The Central Government's drive for a cleaner India has reportedly given a big boost to firms in the hygiene and cleaning equipment space as Fonzo Equipment has reported rapid sales growth within two years of launch. The New Delhi headquartered firm is one of the fastest-growing cleaning and hygiene companies in the country. When we said "fastest-growing" that is because the company claimed to have recorded a 300 per cent growth in its business ever since its launch more than two years ago. According to Chandraket Kumar Singh, Chief Marketing Officer, Fonzo Equipment, the Central Government's drive for a cleaner India had proved to be a game-changer for not just Fonzo, but the entire industry.
"Good publicity of the Swachh Bharat Abhiyaan by the government has helped spread awareness about the importance of hygiene and cleanliness on a mass scale. Now there is a tendency to maintain cleanliness not only at one's home but also in public spaces," Singh, pointed out, while interacting with Equipment India.
Fonzo's clientele includes automobile workshops, multiplexes, malls, hotels, hospitals, educational institutions, railway stations, housekeeping agencies and offices.
Depending on the user requirements, the company supplies floor cleaning machines, glass cleaning equipment, dry mopping products and scrub and wet mop systems. Currently, its most popular products are basic disc machines and vacuum cleaners used in scrubbing and drying of floors.
Fonzo currently imports equipment, especially from Italy, for sale under its brand name. However, Singh said that the company will gradually start manufacture of select machines in the country under Make in India plan by 2022.
On being asked how the company managed to compete on pricing with substantially cheaper Chinese products, he said that on most occasions, they were able to successfully convince potential customers on the lower lifecycle cost of their equipment in the long term.
A new market segment that Fonzo has tapped into and developed is the beauty parlour business. "You will be surprised to learn that a decent-size beauty parlour purchases anywhere between Rs 30,000-40,000 worth of cleaning machines and tools on average. A couple of months later, they are bound to place an order for spares. It, therefore, becomes a repeat business over time," explained Singh.
Fonzo is now eyeing the education sector by offering its products to universities. Its anti-bacterial mop is already a much sought-after product at educational institutions. After-sales service and customer awareness seminars are an important part of the company's marketing strategy. "In a price-sensitive market like India, we try to provide a personalised service to every customer and also solicit their regular feedback," said Singh.
He predicted that the cleaning equipment industry will continue to expand over the next few years.
"We have made special variants of certain products. Individuals can earn a decent income by investing Rs 50,000-60,000 on any of our products. Therefore, we are also facilitating the entry of entrepreneurs into the hygiene and cleaning business," he asserted.