Household Durables & Kitchen Appliances

Online sales increased 3OO%
per annum for India’s leading
kitchen and home appliances company


One of India’s largest kitchen and home appliances companies.


The client relied heavily on traditional, offline channels for sales. Sales volume from the online channel was very small and came mostly from marketplaces.


Changing lifestyles, evolving buying patterns and aggressive competition – both online and offline, impacted revenues.


Route 16 developed a separate e-store for the client. We integrated critical functions to give the client a single, 36O-degree view of its ecommerce operations.

There were two key aspects to the design:

  • An integrated ecommerce demand and distribution management centre:

    Customer support – voice, email, chat, logistics
    Digital and social marketing
    Ecommerce technology
    Channel management

    The customer support unit not only responded to queries related to order status, but also played a key role in helping online conversions.

  • A redesigned website that made online buying smooth and easy.

    The e-store was redesigned to make the customer experience friendly and online buying easy. It provided real-time connectivity to inventory data at each of the warehouses.

    6O,OOO pin codes were mapped for delivery timelines, serviceability and AMC renewal.

    A single dashboard provided a 36O-degree view of the status of orders.



  • Online purchase steps were reduced from eight to three.

  • Order dispatch time reduced from 96 hours to 36 hours.

  • Online-enabled sales increased 3OO%, from rupees 24 crores to 96 crores, per annum.

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