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    Leading the Pack


    Every home needs a minor repair once in a while. a new shelf for the children’s room, a new curtain bracket for the shower or even fixing that broken handle on your antique wooden chair could mean depending on experts to get the job done. However, the Do It Yourself (DIY) trend, which is quite popular abroad, is slowly creeping into India. with a few tips in mind, and a little knowhow, the urban working couples are now getting the job done themselves quite easily. Having the right kind of tools makes all the difference. Bosch Power Tools aims to fill this need gap with their very first diy concept store in Bangalore. the outlet stocks a range of power tools that allow consumers to experiment or fix anything at home instead of depending on an outsider. The ergonomically designed tools are light weight, cordless and easy to use. It appears as though the DIY trend is here to stay in India.


    The studio-cum-experience zone titled DIY Square was inaugurated by Bollywood actor Prachi Desai, the face of Bosch Power Tools, along with Vijay Pandey, Vice President, Bosch Power Tools, India. Bangalore’s first DIY Square houses a wide range of tools for the home, hobby and garden category and offers consumers a hands-on experience of working with these products to not just cater to their basic needs at home but also discover a world of hobbies.

    Along with the tools, the store also offers other raw materials needed to carry out the repairs. Customers can also seek expert help while working on their projects at the DIY Square. The easy-to-use tools have been introduced keeping in mind the modern-day Bangaloreans who want a hassle-free independent life. “After gaining the leadership position in blue tools (professional) segment, we want to now focus on promoting the Bosch@Home concept which primarily aims at reaching out to the DIY segment in India. At Bosch we believe that this segment has a huge potential, and with the influx of a rising middle class, we are seeing a discerning consumer who is seeking a better life and is willing to be adventurous. We believe that home improvement is going to be the next big trend,” explains Pandey.

    Bangalore was the obvious choice for the fi rst DIY store due to its cosmopolitan nature, high disposable income, customer awareness and exposure to DIY products due to international travel, early adopters in many technologies, preference for high quality products, etc.

    DIY follows the rising trend of home improvement in India. While it is common in the West, the Indian consumer is now willing to go all out and buy a hobby tool or an Aquatak for his/her home requirements. As the disposable income rises, it paves the way for a lifestyle-conscious and hassle-free living and therefore the need for DIY. “In India, we are seeing a growing middle class that is increasingly opting to try something new and the DIY tools act as the perfect platform to not only make the whole experience ‘fun filled’ but also productive. Our home tools such as the IXO, Smartkit, Aquatak, Lawn and Garden tools and Dremel help you complete scores of jobs effortlessly and without depending upon anyone,” says Pandey.

    The Industry

    Indian power tool sector has seen an unprecedented growth and the huge demand for power tools is expected to rise at the rate of 6 percent yearly, believes Pandey. Currently, this sector is valued at Rs 1,000 crore which takes into account the organised segment of the market and it is growing at 8-9 percent. Bosch Power Tools, the leader in the category in India, currently enjoys one third of the total market, which is around Rs 330 crore.

    DIY is building, modifying, or repairing something without the aid of experts or professionals. Today the trend has taken on a broader  meaning and covers a wide range of skill sets. Evolving demographics indicate that the DIY segment (a relatively young category) is growing rapidly. This is partly due to the increase in per household spending on consumer durables which is expected to grow by 17 percent. Consumers are increasingly investing in home improvement category, which is leading to demand for easy-to-use and ergonomic products and technologies. Factors such as a hectic lifestyle with increasing need to be independent while ensuring quality life, easy usage, reduced availability of cheap labour, lack of time to coordinate have led to a need to develop skills to use tools to be able to fix and create things. Increased access to user-friendly products have further given an impetus to this category. “Bosch Power Tools sold 1 million tools last year and plans to sell around 1.3 million in 2013. By 2015, Bosch Power Tools is targeting to produce 40 percent of tools sold in India from the Bangalore unit. Revenues from DIY account for Rs 30 crore of the pie and we believe this will only grow,” informs Pandey.

    Target Consumers

    The DIY customers are between 20 and 30 years of age, fun-loving and impulsive decision makers. They also constitute the 30-40 year olds interested in home renovation and maintenance with a focus on utility products. The last category is the passionate 35-50 year olds hobbyists with high disposable incomes. According to Pandey, the estimated spending per household on DIY and homecare products is 3 percent of the spending on housing. Trends show a healthy 30 percent growth rate for DIY products.

    “Based on our experience while interacting with the customers during trade fests like IITF, we realised the market potential of this sector. Due to a lot of international exposure and high awareness through the online media, customers are aware of the DIY tools and are looking for such tools online and at retail outlets. Interestingly, even women are interested in working with these tools – be it working with the Bosch Smart Kit to hang a painting, carry out minor fixing in the house to using  Dremel Hobby tools for glass etching/ wood etching, etc,” says Pandey.

    Future Plans

    DIY is a unique concept for India where people depend more on outside help to fix things at home. Bosch plans to release regular advertisements in the media and also explore other options such as radio and online advertising to drive home the point. Additionally, the company plans to hold regular customer activities at the store to demonstrate the applications of the DIY tools – glass etching through dremel, making a furniture using jigsaw, hanging a painting or repairing joints using Bosch Smart Kit, etc.  Bosch Power Tools will be opening similar DIY Squares across major metropolitan cities in India. The company is expecting to reach out to 450 million Indian middle class households through this initiative. At present, the Indian DIY industry is at a nascent stage but it is estimated to have a potential of `500-600 crore in the coming years.