Roma Switches : India's Largest Selling Modular Switches

Indian switch market is estimated to be around INR1800 crore and is dominated by

Anchor with a share of 50%. Anchor Electricals which is one of India's largest electrical

products company was formed in 1963 and virtually created the branded electrical

accessory market in India. The company effectively filled the need for quality and

reliable electrical products in a market dominated by unorganized players.

In 1976, the company launched India's first Piano type switch with the sub-brand Roma.

The product was highly successful and Roma became India's largest selling modular

switch. ( Source : superbrand). In 2007, Anchor was taken over by Panasonic and now

is a subsidiary of the global giant.

Roma is the market leader in the INR 800 crore modular switch market. The brand was

earlier promoted as a sub-brand of Anchor ( Anchor Roma) and was heavily supported

by the company interms of its brand building efforts.

Anchor should be very much appreciated for building a brand in a boring product

category like switches. The brand was able to change consumer's perception about

products like modular switches. One has to take into account that consumers where not

considering switches as style statements but as a functional product.

Roma was promoted by Anchor by highlighting its aesthetics and reliability. The brand

earlier had the tagline " Zindagi Khubsoorat Banaye "

After the acquisition by Panasonic ,  Roma was elevated as an individual brand

endorsed by "  Anchor by Panasonic " . Roma also launched its premium range branded

as Romoa Viola and promoted by a hyperbole type ad.

Roma is again in the consumer's mindspace because of the new campaign revolving

around the brand's claim of being the " Largest selling modular switch brand in India". In

positioning parlance, the brand has taken on Category Positioning .

The ads are created for only one purpose i.e to highlight the fact that Roma is the best

selling switches in the country. The brand also have the tagline " India's largest selling

modular switches ". This is a straight textbook strategy of owning up the category and

positioning as the category leader.

The basic premise of the campaign is that consumers are not aware of the leadership

position and the brand wants to remind them so as to assure that they are buying the

market leading brand. Although the theme of the ad, its setting has a total disconnect

with the product, the campaign however drives the message to the mind of the

consumer.

I remember Orpat and Ajanta brands positioning on the platform of being the " Largest ".

Being the largest, biggest, etc give some kind of an assurance to the consumers

regarding the quality, reliablity , support etc.

Although being the " Largest " has its own set of  advantages, Roma needs to cover its

flanks because lot of brands like Legrand, Havell etc were able carve out mindspace by

positioning on aesthetics , reliability etc.Harping on being " The Largest " may not be

enough.