Home appliances major, Godrej Appliances is finally foraying into colour television market, the biggest consumer durable product category in India, both in terms of volume and value. The consumer durable arm of privately-held Rs 4,000-crore Godrej & Boyce Manufacturing is launching its entire range of CTVs, including LCDs, on pilot basis in Andhra Pradesh by August.
Depending on the response, the company will launch its products, priced between Rs 8,000-Rs 70,000, nationally in the first half of 2009, said Kamal Nandi, vice-president (sales & marketing), Godrej Appliances.
“We will test market our products in Andhra Pradesh on pilot basis for six months and eventually launch them across the country in the middle of 2009,” he said. According to Nandi, during the pilot phase, the company will source the picture tube-based flat-screen televisions in all categories, including entry-level 14-inch and higher-end 29-inch screen products, from third party manufacturers in the country and will import LCD televisions under the Godrej brand.
“However, going forward, the company will start the commercial production and for this we have zeroed in Uttaranchal due to huge tax benefits that the state is offering,” he says without divulging the location and initial capacity of the plant. In 2007, over 12.5 million units of colour televisions were sold in India, a growth of 10%-12% year-on-year and the industry is pegged at Rs 13,000 crore, a little over 50% of the total durable industry which currently stands at Rs 25,000 crore.