MediaBrief caught up with Anand Baldawa, CEO of thinKitchen, and Varun Poddar, Founder of VOX India, to learn about their strategies and preparedness for the festive season.
The leaders share insights into their unique approach to marketing, the use of technology, data, and personalization, their festive season initiatives, programs, and launches, and reveal how they are revitalizing tradition to enhance their festive approach in a digital world.
Leveraging data and personalization for a targeted approach
Speaking about how they are leveraging data and personalization to create unique, tailored festive experiences that resonate on a personal level with consumers, Anand Baldawa shares, “At thinKitchen, we leverage customer purchase history, browsing behavior, and wishlist data to understand individual preferences. This allows us to recommend international ranges of kitchen and homeware products that align with their specific needs and celebrations.”
To further enhance the festive shopping experience, he reveals thinKitchen’s strategy of remarketing ads. “We use remarketing ads to target customers who have visited our website but haven’t completed a purchase. By displaying personalized ads based on their previous browsing history, we can remind them of the festive products they were interested in and encourage them to return.”
Baldawa says that they also segment their product collection pages to showcase gift ideas relevant to different festivals and occasions.
Varun Poddar reveals that at VOX, “personalization is at the core of our approach, especially during the festive season. We believe that creating festive spaces that resonate with individual preferences is essential. By leveraging data insights from consumer behavior, preferences, and past purchases, we gain a deeper understanding of our customers’ design needs, allowing us to offer curated product recommendations tailored to individual tastes.”
“This festive season,” shares Poddar, “we have introduced innovations for both interiors and exteriors, including our expanded ceiling, façade, and flooring ranges. Whether it is choosing the perfect ceiling design for festive gatherings or recommending SPC flooring that complements their décor style, our data-driven personalization ensures every festive moment resonates on a personal level.”
Poddar adds, “At VOX, we seamlessly blend data insights with premium design, delivering a truly unique and personal festive experience for each customer. This approach not only allows every customer to create a festive ambiance that reflects their unique style but also creates meaningful connections between our brand and the consumer.”
Role of tech in festive innovations at thinKitchen and VOX
Discussing the crucial role technology plays in thinKitchen’s festive season strategy, Anand Baldawa says, “We utilize targeted social media advertising to showcase festive product collections, gifting guides, and special offers to relevant audiences. This data-driven approach ensures we reach the right customers at the right time.”
“We anticipate this to drive sales and engagement during the festive season, provide a more convenient and personalized shopping experience for our customers, increase brand awareness, and establish thinKitchen as a leading destination for international kitchenware in India,” he adds.
Varun Poddar expresses that VOX is excited to introduce new design solutions “that seamlessly blend modern elegance with practical functionality, revolutionizing the way our customers prepare their spaces for celebrations.”
“At the heart of our technological advancement,” he reveals, “is the VOXBOX platform, a dynamic interior design tool that empowers users to effortlessly design, visualize, and plan their dream spaces. This innovative platform allows customers to experiment with a wide range of VOX products—including our ceiling systems, SPC flooring, wall panels, and more—while receiving real-time support from our advisors in showrooms.”
“Our innovative products, such as the Fronto V-Black Collection and the Infratop Connex System, utilize advanced manufacturing techniques to create stunning visual effects while simplifying installation. The VOXBOX platform complements these offerings by streamlining the entire process, from design to purchase. It calculates the materials needed and enables a seamless transition from visualization to reality. By incorporating technology into our offerings, we are not just enhancing aesthetics; we are redefining the way spaces come alive during celebrations,” adds Poddar.
He explains, “The VOXBOX platform creates a unique and engaging customer journey, elevating the festive shopping experience by making it more personalized, efficient, and enjoyable. This season, we are empowering homeowners and designers to effortlessly transform their spaces, ensuring a festive ambiance that resonates with both style and durability.”
“At VOX, we are committed to creating not just products, but experiences that make the festive season truly special,” emphasizes Poddar.
How thinKitchen and VOX are blending tradition with modern marketing
Anand Baldawa explains how thinKitchen is blending tradition with its festive season strategy through its content marketing and festive gift sets. “We create engaging content that highlights the significance of traditional festive dishes and how our international kitchenware can be used to prepare them authentically. We have also curated special combo and bundle sets comprising our international ranges of popular festive kitchen and homeware items, perfect for gifting to friends and family,” shares Baldawa.
Varun Poddar states, “At VOX, we recognize the significance of tradition, especially during festivals, and our approach is to seamlessly blend time-honored practices with modern design and innovation.”
“Through collections like the Infratop Ceiling and Fronto Slat panels, we are celebrating the rich aesthetics of traditional materials while infusing them with contemporary functionality. For the festive season, we encourage customers to use our decorative wall panels and ceilings to create sacred, serene spaces that honor cultural heritage while embracing modern sensibilities,” he adds.
Furthermore, he says, “In addition to our product offerings, we are leveraging digital platforms and social media to share home décor ideas inspired by traditional motifs. These ideas reflect the essence of the past while fitting seamlessly into today’s modern homes. Whether it’s using our designs to create a sacred nook or incorporating our panels into festive displays, we’re empowering homeowners to merge tradition with innovation in ways that are both stylish and meaningful. This approach ensures that our cultural heritage remains vibrant while evolving to meet the needs of contemporary living.”
Festive season initiatives by thinKitchen, VOX
Discussing the special initiatives and collaborations planned for the festive season, Anand Baldawa reveals, “We are partnering with influencers to develop festive recipe tutorials using thinKitchen products. These tutorials will be promoted across our social media channels.”
thinKitchen is also “running special festive offers across our website and other marketplaces during this time to captivate the right audience,” as well as “running special festive incentives for our counter sales executives during the festive period at our retail partner stores.”
Sharing VOX’s plans for the festive season, Varun Poddar reveals, “We have collaborated with FOAID India for the VOX Architecture Ideas program, recognizing promising young architects and interior designers across 12 categories, including projects featuring VOX products. This displays emerging talent and demonstrates the versatility of our solutions.”
“We have also introduced the VOX Connex Scheme, rewarding architects with international travel opportunities, and the VOX Installation Contest for our skilled installers, celebrating their quality. VOX is proud to participate in the Economic Times Design Scape Awards 2024, an event exploring emerging trends, sustainable practices, and the role of architects in urban development,” he adds.
“These initiatives,” emphasizes Poddar, “reflect our commitment to fostering community engagement, promoting excellence, and pushing innovation boundaries. By supporting the entire ecosystem of design professionals, from young talents to established architects and skilled installers, we aim to contribute to creating more beautiful and functional spaces this festive season.”
Preparedness for the festive season
“thinKitchen is well-prepared for the festive season,” comments Anand Baldawa, sharing the brand’s strategies.
“We have strategically increased our inventory levels to meet the anticipated surge in demand for international kitchenware and introduced combos and bundled sets. We are also launching a cast iron cookware brand before the festive season,” says Baldawa.
He shares that the brand is running omnichannel campaigns during the festive season to reach various demographics. “We will launch integrated marketing campaigns across online and offline channels, including social media promotions, influencer marketing, and collaborations with e-commerce platforms.”
Further, Baldawa shares, “Our website will feature a dedicated festive landing page showcasing our special collection.”
He adds that “we are most looking forward to connecting with our customers and helping them create memorable festive experiences in their kitchens, witnessing the joy and togetherness that festive cooking brings to families across the country, and introducing new customers to the world of thinKitchen and establishing ourselves as a preferred destination for international kitchenware in India.”
Varun Poddar establishes that, “At VOX, we are fully prepared for the festive season with a comprehensive strategy that blends digital engagement, personalized experiences, and innovative product offerings.”
“Our marketing budget this year,” he discloses, “is strategically allocated to create immersive online campaigns, featuring video content that highlights festive home décor ideas using our diverse product range, including Infratop ceilings, facade systems, wall panels, and SPC flooring.”
“We are also investing in influencer partnerships to broaden our reach and connect with home décor enthusiasts. Our approach focuses on leveraging digital platforms to provide personalized experiences, helping customers envision how our products can transform their spaces for the festivities,” shares Poddar.
Highlighting the brand’s anticipation for the season, he comments, “We are most excited about witnessing how our customers will use VOX products to create beautiful, personalized environments that blend traditional elements with modern elegance.”
“This festive season, we look forward to empowering our customers to express their unique style and festive spirit through our innovative home solutions, creating spaces that are both beautiful and functional for their celebrations,” concludes Poddar.
