When going gets tough, don't bend and wilt. Instead, think, innovate and take risks. Measure your strength and consolidate your gains and then move with a lightening speed. Probably that's what summarizes the essence of Shinichi Iizuka, Managing Director Hitachi Home and Life Solutions India. In fact, he has helped Hitachi tear through troubles and maintain a lead in Home solution in India. Pragmatic and a man of principle, Iizuka, in his career has worked his way out, which has compatriots have envied. The previous Whole Time Director and Chief Operating Officer, Hitachi Home and Life Solutions, India , after taking over from Akira Kamitani as Hitachi's MD in October 2006, has given a fresh lease of life to the company in India through better market positioning.

Iizuka helped, with air-conditioner as its main forte, capture good share of the Indian market. The "world's most silent AC" and the Quadricool and Atom room air conditioners have been doing exceedingly well. Iizuka’s strength lies in his down to earth approach and timely action to fulfil the need of Indian middle class, providing compatible and easy to maintain technology. Hitachi air conditioner products are priced at 20% premium over its competitors and Iizuka’s expectation are realistic when he targets 5% growth over and above the industry's usual business.

A man who believes in giving his best shot at all time, whether in crisis or otherwise, Iizuka believes that technology makes a big difference and is the determining factor of success. Hitachi's Atom and Quadricool registered as much as 40 per cent of sales in the past, which means cutting edge technology is a strong customer pull.

Iizuka has diligently strived to ensure that the quality of his brand is up-to the highest mark. He has been instrumental in the introduction of many far-reaching quality maintenance standards in the functioning of the company. The Window AC, which incorporates the patented XHE Technology increases the cooling capacity and reduces power consumption by more than 100 watts. This is probably where the strength of Iizuka and Hitachi lies. With Iizuka’s calculations in place, there is not an iota of doubts that Hitachi will have rivals eating from his hand.