Large chunk of our sales comes from digital: MD &CEO, Mahindra Holidays

Kavinder Singh talks about the brand’s advertising and marketing strategy and tells us how it has has played an integral role in the rise in its standalone net profit to Rs 38.55 crore

e4m by Misbaah Mansuri
Published: May 21, 2018 9:20 AM  | 2 min read

Mahindra Holidays & Resorts India Ltd (MHRIL) recently reported a 21.15 per cent rise in its standalone net profit to Rs 38.55 crore for the quarter ended March 2017-18.  In a conversation with exchange4media, Kavinder Singh, MD & CEO, MHRIL, shares how the brand’s advertising and marketing strategy has played an integral role in the growth of the company.

“We’ve seen significant traction over the past five-six years and have reported fantastic growth in last three years. Our CAGR is in the range of 15-16%. It used to be in single digit earlier. We have almost doubled our growth over the last three years,” said Singh.

Talking about the brand’s advertising initiatives, Singh said the company releases 80-100 ad films during a year and these ads are pushed through digital platforms.

Singh let out that a large portion of the brand’s marketing budget goes in digital, followed by TV and print. “Our target group is the upper layer of India’s society,” he said.

Singh also shared that a considerably large chunk of the company’s sales now comes from digital as compared to previous years. “As much as 18% of my sales comes from advertising and communication through digital medium. This number was just 6-7% a couple of years ago,” said Singh.

He continued, “Marketing efforts play an integral role in acquiring new members as well as providing unique experiences to the existing members. It helps our company with memberships and creating memorable experiences for our members. It also helps us come up with interesting activities and promotions for engaging our existing as well as prospective members.”

Singh said the company leverages VR in their films to seamlessly transport people to holiday destinations and essay the beauty of their brand and this has been a strong draw.

The MD tells us that the advent of OTAs has been a challenge that the brand has battled successfully. “There is a significant amount of trust that people place in our brand,” Singh said.

Singh told us that the company is investing Rs 600 crore to develop 600 new units. “Going forward, the focus will be on using our digital assets in a big way to reach out to our target audience,” he concluded.

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