Domestic Electrical Appliances in India
Euromonitor International's Domestic Electrical Appliances in India market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 194 | Publication date: Nov 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Large kitchen appliances; Small electrical appliances
Executive summary
Another year of impressive growth
Riding on the back of robust economic growth and soaring incomes, lifestyle aspirations became a central theme for Indian consumers who continued their enthusiastic purchase of home appliances and driving strong growth in 2007 for the domestic electrical appliances market. While urban demand was mainly derived from consumers seeking better features that tend to be premium priced, rural/semi-urban demand was thanks to low household penetration of domestic electrical appliances in these regions. Leading brands have invested in research to understand the consumer better and have subsequently met the specific needs of Indian consumers – be it in terms of features, pricing, promotions and extending routes to market to a larger group of consumers in rural India.
Urban India goes premium
Consumers’ purchase decisions are no longer limited to basic appliances. More consumers are opting for high-end appliances that save on time and effort on housework. Also, there is an increased tendency among consumers to go for style and ergonomic ease. Some examples of premium products launched in 2007 were 4-door individual compartment cooling refrigerators which provide better food preservation, bottom mounted freezers as these are used less than the main compartments and thus reduce frequent bending. Other notable premium products included LG’s DIOS refrigerator with a 15-inch TV in the door. Air conditioners are also becoming premium, providing not just strong cooling but also superior air quality (antibacterial filters) and are also aesthetically appealing (match wall colour, art/décor finish panels).
Rural Markets – the “durable” dream
Having reached high penetration in urban markets, most appliances manufacturers are now looking to focus on addressing the low household penetration of household appliances in rural markets that are seeing growing incomes and increasing awareness due to the rapid rise of TV and other media. According to industry sources and articles in leading newspapers such as Hindu businessline, per industry data, rural sales contributed about 25% of the total sales of refrigerators and washing machines five years ago, but rose to around 40% in 2007-2008. In view of the special consumer needs and lower affordability of rural markets (mainly power, water shortage), key players customised products for rural areas. For example, Godrej rolled out a frost-free refrigerator under its sub-brand Champion, while Electrolux launched a battery-backed 170-litre refrigerator, Bijli, which offers 12-hour power backup, quite useful in a country still plagued by power cuts.
Rising influence of modern retail
As per industry sources, since 2002, large chain retailers have contributed to a larger share of sales of domestic electrical appliances – (as much as 8% of the total domestic electrical appliances market in India). Their bargaining power with appliance manufacturers grew sufficiently that they can compete aggressively in the distribution of appliances. In response, some manufacturers like Videocon are forward integrating into retailing. These developments are expected to further extend distribution networks so that appliances can reach more consumers and may appeal to international retailers which may seek to enter the market over the forecast period.
LG’s dominance continues, but competition from Indian players intensifies
LG continued its lead of domestic electrical appliances in India. Its strategy of offering products suited for Indian consumers at affordable prices, sold on the strength of aggressive promotions and a vast distribution network, has paid rich dividends. Korean manufacturers including Samsung have focused on fulfilling the demands of urban markets with premium appliances, while serving rural customers who have yet to purchase an appliance or are making tentative steps to feature laden appliances. However, Indian manufacturers like Videocon and Godrej have stepped up competition by launching their own products laden with features for the Indian consumers. The Indian brands have gained their shares quickly thanks to their extensive rural reach, long-standing trade relationships and their established brand recognition in India.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN INDIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Another year of impressive growth
Urban India goes premium
Rural Markets – the “durable” dream
Rising influence of modern retail
LG’s dominance continues, but competition from Indian players intensifies
KEY TRENDS AND DEVELOPMENTS
Rising incomes add shine to the kitchen
Urbanites demand convenience as time becomes a valuable commodity
Rural markets beckon
Modern retail format finds its place in urban India
Diwali crackles and Christmas jingles contribute to sales
MARKET INDICATORS
Table 1 Household Ownership of Durable Goods by Type of Household 2005
Table 2 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2002-2007
Table 3 Replacement Cycles of Domestic Electrical Appliances by Sector 2007
MARKET DATA
Table 4 Sales of Domestic Electrical Appliances by Sector: Volume 2002-2007
Table 5 Sales of Domestic Electrical Appliances by Sector: Value 2002-2007
Table 6 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2002-2007
Table 7 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2002-2007
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2002-2007
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2002-2007
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2002-2007
Table 11 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2002-2007
Table 12 Company Shares of Large Kitchen Appliances 2003-2007
Table 13 Brand Shares of Large Kitchen Appliances 2004-2007
Table 14 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 15 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 16 Large Kitchen Appliances by Distribution Format: % Breakdown 2002-2007
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2007-2012
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2007-2012
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2007-2012
Table 20 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2007-2012
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2007-2012
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2007-2012
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2007-2012
Table 24 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - INDIA
BAJAJ ELECTRICALS LTD - DOMESTIC ELECTRICAL APPLIANCES - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bajaj Electricals Ltd: Key Facts
Summary 3 Bajaj Electricals Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Bajaj Electricals Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Bajaj Electricals Ltd: Competitive Position 2007
FABER HEATKRAFT INDUSTRIES LTD - DOMESTIC ELECTRICAL APPLIANCES - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Faber Heatkraft Industries Ltd.: Key Facts
Summary 7 Faber Heatkraft Industries Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Faber Heatkraft Industries Ltd: Competitive Position 2007
GODREJ APPLIANCES LTD - DOMESTIC ELECTRICAL APPLIANCES - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Godrej Appliances Ltd: Key Facts
Summary 10 Godrej Appliances Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Godrej Appliances Ltd Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Godrej Appliances Ltd: Competitive Position 2007
HAIER APPLIANCES INDIA PVT LTD - DOMESTIC ELECTRICAL APPLIANCES - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Haier Appliances India Pvt Ltd: Key Facts
Summary 14 Haier Appliances India Pvt Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
LG ELECTRONICS INDIA LTD - DOMESTIC ELECTRICAL APPLIANCES - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 15 LG Electronics India Pvt Ltd: Key Facts
Summary 16 LG Electronics India Pvt Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 LG Electronics India Pvt Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 18 LG Electronics India Pvt Ltd: Competitive Position 2007
WHIRLPOOL OF INDIA LTD - DOMESTIC ELECTRICAL APPLIANCES - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Whirlpool India Ltd.: Key Facts
Summary 20 Whirlpool India Ltd.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 21 Whirlpool India Ltd.: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 22 Whirlpool India Ltd.: Competitive Position 2007
REFRIGERATION APPLIANCES IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 25 Retail Sales of Wine 2002-2012
Table 26 Sales of Chilled Food v Frozen Food 2002-2012
Table 27 Sales of Fresh Food 2002-2012
SECTOR DATA
Table 28 Sales of Refrigeration Appliances by Subsector: Volume 2002-2007
Table 29 Sales of Refrigeration Appliances by Subsector: Value 2002-2007
Table 30 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2002-2007
Table 31 Sales of Refrigeration Appliances by Subsector: % Value Growth 2002-2007
Table 32 Sales of Fridge Freezers by Format: % Breakdown 2003-2007
Table 33 Sales of Fridges by Format: % Breakdown 2003-2007
Table 34 Sales of Freezers by Format: % Breakdown 2003-2007
Table 35 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2003-2007
Table 36 Sales of Fridges by Volume Capacity: % Breakdown 2003-2007
Table 37 Company Shares of Refrigeration Appliances 2003-2007
Table 38 Brand Shares of Refrigeration Appliances 2004-2007
Table 39 Company Shares of Freestanding Fridge Freezers 2003-2007
Table 40 Company Shares of Freestanding Fridges 2003-2007
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2007-2012
Table 42 Forecast Sales of Refrigeration Appliances by Subsector: Value 2007-2012
Table 43 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2007-2012
Table 44 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2007-2012
HOME LAUNDRY APPLIANCES IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Home Laundry Appliances by Subsector: Volume 2002-2007
Table 46 Sales of Home Laundry Appliances by Subsector: Value 2002-2007
Table 47 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2002-2007
Table 48 Sales of Home Laundry Appliances by Subsector: % Value Growth 2002-2007
Table 49 Sales of Automatic Washing Machines by Format: % Breakdown 2002-2007
Table 50 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2007
Table 51 Sales of AutomaticTumble Dryers by Format: % Breakdown 2003-2007
Table 52 Company Shares of Home Laundry Appliances 2003-2007
Table 53 Brand Shares of Home Laundry Appliances 2004-2007
Table 54 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2007-2012
Table 55 Forecast Sales of Home Laundry Appliances by Subsector: Value 2007-2012
Table 56 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2007-2012
Table 57 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2007-2012
DISHWASHERS IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Dishwashers by Subsector: Volume 2002-2007
Table 59 Sales of Dishwashers by Subsector: Value 2002-2007
Table 60 Sales of Dishwashers by Subsector: % Volume Growth 2002-2007
Table 61 Sales of Dishwashers by Subsector: % Value Growth 2002-2007
Table 62 Sales of Dishwashers by Format: % Breakdown 2003-2007
Table 63 Company Shares of Dishwashers 2003-2007
Table 64 Brand Shares of Dishwashers 2004-2007
Table 65 Forecast Sales of Dishwashers by Subsector: Volume 2007-2012
Table 66 Forecast Sales of Dishwashers by Subsector: Value 2007-2012
Table 67 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2007-2012
Table 68 Forecast Sales of Dishwashers by Subsector: % Value Growth 2007-2012
LARGE COOKING APPLIANCES IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Large Cooking Appliances by Subsector: Volume 2002-2007
Table 70 Sales of Large Cooking Appliances by Subsector: Value 2002-2007
Table 71 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 72 Sales of Large Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 73 Sales of Cookers by Gas/Electric: % Breakdown 2002-2007
Table 74 Sales of Ovens by Standard/Multifunctional: % Breakdown 2002-2007
Table 75 Sales of Built-in Hobs by Format: % Breakdown 2002-2007
Table 76 Sales of Freestanding Hobs by Format: % Breakdown 2002-2007
Table 77 Company Shares of Large Cooking Appliances 2003-2007
Table 78 Brand Shares of Large Cooking Appliances 2004-2007
Table 79 Company Shares of Cookers 2003-2007
Table 80 Company Shares of Ovens 2003-2007
Table 81 Company Shares of Hobs 2003-2007
Table 82 Company Shares of Built-in Hobs 2003-2007
Table 83 Company Shares of Freestanding Hobs 2003-2007
Table 84 Company Shares of Cooker Hoods 2003-2007
Table 85 Company Shares of Freestanding Cooker Hoods 2003-2007
Table 86 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2007-2012
Table 87 Forecast Sales of Large Cooking Appliances by Subsector: Value 2007-2012
Table 88 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 89 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2007-2012
MICROWAVES IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 90 Retail Sales of Ready Meals 2002/2012
SECTOR DATA
Table 91 Sales of Microwaves by Subsector: Volume 2002-2007
Table 92 Sales of Microwaves by Subsector: Value 2002-2007
Table 93 Sales of Microwaves by Subsector: % Volume Growth 2002-2007
Table 94 Sales of Microwaves by Subsector: % Value Growth 2002-2007
Table 95 Company Shares of Microwaves 2003-2007
Table 96 Brand Shares of Microwaves 2004-2007
Table 97 Microwaves by Distribution Format: % Analysis 2002-2007
Table 98 Forecast Sales of Microwaves by Subsector: Volume 2007-2012
Table 99 Forecast Sales of Microwaves by Subsector: Value 2007-2012
Table 100 Forecast Sales of Microwaves by Subsector: % Volume Growth 2007-2012
Table 101 Forecast Sales of Microwaves by Subsector: % Value Growth 2007-2012
FOOD PREPARATION APPLIANCES IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 102 Sales of Food Preparation Appliances by Subsector: Volume 2002-2007
Table 103 Sales of Food Preparation Appliances by Subsector: Value 2002-2007
Table 104 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2002-2007
Table 105 Sales of Food Preparation Appliances by Subsector: % Value Growth 2002-2007
Table 106 Company Shares of Food Preparation Appliances 2003-2007
Table 107 Brand Shares of Food Preparation Appliances 2004-2007
Table 108 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2007-2012
Table 109 Forecast Sales of Food Preparation Appliances by Subsector: Value 2007-2012
Table 110 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2007-2012
Table 111 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2007-2012
SMALL COOKING APPLIANCES IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 112 Retail Sales of Coffee 2002-2012
SECTOR DATA
Table 113 Sales of Small Cooking Appliances by Subsector: Volume 2002-2007
Table 114 Sales of Small Cooking Appliances by Subsector: Value 2002-2007
Table 115 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 116 Sales of Small Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 117 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2007
Table 118 Company Shares of Small Cooking Appliances 2003-2007
Table 119 Brand Shares of Small Cooking Appliances 2004-2007
Table 120 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2007-2012
Table 121 Forecast Sales of Small Cooking Appliances by Subsector: Value 2007-2012
Table 122 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 123 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2007-2012
SMALL KITCHEN APPLIANCES (NON-COOKING) IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 124 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2002-2007
Table 125 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2002-2007
Table 126 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2002-2007
Table 127 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2002-2007
Table 128 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 129 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 130 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2007-2012
Table 131 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2007-2012
Table 132 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2007-2012
Table 133 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2007-2012
VACUUM CLEANERS IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 134 Sales of Vacuum Cleaners by Subsector: Volume 2002-2007
Table 135 Sales of Vacuum Cleaners by Subsector: Value 2002-2007
Table 136 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2002-2007
Table 137 Sales of Vacuum Cleaners by Subsector: % Value Growth 2002-2007
Table 138 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2007
Table 139 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2007
Table 140 Company Shares of Vacuum Cleaners 2003-2007
Table 141 Brand Shares of Vacuum Cleaners 2004-2007
Table 142 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2007-2012
Table 143 Forecast Sales of Vacuum Cleaners by Subsector: Value 2007-2012
Table 144 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2007-2012
Table 145 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2007-2012
IRONS IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 146 Sales of Irons: 2002-2007
Table 147 Sales of Irons: % Growth 2002-2007
Table 148 Unit Sales of Irons by Format: % Breakdown 2003-2007
Table 149 Company Shares of Irons 2003-2007
Table 150 Brand Shares of Irons 2004-2007
Table 151 Forecast Sales of Irons: 2007-2012
Table 152 Forecast Sales of Irons: % Growth 2007-2012
PERSONAL CARE APPLIANCES IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 153 Sales of Personal Care Appliances: 2002-2007
Table 154 Sales of Personal Care Appliances: % Growth 2002-2007
Table 155 Sales of Hair Care Appliances by Format: % Breakdown 2002-2007
Table 156 Sales of Body Shavers by Type: % Breakdown 2002-2007
Table 157 Company Shares of Personal Care Appliances 2003-2007
Table 158 Brand Shares of Personal Care Appliances 2004-2007
Table 159 Forecast Sales of Personal Care Appliances: 2007-2012
Table 160 Forecast Sales of Personal Care Appliances: % Growth 2007-2012
AIR TREATMENT PRODUCTS IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 161 Sales of Air Treatment Products: 2002-2007
Table 162 Sales of Air Treatment Products: % Growth 2002-2007
Table 163 Company Shares of Air Treatment Products 2003-2007
Table 164 Brand Shares of Air Treatment Products 2004-2007
Table 165 Forecast Sales of Air Treatment Products: 2007-2012
Table 166 Forecast Sales of Air Treatment Products: % Growth 2007-2012
HEATING APPLIANCES IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 167 Retail Sales of Heating Appliances: 2002-2007
Table 168 Retail Sales of Heating Appliances: % Growth 2002-2007
Table 169 Company Shares of Heating Appliances 2003-2007
Table 170 Brand Shares of Heating Appliances 2004-2007
Table 171 Forecast Sales of Heating Appliances: 2007-2012
Table 172 Forecast Sales of Heating Appliances: % Growth 2007-2012