Abstract
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
Double digit growth continues
In comparison with 2004, the domestic electrical appliances industry in India grew at a slightly lower pace but still continued to witness healthy double-digit value and volume growth. Large cooking appliances, microwaves and irons generated most of the value growth. There was also a slow polarisation of the industry with high-end products becoming more expensive and entry-level products witnessing a commoditisation.
Large cooking appliances, air treatment products and refrigeration appliances characterise the industry
Large cooking appliances, air treatment products and refrigeration appliances accounted for two thirds of value sales in 2005. With the exception of lower growth in the fairly mature refrigeration appliances range as a result of price discounting caused by intense competition, air treatment products and large cooking appliances registered double-digit value growth due to the launch of premium product lines and feature-rich models.
New launches and innovation fuel growth
Detergent-free washing machines, freestanding cooker hoods and microwaves helped drive growth as manufacturers targeted the premium end of the industry. Up to eight microwaves were launched in 2005 with LG Electronics India Pvt. Ltd. taking the lead. As Indian consumers became more sophisticated in their buying habits, companies were forced to bring in the latest products, designs and innovations to meet demand. Also interesting were the LPG-based and halogen heaters within the heating appliances range as LPG- bases heaters helped marketers to further expand their market into villages and smaller towns as well where electricity is still not frequently available.
No demand as yet for built-in electrical appliances
Demand for built-in electrical appliances remains undeveloped. Expensive products, lack of product awareness and the limitations in both available space and the constraints regarding the construction of Indian homes stifled growth. With the exception of premium-priced large kitchen appliances such as built-in cookers, built-in hobs and built-in cooker hoods, the built-in electrical appliances range was not found in the country.
Modernising of the industry
Haier Appliances (India) Private Limited is a wholly owned subsidiary of the Haier Group. Haier India was launched in India in December 2003 and by August 2004 had an all-India promotion launched with over 55 products across six product categories -- refrigerators, colour television, DVDs, washing machines, microwaves and dishwashers. Haier also launched its range of mobile phones in India. The promotion campaign launched by Haier Appliances (India) Private Ltd. was one of its own kind in which mainly targeted the urban and semi urban middle class population in India. Later on companies like LG Electronics India Pvt. Ltd. India Ltd and Samsung India also launched similar campaign giving the electronics advertising a modern look. Overall advent of specialised retail stores like Vivek' s and Pai also helped the cause of electric appliances marketers. All this gave Indian domestic electric appliances market a modern twist which was missing previously.
Videocon acquires Electrolux
Another significant event was Videocon Appliance' s acquisition of the entire (92%) shareholding of AB Electrolux (ABE) in its loss-making Indian subsidiary, Electrolux Kelvinator (EKL). In addition to gaining control of EKL' s three facilities in India, Videocon, under a separate licence agreement with ABE, will distribute/market products under the Electrolux, Kelvinator and Allwyn brands in India and other SAARC countries. This deal reflects the consolidation trend apparent in the Indian domestic electrical appliances industry.
Domestic companies still favoured
Philips, Bajaj and Kenstar are very much the preferred brands in rural as well as urban areas. Chinese products which were initially a cause for alarm in the country actually served to catalyse companies into manufacturing affordable quality products to win back consumers. Chinese brands were fast-movers in low end product groups such as steam irons, pop-up toasters, table fans, hair dryers and shavers.
Table of Contents
- DOMESTIC ELECTRICAL APPLIANCES - INDIA : MARKET INSIGHT
- EXECUTIVE SUMMARY
- Double digit growth continues
- Large cooking appliances, air treatment products and refrigeration appliances characterise the industry
- New launches and innovation fuel growth
- No demand as yet for built-in electrical appliances
- Modernising of the industry
- Videocon acquires Electrolux
- Domestic companies still favoured
- KEY TRENDS AND IMPACT ASSESSMENT
- Booming economy
- The lure of the Indian middle class
- Input prices to rise in the short run
- Penetration levels rising
- Credit availability on the rise
- Sustained investments in infrastructure yield results
- Globalisation leads to dismantling of import duty structure
- Demand for the best and latest products
- Distribution reach determine volumes and profits for competing companies
- MARKET INDICATORS
- Table 1 Household Penetration of Selected Total Stock
- Domestic Electrical Appliances by Sector/Subsector 2004-2005
- Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2005
- MARKET DATA
- Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2000-2005
- Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2000-2005
- Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2000-2005
- Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2000-2005
- Table 7 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2005-2010
- Table 8 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2005-2010
- Table 9 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2005-2010
- Table 10 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2005-2010
- Table 11 Company Shares of Large Kitchen Appliances 2001-2005
- Table 12 Brand Shares of Large Kitchen Appliances 2002-2005
- Table 13 Company Shares of Small Kitchen Appliances 2001-2005
- Table 14 Brand Shares of Small Kitchen Appliances 2002-2005
- Table 15 Large Kitchen Appliances by Distribution Format: % Analysis 2000-2005
- Table 16 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2000-2005
- Table 17 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2000-2005
- Table 18 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2000-2005
- Table 19 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2000-2005
- Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2005-2010
- Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2005-2010
- Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2005-2010
- Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2005-2010
- Table 24 Built-in Large Kitchen Appliances by Distribution Format: % Analysis 2000-2005
- Table 25 Freestanding Large Kitchen Appliances by Distribution Format: % Analysis 2000-2005
- Table 26 Small Electrical Appliances by Distribution Format: % Analysis 2000-2005
- DEFINITIONS
- Sector and subsector definitions
- Distribution definitions
- Units of measurement
- DOMESTIC ELECTRICAL APPLIANCES - INDIA : LOCAL COMPANY PROFILES
- BAJAJ ELECTRICALS LTD
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 1 Bajaj Electricals Limited (BEL): Key Facts
- Summary 2 Bajaj Electricals Limited (BEL): Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 3 Bajaj Electrical Ltd: Production Statistics 2004
- COMPETITIVE POSITIONING
- HAIER APPLIANCES INDIA PVT LTD
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 4 Haier Appliances (India) Private Limited: Key Facts
- Summary 5 Haier Appliances (India) Private Limited: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- LG ELECTRONICS INDIA LTD
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 6 LG Electronics India Pvt Ltd: Key Facts
- Summary 7 LG Electronics India Pvt. Ltd.: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- SUNFLAME ENTERPRISES PVT LTD
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 8 Sunflame Enterprises Pvt Ltd: Key Facts
- COMPANY BACKGROUND
- COMPETITIVE POSITIONING
- VIDEOCON APPLIANCES LTD
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 9 Videocon Industries Ltd: Key Facts
- Summary 10 Videocon Industries Ltd: Operational Indicators
- COMPANY BACKGROUND
- COMPETITIVE POSITIONING
- REFRIGERATION APPLIANCES - INDIA : SECTOR BRIEFING
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 27 Sales of Refrigeration Appliances by Subsector: Volume 2000-2005
- Table 28 Sales of Refrigeration Appliances by Subsector: Value 2000-2005
- Table 29 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2000-2005
- Table 30 Sales of Refrigeration Appliances by Subsector: % Value Growth 2000-2005
- Table 31 Unit Sales of Fridge Freezers by Format: % Split 2003-2005
- Table 32 Unit Sales of Fridges by Format: % Split 2003-2005
- Table 33 Unit Sales of Freezers by Format: % Split 2003-2005
- Table 34 Company Shares of Refrigeration Appliances 2001-2005
- Table 35 Brand Shares of Refrigeration Appliances 2002-2005
- Table 36 Company Shares of Freestanding Fridge Freezers 2001-2005
- Table 37 Company Shares of Freestanding Fridges 2001-2005
- Table 38 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2005-2010
- Table 39 Forecast Sales of Refrigeration Appliances by Subsector: Value 2005-2010
- Table 40 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2005-2010
- Table 41 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2005-2010
- HOME LAUNDRY APPLIANCES - INDIA : SECTOR BRIEFING
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 42 Sales of Home Laundry Appliances by Subsector: Volume 2000-2005
- Table 43 Sales of Home Laundry Appliances by Subsector: Value 2000-2005
- Table 44 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2000-2005
- Table 45 Sales of Home Laundry Appliances by Subsector: % Value Growth 2000-2005
- Table 46 Unit Sales of Automatic Washing Machines by Format: % Split 2000/2005
- Table 47 Company Shares of Home Laundry Appliances 2001-2005
- Table 48 Brand Shares of Home Laundry Appliance 2002-2005
- Table 49 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2005-2010
- Table 50 Forecast Sales of Home Laundry Appliances by Subsector: Value 2005-2010
- Table 51 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2005-2010
- Table 52 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2005-2010
- DISHWASHERS - INDIA : SECTOR BRIEFING
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- Growth to remain sluggish over the forecast period
- SECTOR DATA
- Table 53 Sales of Dishwashers by Subsector: Volume 2000-2005
- Table 54 Sales of Dishwashers by Subsector: Value 2000-2005
- Table 55 Sales of Dishwashers by Subsector: % Volume Growth 2000-2005
- Table 56 Sales of Dishwashers by Subsector: % Value Growth 2000-2005
- Table 57 Company Shares of Dishwashers 2001-2005
- Table 58 Brand Shares of Dishwashers 2002-2005
- Table 59 Forecast Sales of Dishwashers by Subsector: Volume 2005-2010
- Table 60 Forecast Sales of Dishwashers by Subsector: Value 2005-2010
- Table 61 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2005-2010
- Table 62 Forecast Sales of Dishwashers by Subsector: % Value Growth 2005-2010
- LARGE COOKING APPLIANCES - INDIA : SECTOR BRIEFING
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 63 Sales of Large Cooking Appliances by Subsector: Volume 2000-2005
- Table 64 Sales of Large Cooking Appliances by Subsector: Value 2000-2005
- Table 65 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2000-2005
- Table 66 Sales of Large Cooking Appliances by Subsector: % Value Growth 2000-2005
- Table 67 Unit Sales of Cookers by Gas/Electric: % Split 2000/2005
- Table 68 Unit Sales of Ovens by Function: % Split 2000/2005
- Table 69 Unit Sales of Built-in Hobs by Format: % Split 2000/2005
- Table 70 Unit Sales of Freestanding Hobs by Format: % Split 2000/2005
- Table 71 Company Shares of Large Cooking Appliances 2001-2005
- Table 72 Brand Shares of Large Cooking Appliances 2002-2005
- Table 73 Company Shares of Freestanding Cookers 2001-2005
- Table 74 Company Shares of Ovens 2001-2005
- Table 75 Company Shares of Built-in Hobs 2001-2005
- Table 76 Company Shares of Freestanding Hobs 2001-2005
- Table 77 Company Shares of Cooker Hoods 2001-2005
- Table 78 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2005-2010
- Table 79 Forecast Sales of Large Cooking Appliances by Subsector: Value 2005-2010
- Table 80 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2005-2010
- Table 81 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2005-2010
- MICROWAVES - INDIA : SECTOR BRIEFING
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 82 Sales of Microwaves by Subsector: Volume 2000-2005
- Table 83 Sales of Microwaves by Subsector: Value 2000-2005
- Table 84 Sales of Microwaves by Subsector: % Volume Growth 2000-2005
- Table 85 Sales of Microwaves by Subsector: % Value Growth 2000-2005
- Table 86 Company Shares of Microwaves 2001-2005
- Table 87 Brand Shares of Microwaves 2002-2005
- Table 88 Microwaves by Distribution Format: % Analysis 2000-2005
- Table 89 Forecast Sales of Microwaves by Subsector: Volume 2005-2010
- Table 90 Forecast Sales of Microwaves by Subsector: Value 2005-2010
- Table 91 Forecast Sales of Microwaves by Subsector: % Volume Growth 2005-2010
- Table 92 Forecast Sales of Microwaves by Subsector: % Value Growth 2005-2010
- FOOD PREPARATION APPLIANCES - INDIA : SECTOR BRIEFING
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 93 Sales of Food Preparation Appliances by Subsector: Volume 2000-2005
- Table 94 Sales of Food Preparation Appliances by Subsector: Value 2000-2005
- Table 95 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2000-2005
- Table 96 Sales of Food Preparation Appliances by Subsector: % Value Growth 2000-2005
- Table 97 Company Shares of Food Preparation Appliances 2001-2005
- Table 98 Brand Shares of Food Preparation Appliances 2002-2005
- Table 99 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2005-2010
- Table 100 Forecast Sales of Food Preparation Appliances by Subsector: Value 2005-2010
- Table 101 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2005-2010
- Table 102 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2005-2010
- SMALL COOKING APPLIANCES - INDIA : SECTOR BRIEFING
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- More companies enter kitchen appliances
- SECTOR DATA
- Table 103 Sales of Small Cooking Appliances by Subsector: Volume 2000-2005
- Table 104 Sales of Small Cooking Appliances by Subsector: Value 2000-2005
- Table 105 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2000-2005
- Table 106 Sales of Small Cooking Appliances by Subsector: % Value Growth 2000-2005
- Table 107 Company Shares of Small Cooking Appliances 2001-2005
- Table 108 Brand Shares of Small Cooking Appliances 2002-2005
- Table 109 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2005-2010
- Table 110 Forecast Sales of Small Cooking Appliances by Subsector: Value 2005-2010
- Table 111 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2005-2010
- Table 112 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2005-2010
- SMALL KITCHEN APPLIANCES (NON-COOKING) - INDIA : SECTOR
- BRIEFING
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 113 Sales of Small Kitchen Appliances (Non-cooking) by
- Subsector: Volume 2000-2005
- Table 114 Sales of Small Kitchen Appliances (Non-cooking) by
- Subsector: Value 2000-2005
- Table 115 Sales of Small Kitchen Appliances (Non-cooking) by
- Subsector: % Volume Growth 2000-2005
- Table 116 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2000-2005
- Table 117 Company Shares of Small Kitchen Appliances (Non-cooking) 2001-2005
- Table 118 Brand Shares of Small Kitchen Appliances (Non-cooking) 2002-2005
- Table 119 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2005-2010
- Table 120 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2005-2010
- Table 121 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2005-2010
- Table 122 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2005-2010
- VACUUM CLEANERS - INDIA : SECTOR BRIEFING
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 123 Sales of Vacuum Cleaners by Subsector: Volume 2000-2005
- Table 124 Sales of Vacuum Cleaners by Subsector: Value 2000-2005
- Table 125 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2000-2005
- Table 126 Sales of Vacuum Cleaners by Subsector: % Value Growth 2000-2005
- Table 127 Company Shares of Vacuum Cleaners 2001-2005
- Table 128 Brand Shares of Vacuum Cleaners 2002-2005
- Table 129 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2005-2010
- Table 130 Forecast Sales of Vacuum Cleaners by Subsector: Value 2005-2010
- Table 131 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2005-2010
- Table 132 Forecast Sales of Vacuum Cleaners by Subsector: %
- Value Growth 2005-2010
- IRONS - INDIA : SECTOR BRIEFING
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 133 Retail Sales of Irons: 2000-2005
- Table 134 Retail Sales of Irons: % Growth 2000-2005
- Table 135 Company Shares of Irons 2001-2005
- Table 136 Brand Shares of Irons 2002-2005
- Table 137 Forecast Sales of Irons: 2005-2010
- Table 138 Forecast Sales of Irons: % Growth 2005-2010
- PERSONAL CARE APPLIANCES - INDIA : SECTOR BRIEFING
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 139 Retail Sales of Personal Care Appliances: 2000-2005
- Table 140 Retail Sales of Personal Care Appliances: % Growth2000-2005
- Table 141 Company Shares of Personal Care Appliances 2001-2005
- Table 142 Brand Shares of Personal Care Appliances 2002-2005
- Table 143 Forecast Sales of Personal Care Appliances: 2005-2010
- Table 144 Forecast Sales of Personal Care Appliances: % Growth 2005-2010
- AIR TREATMENT PRODUCTS - INDIA : SECTOR BRIEFING
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 145 Retail Sales of Air Treatment Products: 2000-2005
- Table 146 Retail Sales of Air Treatment Products: % Growth 2000-2005
- Table 147 Company Shares of Air Treatment Products 2001-2005
- Table 148 Brand Shares of Air Treatment Products 2002-2005
- Table 149 Forecast Sales of Air Treatment Products: 2005-2010
- Table 150 Forecast Sales of Air Treatment Products: % Growth 2005-2010
- HEATING APPLIANCES - INDIA : SECTOR BRIEFING
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 151 Retail Sales of Heating Appliances: 2000-2005
- Table 152 Retail Sales of Heating Appliances: % Growth 2000-2005
- Table 153 Company Shares of Heating Appliances 2001-2005
- Table 154 Brand Shares of Heating Appliances 2002-2005
- Table 155 Forecast Sales of Heating Appliances: 2005-2010
- Table 156 Forecast Sales of Heating Appliances: % Growth 2005-2010
