Binatone introduces two-year warranty in Nigeria
Binatone, has launched its “two-year Warranty” on all its products sold in Nigeria and other West African countries. A household brand best known for its consumer appliances, cooling technologies and power solutions, Binatone was amongst the first few brands to provide product warranties to its customers in Africa. Now this assurance has been doubled as the British brand has decided to provide a standard two-year warranty on all its products, with Nigeria being amongst its first African markets to launch this new warranty.
“Binatone came into existence in 1958 in the United Kingdom as a result of our desire to meet the modern lifestyle needs of customers. And over the past 40 years, Binatone has been actively present in Africa, especially in Nigeria, and through this experience, it understands how much African customers value a product-warranty,” said Sunil Lalvani, Group Managing Director and Global CEO, Binatone.
He added:“By doubling our warranty period, we are paying heed to our customer’s needs, who have all the while demonstrated their faith n our products.”
With operations in more than 20 countries in Africa alone, Binatone combines latest manufacturing technologies, modern designs and cutting-edge technologies. The innovative brand continues to touch millions of lives through its products. Having sold more than 100 million products across Africa by the end of 2014, the brand continues to stay close to its markets and customers, paying close attention to the rapidly changing lives and behaviours of its customers.
Africa and indeed Nigeria is rapidly urbanizing and Nigerians are upgrading their lives to match this urbanization. The mixture of products customers choose from Binatone is also widening. The most popular Binatone products in Nigeria today are Standing, Rechargeable and Ceiling Fans, Digital Voltage Regulators, Rice Cookers, Blenders with Grinders, Steam and Dry irons, Gas Cookers, Chest Freezers, Refrigerators, and Water Dispensers. This wide product penetration shows that more Nigerians are choosing convenience and efficiency in their lives than ever before.
“We are seeing unprecedented changes in how people manage their work-life balance. Customers are rethinking their purchases and not spending their hard-earned money on cheap or fake products. They are opting for trusted and tested products from Binatone brand and as we intend to cater to these needs even further, we believe Nigeria is the perfect market to understand our African customers and their lifestyles better. We have a strong presence and distribution network here and this is the reason why Nigeria is amongst the first countries to get our 2 Year Warranty,” Lalvani revealed.
Gurumoorthi Sridhar, Managing Director of Binatone’s regional distributor, Global Appliances Nigeria Limited, also added: “It has taken us a long time to earn the positioning we enjoy today, as a global brand providing quality products at affordable prices, With the new warranty which came into effect from 1 May, we are confident that we will be able to further strengthen our positioning by offering more value to customers. Customers will be able to identify this through new branding that will appear on Binatone’s packaging material. New warranty cards will also be issued to customers and those products sold earlier but having valid warranties will also be included under this new warranty.”
Binatone associates its success in Nigeria and in Africa to its focus on Quality, Durability, Affordability and Customer-centric innovations. The management at Binatone promise it will continue to focus on these factors so that customers can continue to “Buy with confidence” from its hundreds of distribution and retail partners.
“We also have a wide and continually strengthening network of service centers that will handled professionally,our customers’ concerns, especially as we embark on this ambitious 2-year warranty campaign,” Sridhar concluded.