The Journey
Tale of An Ex-Indian Air Force Servicemen
From days of distribution in Bicycle to a network of 450+ distributors.
The inception of Annai Groups took place way back in late eighties, in Coimbatore, Tamil Nadu, when the Founder and Ex-Chairman, Late. K. Chelladurai B.Sc., B.E., an Ex-serviceman, who had served 15 years in Indian Air Force at Technical Wing, had completed his service with excellent track record to establish a one-man company M/s. Annai & Co., in 1987 at his 400 Sq Ft Home-cum-Warehouse place in Meena Estate, Coimbatore, Tamil Nadu.
It was an extremely bold step in the late eighties when the Kitchen Appliances market was still niche and dominant by North Indian players especially from Delhi & Faridabad region, spread across the nation with the strong network of their own distributors. Several such distributors in South India considering to close their business due to strong lobbying and minimum volume, low margins and a strong monopoly business.
But against all odds with a Vision to provide affordable, clean, and safe cooking appliances to the Indian Middle Class society, he plunged his entire service retirement fund of Rs. 40,000/- in the trading business of Domestic LPG Stoves. With a dream of reaching out to every Indian Middle Class Kitchen, a target audience whom he thought can be reached potentially through the LPG Gas Cylinder Distributors Outlet and thus The Journey Started with the First Customer M/s. Chintamani Co-operative Super Market, RS Puram, Coimbatore, Tamil Nadu. His consumer insight is reflected today in the Brand Peacock Plus tagline …. your kitchen icon.
Sustainable Growth and Excellence
Within three decades, Today, Annai Groups has a group turnover of more than Rs. 500 Million, With proven track record of carrying out successful deliveries of orders, we applied our understanding of high volume activities & quality products so as to deliver cost effective product solution to new group of customers from the year 2007 after acquiring a Domestic LPG Stove assembly unit M/s. Maneesh Gas Appliances at Bangalore. Here, we got associated with new technologies and started vertically integrating the process in-house.
Our tactically and advantageously located strong local sales force for each state separately has increased our total market share on a continual base. Our reputation is such that our products are recommended by most LPG Distributors of Oil Companies and also by Tamil Nadu Govt. organisations such as TNCSC Ltd., Ooty, TNCSC Ltd., Chennai, Chinthamani Super Market and Pandian Super market. Adding a feather to our hat, we had supplied large number of LPG Stoves, more than One Million units to the Tamil Nadu Government special scheme during the year 2001 & 2007-12, proving our Quality standards and capacity at its highest.
Founders' message
Our Key Success
There has been just one secret behind the transformation of Annai Groups into a frontline Indian LPG Stove Manufacturing & Distribution Company. The ability to understand latent unexpressed need of the CUSTOMER at each kitchen via the LPG Distributors and translate them into efficient, user-friendly and affordable products and services.
Since, inception Annai’s success has been derived from its keen understanding of Indian Middle-Class aspirational kitchen consumers. In this environment it would be easy to offer deep discounts and freebies in the pursuit of short-term visibility and market share but the strategy would be largely unsustainable and even brand-destroying.
The aim is not to merely survive this environment; the objective is to succeed in it. This success needs to be derived from the identification of niches relatively insulated from competition. These niches are created (and occupied) by understanding where the external environment is trending, what consumers are likely to need and working backwards to create relevant and affordable products. Our edge lies in spotting categories that are unique, devoid of competitors and with a unique proposition, enabling us to enjoy absolute category leadership.
And this is where we come to something we are deeply proud about: Annai Appliances Manufacturing Pvt Ltd., is a truly Indian company that addresses middle- class aspirational consumer needs by creating truly Indian brands.
Annai’s Brand Peacock Plus is growing and penetrating further. The product extensions and new launches are receiving encouraging response. An improving economic landscape leading to higher disposable incomes and normal monsoons are expected to revitalise the rural economy and appliances prospects. Annai is poised to take benefit of these growing opportunities.
The bottom-line is that we find Annai waiting to capitalise extensively.
Our Story is Just Beginning..... Jai Hind