Refrigeration Appliances in India

PROSPECTS

Electrification supporting expansion of demand

Increased access to electricity is supporting the development of the refrigeration appliances category in the Indian market. Prime Minister, Narendra Modi, announced that the government had reached its target of providing every village in the country with electricity in 2018.

Diversification of demand and design

The profile of the refrigeration appliances offer is changing in line with consumer expectations. While single door products continued to account for a significant majority of fridge freezers volumes at the end of the review period, double door (top freezer) appliances are gaining strongly in popularity.

Growing emphasis on energy efficiency

A focus on energy efficiency is set to exert a growing influence on the development of refrigeration appliances. Refrigerators fall under the mandatory Standards and Labelling Programme introduced by the Bureau of Energy Efficiency (BEE) under the Ministry of Power.

COMPETITIVE LANDSCAPE

LG targets local demand with cooling gel

LG Electronics India Pvt Ltd extended its lead over second-placed, Samsung India Electronics Pvt Ltd, in 2019. The leader benefits from strong brand equity and a wide product offer ranging from basic single-door direct cool refrigerators to large volume side-by-side door appliances.

Samsung expands upmarket offer

While LG continued to pull ahead in the final year of the review period, Samsung is working to strengthen its competitive standing. The company launched new products in its premium range, including the SpaceMax Series Side-by-Side Refrigerator line, available in two-door and three-door options and offering features such as digital inverter technology, which automatically adjusts its speed in response to cooling demand.

Consumers retain preference for visiting stores

Refrigeration appliances represent a high investment purchase with a long replacement cycle. Consequently, consumers want to examine products in person to ensure their quality and appreciate their dimensions, which is especially important in households with limited space.

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