Firms roll out small TV, fridge for rural mkt

Written by Neha Pal | Neha Pal | New Delhi | Updated: May 5 2011, 07:52am hrs
After having moved into the rural markets, consumer durables companies are now increasingly customising their products for such markets.

While Godrej will soon be launching a small refrigerator Chottukool priced at R3,500, Panasonic is coming out with special products such as solar lanterns, televisions and other electronic items for the rural customers.

According to Godrej, which draws more than 40% of its annual share from the rural market, its R3,500 chottukool refrigerator is a 43-litre cool box, weighing 7.8 kg that runs on a cooling chip and a fan unlike the traditional compressor based cooling systems.

Samsung has also come out with semi-automatic washing machines, refrigerators and televisions for the rural market which contributes 25% to its annual revenues.

Ravinder Zutshi, deputy managing director,samsung, said, Samsung has come out with direct cool refrigerators called the Pride Series which is stabiliser free and is doing very well in the rural markets. The pride direct cool refrigerator range starts from R9,500 and also comes in five star rated category. We also have semi-automatic washing machines for the rural masses starting from R7,200.

Soon Kwon, managing director, LG Electronics India said, Lot of R&D activities are going on in LG India to serve that customer category in rural India for products such as refrigerator, washing machines and televisions at lower rates, he said.

Kwon added: We have a special focus team known as Indian Inside product (IIPT) where they study aggressively to produce the right products. Around 20% of LG's annual revenues comes from the rural markets.