Home Laundry Appliances in India

PROSPECTS

Lower than expected monsoon rainfall impacts sales of washing machines

Sales of washing machines are closely linked with the monsoon rainfall in India. The demand for washing machines is generally higher during the peak months between June and August, when the monsoon rainfall is high and in line with forecasts.

Product features specific to Indian consumers to innovate in washing machines

Home laundry appliances is a key category for companies operating in major appliances. Home laundry appliances are seen as crucial for households, next only to fridge-freezers.

Rural areas represent untapped potential for home laundry appliances

Urban consumers remain the primary consumers driving sales of home laundry appliances. However, with the increasing disposable incomes of rural consumers, government initiatives for rural electrification and consumer awareness about the usefulness of washing machines, the demand for home laundry appliances in rural India is on the rise.

COMPETITIVE LANDSCAPE

Korean brands lead home laundry appliances

LG Electronics India remained the leader in both overall home laundry appliances and washing machines in volume terms in 2018, leading both semi-automatic washing machines and automatic washing machines. The Samsung and LG brands are fierce competitors, vying for the top spot in home laundry appliances.

Home laundry appliances remains fragmented

Manufacturers are continuing to aggressively reach out to consumers to increase the penetration of home laundry appliances, through new product launches and significant marketing campaigns. Consumers’ willingness to spend on appliances on the back of rising disposable incomes and easy financing options have led to shorter replacement cycles, whilst the rising influence of modern lifestyles has led products such washing machines to be perceived as necessities rather than luxuries.

The launch of products specific to India

Manufacturers have realised that they must develop and introduce products that are pertinent to the demands of Indian consumers. LG has therefore introduced top load and front load washing machines with many features, such as auto-start in the case of a power cut, smart inverter technology in areas of limited power supply or frequent power cuts, 6Motion technology, LoDecibel quiet system, and smart closing door for top load washing machines.

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