Durables firms brace up for Reliance onslaught

Mumbai, Jan 21 | Updated: Jan 22 2007, 06:13am hrs
Domestic consumer durables companies and retail giants are using new strategies to upgrade and expand their business to meet the emerging challenges in durables retailing. This is to get a headstart in operations before the Mukesh Ambani-promoted Reliance Retail's durable operations start.

LG Electronics India (LGEIL) has recently started classifying its 56 LG Shoppe exclusive durable retail stores into platinum, gold and bronze depending on the locations in which they are based. Plans are also on the anvil to set up an additional 14 across the country this year. Amitabh Tiwari, head - colour televisions, LG Electronics India said, The objective is to enable consumers to understand the new look and feel of our retail chains. Platinum LG Shoppe will have presence in upmarket areas of Mumbai, Delhi, Bangalore, Kolkata where high-end durables and appliances will be displayed.

While Gold LG Shoppe chains will stock 29-inch CRT TVs and top loading washing machines to cater to the middle end of the market, Bronze LG Shoppe will display 21-inch TVs, semi-automatic washing machines and refrigerators to cater to small towns in Nagpur and Aurangabad, among others. With the move, we hope LG Shoppe will contribute 10% to our overall sales turnover, Tiwari adds.

Competitor Samsung India is, for the first time, setting up eight IT brand corners in top metroes in India.

According to Ravinder Zutshi, deputy managing director, We are also going to increase our brand shops from 95 to 135 in top 20 cities apart from shop-in-shops. We are looking at appropriate opportunities of tying up with Woolworths, Kerby, Croma, E-Zone and Reliance Retail, among others.