With now more than 110 years of operational experience at its disposal, Defy Appliances is among South Africa’s most popular brands and offers an industry leading combination of efficiency, quality and continual growth.
The Defy name first became known during the 1920s, leading to the company’s producing the first electric stoves in South Africa in 1932. Defy Appliances (Pty) Ltd is now Southern Africa’s largest manufacturer and distributor of major domestic appliances, operating out of its head office is in Jacobs, Durban. Rajan Gungiah, Defy Marketing Director, describes how the company’s approach has remained loyal to its original intentions, despite the fast-moving nature of the industry. “Even in its very beginnings the company looked to bring innovation to all the different sections of home appliances in order to transform consumers’ lives. At each juncture we ensure that the appliance we introduce is environmentally friendly and will make a difference to people’s lives, allowing them to prepare, store or clean in the most effective way possible and with the latest available technology.”
Defy’s three factories in Jacobs, Ezakheni and East London all boast the all-important ISO 9001-2009 accreditation, enabling the most safe and efficient manufacture of wares ranging from free-standing stoves, built-in ovens and hobs, tumble dryers and console air conditioners to electric refrigerators. Its famous slogan ‘You can rely on Defy’ has over many years come to represent the legendary product quality and consistent approach to product innovation consumers associate with the company, and sees it enjoy what is likely the strongest appliance brand recognition in Southern Africa. As well as holding the top spot in the South African Major Appliance market, the company also exports to a variety of markets, including Africa and the Indian Ocean Islands.
In a market which has grown immeasurably more competitive during Defy’s lifetime, its enduring success is, according to Gungiah, due in large part to it focus on remaining local in its operations. “Our ability to locally manufacture most of the products that we sell in the market is fundamentally important, as it gives us the ability to constantly add new features and benefits and offer a better value proposition in a market which remains very competitive. We have poured a huge amount of time and investment into research and development which has resulted over the decades in our having relevant products that are competitive with the very best in Europe.
“A massive focus on quality and consistency works alongside what is arguably the most comprehensive service and aftercare infrastructure in the country. It is so important that our customers know that they have the peace of mind of knowing that full backup is provided in terms of local parts and capabilities to resolve any issues or changes which may arise with their machines over time.”
The power of the brand can be a transformative influence, as Defy has come to experience over its long lifetime. Above and beyond simply catering for the needs and wants of consumers, some brands go on to become symbols within people’s lifestyles. Ask Africa’s KASI Star Brands seeks to recognise this fact, rewarding those brands which are used most loyally by South Africa’s township consumers and which have become weaved into the fabric of vibrant South African townships. Regardless in this instance of background or living standard, they are simply the brands that define a common experience, to which South Africa’s township consumers are committed and will shop accordingly to demonstrate this commitment.
It should come as no surprise then, to learn that Defy has been placed at number one in four categories at the 2016/17 KASI Star Brands™ Survey. Official acknowledgement of its peerless performance in the sector, Defy found itself named winners across the Microwave Ovens, Refrigerators, Small Domestic Appliances and Stoves/Ovens/Hobscategories. This is an extraordinary feat, and even more so given that the KASI Star Brand Survey by Ask Afrika is by far the largest of its kind in South Africa. Here, opinions are sought across 19 sectors, scores of product categories and thousands of brands are included in the measurement in order to provide the most accurate conclusions possible.
The African market is, of course, an ever-developing one, and holds great potential for businesses operating in the consumer retail market. KPMG is a global professional services firm whose 2015 report ‘White Goods in Africa’ details exactly how beneficial this could be to companies such as Defy. “Africa has a population of more than one billion people, presenting a massive potential consumer market. However, the retail sector is relatively under-developed at present, and in particular, the market for white goods in Africa – and in particular major kitchen appliances – is on aggregate still small and remains under-researched.”
While many companies remain unconvinced by the notion of investing in underdeveloped African nations as they believe expenditure to be directed solely toward necessities, the report highlights the growing number of consumers to be serviced in the near future. “Still, an increasing number of consumers are on the cusp of the US$1,000 annual income level, which will allow for the expansion of consumption beyond just the basics. The continent’s middle class totals almost 40 million.”
With this in mind, Gungiah concludes with his thoughts on what the future holds for Defy. “We are incredibly positive about the future. We believe that there are some segments, such as dishwashers, where we only have a 7% penetration in the country, that hold massive opportunities for us to grow over the coming years. We believe that the investments we are making for Africa, outside of all the external factors which affect business performance like the economy and politics, give us a great foundation to expand and the signs point to even greater success to come.”