Schneider Electric India is set to expand its B2C segment significantly, leveraging the increasing demand for smart home solutions and premium electrical products. Operating under a “Two Brand Two Sales” strategy, the company recently rebranded L&T Switchgear to Lauritz Knudsen to strengthen its presence in the Indian market.
Strategic Focus on B2C Growth
As part of its B2C expansion, Schneider Electric India is launching a high-impact integrated marketing campaign to establish the Lauritz Knudsen brand. According to Rajat Abbi, global marketing & CMO, Greater India, the company is making significant investments in marketing and communications, with a digital-first approach accounting for 60-70% of total ad spend. The remaining budget is allocated to BTL activations, events, and ATL campaigns. The festive season will see a notable increase in marketing spend, with Schneider Electric rolling out campaigns across digital, ATL, and retail activations to strengthen its B2C outreach.
Smart Home Innovation & Consumer Trends
Schneider Electric has introduced the Wiser 2.0 Smart Home Automation range, which allows users to monitor energy consumption in real time via an app. Additionally, the company launched ‘Miluz Lara’ switches, which offer air quality monitoring (AQI)—a critical feature for pollution-affected cities like Delhi. To drive awareness, Schneider Electric plans to host five to six Innovation Days across major metros and Tier II cities, showcasing these products ahead of the festive season, a peak period for home upgrades and renovations.
B2B Strategy: A Complex Yet Targeted Approach
While B2C is a growing focus, B2B remains the company’s primary revenue driver. Unlike B2C, where the end consumer is the decision-maker, B2B involves multiple stakeholders, including panel builders, electrical consultants, architects, contractors, and electricians. To navigate this complexity, Schneider Electric has identified 9-10 key target personas, including builders, retailers, distributors, and end customers. A digital-first approach is at the core of its B2B marketing, encompassing SEO-optimized websites, sales automation, email marketing, and social media engagement.
- Instagram is emerging as a key B2B platform, while Facebook’s role has diminished.
- LinkedIn remains crucial for engaging C-suite executives and decision-makers.
- YouTube and Google Search continue to be vital for brand visibility.
- ATL investments are focused and highly targeted to avoid media wastage.
Increasing Investments in Branding & Awareness
Schneider Electric is enhancing its brand presence with a balanced approach between performance marketing and brand building. The company’s sustainability-driven initiatives, such as the Schneider Electric Innovation Yatra, a carbon-neutral campaign across 60 cities, and its ongoing partnership with the Rajasthan Royals as a sustainability partner, reflect its long-term commitment to impact-driven marketing.
For the festive season, Schneider Electric is planning:
- Retail activations in key electrical markets.
- Outdoor branding and experiential marketing.
- A central digital campaign for Lauritz Knudsen, including a Diwali-centric media push.
- A new digital campaign for Wiser 2.0 is set for release before Navratri.
Marketing Investments for the Festive Period
Schneider Electric’s festive marketing investments will significantly increase compared to the first half of the year, strategically targeting major Indian festivals such as Ganesh Chaturthi, Onam, Durga Puja, and Diwali.
With a strong focus on B2C and B2B, the company is poised to aggressively expand India’s premium electrical and smart home market, ensuring greater brand visibility and stronger consumer engagement in the coming months.
