SMART HOME CATEGORY INSIGHTS FROM PRIMARY RESEARCH

 Indian Consumers are not aware about product offerings and pricing in the smart home category
 Can’t relate to the features offered with their own lifestyle
 Indian consumers are more excited with augmenting security systems (49.5%) and smart retrofits (22.7%)
to existing fittings (geysers, water pumps etc.) to assist in their daily lives
 Majority of the users are millennials and predominantly feel that smart tech is difficult to set up and use
(34.9%).
 Majority of non-users are also millennials with reasons being attributed to high cost (44.4%), lack of
awareness about the segment (35.2%) and relevance of smart technology (27.8%) in their lives

SEGMENTATION
Segmentation Variables: Personal affinity, outlook, interest, taste, time, context, age geography
Creative Homebody, Active Urbanite, Personal Organizer, Reluctant Tech Adopters, Drone Parent, Fun Loving
Parent, Luxury Spenders, Family Connectors
TARGETING:
Since The segment already caters to luxury spenders its more pragmatic to target the active urbanite and drone
parent segment as their needs are very functional.
POSITIONING: “The latest addition to your family”

Go to market Strategy
Products
Google can also add smart plugs to its product line in order to enable retrofits.
It is imperative to come up with use cases that resonate with Indian consumers
 With the help of smart security systems parents can monitor their kids constantly when they are left with
nannies by keeping a track of who comes in and goes out by phone alerts and remote door access control
 Families can now have tension-free vacations with homes equipped with motion sensors that sends intrusion
alerts and automated lights that can be switched on to feign occupancy
 Make ordinary fittings like geysers adapt to the needs of the active urbanite by pre-emptively switching on as
per his/her daily routine
 Automatically switch off lights, fans and other devices when people leave the room which saves electricity and
reduce the power bill
 Feeling cold in the middle of the night? Forgot to switch off lights before you slept? Smart home technology
analyses occupant behaviour and does this automatically to ensure optimum comfort
Price
 Consumers are willing to spend close to 8,500 on an average in order to make their homes smarter
(derived by weighted average from primary research)
Place
 Brick & mortar electronic stores like Chroma, Reliance Digital etc.
 Online stores
Promotion
 Strategic alliances with brick & mortar furniture and lifestyle stores as experience centres
 Strategic alliances with builders and architects to incorporate smart home solutions in
apartments/homes
 Free smart homes solution to be installed at homes of influencers as a part of online promotions
Market Opportunity
 Total smart home penetration in 2019 is around 1.5% of total urban households, Growth of Urban
households is linear from 2019-2022 wiz 1.5%
 Total smart home penetration rate projected to be 9.5% in 2022
 To calculate no. of smart homes factors such as revenue of major players, internet penetration rate,
urbanization rate & consumers purchasing power are taken into account
2019 2020 2021 2022 CAGR
15,97,035 28,37,730 52,78,424 1,06,39,015 60.70%