Exclusive: Thomson skips smart tech race, targets mass market in India with new refrigerator

Ahead of the launch, I, Aishwarya Faraswal (HT) spoke with Talisman Brands Inc (Thomson France) Sales Account Director Sebastien Crombez and SPPL CEO Avneet Singh Marwah to discuss the company’s strategy, target audience and why it’s avoiding the smart home appliance race.

Avneet Singh Marwa: We looked at where the real gaps were. About 95% of the market is concentrated between 175 and 195 liters. We see opportunities in the 100-litre mini fridge, which is ideal for bachelors and small families, and in the 190-litre model, where consumers can get more space at a slightly higher price.

We also have a 255 liter model, just below the frost-free category, for those who want a larger capacity without paying extra. Our focus is on identifying underserved segments rather than competing head-on.

Aishwarya(HT): What type of consumer are you targeting with this launch – first-time buyers, families or those looking to upgrade?

Avneet Singh Marwa: Our focus is on singles, nuclear families and first-time home buyers, especially in tier-I, II and III cities. These consumers are looking for trusted brands with practical value.

Aishwarya(HT): When do we expect to launch? What is the price range?

Avneet Singh Marwa: We plan to launch in India by the end of April or early May. Pricing will be competitive and in line with our value-first approach.

Aishwarya (HT): In India, usage is very different – ​​power outages, high temperatures, even the way we store leftovers or fresh food. So, how do you adapt your refrigerator to these real-life conditions?

Avneet Singh Marwa: This is where we invest a lot of time. These refrigerators are not a global design brought to India – they are designed and manufactured here with Indian usage in mind.

We created dedicated compartments based on how Indian households actually store items like food, curries, dairy products, vegetables, leftovers, and even dosa. Storage behavior here is very different from Europe or the United States. We also work on temperature optimization, hygiene and cooling performance, especially considering high ambient temperatures and different eating habits in different regions.

Since India’s food and climate are so diverse, it’s crucial for us to understand the ecosystem when designing our products.

Aishwarya (HT): Many brands are pushing smart features – are you betting on innovation, or simpler effects?

Avneet Singh Marwa: We firmly believe that practical innovation trumps feature overload. If you look at trends, a few years ago, IoT was a big buzzword, just like Artificial Intelligence is today. Many brands are investing heavily in connected devices. But the reality is that actual usage has not expanded as much as expected.

Even today, for most appliances, be it refrigerators, washing machines or air conditioners, consumers still use them in a very basic way. The question we ask is: Does this feature actually save time or improve daily life?

If not, then it’s more of a marketing feature than a real benefit. Our focus is ease of use, reliability and everyday usefulness because this is what drives long-term satisfaction.

Sebastian Krobetz: Also from a global perspective, we are seeing slower than expected adoption of IoT in large appliances. It is suitable for certain categories, such as heating, where there are clear benefits.

But for refrigerators, the value is less obvious. Additionally, adding such features increases cost, reliance on components like chips, and overall pricing pressure. If consumers don’t use these features regularly, there’s no reason to increase the cost.

Aishwarya (HT): You’re entering a space dominated by brands with decades of trust. How do you plan to break this inertia among Indian consumers?

Avneet Singh Marwa: Trust is very important in this category, especially since the refrigerator is a long-term purchase.

Our biggest advantage is that we are not new to India. Thomson has built a strong base through televisions and other appliances, with millions of customers and consistently high online ratings.

We are also an exclusive partner of Flipkart which has helped us build strong credibility through reviews, ratings and repeat customers. In fact, our products are often rated higher than the industry average, which plays an important role in purchasing decisions.

On top of that, we’ve invested heavily in our service infrastructure, covering 19,000 passwords and company-backed service support. This reassurance is critical for consumers as they try new categories from existing brands.

Aishwarya (HT): Are there any plans to open an offline experience center?

Avneet Singh Marwa: Not yet. We are an online-first brand and we have found that experience centers are not delivering strong returns in India, especially post-Covid.

Aishwarya (HT): What misconceptions may Indian consumers have about a “new entrant” like Thomson that you would like to change?

Avneet Singh Marwa: The biggest concern is service and long term presence. But once consumers research us and see our track record, that concern usually goes away.

Aishwarya Faraswal(HT): After refrigerators, what’s next for Thomson?

Avneet Singh Marwa: We are already developing new categories, but this takes time – about 18 months or more. We prefer to expand thoughtfully.

Sebastian Krobetz: Globally, we are exploring categories such as healthcare and emerging technologies. If they match the needs of Indian consumers, we may bring them here in the future.

With the debut of its refrigerator, Thomson is entering one of India’s toughest appliance markets with a different strategy – focusing on gaps, not gimmicks. Whether this value-first, no-frills approach can truly disrupt a market dominated by traditional brands will be revealed in the coming months.