Responding to media queries after the ZIVA launch press conference, Vivek Sharma, Managing Director, Panasonic Life Solutions explained that ZIVA will be the entry-level modular switch range, and will be targeted at consumers that would like to graduate from the hugely popular “Penta” range of non-modular switches.
Anchor “Penta” is currently the entry-level brand for wiring devices (switches, sockets, fan regulators, etc) in the non-modular range. “Penta” was launched several years ago and it become so popular that it became synonymous with the organization, said Sharma.
After the success of “Penta”, Panasonic Life Solutions India launched the modular version of the Penta range. This range however falls in the “middle to higher-middle” category of the market, in terms of price.
Sharma explained that the new ZIVA range will be positioned between the “Penta” non-modular and “Penta” modular range.
The Panasonic Life Solutions MD recalled that when modular switches started becoming popular, the company launched a host of products in this category, some even involving brand acquisitions. The modular range of “Anchor” has the very popular “Roma” brand, among others.
Vivek Sharma noted that over the past few years, in the modular range of wiring devices, “Penta has become the darling of the market.” He elaborated that supported by other modular brands like Roma, Vision and Woods, the company’s collective market share in the modular wiring devices segment is very predominant.
Returning to his point on the new ZIVA range, Sharma elucidated that customers who are wishing to upgrade and enter the modular segment, at a very nominal increase (over the non-modular segment prices) will be able to afford the ZIVA.
Summarizing, Vivek Sharma said that the medium and entry level consumers will be catered to by ZIVA and Penta modular, while the very high-end market (including home automation) will have brands like Vision and the recently-launched Europa. There will of course be modular brands like Roma and Woods at the middle-level of the market.
Investment on ZIVA
On another point, Sharma said that an investment of Rs.20 crore was currently made in launching the ZIVA range. This was just the initial investment and would grow as sales volumes build up. In two years from now, ZIVA could bring in annual revenues of Rs.500 crore, was Sharma’s prognosis.
(Featured photograph shows some products of the ZIVA range. Note that the ZIVA range will feature the “vertical” module, as seen from photograph on the right.)
