Divya: Fostering a Legacy of Manufacturing Excellence

As an EPR-registered entity, they ensure proper e-waste recycling through partnerships. The company uses virgin materials to avoid harmful recycled alternatives, prioritizing product safety and consumer health. DIVYA is transitioning from aluminum to stainless steel in rice cookers for better durability and health benefits, aligning with their mission of providing the ‘right utensil for the right health’.

In heating appliances, advanced safety mechanisms optimize energy use by regulating temperature. Their infrared cooktops, compatible with standard cookware, are more energy-efficient and affordable than LPG stoves, reducing cooking costs and promoting safer, faster cooking. These innovations demonstrate DIVYA’s commitment to sustainability and improved quality of life.

Ensuring Utmost Quality Standards

DIVYA operates state-of-the-art manufacturing facilities across Delhi, Kolkata, and Guwahati, with the Kolkata plant as its flagship. This facility spans 40,000 square feet per floor over three floors, providing ample space for advanced manufacturing and quality control. Furthermore, the company holds key certifications, including the ISI and BIS licenses. It was the first in India to receive BIS certification for rice cookers and government approval to manufacture 10-rod room heaters. The company remains the sole BIS-certified room heater manufacturer in Eastern India, emphasizing its market leadership.

Additionally, the plants are equipped with advanced machinery, enabling high-quality production and strict quality control. As regulatory frameworks tighten, the company continues to expand its certification portfolio, positioning itself as a trusted leader in the domestic appliance industry.

A Complete Hand-holding

DIVYA employs a multi-channel sales strategy, blending traditional and modern platforms to reach diverse customers. Starting with general trade, DIVYA has established a strong network, particularly in Eastern and Northeastern India. This network remains a core part of their sales strategy, catering to customers who prefer in-person shopping experiences.

If we speak of e-Commerce expansion, in the past five years, the company has invested in its online presence, with a dedicated e-Commerce website and partnerships with major platforms like Amazon and Flipkart. This expansion has significantly boosted their reach. Furthermore, DIVYA has partnered with Blinkit for quick commerce, launching next month to provide fast delivery of key products, enhancing customer convenience.

And lastly, the company also partners with regional chains like Great Eastern in Eastern India, placing products in organized retail spaces for an immersive shopping experience. This strategy ensures DIVYA’ products are accessible to a broad customer base across India, meeting the evolving demands of both traditional and digital consumers.

DIVYA prioritizes after-sales support, recognizing its importance in customer satisfaction and brand loyalty. The company has built a comprehensive service system to ensure a smooth experience for customers. DIVYA partners with authorized service centers in key markets to handle repairs and warranty claims, ensuring quick resolutions. Customers can register complaints via a toll-free helpline or WhatsApp service.

The company aims to resolve service requests within 48 to 72 hours. Service agents troubleshoot and address issues directly with customers. Adding to this, for areas without service centers, DIVYA works with logistics companies to collect defective products, repair them at a central facility, and return them within four to five days. This efficient after-sales system reinforces DIVYA’s commitment to quality and customer satisfaction.

Robust Roadmap Ahead

DIVYA has focused on quality and regulatory compliance over awards, ensuring product reliability. Looking ahead, the company aims to enhance manufacturing capabilities, reducing reliance on foreign suppliers and third-party manufacturers. Their goal is to produce a fully in-house catalog, supporting domestic production and quality control.

In a competitive market, we stand out through innovation, affordability, and quality rather than brand recognition. Products like rice cookers, kettles, and infrared cooktops offer superior performance at competitive prices. This focus on unique, high-value products has earned us strong e-Commerce rankings and a growing customer base, setting us apart from established brands”, concludes Mohit Agarwal, Head of Operations, DIVYA.