India’s electronics manufacturing service (EMS) providers are revolutionizing the consumer goods industry by driving innovation and improving quality. From humble beginnings, these companies have played a crucial role in advancing technology, meeting growing demands, and shaping the future of electronics production. Their contributions extend beyond mass production, influencing product design, supply chain efficiency, and global competitiveness.
At the forefront of this revolution shines Haier Appliances India Pvt Ltd, a subsidiary of the global consumer electronics giant Haier Group. The company has emerged as a prominent player in the Indian EMS industry. With a strong focus on customer-powered innovation, premium quality, and consumer satisfaction, the company has carved out a niche for itself in the highly competitive market.
Established in 2004, Haier India has steadily grown its presence in the country, leveraging its parent company’s expertise and global resources. The company operates its state-of-the-art manufacturing facilities in Greater Noida and Pune, equipped with the latest technologies and adhering to stringent quality standards. This commitment to excellence has enabled the organization to deliver high-quality products and services to its customers.
One of the key factors contributing to Haier India’s success is its ability to adapt to the rapidly changing market dynamics. Haier India President Mr NS Satish says, “We have invested heavily in research and development, ensuring that our manufacturing processes and product offerings remain at the forefront of technological advancements.” This agility has allowed the firm to cater to the diverse needs of its clients, offering customized solutions that meet their specific requirements.
Moreover, Haier India’s dedication to sustainability and social responsibility sets it apart from its competitors. The company has implemented eco-friendly practices in its manufacturing processes, minimizing its environmental impact while maintaining its commitment to quality. Additionally, the company actively engages in corporate social responsibility initiatives, contributing to the well-being of the communities in which it operates.
As the Indian electronics manufacturing industry continues to grow, driven by the government’s “Make in India” initiative and the increasing demand for locally produced goods, Haier India is well-positioned to capitalize on these opportunities. “With our strong brand reputation, robust manufacturing capabilities, and commitment to innovation, we are poised to become one of the most sought-after EMS providers in the country,” adds NS Satish, who spoke in an exclusive interview with CioWorld India, detailing their journey, achievements, tremendous success, and plans for the future.
As a trailblazer in the electronics manufacturing industry, could you take us back to the beginning of your journey? What motivated you to step into this dynamic field?
Throughout my close to 30-year career, a deep passion for understanding consumer needs and leveraging technology to enhance daily life has guided me. This fascination with the transformative power of technology drew me to the consumer durables sector. Since joining Haier India in 2016 as Senior Vice President and now serving as President, I have witnessed firsthand how innovation can significantly improve consumer experiences. The opportunity to design products that make life smarter and more convenient has always been a driving force for me in this dynamic industry.
Haier has emerged as one of India’s most promising electronics manufacturing companies. Could you share the guiding philosophy that has propelled your organization’s success?
Over the past 20 years at Haier India, our guiding philosophy has been rooted in “customer-inspired innovation.” We prioritize understanding the unique needs of Indian consumers, investing extensively in R&D to design products that address their specific pain points while making their lives more comfortable and convenient. By combining this customer-centric approach with a strong emphasis on technological advancements, we have achieved remarkable success in the highly competitive consumer durables industry, offering smart, tech-advanced products tailored to the modern Indian consumer. Furthermore, our commitment to “Make in India” and “Made for India” underscores our dedication to local manufacturing and creating products that resonate with our audience.
The electronics manufacturing landscape is continually evolving. How do you ensure that your company remains adaptable and ahead of industry trends, providing innovative solutions to your clients?
To stay ahead in the ever-evolving electronics manufacturing landscape, we focus on two key factors: adaptability and continuous innovation. At Haier India, we invest heavily in R&D, prioritizing a deep understanding of emerging trends and the evolving preferences and needs of our consumers. We also consistently encourage our teams to think creatively and take calculated risks to develop cutting-edge products that meet the changing demands of our customers. By maintaining a close connection with our consumers and fostering a culture of innovation, we ensure that our solutions remain relevant and ahead of industry trends.
Your leadership style is often recognized as a driving force behind your company’s achievements. Could you explain your approach to leadership and team building within the organization?
My leadership approach is grounded in three simple philosophies: empathy, collaboration, and empowerment. At Haier India, we are committed to creating an environment where every team member feels valued and heard. Our core philosophy emphasizes open communication and fosters cross-functional collaboration, enabling us to harness the collective wisdom of our diverse teams. I also believe in empowering fellow colleagues to take ownership of their ideas and initiatives, which drives innovation and fuels our success. Overall, building strong relationships with team members and leading with empathy have been pivotal to our achievements at Haier India.
The essence of electronics manufacturing lies in seamless operations and efficient processes. How does your company strike a balance between operational efficiency and product quality?
At Haier India, our global R&D focuses on understanding consumer behaviour to develop solutions and products that address evolving needs. By harnessing advanced technology and lean manufacturing practices, we efficiently scale our operations while maintaining exceptional product quality. This approach integrates in-depth consumer insights with innovative solutions, ensuring that every product meets market demands. We emphasize continuous improvement through rigorous testing and process refinement, which allows us to deliver superior products consistently. This seamless blend of cutting-edge research and operational excellence enables us to offer high-quality, customer-centric solutions that distinctly set us apart in the market.
Sustainability and environmental responsibility are crucial aspects of the electronics manufacturing industry. How does your company integrate these principles into its operations and contribute to a sustainable experience?
Over the years, sustainability has been at the heart of Haier India’s operations. We prioritize energy efficiency across our entire product range, including our Super Heavy Duty Air Conditioners, which deliver up to 65% energy savings, our Self-Clean Inverter washing machines, and our energy-efficient 3-door Side-by-Side refrigerators. Our commitment to sustainability extends beyond product efficiency to reducing e-waste and embracing eco-friendly manufacturing processes. By continuously innovating and creating sustainable solutions, we at Haier India contribute to a greener future while enhancing the lives of our customers.
Haier India has achieved remarkable success. Could you highlight a transformative project or initiative that showcases your company’s commitment to excellence and innovation?
At Haier India, we constantly strive to stay ahead of the curve and distinguish ourselves in the competitive consumer durables market. Over the years, we have introduced several industry-first and India-first innovations that have set new benchmarks, enhancing our customers’ lives with greater comfort and convenience. Notable examples include our 3-door Side-by-Side refrigerators and Self-Clean Inverter washing machines, both developed from deep consumer insights to meet the unique needs of the Indian market. Our commitment to excellence is reflected in our local manufacturing efforts, with 90% of Haier products made in India. Additionally, we deeply value the trade partnerships that evolve with our brand, recognizing their crucial role in our success. These relationships are integral to our growth and enable us to enhance our market presence continuously.
In the realm of electronics manufacturing, technology plays a pivotal role in enhancing efficiency. How does your company leverage technology to optimize its services and stay ahead in a digital age?
Haier India leverages technology at every stage of its operations, from product development to manufacturing and customer service. By integrating advanced technologies such as AI and IoT into our products, we ensure we stay ahead in the digital age and meet the ever-evolving needs of our customers. Our state-of-the-art manufacturing facilities in Greater Noida and Pune are equipped with cutting-edge technologies and automation, enhancing both efficiency and product quality. Supported by Haier’s global R&D network, which conducts in-depth consumer behaviour research and develops innovative and customer-inspired solutions, we continuously push the boundaries of technology and design. By embracing digital transformation, we continue to deliver groundbreaking solutions that cater to the dynamic demands of our customers.
The workforce is the cornerstone of any successful organization. How does your company foster a culture of growth, skill development, and empowerment among its employees?
At Haier India, we cultivate a culture of innovation rooted in the Rendanheyi model, empowering our employees to think beyond conventional boundaries and explore trends both within and outside our industry. True innovation thrives in an environment that encourages experimentation and continuous learning. By investing in our people and their skill development, we create a workplace that inspires creativity and forward-thinking. Through workshops, team-building activities, and creative challenges, we motivate our employees to push their limits and think differently, knowing that their ingenuity drives our success.
As a leader in India’s electronics manufacturing sector, your company has likely faced its share of challenges. Could you share an instance where your team’s resilience and ingenuity triumphed over adversity?
During the COVID-19 pandemic, the industry faced unprecedented challenges, including supply chain disruptions and shifting consumer behaviour. Despite these obstacles, our team’s resilience and ingenuity allowed us to adapt quickly. We accelerated our digital transformation efforts, enabling us to continue serving our customers through online channels. At Haier India, our focus on local manufacturing proved crucial in mitigating supply chain disruptions. This experience highlighted the strength of our team and our ability to overcome adversity through collaboration and innovation.
The COVID-19 pandemic has reshaped industries globally. What contingency plans have you made for similar uncertain events in the future?
The pandemic underscored the importance of staying agile and prepared in the face of uncertainty. At Haier India, we have established comprehensive contingency plans to ensure business continuity even during disruptions. Our strategy includes diversifying our supply chain, enhancing our digital infrastructure, and strengthening our remote work capabilities. We also prioritize building strong relationships with our partners and suppliers to address challenges collaboratively. By remaining adaptable and proactive, we are well-equipped to manage future uncertainties and continue delivering outstanding value to our customers.
Today, electronics manufacturing goes beyond the physical realm, touching on aspects like safety, security, and well-being. How does your company address these critical factors in its service offerings?
At Haier India, safety, security, and well-being are central to our product and service offerings. We reflect this commitment through innovative features such as self-cleaning technologies in our air conditioners and washing machines, which promote hygiene and convenience. Additionally, we prioritize data security and privacy in our smart appliances, ensuring that customers can enjoy the benefits of connected living without compromising their security. By addressing these critical factors, we enhance the overall value and reliability of our products and services.
Looking to the future, what is your vision for Haier Appliances India? How do you aspire to continue making a significant impact on India’s electronics manufacturing landscape?
Our aim is to become the second-largest consumer durables brand in India within the next five years. To achieve this, Haier India will continue to focus on customer-inspired innovation, local manufacturing, and sustainability. We are committed to expanding our product offerings, investing in capacity expansion, and enhancing our digital capabilities to meet the evolving needs of our customers. By remaining true to our core values and embracing new opportunities, we aspire to make a lasting impact on India’s electronics manufacturing landscape and consistently deliver exceptional value to our customers.
