Ganesh festival boosts durables sales

Mumbai, Aug 30 | Updated: Aug 31 2006, 05:30am hrs
The on-going Ganesh festival has seen sales of consumer durables grow by as high as 50% in parts of the country including Maharashtra, Goa and Karnataka and around 30-35% in the south.

With higher volumes of audio systems, DVD players, colour televisions and refrigerators sold on day one of the auspicious festival, LG Electronics India is eyeing an additional Rs 90 crore revenues during the festival, Samsung India and Philips an additional 50% sales growth, and

Mirc Electronics a growth of 15%. This is despite the withdrawal of extended warranties by the durable companies owing to stiff opposition from dealers.

During the first two days of the Ganesh festival, Mumbai-based Vijay Sales, which has 8 outlets, claims to have sold over 15 to 20 units of audio systems, 10 to 12 units of colour televisions and 6-8 units of refrigerators, per outlet.

Chennai-based Viveck's, which operates 50 durable dealer outlets has witnessed 20% sales growth through all their showrooms, says Kodanda Rama Setty, its managing director. However, in Delhi, consumer durables sales are expected to surge only during Dussera and Diwali.

Girish Rao, vice president - sales and marketing, LG Electronics India said, Our visibility has increased in the Maharashtra region which includes Nagpur and Pune on the back of our new creative communication, 'Sidhivinayak Namo Namah'. We are running this communication across Maharashtra, Goa and Karnataka in 750 dealer outlets.

Having focused on high sound models for Ganesh festival, competitor Mirc Electronics hopes to clock 40% sales growth by offering Rs 2,000 to Rs 3,000 cut in the prices of of Onida's `KY Thunder' (1,200 watt) and 29-inch Posion colour televisions (2,000 to 3,50 watt).

Vivek Sharma, vice president - sales and marketing, Mirc Electronics said, "Although we are not offering any freebies, there is increasing demand for high sound models where our models like 'KY Thunder' and 'Poison' fit well."

Sharp India Ltd, a subsidiary of Sharp Corporation, Japan is planning to sell 8,000 CTVs and 250 highend refrigerators in Maharashtra and Goa during the festival. The company is runnig special exchange offer scheme to attract buyers.