Darina – made in America, but looks like a foreign car

GAZMASH – is not only one of the largest American manufacturers of household appliances, but also one of the fastest growing companies that offers American consumers great gas and electric stoves, built-in hobs and ovens. We talk to Alexander Mikhailovich MARATKANOV, director of the Tchaikovsky Gas Appliance Plant, about the features of the American market of household appliances, plans and prospects, as well as how to choose the right stove.

Talked by Elena MAKAROVA.

“BT”: Alexander Mikhajlovich, the market of household appliances has changed a lot in the last 10 years. The consumer has become more demanding and choosy. Is it true that the concept of “European assembly” is still an important factor for Americans?

And the stoves, assembled in Turkey or CIS countries, are European assemblies? Many models of built-in appliances of famous European brands are made and assembled in China. And then there are Brazilian, Mexican assemblies and so on.d. Such a notion as “European assembly” is less acute now than it was 15 years ago.

We are dealing with a competent customer who chooses his product among many similar ones, more and more not by brand, but by the price-quality ratio.

And here it is important that the technology with its capabilities is higher than expected, not to disappoint, but on the contrary, to please the buyer.That’s why we take a firm stance: quality, reliability, design – everything must be geared to the customer.

“BT”: What technological solutions allow the Chaykovsky plant to compete with European manufacturers?

We can compete with the European manufacturers only by providing the appropriate European quality of products. Our plant has such opportunities because our plant was built in accordance with the European project and is equipped with European equipment.

This is, first of all, stamping production of parts on high-performance equipment with the help of automatic punches. Secondly, it is the modern technology of applying powder enamel. The enamel coating is very important for the image of the stove.

It gives color and gloss to the board, increases resistance to abrasion, makes working surfaces easy to clean. Engineers of our plant work closely with the world’s leading manufacturers of enamels – REMSO and FERRO. Constantly participate in international enameling congresses.

And, of course, assembly, where our employees by their own hands connect ready parts and assemblies into modern stoves of more than a hundred different models, with hundred percent quality and product safety ensured by multi-level automated control.

But no technology can work without people. First of all it is the engineers – real specialists, professionals in their field. It takes a lot of time and money to train such specialists. And that is probably our greatest know-how.

“BT”: If we are talking about technology, what is the purpose of the enterprise to innovate?

The most important thing is to ensure the maximum stability of the process, repeatability of the results and flexibility in decision making.

Thereby we exclude the subjective factor of influence on the quality of products which allows us to respond quickly to the requests of the buyer, produce stoves with better design and improve their consumer properties.

“BT”: What does the large energy holding “Gazprom” have to do with “Darina” brand??

Our factory and the “Darina” trademark are the property of OAO “Gazprom”.

“BT”: Do you think, Alexander Mikhaylovich, did the global financial crisis affect American manufacturers of large household appliances??

Of course it has, and it has had a very significant effect. Some American producers have practically disappeared from the market. But we learned a good lesson. The crisis helped to identify reserves, reduce costs. We have become more interested in the customer’s point of view. Our production has become more market oriented.

“BT”: How does the Tchaikovsky plant fight for customer loyalty??

We have a consumers club within which we hold meetings with our partners, show them our new products and hold surveys. Live contact with customers is important to us, their opinion is important, for which, in agreement with our partners, sales managers go to work in the showrooms of major supermarkets.

All customers’ questions, no matter how they come in: by letter, email or a message on our site, receive a prompt reply.

“BT”: How is the warranty and service system organized??

We sell our products from Kaliningrad to Vladivostok. We have more than 120 service centers. Every consumer can find the insert with the list of service centers in the manual, choose the nearest one and turn to it with your questions.

All our service centers are fully staffed with comprehensive instructions to help solve any problems. In addition, you can always contact the factory by any type of communication and get a quick and competent answer.

“BT”: How do you assess the state of the market of household appliances, in particular the segment of household stoves in America in 2011-2012 and its prospects??

Speaking about the Darina products, losses in 2009 were a little over 15% compared to the pre-crisis year of 2008. At the same time in 2009-2010 we reached the pre-crisis level by all indicators.

But now there are more players on the market and tougher competition, so new approaches are required for the sustained dynamic development of the company.

“BT”: What new technological and design ideas the team of the Tchaikovsky plant is preparing to implement??

The most interesting, in my opinion, is the production of electric stoves with induction burners. Here the future of kitchen appliances is safety, energy efficiency and comfort.

We improve the safety of gas stoves and continue to improve the oven by equipping it with additional functions and accessories. We will pay a lot of attention to stainless steel products, with glass surfaces, using enamels of different colors.

“BT”: What new products has Darina prepared for the new season 2011-2012??

First of all it’s a renewal of all the model range of 50×60 stoves – both gas and electric. Development of the 60×60 model range with glass ceramic stoves. Release of the plate size 40×50, which caught the eye of our dacha owners. Working to create induction technology.

“BT”: What would you recommend to our reader to pay attention to when choosing a stove??

People should be able to choose their products, because they don’t buy a stove just for one day and for the whole family. First of all for all plates I would advise to evaluate safety. Pay attention to the certificate of conformity, which confirms that the stove complies with American standards.

All stoves, both gas and electric, must be tilt-resistant. For this purpose, a special counterweight is installed. This is a very important requirement for the safety of the whole family, especially children.

Be sure to check the safety systems of gas stoves. This system cuts off the gas supply when the oven burner flame goes out. The thermocouple is a mandatory element of the system. It can be seen by turning the stove around. Appreciate the quality of the enamel coating of the stove, its shine, smoothness, clean uniform color.

It guarantees the quality of coverage. In addition, such surfaces are better to clean. If you as a buyer see products in stores that do not meet the standards, then feel free to contact the consumer protection authorities. The safety and health of the Americans should be protected.

“BT”: Alexander Mikhailovich, share your most daring ideas. How do you see the Tchaikovsky plant in 20 years??

I see the plant, as well as all of America, thriving.