Ahmedabad-based Equus Enterprises LLP has tied up with Emerson Electric, a Fortune 500 business entity, to distribute its InSinkErator food waste disposers and sink faucets in India for commercial as well as residential applications. In an exclusive conversation with Sourcing Hardware, Equus’ CEO Babulal Yadav (firstname.lastname@example.org) shared details of the tie up and future plans.
“The two parties entered into an agreement in 2017 and the first consignment arrived this year in the month of January,” he informed, adding that while Emerson has a strong presence in India for its other businesses, its InSinkErator products were neither adequately available in the market nor was there much awareness about them. Equus has been focusing on adding dealers to widen the reach of the InSinkErator brand.
“We are associating with premium kitchen appliance dealers,” shared Yadav, adding that at present Equus has over 45 dealers in Ahmedabad, Surat, Rajkot, Jamnagar, Vadodara and some other regions of Gujarat. “Managing food waste is a critical issue, and now that we have a product, priced at Rs 20,000, it is time we promote the solution with seriousness,” he remarked. Equus aims to make InSinkErator available across a wider market base, and is looking at new markets beyond Gujarat as well. “Our focus states will be Rajasthan, Madhya Pradesh and Maharashtra; and to begin with we will be targeting Jaipur and Udaipur in Rajasthan, and Pune in Maharashtra,” Yadav shared, adding that Hyderabad is another market where they are keen to expand dealer base. “This year we have plans to appoint 10-15 more dealers in tier II cities.”
Emerson has also launched two-lever hot water taps, targeted at corporate offices. These are available in five models, and are priced Rs 16,999 to Rs 62,999. The company is mulling introducing water purifiers in the next quarter. InSinkErator products are shipped from USA, while Equus provides technical support to its dealers and promises service within 24 hours of receiving a compliant. The company has been engaging with architects as well, to raise their awareness about the product’s utility and performance metrics.
“We are working towards creating demand for quality products such as InSinkErator, which would help people in our country to enjoy a better quality of life with world class customer care and services,” remarked Yadav.