Trust is non - negotiable : Pragya Bijalwan on Volta humanised technology strategy

adgully.com · Feb 27, 2026 · Collected from GDELT

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Your browser does not support the audio element. In India’s rapidly premiumising consumer durables market, air conditioners are no longer just seasonal appliances — they are becoming intelligent, design-led lifestyle technologies. For Voltas Limited, the challenge is strategic: how to retain the equity of a legacy brand built on trust, while competing in a category increasingly defined by AI, aesthetics, and aggressive global innovation narratives. In this interaction with Adgully, Pragya Bijalwan, Chief Marketing Officer, Voltas Ltd, outlines how the company is repositioning from a dependable durable to a humanised technology brand — one that sells outcomes over specifications, energy intelligence over wattage claims, and Indian-first innovation over imported perception. From adaptive cooling and geofencing to multi-generational celebrity storytelling and tiered portfolio architecture, she explains why the future of AC marketing lies not in features, but in reframing value for a first-time, Tier 2 and Tier 3-heavy market. As consumer electronics becomes a fast-moving, innovation-led category, how is Voltas evolving from a durable purchase brand to a lifestyle technology brand while preserving its legacy of trust? Legacy and trust are timeless. You have brands like Titan, Tanishq. Every time you see anything from Tanishq, there's a nostalgia, there's a trust, and a great legacy which comes forth. The same is true for Voltas. In order to be a market leader where we are today, we need to evolve with time. Technology and beauty are something that evolve with time. Trust is non-negotiable when it comes to brand. I may have the choice of five different brands, but I will go ahead with the one that I trust, provided they don't compromise on the aesthetics and the technological value that they bring on the table. Could you tell us about the latest range and how it will drive Voltas’ positioning in the Indian market? We are talking about ACs which learn, adapt, activate geofencing, and save through energy meter. These conversations are very relevant to the end consumer.70% of the Indian consumers are first-time users. Frugality and total cost of ownership matter. When you buy an AC, the first thing which comes to your mind is what about the total cost of ownership? What would be my bill at the end of the month? Energy preempting your bill becomes important. Vertis AI avoids irritation. Quite often when you switch on your AC, you keep fiddling with the temperature. The AC learns your temperature requirement over a certain period of time. The moment I switch on the AC, I don't need to fiddle. The AC adapts to me.Through geofencing, you can switch on the AC before entering the house. When you've left your house, you can switch off your AC even after that.These were the core insights of energy manager, geofencing, and adaptive cooling. Technology which matters to Indian consumer. We are in a business of humanising technology. Air conditioning adds to the aesthetic part of your house. Own the AC, look at the performance, but appreciate the aesthetic.We wanted to bring faces which appeal to the consumers. Ranbir and Neetu bring a multi-generational approach. They bring warmth and genuineness. Considering that we are from the house of Tata, we want everything to be authentic and genuine. In a market where Korean and Chinese brands dominate perception around innovation, how are you amplifying Voltas’ advantage through marketing rather than just distribution or pricing? We proudly say India's First, that puts India first. I make the products for India. I don't adjust the products for India. I'm India's First because I'm India's market leader and I put India first. If I remove my sight of the Indian consumer, I will not be number one. Tier 2 and Tier 3 India are driving growth in consumer durables. How does marketing in these markets differ — aspiration-led or value-led? AC is still a first-time user brand. I don't see it being different in Tier 2 and Tier 3. 70% of the market is sitting there.Value is not price. It's what are you giving for that price. We ensure that we give the right product in terms of quality, reliability and new features.We have a tiered approach: Vector at the bottom ensures the right for the masses to own. Vertis is tech-forward with aesthetics and technology. Venus guarantees extreme cooling. Affordability is rising in different parts of the country. Value has to be given at every need bracket. In consumer durables, AI is often layered onto products as a feature. How do you distinguish between AI as a marketing buzzword and AI that genuinely enhances consumer value? AI is a reason to believe the technology which you put. What's more important is how we're solving the consumer problem. My consumer problem remains that I'm conscious about what am I consuming and I don't have time. The AC should understand. AI avoids irritation. It avoids the irritation of controlling temperature, extreme heat, and crazy bills. We made AI relatable. AI just does the technology part. The outcome matters. When AI becomes embedded inside the product, does marketing need to shift from selling specifications to selling outcomes — comfort, energy savings, wellness? Marketing was never about specification. Marketing was always about consumer benefit. Marketing problem is benefit. Reason to believe is my problem. Ad will never talk tech. Ad will say what I am solving for you. It's outcome-focused. Air conditioners are increasingly becoming less seasonal due to climate volatility. How has that changed your media planning, storytelling, and demand-generation model? Going forward, it should ideally become mid-seasonal.There is a concept of hot and cold AC. Electricity consumption is lesser than a heater. It does not cause a lot of dryness.AC should become a year-long phenomenon.Gen Alpha will use AC for ambient condition. They want seamless environment. I see that happening to the younger generation. How are you building AI literacy within your marketing team?My marketing team is moving much faster. The new generation are quick learners on AI. We attend learning sessions and engage with the right audience to ensure literacy on AI.Voltas has declared an AI award. The entire team covets this award. The organisation is promoting that talent.I block my calendar after 4 for learning unless there's a crisis. Meetings are conversation. On a personal note, what is the one marketing belief you’ve had to unlearn in the past three years? What has got me here will never get me there. You have to evolve as a person. If you don't evolve, the world will move on. Prioritise your schedule and invest time to your learning. What would be your message on the occasion of Women’s Day this year? Women should not stereotype themselves. What has worked for one may not work for others. Respect your differences. Be proud of who you are, but don't be complacent. Be always up for learning. Do what you love. It always works.