Durables majors’ summer launch plans hot up

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Mumbai, Jan 17: Post-Makar Sankranti, consumer durable majors are busy charting out new plans for launching new technology refrigerators and air conditioners (ACs) apart from gearing up for retail expansion plans to usher in on the upcoming summer 2008. According to industry experts, since the penetration of ACs is 2% in India, the ACs market is expected to grow at the rate of 35% this summer, as compared to 20% growth during the previous summer. Meanwhile, the refrigerators market will continue to grow at the rate of 10% with the penetration at 19%. Moreover, with the demand for entry level products dipping, retailers and marketers too are keen to stock innovative products to woo customers and provide products of their choice.

According to Pranay Dhabhai, chairman, Haier Appliances India, “To suit the local needs of customers, we are launching new 90 litres and 130 litres variants in mini bar refrigerators this summer with new features and looks to cater to single customer, bedrooms, cools and beverages. Our 60 litre mini bar refrigerators has taken off well. Besides, we are also planning to launch four-door and six door refrigerators with new technological features. We hope to sell about 3.50 lakh units of refrigerators and 1.5 lakh units of ACs this summer. At the same time, we are consolidating our retail presence in retail channels in India apart from focusing on modern and conventional retail as well.”

The appliance division of Godrej & Boyce Manufacturing Company is planning to launch new range of ACs and refrigerators with new features before the onset of summer 2008. Kamal Nandi, its vice president (sales and marketing) said, “Over the past one year, we have increased our retail network from 12,000 to 15,000 outlets. This year, we are again planning to expand the number of retail outlets by an additional 5,000 outlets. By March 2008, we hope to achieve sales turnover of Rs 1,400 crore. By March 2009, we hope to increase it to the tune of Rs 2,000 crore.”