The washing machine market in India is approximately Rs 6000 crores. The new entrant in this market is Lloyd, mostly known for Air-conditioners in India. The washing machine space is cluttered with many brands. The brands include multinationals and home grown domestic brands from such as LG, Samsung, Videocon, Godrej, Whirlpool etc. The product category is also marked by technologies and features such as semi/fully automatic and front/top load machines. On the one side, we have LG, Samsung and Whirlpool with more than a decade presence in India and strong brand recall. The other side of competition is dominated by domestic brands.
The fight for the consumer’s attention is mostly on technology features and customization to suit specific needs of Indian consumers. For example, intelligent wash, economic mode that saves water, and recent introduction of multi-purpose sink by Samsung to allow pre-wash of delicate clothes. If we see the evolution of washing machines, it is clear that most of the brands have made changes based on consumer’s feedback or needs.
‘Washing’ is a stereotyped task for Indian families with different options available and exercised. We may have certain ‘dhobi’ who visits and takes care of dirty laundry and ironing, or we may have house-maid to take care of laundry. Then, we do have dry cleaners for special occasion clothes (suits and sarees). But even with all such options, it is mostly the responsibility of the ‘female’ in the house to manage this herculean task. The laundry may include kid’s school uniform, husband’s office clothing and other daily items (bed sheets/ curtains etc.). At the end, it is generally the ‘lady in the house’ to take care of laundry and make sure clean clothes are available in a timely manner. Now, interestingly, Lloyd has come up with the ad which tries to break this Indian mindset and focus is on ‘Unisex’ operability of the machine.
The ad shows a couple in a washing machine store, where female lead is checking the machines and male actor is busy with his phone. The female asks about ‘unisex’ washing machine which can be operated by her husband as well – “so easy that even sir can do the washing” – referring her husband as sir. The ad also describes the features such as swipe/ inverter technology etc. But the main point is the positioning of the machine as ‘unisex’.
Now, the concept is new and interesting in washing machine space. The executives at Lloyd are pretty happy and confident with it. (One can refer to article in Business Standard for more details on this aspect).
As the main message of the ad is “Men must share the load”. The ad is viewed 1,627,450 times (as of 6 Nov, 2015) on YouTube. It is funny, humorous and interesting concept resulting in so many views. But at the end what matters is the sales. So, are Indian families ready to bite the bullet? Well, I certainly feel “NO”.
I see many problems with this approach. The very first being is the focus on how easy to operate the Unisex washing machine. If one visits a store and check, almost all washing machines can be operated in the same way. You may see either digital or mechanical panel, with clothe types, temperature and timings (mostly pre-specified), and one has to simply select and match the type of clothes and it’s done. Washing clothes is not a rocket science, and it is not complex as compared to say cooking which needs continuous attention. So, the focus on ease fails instantly.
Another interesting point which is easily ignored is the technology adoption or rather operation of technology products- for example, LED/LCD TVs and ubiquitous smartphones. It is empirically proven that males are mostly open towards new technology. It will be interesting to find who operates or helps to operate the washing machine once it comes to home for first few times. Who reads the manual and explains the techno-words etc. That should give some interesting insights on this debate of ‘Unisex/feminism’ debate – as the most comments are on the YouTube for this ad are fighting for!
However, my interest is purely marketing JOne more very crucial point is that how many wives are ready to put the fate of their ‘kanjeevarams/mysore silk’ or other expensive clothing in the hands of their husband?
So, in short, yes the idea is good and many ads are focusing on breaking or at least questioning existing gender roles and stereotypes in India (Tanishque remarriage ad is an excellent example). But again the ‘idea’ has to make some sense to end consumers to influence her decision. Isn’t it all about sales instead of FB likes / YouTube views?