Home Laundry Appliances in India

PROSPECTS

Rural areas set to make key contribution to growth in washing machines

Washing machines have shifted from being perceived as a luxury item to being viewed as a regular household product, as a growing number of consumers have sought to simplify their lives in the midst of evermore hectic lifestyles. With household chores performed on a daily basis by many Indian consumers, but an increasing amount of time spent away from the home on work or study, there is a growing demand for products that provide convenient solutions for tasks such as doing the laundry.

Shift to automatic washing machines

The Indian market is seeing a gradual shift from semi-automatic to automatic washing machines, driven largely by consumers uptrading on replacement of old appliances. This trend is being supported by the fact that the price gap between the formats is narrowing as competition in automatic washing machines intensifies.

Manufacturers target particularities of local demand

As they look to expand their presence in India, home laundry appliances manufacturers are focusing on meeting the particular conditions and requirements of the market. Indeed, most of the home laundry appliances available offer features and specifications that are particularly relevant to conditions in the Indian market.

COMPETITIVE LANDSCAPE

Targeting the 5-star segment

LG Electronics India Pvt Ltd remained the largest player in home laundry appliances in 2019 as it continued to benefit from strong brand equity. According to a Euromonitor International lifestyle survey in 2019, nearly half of Indian consumers agreed that they only buy from companies and brands that they trust completely.

Considerable NPD activity

Home laundry appliances saw significant investment in new product development towards the end of the review period. The 10th largest player in the category by volume, Panasonic Home Appliances India Co Ltd was amongst the most active manufacturers, launching 38 new models in 2019, 23 in automatic and 15 in semi-automatic washing machines.

Expanding private label presence

Several private label products were available in home laundry appliances by the end of the review period. Major domestic e-commerce platform, Flipkart, launched two automatic front load washing machines and four automatic top load washing machines under its MarQ private label in 2019.

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