Jamna enjoys Lion’s share of 70% in the OEM market. Aim of the project with Abridge was to increase our market share in the after market from 11% to 30%.

Implemented 3 pronged approach:

• Market research.
• Key influencer(mechanic) Identification, On boarding and Engagement.
• Reach*Range improvement.

Results:

• 15000 new mechanics actively engaged(~400% improvement).
• 10000 new active retailers added(~350% improvement).
• Led to 18% market share, improvement of 7%.

Kirloskar Oil engines is a giant in the field of Power, Agri and services in India. We took a strategic decision to leverage the group’s strong brand equity and trust in agri markets for Entry into New Business with Electrical Pump sets business.

We had the intent and buy-ins from the leadership but lacked a direction. Abridge MSPL was tasked with designing our Product Strategy and Sourcing Model in 6 months’ time to achieve 100Cr sales in 3 years using our existing network.

Process and key highlights:

• Reach – with value added market visits, market needs were identified to feed inputs to product design.
• Range – Complete and state-of-the-art product range of innovative 250 SKUs was designed for both – Agri and Domestic ranges with signature styling.
• Robust Sourcing model was created – added 8 newly appointed OEMs in 4 states.

Well within the decided timeline, the total Product portfolio and Strategy was in place along with the Sourcing model and partners on boarding.

Raymond is a market leader by a mile in the branded fabric business. One of our key areas of focus has long been on gaining visibility and control over our secondary market. In the current scenario we only have a visibility of our primary sales, limiting our access to a huge market opportunity. We had the intent and buy-ins from the leadership but lacked a direction. Abridge MSPL was tasked with designing our Product Strategy and Sourcing Model in 6 months’ time to achieve 100Cr sales in 3 years using our existing network.

We had two main objectives of the project with Abridge:

• Increase Pride penetration by 15% and incorporate innovative solution to be able to track and drive sales and recovery between wholesaler and tag dealer.
• oubling the existing active tag dealer network from existing 256 in 6 months in west MP zone.

Abridge took charge of the project from the word go:

• Internal stakeholder buy-ins.
• Developed IT tool(PRIDE app) which underwent multiple iterations with complete involvement of our IT, Marketing & Sales teams.
• Channel level Buy-ins by holding multiple workshops with our agents and wholesalers.
• Reaching the retailers to add them as tag dealers. Starting from a mapped universe of 4000 retail shops and adhering to strict criteria, their team used tele-calling and market visits to help us identify and add more than 250 active retailers as tag dealers of Raymond in West MP. Training and handholding of the newly appointed retail partners as well as our sales team to ensure smooth functioning.