How Finolex is using AI-powered analytics to enhance consumer engagement

In an era where energy efficiency, smart home automation, and sustainability are shaping consumer preferences, Finolex Cables Ltd continues to reinforce its legacy of trust, quality, and innovation. With a strong presence in the electrical and home solutions segment, the company is adapting to evolving market trends by integrating cutting-edge technology, AI-driven marketing, and energy-efficient products. Its latest campaign reflects this commitment, blending nostalgia with modern living to highlight the role of Finolex products in enhancing everyday life.

In this conversation with Adgully, Amit Mathur, President – Sales and Marketing, Finolex Cables Ltd, discusses how the company differentiates itself in a competitive landscape, the growing demand for smart and sustainable solutions, and the impact of global economic factors on marketing strategies. Mathur also shares insights on how Finolex is leveraging AI, big data, and automation to enhance consumer engagement while staying agile in a rapidly changing market, and more.

How does Finolex’s approach to consumer trust and product reliability play into this new campaign, and how have you ensured that it resonates with your target demographic?

Finolex has always been synonymous with trust and quality, and this campaign reinforces our No Stress. Finolex thought by integrating our products into real-life scenarios that highlight their reliability and relevance.  The core idea stems from the nostalgia of community gatherings, now reimagined in modern households where Finolex products naturally bring people together. This ensures that our messaging is both emotionally resonant and functionally driven. We have carefully crafted relatable, engaging narratives that showcase how our fans, LEDs, smart locks, and cables enhance everyday living while ensuring durability and efficiency. To ensure it resonates with our target audience, we have focused on humor, practicality, and cultural relevance—elements that make the campaign both memorable and impactful.

In the current competitive market of electrical and home automation products, how does Finolex differentiate itself, and how do these innovative products help maintain that edge?

The home automation and electrical segments are evolving rapidly, with increasing competition from both legacy brands and new entrants. Finolex differentiates itself by blending technological advancements with superior product engineering and a deep understanding of consumer needs. Our Smart Door Locks provide advanced security with features like biometric access and remote control, addressing growing concerns over home safety. Our BLDC fans consume significantly less power without compromising performance, appealing to energy-conscious consumers. LEDs offer exceptional brightness and longevity, catering to diverse applications from home decor to professional settings. Additionally, our brand’s long-standing reputation for reliability sets us apart, ensuring that when consumers choose Finolex, they are choosing a brand known for quality, safety, and innovation.

As more consumers seek energy-efficient solutions, how does Finolex ensure its products align with sustainability goals while meeting consumer expectations?

Sustainability and energy efficiency are key drivers of innovation at Finolex. Our BLDC fans consume up to 65% less energy than conventional fans, ensuring lower electricity bills. Our LEDs are engineered for maximum brightness with minimal power consumption, helping both residential and commercial users reduce their carbon footprint. Moreover, FinoUltra Wires insulation is treated using E Beam technology that increases the wires life span to approx. 50 years, its load carrying capacity and enhances safety when compared to a regular wire - a critical factor in modern electrical systems. Beyond product development, our manufacturing facilities follow sustainable processes, reducing waste and optimizing resource use. By balancing innovation with environmental responsibility, Finolex ensures that consumers get high-quality, future-ready solutions.

With the rise of personalized marketing, do you see an opportunity for Finolex to create tailored experiences, particularly in home automation and electrical segments?

Absolutely. Personalization has become a critical component of modern marketing, and Finolex is actively leveraging data-driven insights to enhance consumer engagement. Through AI-powered analytics, we are able to understand consumer preferences and tailor recommendations accordingly. For instance, homeowners looking for enhanced security may be directed toward our Smart Door Locks, while those prioritizing energy savings will find our BLDC fans particularly beneficial. Additionally, our digital platforms are optimized to offer region-specific promotions and product suggestions, ensuring that our communication remains relevant and effective for diverse consumer segments.

What consumer trends are shaping industries like home automation, tech products, and energy-efficient solutions, and how do you see them evolving over the next 3-5 years?

Several key trends are driving transformation in these industries. First, the demand for smart and connected homes is growing, with consumers seeking products that offer remote access, automation, and seamless integration with their lifestyles. This has led to a rise in voice-controlled and app-connected devices, a space where Finolex is expanding its presence. Second, sustainability and energy efficiency remain top priorities, with consumers favoring solutions that reduce power consumption and contribute to greener living. Additionally, aesthetics are playing a larger role, with people looking for sleek, modern designs that complement their interiors. Over the next 3-5 years, we anticipate further advancements in AI-driven home automation, increased adoption of renewable energy solutions, and a stronger regulatory push for energy-efficient products, all of which will shape how brands develop and market their offerings.

How do global economic factors, like rising raw material costs and supply chain disruptions, impact marketing strategies and decision-making for brands?

Economic challenges require brands to be highly adaptive in their marketing and operational strategies. At Finolex, we counter these challenges by optimizing procurement, streamlining production, and maintaining strong supplier relationships to ensure minimal cost escalations without compromising product quality. On the marketing front, we focus on highlighting the long-term value of our products—emphasizing their durability, efficiency, and low maintenance costs. This helps consumers see our offerings as investments rather than just purchases. Additionally, digital marketing allows for greater flexibility in budget allocation, ensuring that we maximize outreach while remaining cost-conscious in a fluctuating economic landscape.

How is Finolex integrating AI, big data, and automation into marketing to enhance consumer engagement?

Technology is at the core of our evolving marketing strategies. AI-powered analytics enable us to segment audiences more precisely and deliver highly targeted messaging across multiple platforms. Like we do with the use of technology where tracking purchasing behaviour, market trends, and customer preferences, help us refine our offerings and promotions. We are also exploring new models that can predict consumer needs based on their past behaviour, allowing us to engage proactively. Through these digital innovations, we will aim to reach more customers and create personalized brand interactions.

With uncertainties in the global market, how do you plan to keep Finolex agile in its marketing approach?

Agility is essential in navigating an unpredictable market. Our approach is built on continuous monitoring of industry trends, economic shifts, and consumer behaviour, allowing us to pivot quickly when necessary. A strong digital-first strategy ensures that we can rapidly adapt our messaging, launch new campaigns, and engage with consumers in real time. We also maintain a diversified marketing mix, combining traditional advertising with performance-driven digital campaigns to ensure consistent visibility. Moreover, product innovation remains at the forefront—by continuously upgrading our offerings to align with emerging needs, we stay relevant and resilient, regardless of market fluctuations.