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Bullish on India, HomeGenie set to spend Rs 70 cr on marketing

Bullish on India, HomeGenie set to spend Rs 70 cr on marketing

Author | Preeti Hoon | Tuesday, Jun 29,2010 8:49 AM

Bullish on India, HomeGenie set to spend Rs 70 cr on marketing

Rosebys Home Care Pvt Ltd, a joint initiative of Rosebys Interiors India Ltd and Caretel Infotech Ltd, has launched HomeGenie – a new business venture that deals with home care services. Speaking on the launch, Alok Banerjee, CEO, Rosebys Interiors India Ltd, said, “HomeGenie is poised to become a force to reckon with in the coming years. Extensive brand building, coupled with an addition of new services, will be the hallmark of HomeGenie, which is all set to delight the consumers with never before offers and services – all under one roof.”

The company has robust plans in terms of expenditure on marketing and customer relationship management. Banerjee informed, “We have decided on Rs 50 crore as the marketing budget for this particular initiative and another Rs 20 crore will be for CRM activities.”

HomeGenie aims to provide services related to day-to-day living in Indian homes. From maintenance of equipment (air-conditioner servicing, refrigerator servicing) to domestic home care services (pest control services, interior designing) to personal care services (physiotherapists, BP/blood sugar checking services). The company has acquired one-of-its-kind formula to tap the local Indian consumer by serving his basic needs.

On being asked how the company wanted to place itself in the Indian market, Banerjee replied, “We would want to be the most recalled and formed brand for the consumers.”

Elaborating further, Nikhil Sen, MD, Rosebys Interiors India Ltd, said, “We are shifting the transaction-based management of the business to relationship-based. You can call us the new Facebook for the Indian homes.”

With over 100 service providers already roped in, the newly-formed entity, which is functioning out of Noida (NCR) and surrounded areas, is on the lookout for more in various service categories that it will leverage for the consumer. Open for public access from June 26 onwards, it will also have a 24x7 customer care national helpline (60006100) and aims to reach 2.5-4 lakh household by 2011. There are two membership packages on offer – valued at Rs 4,999 and Rs 7,999, and facilities will differ in the two accordingly. The brand will also serve manpower requirements like that of gardeners and drivers.

As the brand plans to cover pan India in the next 12 months, in its initial stage, it is geared to lure customers early by making available ‘good quality or money back’ option to those who subscribe before August 31.

Rosebys, a brand focused on customer’s lifestyle needs, has exclusive stores in the Indian market with presence in Punjab, Gujarat, Kolkata, Andhra Pradesh, Delhi & NCR, Karnataka, Madhya Pradesh, Chhattisgarh, and is present in large format retail chains like Shoppers Stop, Debenhams, etc., while Caretel brings along its strong IT-enabled Customer Relationship Management and service delivery platform. It provides 24x7 customer care services to MNC clients like ICICI, Reliance Communications, MTNL, Whirlpool, Bharti, Axa, Dominos, In Exchange, Indiatimes, and Seventy MM, among others.

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