q Consumer appliances major Videocon International -- which had lost interest in the sluggish category sometime in mid-1999 -- is back with two dishwasher models in the low and mid-priced segment of the market. The new range, the company claims, ``is more specific to Indian needs''.

q Mumbai-based Siemens Limited has already begun trying to crack the market with a top-end dishwasher model launched early this month.

q Recently, AB Electrolux which had phased out the Maharaja Whiteline range of dishwashers two years ago, has also expressed an intention to launch a premium dishwasher sometime later this month.

``We expect the market to come alive with promotions and communication as companies try to take another shot at the Indian dishwasher segment which so far has refused to take off,'' says an industry observer. The category is currently very smallat 1,000 units per month despite the presence of companies like IFB and Videocon, offering products over the past one year.

Pricing: A key issue
Now, once again, the market is preparing to witness some action. Price for one, is likely to be a rallying point. While Siemens has introduced an expensive dishwasher model -- qualified as prohibitive by some at Rs 28,000 -- Videocon is offering a relatively affordable model at Rs 18,000. In February this year, the company plans to launch an upgraded model with advanced `fuzzy logic' features in the mid-priced segment.

``We plan to price the proposed model at a small Rs 2,000 to Rs 3,000 premium to the existing model keeping the price sensitive nature of the market in mind,'' says Videocon International director marketing, N Gupta. While the pricing of the product from Electrolux stable is not known, the company is planning to launch a premium model, according to sources in the trade.

Turmeric trouble
Product features and consumerrequirements too will have a decisive role to play as indicated by Videocon's earlier tryst with the market. As against projected volumes of 20,000 units, the company had difficulty crossing 10,000 units last year. With a fresh product range further indigenised for the Indian market, the company has set an ambitious target of selling 40,000 units in calender 2000.

``Manufacturers will have to keep in mind the greasy nature of Indian food. Imported machines are not able to tackle stubborn stains like turmeric. We have designed the new machine keeping these things in mind,'' says Gupta. A fact Videocon intends to go to town with when it starts advertising the product by the middle of 2000.

Finally it will take plenty of effort for players to make a place for the dishwasher in Indian kitchens. ``The dishwasher might go unnoticed on account of the ready availability of cheap household help in the market,'' says a source from a leading white goods company. Agree analysts: ``The cost of paid help

in thecountry works out to an average of Rs 300 per month which is cheaper than purchasing a dishwasher.'' That is probably the reason why manufacturer like BPL Limited have not entered the market so far.

It is no anomaly then that the dish-washer from IFB with its hefty price tag of Rs 24,000 has been relegated to being a niche product with very few takers. Manufacturers will hence have to invest in plenty of effective convincing and coaxing for the dishwasher to find a place in the hierarchy of needs of the average Indian consumer. Or once again, be stuck with stale left-overs.