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(L to R) Vikram Goel, MD of UNOX India and Matt Roberts the director of customer experience at UNOX MEA.Though UNOX has been active in India since 2016, it was only after they decided to hire a team dedicated to the India market led by managing director of UNOX India, Vikram Goel in 2021 that their fortunes turned. Since then, the company has grown exponentially in the India market and has a dominant position among international players in their segment. .caught up with Goel and Matt Roberts the director of customer experience at UNOX MEA (in charge of Middle East, Africa and India) during the launch of an experience centre in Bengaluru recently. “As a company we are different from other manufacturers. We don’t just make an oven, sell it and say okay, where’s the next one? Our company is based 50 percent on ovens, what you see, what you can hold, what you can touch and 50 percent on service, which is our people—after sales, and even our pre-sales,” said Roberts explaining his company’s philosophy.The company can go the extra mile and even bring their ovens to a customer’s kitchen—be it a hotel or restaurant—for them to try it out, he said, adding that UNOX was setting up experience centres across the country but India’s geography was a challenge. “We have lounges in Bengaluru, Chennai, Mumbai, Gurugram and Guwahati,” Goel added. They are going to add another two experience lounges, have tie-ups with local chefs and when someone buys an oven there is a team who come in and train the chefs in the kitchen to use the product optimally, said Roberts.“We are the largest oven making company in the world. We produce almost 150,000 ovens a year, which is by far the largest any other company producer in the world. If you talk of India, we are the largest selling oven company in the country. We sell over 3000 ovens in the country, across all our categories,” said Goel. The key to success in the subcontinent or anywhere else was quite simple, Goel felt. “”Our product is good, we are confident about our technology, when we talk to our customers, we pass that confidence to them through our sales pitch. We have these experience centres to showcase and convince the customers—we don’t do brochure selling but go and meet them,” Goel said, adding, “We only go over two aims—one is to understand the challenges that they are facing in the kitchen. And once we identify the challenge, to be able to offer a solution through the technology that we possess.”Selling a product like theirs which is high on capex from an Indian perspective also requires a lot of support, of hand holding from the principal company, Goel felt. “We have 26 people working in India. 18 of them have cheffing backgrounds—who are in training. We have also got eight people now in service. Not only are we building training or chef support, but we are also building an infrastructure for after sales service, wherein customers don’t have to depend on dealers,” Goel said. The results of all this work is a very positive one. Sales as well as product mix have increased dramatically in India, said Roberts adding, “We have a broad range of products, from entry level manual ovens way up to the most sophisticated on the market. What we’ve seen, because we have the team to demonstrate what all of them can actually do, we’ve seen customers move away from their less expensive models to the more futuristic, higher technology models, which helps people be more successful, because you get uniformity”. “We have grown from sales of 400,000 euros into 2021, to touching five-and-a-half million euros,” said Goel about his companies performance in India.
Published On Sep 13, 2024 at 10:00 AM IST
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