White Goods As-A-Service: Meet Gaurav Julka, Co-Founder of Levande by Electrolux
Tune in to the third episode of the Product-As-A-Service Champions Podcast! In this episode, Yann Toutant, CEO of Black Winch, engages in a dynamic conversation around subscriptions for appliances with Gaurav Julka, Co-Founder of Levande and Ex-Head of Appliance As-A-Service at Electrolux APAC & MEA.
White Goods As-A-Service: Meet Gaurav Julka, Co-Founder of Levande by Electrolux
Tune in to the third episode of the Product-As-A-Service Champions Podcast! In this episode, Yann Toutant, CEO of Black Winch, engages in a dynamic conversation around subscriptions for appliances with Gaurav Julka, Co-Founder of Levande and Ex-Head of Appliance As-A-Service at Electrolux APAC & MEA.
Guest speaker
- 11+ years at Electrolux - Managed Innovation Accelerator for Electrolux Asia Pacific, piloting multiple new business models, influencing senior leaders to grow core and adjacent value streams.
- Co-founded Levande Subscription & Services for Electrolux (appliance subscription service), jointly incubated with Singapore Economic Development Board (CVL) & FutureLabs Ventures.
- Assignments in APAC & MEA.
- Experience in building strategy and executing market launches for digital software products, IoT Platforms, and Smart Home ecosystems in the APAC-MEA region.
- Focused on creating better living experiences for users.
- Passion for sustainability principles and circular economy.
About Levande by Electrolux
Electrolux is a leading global appliance company with renowned consumer brands including Electrolux, AEG and Frigidaire, shaping living for the better for more than 100 years.
They reinvent lifetime taste, care and wellbeing experiences for millions of people, always striving to be at the forefront of sustainability in society through their solutions and operations.
Electrolux is committed to contributing to the circular economy by integrating a circular approach into home appliance products and solutions.
Powered by Stripe, Electrolux has built Levande, an all-in-one appliance subscription platform launched in November 2022.
True to its Swedish name, meaning 'Living,' Levande aligns with Electrolux’s mission to shape better living.
White Goods As-A-Service
Levande saves consumers the upfront cost of buying an appliance outright, whether it’s a washing machine, a wine cabinet, a refrigerator, or a half-dozen other home appliances.
Subscribers pick the appliance that fits their need, subscribe to a plan for a fixed monthly fee and get the appliance delivered and set up within 48 hours.
They can upgrade the appliance or cancel the subscription at any time.
The service includes maintenance to ensure appliances last longer, and offers the option to subscribe or buy refurbished products.
The Levande app enhances user experience by tracking appliance usage and optimizing living.
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Key insights
"I think in today's industry it is getting very obvious, especially with appliances and electrical goods, that technology is moving very fast and consumer, especially with the purchase power in urban markets, wants to be on top of it. They want the latest and they want the greatest. Consumers are also becoming conscious about things like Energy Efficiency, things about performance specifically and again that then puts towards the latest and the greatest."
'While we want to always give the best and the greatest to our consumers we also want some kind of life around the appliances so we are also being fair to the environment and this is where the idea of Appliance As A Service came from."
"I guess, for a company like ours, Electrolux, consumer always probably will come first, and their needs will come first. And then you deliver the most sustainable, most circular, most cost effective operations or products possible behind it."
"We know that the consumers out there, and this is based on research, are not too worried about the product being new or refurbished, as long as we as a brand are able to provide the same warranty and guarantee."
"My advice is to focus on less things to do, less categories, segments which will be more profitable and fuel overall growth for the company.”
References
Electrolux: https://www.electrolux.co.uk/
Levande: https://www.levande.com.sg/
The Sun Article "LG says subscription-based home appliance services catching on in Malaysia": https://thesun.my/business-news/lg-says-subscription-based-home-appliance-services-catching-on-in-malaysia-BH13278018
The Japan News Article "Subscribing to cars, appliances via smartphone takes off": https://japannews.yomiuri.co.jp/business/companies/20220322-15605/
Article "Coway Celebrates Global Success with 10 Million Rental Accounts": https://company.coway.com/en/newsroom/press/667
Article "The startups that let you rent furniture and appliances within your budget": https://yourstory.com/2018/06/startups-let-rent-furniture-appliances-within-budget
Article "The Rise of Subscription Business Models in Japan: A Strategic Opportunity for Marketers": https://aixpost.com/trends/subscription-business-model-japan/#Rentio_Home_Appliance_Subscription
Article "SUBPLACE, Asia’s first subscription platform, soft launches in Malaysia": https://marketech-apac.com/subplace-asias-first-subscription-platform-soft-launches-in-malaysia/
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