Bosch’s Third Win at the Putra Brand Awards 2024

Vijay Ratnaparkhe, Regional President of Bosch in Southeast Asia, was featured in The Star as the Bronze winner in the "Home Improvement Products & Stores" category at the prestigious Putra Brand Awards 2024. Darren Chan Chon Hoe, CEO & Managing Director of Bosch Rexroth Malaysia, accepted the award on behalf of Bosch. Recognising brands that have earned Malaysians' trust through innovation and strong consumer connections, the Putra Brand Awards is Malaysia’s premier consumer-driven brand recognition, also known as the People’s Choice Awards. Now in its 15th year, the awards have honored brands across 24 industries, including automotive, banking, and property development. This year, a record-breaking 50,000 respondents participated in public voting for PBA and PABA, reinforcing the power of consumer voices in shaping brand success.

Ratnaparkhe’s Interview Highlights:

1. How has your brand evolved over the years?

Bosch began providing mobility solutions in Malaysia in 1923. Staying true to its brand purpose, "Invented for Life," Bosch has expanded into industrial technology, consumer goods, and energy, offering innovations that improve quality of life and conserve natural resources. Its R&D and manufacturing facilities, including Asia’s most advanced semiconductor test center in Penang, alongside investments in TVET and sustainability, further reinforce its position as a leading technology provider.

2. How important are partnerships in building brand awareness and strength?

Collaboration is key to Bosch’s success. Partnerships with local authorities like MIDA, business partners, and dealers have advanced manufacturing and innovation while strengthening Bosch’s presence in Malaysia. Additionally, Bosch’s CSR initiatives in sustainability and talent development benefit from strong collaborations with chambers, schools, NGOs, and local communities, reinforcing its commitment to Malaysia’s socio-economic growth.

3. How has branding shaped Bosch’s internal culture and employee engagement?

Bosch’s brand culture is driven by "Invented for Life," fostering trust, accountability, and innovation. This is further strengthened through employee engagement initiatives such as the suggestion system, town halls, open dialogues, and cross-functional projects, ensuring employees stay aligned with Bosch’s mission and values.

4. How does sustainability resonate with Bosch’s brand?

Sustainability is central to Bosch’s strategy. Carbon neutral since 2020 (Scope 1 & 2), Bosch demonstrates its commitment through initiatives like Malaysia’s largest rooftop solar panel system at its Penang mobility electronics plant, generating 4,500 MWh annually and reducing emissions. Bosch also leverages Industry 4.0 solutions, including data analytics and automation, to enhance energy and resource efficiency, reinforcing its dedication to a greener future and technological excellence.