A STUDY ON THE ROLE OF INFLUENCER & ELECTRICIANRELATIONSHIP-BUILDING IN ENHANCING BRAND VALUE AND MARKET PERFORMANCE AT HAVELLS INDIA LTD

Abstract

This research paper examines the impact of relationship-building with electricians, retailers, and micro-influencers on Havells India Ltd.’s brand image, loyalty, and market value. With the electrical goods market in India becoming increasingly competitive, companies rely heavily on influencer-driven recommendations, especially from electricians who directly influence end-consumer decisions. The study focuses on Havells’ digital loyalty initiative E-PLUS, a structured reward and engagement program designed to strengthen long-term relationships. Primary data was collected from a structured survey administered to 100 electricians, of whom 60 responded. Additional insights were obtained during field visits, store interactions, and a major Electrician Meet with 115 new electricians in Thane. The study reveals that 67% of electricians were fully aware of E-PLUS, 80% expressed satisfaction with the program, and 62% preferred Havells over competitors such as Polycab, Anchor, and Finolex. The findings indicate that reward systems, on-ground engagement, training, and digital interaction significantly strengthen brand loyalty. Challenges identified include barcode scanning issues, delays in reward crediting, and limited multilingual support. Nevertheless, Havells’ influencer engagement strategy has proven effective in enhancing trust, emotional bonding, and product preference.