CG brand is a well-known name in the Nepali market. Bishnu Prasad Gyawali, who has been working for the Chaudhary Group for the past 17 years, has visioned to bring this brand to the homes of general Nepalese. CG Home Appliance has also recently unveiled a New Year plan. Here is Janatapati conversation with Gyawali about how this brand has established its hold in the Nepali market and its features:
Can you tell us something about the CG brand under CG Electronics?
- CG Electronics is an electronics company under Chaudhary Group. It assembles imports and distributes various electronics materials. We have various in house brands; one of them is CG brand, which has been established in the country and abroad with its own identity. This brand name is named after our founders.
Where and how all CG brand products are assembled?
- Some products are assembled in Nepal; some products are brought from abroad by assembling. But even if it is assembled outside, our specifications, features, quality makes it according to what we give. We assemble the products in different countries including India, China, Indonesia, and Vietnam.
Why is CG Electronics brand becoming popular among Nepali people?
- CG brand is a Nepali brand. As it is a Nepali brand and its production also takes place in Nepal, it is slightly cheaper in price than the products of multinational brands. CG is competing with multinational brands in quality. We never compromise on quality. Its features are new. Consumers get the features that the multinational brand is offering in our brand at a cheaper price. That is why the CG brand has become a little more popular among the Nepali people.
Cheaper brands than CG brand are coming from China. Is there any competition?
- Definitely there is competition. There is competition in all markets; there is nothing wrong with that. We are not embarrassed to compete in quality. The quality that we are giving cannot be found in the quality of Chinese products. Chinese products are also coming without brand, without importer. There is a big difference between the qualities of the products of the Chinese brand from our brand. You get premium quality in our products. In addition, consumers also receive our after sales service which is very important.
When buying any product, you should look at the after-sales service. We can't do our job just by selling electronics items. We sell a product, which goes to the customer's house, he sees and uses it, and problems can come at any time. If we can't provide service when problem arises, he has to throw away or discard the products or he has to replace it, which the consumer can't. That's why we always sell products to consumers with a warranty. We do not buy or sell products without warranty. General consumers also had to be careful when buying products. You can't buy products without a warranty just because you get it a little cheaper. Problems may arise later.
After the lockdown, the service has been provided through online marketing, how effective is that?
- Our online business was there before lockdown, cgdigital.com. It sells the CG brand products online. We also have a website. It contains the details of the company. You can see the type of product and the price. It was not possible to be physically present during the lockdown. In that case, there was a slight boost in the online market. Due to the boost in the online market in the lockdown, the customer's attention was seen and the business grew. That's all.
What is the overall market share of CG brand products?
- We have different products. For example, we have TVs, refrigerators, washing machines, vacuum cleaners and almost all household items. That varies depending on the product in the market. On average, the CG brand has a market share of 20 to 25 percent. They range from Iron to AC and 4k Google LED. Based on the visibility of the product, our goal is to have a CG item in every Nepali's home. At present, 50 percent of Nepalis have CG items in their homes.
How are you maintaining the stability of its marketing and how is it successful?
- The biggest thing is faith and assurance. The success is due to the fact that we are one step ahead of those who are competing with us. The main reason is the credibility of the Chaudhary group. Consumers are willing to pay Rs 2 more for the products this group than others. This is because of the high quality of our products.
Another key is after sales service. We immediately resolve various technical and physical issues that may arise after purchasing the goods. We have 140 service centers across the country. If there is a problem with the TV connection in someone's house, our technicians will go and fix it. Our service is quality.
Another strength is our sales partners. This dealer network is connected in 68 districts of the country. That too is a gift for the success of the company.
Are there any difficulties in importing goods at customs?
- There is no such difficulty. We are working according to the standards of the Government of Nepal. That is why there is no difficulty. The technical thing went the other way. Sometimes vehicles are stopped at the customs for 5 days. We can't say that. However, there is no such obstruction from the government.
You have brought offers for the new year 2078, can you tell us something about it?
- Yes, we have also brought some offers to the general consumers for New Year. CG is doing well. We would like to say that CG consumers belong to everyone and is a Nepali brand. We have given good quality at cheap price.
For example, we have brought offers for TVs, refrigerators, washing machines. You will get maximum discount on some of them and you will also get sure shot product in some of them. We are giving mixer and grinder gifts on the purchase of washing machine and maximum discount for the purchase of TV. We are now installing AC, 43 inch TV and washing machine for free. We are where our customers are. If you are planning to buy, you will get a special discount on New Year.
In the end, what do you want to say to CG brand consumers?
- I think this is a consumer durable product for CG brand consumers. We have a product that will last for more than two decades. When buying such a large product, I urge you to take care of its reliability.
When buying any product of any company including CG, it is important to understand what is the after sales service like, what is the company like, a company gives 10 years warranty but we don't know where that company is after 10 years. The companies of five years ago are no more. Customers of such companies do not get service. We have a team and structure to solve problems even in Jumla.