Rajat Abbi on how Schneider Electric is reshaping future of smart, connected living

As India continues to embrace smart living, Schneider Electric, the global leader in energy management and automation, is setting a new benchmark in home innovation with the launch of its ‘Miluz ZeTa’ range. Designed to blend functionality with future-ready technology, Miluz ZeTa introduces a host of first-in-category features—including a patented space-saving switch socket, a built-in Air Quality Indicator (AQI), and a Voltage Surge Protector (VSP)—all seamlessly compatible with Schneider Electric’s Wiser home automation ecosystem.

Fresh off a win at India’s Best Design Awards 2024, the range reflects Schneider Electric’s deep understanding of evolving consumer lifestyles and their growing demand for healthier, safer, and smarter homes.

In this exclusive conversation with Adgully, Rajat Abbi, Vice President, Global Marketing – Greater India and Chief Marketing Officer, Schneider Electric India, shares the inspiration behind Miluz ZeTa, the strategic thinking that shaped its marketing rollout, and how this launch signals a bold shift in Schneider Electric’s journey from B2B leadership to B2C relevance in India’s dynamic home solutions market, and more.

Schneider Electric has long been at the forefront of energy management and smart home solutions. What inspired the launch of the Miluz ZeTa range, and how does it align with your broader vision for smarter, healthier homes?

At Schneider Electric, our commitment to innovation and sustainability drives us to continuously enhance the living experiences of our customers. The launch of the Miluz ZeTa range is a testament to this commitment. We were inspired to develop innovative solutions that go beyond conventional environmental management – a necessity to address the growing air quality issues being faced in the country. A report from the World Health Organization states that air pollution, both indoors and outdoors, contributes to nearly 3 million premature deaths each year. This raises serious concerns, urging all stakeholders to come forward and raise awareness of indoor and outdoor air quality, so that homeowners can take necessary steps to protect themselves and their family members. Therefore, the Miluz ZeTa switches, with their patented space-saving switch socket, AQI (Air Quality Indicator), and VSP (Voltage Surge Protector), embody our vision of integrating advanced technology into everyday life. These features not only enhance convenience and safety but also promote a healthier living environment, aligning perfectly with our broader goal of making homes smarter and more sustainable.

With air quality being a growing concern, how does Schneider Electric plan to position the Miluz ZeTa as a must-have solution for urban households beyond just its functional benefits?

Air quality is a growing concern, especially in key cities in India where pollution levels are often high. A recent study found that indoor air quality during winters is ~ 15% worse than outdoor air. This is where technologically advanced solutions become crucial in reducing the health risks associated with poor air quality. The Miluz ZeTa range is a game changing product with first-of-its-kind built-in AQI, providing real-time feedback on indoor air quality. This feature, combined with the space-saving design, positions Miluz ZeTa as more than a functional switch. It becomes an essential part of a healthier, safer home. We are aiming to educate consumers on the importance of air quality and the role our innovative solutions can play in improving their daily lives. Our goal is to make Miluz ZeTa is a loved brand for households, ensuring they enjoy the best – both in terms of functionality and ensuring complete well-being of their loved ones.

The marketing strategy for Miluz ZeTa includes a mix of experiential activations, retailer engagements, and digital outreach. Please share something on these strategies? Which channel has shown the most impact so far, and how do you plan to scale these efforts?

The launch of Miluz ZeTa is a significant milestone for us at Schneider Electric and reinforces our commitment to have a strong play within the B2C Electricals market. We took a multi-faceted approach, combining experiential activations, retailer engagements, and digital storytelling to connect with our target audience meaningfully.

Our real-time AQI monitor installation at one of India’s most iconic corporate hubs, The Cyber Hub, Gurgaon, is one such innovation, allowing consumers to experience the product’s air quality indicator feature firsthand. This has sparked important conversations around indoor air quality and healthier living. Retailer engagement has also played a crucial role – we have hosted retailer meets & activations in large number of cities, engaging with over ~ 1,500 retail partners, to ensure they understand the product’s unique features and benefits.

On the digital front, our 1^st series of Miluz ZeTa launch film has resonated strongly with the target audience, creating an emotional connect with families who aspire to embrace smarter, healthier homes. The response across social media, digital ads, and connected TV has been fantastic. Through our integrated marketing plan, we have successfully reached millions of users in short span of time.

Schneider Electric has taken a high-visibility outdoor campaign route across eight cities. How did you determine the best locations for these placements, and what kind of response have you seen so far?

At Schneider Electric, we have carefully identified customer personas ranging from homeowners, electricians, retailers, home builders and more. With this new campaign, our goal was to ensure that Miluz ZeTa campaign resonated with the right target audience in the most impactful way. When selecting locations for our high-visibility outdoor campaign, we focused on high-traffic electrical markets and premium urban spaces where consumers, electricians, and retailers naturally converge. Cities like Delhi-NCR, Pune, Lucknow, Cochin, Jaipur, Chennai, Kolkata, and Ahmedabad were strategically chosen based on market potential, consumer demographics, and air quality challenges.

For instance, Cyber Hub in Gurgaon was a natural fit – it is one of India’s most important commercial and leisure hubs. The installation of the real-time AQI monitor has been a standout move, sparking discussions about indoor air quality and generating meaningful engagement with the unique features of Miluz ZeTa.  Similarly, our placements in bustling electrical markets ensured direct visibility among retailers and electricians, key decision-makers in home electrical solutions.

The response has been incredible. We have seen a surge in consumer interest, increased retailer participation, and a strong digital spillover effect. The campaign has not only amplified awareness but also reinforced our commitment to blending innovation with real-world impact.

The digital and social media campaign, including the brand film, is designed to resonate with modern families. Could you share insights into the creative direction and how it amplifies the brand’s message?

Our digital and social media campaign, including the brand film, was crafted to strike a chord with modern families by reflecting their lifestyle aspirations and everyday needs. Instead of a conventional product showcase, we focused on storytelling that feels authentic and relatable.

The brand film presents Miluz ZeTa as an integral part of a contemporary home, seamlessly blending technology with daily life. The AQI feature is integrated to improve well-being, offering a smooth addition to daily life without interrupting the flow of everyday activities. We wanted to highlight how the right innovations can contribute to a smarter, healthier home without feeling complex or overwhelming.

To maximize impact, we strategically extended the campaign across digital platforms, social media, and connected TV, ensuring widespread engagement. The goal was not just to inform, but to spark curiosity and encourage families to rethink the role of switches and sockets in their homes. By merging innovation with a strong emotional connection, we are reinforcing Schneider Electric’s vision of modern living – where technology enhances comfort, convenience, and sustainability in a meaningful way.

Schneider Electric has traditionally been strong in the B2B segment. How does the launch of Miluz ZeTa mark a shift in your approach to the B2C market, and what lessons have you learned from this transition?

Schneider Electric has long been a trusted partner in energy management and next-gen automation, with a strong footprint in the B2B segment. The launch of Miluz ZeTa marks a significant expansion into the B2C market, reinforcing our commitment to delivering innovation, safety, and design excellence directly to end consumers.

As demand for smart and connected home solutions continues to rise, Miluz ZeTa offers seamless integration with our Wiser 2.0 Home Energy Management solution, enabling homeowners to effortlessly transition to a smart home ecosystem. Through the Wiser Home app, users can monitor their electricity consumption at multiple levels – overall, room-specific, and even down to individual appliances – empowering them to make more informed and energy-efficient choices.

This transition has provided us with valuable consumer insights, particularly regarding the growing demand for aesthetically appealing, technologically advanced, and easy-to-install solutions. Unlike the B2B segment, the B2C market requires a more personalized and experience-driven approach. Recognizing this, we have strengthened our digital outreach, retail partnerships, and consumer engagement initiatives, ensuring that our solutions resonate with modern homeowners.

By leveraging innovative, sustainable, and customer-centric strategies, we are not just expanding into the B2C space – we are reshaping the future of smart, connected living.

The smart home segment is rapidly evolving. How do you see Schneider Electric’s role in shaping the future of intelligent living solutions in India?

The Indian consumer is increasingly recognizing the potential of advanced technologies, not only to manage electricity more efficiently, but also to reduce their energy costs. As the smart home segment rapidly evolves, it presents a transformative opportunity to redefine how residents interact with energy, making it smarter, more sustainable, and more intuitive. At Schneider Electric, we are committed to leading this shift.

In 2024, we launched the Wiser 2.0 smart home automation range, designed to enhance the comfort and convenience of homeowners while providing advanced energy management capabilities. The growing demand for smarter homes has inspired us to push the boundaries of innovation even further. This is evident in our 2025 launch of the Miluz ZeTa range of switches and sockets – the world’s first switches with an in-built AQI monitor – ensuring that consumers can live smarter and more sustainably.

Our focus is on customer-centricity, empowering homeowners to make climate-conscious decisions, stay connected with their environment, and enjoy seamless control over their home energy use. By continuing to innovate and integrate sustainable solutions, we aim to shape the future of intelligent living in India.

Looking ahead, how do you see consumer expectations evolving in the smart home and electrical solutions space, and how is Schneider Electric preparing to meet these needs?

As we look ahead, consumer expectations in the smart home and electrical solutions space are set to evolve significantly. Millennial and Gen Z consumers, especially young homebuyers, are at the forefront of embracing technology in their daily lives. These generations are highly tech-savvy, environmentally conscious, and prioritize convenience and personalization. For them, a home is not just a place to live – it’s an experience that should reflect their values of convenience, sustainability, and connectedness. This generation is also keen on integrating renewable energy sources, such as solar panels, and energy-efficient solutions, seeking long-term savings and a smaller carbon footprint.

At Schneider Electric, we recognize the unique needs of these consumers and are focused on delivering smart, energy-efficient, and easy-to-use solutions that cater to their desire for both technological innovation and sustainability. From smart energy management systems to cutting-edge automation products, we are committed towards providing the digital-first generations with solutions that help them live smarter, greener, and better.