A drawer is usually opened because you need something. But what if opening one could also signal something bigger, such as the beginning of a baking experiment, an artistic pursuit, a fitness journey or simply a new possibility?
That is the thought at the heart of Hettich India’s latest campaign for its Linear Drawer Systems. Rather than treating it as another piece of furniture hardware, the brand is attempting to turn it into an enabler of possibility. “Every drawer is opened for a purpose. It goes beyond storage, because there is a journey you are embarking on when you open a drawer. We wanted to be that enabler in our consumers’ journey. When you open a drawer, you are opening a world of possibility,” says Jiteen Aggarwal, Chief Marketing Officer, Hettich India, SAARC, Middle East and Africa.
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The campaign reflects a broader shift in Hettich’s marketing strategy—moving a traditionally functional category into a more emotive and storytelling-led territory. With competition intensifying and drawer systems becoming sleeker and more design-led, the brand wants to strengthen its association with Linear Drawer Systems while communicating its range and leadership in the segment. The larger objective, however, is to change what the category means to consumers. “We are not going to keep it at a functional level, we want to elevate it,” Aggarwal says.
This move is part of a larger brand transformation. When the company entered India in 2001, it consciously chose not to remain purely B2B, instead also beginning to market to end consumers. “This is a very low involvement category because the end consumer really doesn't get into what hardware goes behind the furniture. It was a difficult task to build a journey to ensure that the end consumers have Hettich on the top of their mind, whenever they go to buy hardware for their furniture.” Twenty-five years later, he says, they have succeeded in that objective and are looking to further shape the brand in alignment with this.
For a product category that largely remains invisible to the consumer, experience has become central to the brand’s marketing strategy. Hettich has expanded its positioning from ‘technology for furniture’ to ‘magical interior solutions’. The approach extends across its B2B2C ecosystem, with tailored communication for homeowners, architects, designers, carpenters, dealers and OEMs. Digital, meanwhile, has become an increasingly important pillar, spanning content, community-building, performance marketing, SEO, lead generation and expert-led influencer marketing.
“We follow an integrated marketing approach. Traditionally, this industry is Below-the-Line (BTL)-led, because it is primarily B2B. But we decided that we are going to operate as a B2B2C player. We had to reach out to the end consumer. Our marketing spends are divided into different verticals, including Above-the-Line marketing, digital, BTL, public relations and customer relationship management,” Aggarwal reveals.
Looking ahead, the agenda is to strengthen the brand’s core while building emerging categories and deeper emotional relevance. The ambition is clear—to make Hettich ‘the most loved interior solutions brand in India’.
