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Our niche infomercial campaigns like the one we have been doing with Naaptol have been proving very useful in reaching out to consumers and patients residing in tier III to tier VI cities

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Omron Healthcare India, in its vision to increase market share within the preventive healthcare segment aims to boost its turn over to Rs 140 crore in FY 19. In an interaction with Raelene Kambli, Rohit Saini, General Manager – Sales and Marketing, Omron Healthcare India shares their strategy for growth and explains how the company stands by its global vision of zero strokes and zero asthma attacks

Omron has been in the preventive healthcare space since 2010. What has been the key takeaway from a business perspective? How do you the see the industry growing?
Preventive healthcare space was in a very nascent stage when Omron Healthcare started operations in India. The awareness around management of diseases like hypertension, asthma was very limited. Within the last decade, the awareness has gone up but the rise in the levels of mindfulness and importance about preventive healthcare in order to manage these kinds of ailments has not been really significant. We have been trying to contribute and bridge the gap via our niche above and below the line communication and engagement initiatives. Side by side, we have been putting in efforts to enhance our reach through novel concepts like pick-up centres (for customer satisfaction) and experience centres (for product experience) which are one of its kind initiatives in the industry. As per Invest India, the industry is set to grow substantially as the cases for lifestyle and respiratory diseases like hypertension, asthma and obesity are on the rise. As per varied government reports, the healthcare industry is set to reach $372 billion by 2022 and is growing by a healthy CAGR of 22.9 per cent (2015-2020).

What was OMRON’s turnover and growth rate in 2018-19? Also, what is the target for FY 2019-20?
Omron Healthcare India clocked in a turnover of Rs121 crore in FY 18 and is aiming for Rs140 crore in FY 19.

What is OMRON’s current market share in the Indian healthcare sector?
In the preventive healthcare space, Omron has a market share of 58 per cent for BP monitors and 23 per cent for nebulisers. We are the market leaders in both categories.

Any expansion plans for 2020?
We are prepping up to strengthen our ongoing communication pipelines to focus on consumer awareness about preventive healthcare via a 360-degree approach and are optimistic that it will gain more steam by 2020. This will go hand in hand with our expansion endeavours to reach out to more consumers and increase our market share in both the primary categories – BP monitors and nebulisers. We stand by our global vision of zero strokes and zero asthma attacks through constant awareness building around the utility of home monitoring devices amongst the Indian consumers.

Tell us about Omron’s presence in tier 1 and 2 cities?
Omron has a wide expanse across metros and tier 1 cities with direct distribution network of more than 100 channel partners. There is also a very substantial indirect coverage through our authorised dealer network. Our niche infomercial campaigns like the one we have been doing with Naaptol have been proving very useful in reaching out to consumers and patients residing in tier III to tier VI cities.

What has been Omron’s channel strategy to tap market presence?
Our primary strategy relies on giving a strong focus to retail channel and synergise it with various sell-out and awareness-based activities to enhance category and product visibility. A targeted approach to tap digital consumers, enhancing e-commerce sales and exploring collaboration with the doctors through Omron Academy have been showing great results in fostering the need for home blood pressure measurement amongst the hypertensive patients.

Tell us about the number of channel partners currently and future plans for the channel network.
Our channel network as of now stands at more than 100 direct distribution points supported by a sturdy number of more than 150 authorised dealers. The channel expansion is a continuous endeavour and we shall continue to reach out to more and more consumers through our network.

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