In conversation with IMPACT Magazine, Shishir Sharma, CMO of RR Kabel, shares about the brand’s new future-ready wire series, designed to address rising energy needs and safety concerns in Indian homes. Highlighting climate change, smaller family sizes, and the surge in gadgets and EVs, he explains how homes must be built to handle future electrical loads.
While electricians and contractors remain the key influencers in residential purchases, RR Kabel's consumer-facing product lines such as fans, lights, and appliances are growing via e-commerce, although wires and cables still rely heavily on offline distribution due to technical complexities.
On marketing, Sharma stresses the importance of rural campaigns to reach electricians and micro-markets. He also adds that festive season sales are expected to rise for consumer products like lights and appliances, while wires and cables remain steady. Marketing spends will reflect this, with overall quarterly AdEx steady at 25%.
Sharma also confirms RR Kabel’s continued association with sports, including IPL team KKR, and hinted at possible future tie-ups with cricket tournaments like the Asia Cup.
Watch the full video here:
