes both small, compact models for residential use and larger, more robust models for commercial applications.
- Ventilation systems: The brand also focuses on providing ventilation solutions that improve indoor air quality, crucial in India’s urban environments. These systems are energy-efficient and integrate seamlessly with other heating and cooling solutions.
B&I: What is the short to medium-term focus of your company?
Utpal Mishra: Stiebel Eltron’s focus in the short 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 homes 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 potential in India, especially given the increasing focus on energy efficiency and sustainable solutions in the country’s residential and commercial sectors. Here’s how the company plans to take this category forward:
- Expanding market penetration: Stiebel Eltron can significantly expand its market penetration 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 maximizing 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 potential buyers.
- Expanding the product 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 who are looking for comprehensive energy solutions for their spaces.
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 showcase the brand’s premium heating, water heating, and ventilation products 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 showrooms or display sections within dealerships across India where customers can experience Stiebel Eltron products firsthand. These Galleries also provide a curated environment that highlights the functionality, design, and energy efficiency of the brand’s offerings. Further, by creating an immersive experience, Comfort Galleries allow customers to interact with products, 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 products on shelves, customers can see these solutions in action, visualize how they’d fit into their own homes, and receive expert advice from trained staff. This initiative also plays a vital role in enhancing brand visibility. By upgrading the displays in dealerships, Stiebel Eltron ensures its products stand out in the market, reinforcing its reputation as a leader in premium, energy-efficient technologies. Additionally, Comfort Galleries serve to strengthen dealer engagement, showcasing the brand’s commitment to supporting its dealer network, which ultimately boosts both sales and customer satisfaction. Moreover, these spaces act as educational platforms where Stiebel Eltron can inform the market about the energy efficiency and sustainability benefits of their products, 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 brand?
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 who 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 home 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 product 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 products. 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 space. 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 products 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 workshops. These sessions educate professionals on the latest technologies, installation practices, and energy efficiency standards.
- Technical support and resources: The brand offers robust technical support, including detailed product documentation, design assistance, and on-site support when needed. Stiebel Eltron’s team of experts is available to assist 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, showcasing successful implementations of their technologies through case studies and reference projects that serve as powerful endorsements, demonstrating the performance and benefits of Stiebel Eltron products in real-world applications.
- Networking and industry events: The company participates in industry events, trade shows, and seminars to engage directly with the architect and consultant community. Stiebel Eltron also organizes 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 who prioritize eco-friendly solutions in their designs. The company’s focus on energy-efficient products, 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 partnerships with various industry stakeholders?
Utpal Mishra: Stiebel Eltron aims to build long-term partnerships 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 brand’s products 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 competition. 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 digital infrastructure and hope 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 space. What is your take on this shift? Do you have plans to Make In India?
Utpal Mishra: As a group, Stiebel Eltron is always assessing the needs and opportunities to localize and assemble/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.
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