EFL’s vision and strategy
(Project Udaan) – first investor call in Q4FY23 ⏹ In its first investor call in Q4FY23, EFL had highlighted six strategic pillars to transform the company into a vibrant D2C health and hygiene leader; it delivered sustained, profitable growth through strong product portfolio, best-in-class innovation, customer service, and a digital-first model. 1. Grow the water business (core) ◼ Expand penetration in an underpenetrated category (~5% penetration in FY23). ◼ Address barriers via affordability (entry price at ~Rs6,499), relevance (consumer education), and accessibility (distribution expansion). ◼ Drive premium innovations for design-conscious customers. ◼ Campaign example: ‘Nal se kapda hatega toh sar se kapda hatega’, targets cloth/sieve users. 2. Expand cleaning and air categories ◼ Cleaning: Build both mass adoption and premiumization agenda. ◼ Air purifiers: Nurture and incubate the category through awareness and consumer education, leveraging rising air quality concerns. 3. Transform customer experience ◼ Reimagine service by giving customers the ability to schedule, track, rate, and give feedback. ◼ Equip technicians with digital tools for seamless service delivery. 4. Lean cost and an efficient operating model ◼ Structured program to drive productivity, cost negotiation, spend control, and cash optimization. ◼ Free up resources for growth and reinvestments. 5. Digital-first enterprise ◼ Leverage the 8mn+ customer base and the large on-ground network. ◼ Rebuild digital assets to deliver convenience, engagement, and commerce. ◼ Enhance agility across customer, employee, and partner experience. 6. People and culture ◼ Build a blend of experience and fresh talent to drive transformation. ◼ Strengthen leadership team across functions. ◼ Foster a culture of customer centricity, collaboration, agility, ownership, and accountability.
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