Our Values
As reflected by our tagline “Touching your life every day, regardless of your needs in everyday life, our company is there to provide you the best possible solution to make your life easy. From electronics and home appliances to cooking and cleaning ranges, we have it all!
Within the operation, however, we look at a bigger picture. Our rule number one is “Sustainability through Quality”. Around the world, there are hundreds of Consumer Electronics and Home Appliances companies now. SME segment is one of the toughest and most competitive segments in the industry. Due to this, many times it is a race to try and grab the juiciest customer share. Quality begins to take a backseat and production is ruled by “whatever is cheaper”.
Sanford is one of the very few companies to have its own manufacturing facilities, quality control team, and an active R&D department based in China, that receives samples and analyzes each and every component to ensure maximum quality. Certifications, standards and quality as compared to competitor products are checked and confirmed, only after which the shipments are processed. We check for health hazards to our customers, potential physical damage, quality standards of the structural elements like steel, glass, plugs, pins, and mortars.
The value for customer’s health and safety brings us to our second brand ethos, “Sustainability through Caring”. Our priority isn't profiting or selling our products fastest or at cheap rates. Instead, we care about the trust our customers have placed in us- the kind where we hear families say that they have been using our products for generations. Sanford wants to be the household brand for reliability.
Our third brand ethos is “Sustainability through the widest range of products”. As explained by our tagline, we want to be a part of you every day, from the moment you wake up, to when you hit the bed. Our R&D team is constantly adding to our line-up of personal products and home appliances to reach out to every need you have.
Sanford also hosts a robust customer care team that comprises expert technicians who support post-sale activities. If you ask us, the actual sale starts after the product reaches a customer. This defines our fourth brand ethos, “Sustainability through Service”. Though Sanford products are extremely less likely to fail or malfunction when it happens, we are there to give you immediate, viable solutions. We listen, and we care about your experience with us.
At the end of the day, all we care about is the smile on our face at the end of the day. Our fifth brand ethos, “Sustainability through Happiness” implies how we care about treating our customer right. Happiness, however, also means convenience and ease. Our smart payment system is efficient, taking care of not just customer finances, but also that of our suppliers, logistics partners, business partners and other key associates, big or small. We have an excellent track record when it comes to handling payments and adhering to credit terms.
Within the organisation, we like our employees to be happy, so they can give their best to every product that exits our company and reaches you. The creativity and leadership of our teams are nourished and encouraged, and everyone is treated as an entrepreneur. Ample opportunities are provided for the growth of all our executives. Their participation in seminars, fairs and education & training programs are undertaken with initiative from the organisation so as to empower them.
We have invested in most modern technology and strategies like SAP Business One, Salesforce applications and other lined up tools to ensure that our team has all the help they need. The office is as happy as your home, with Sanford touching lives, every day, everywhere.
