India Appliances Market Outlook, 2017-2025

Market Landscape

The demand of electronics in the Indian market is projected to rise to USD 125.05 billion in next 2-3 years and USD 400.25 billion by 2020. Although, in order to ensure that supply keeps pace with the increase in demand, the industry and the Government need to work together, to make the Indian industry competitive. India registered a robust economic growth rate of 6.21% in the financial year 2017-18 and demand for consumer appliances would continue to surge further. Around 400 million Indian middle class with growing disposable incomes has been instrumental in driving the demand of consumer electronics. Price pressures due to high inflation, fuel costs, a weakening rupee and rising input prices will remain major concerns for manufacturers. Urban markets account for the major share of 65% of total revenues in the consumer durables sector in India. Rural markets are expected to grow at a compound annual growth rate of 27.5%. Also, increasing electrification of rural areas would augment the appliances demand and 100% of FDI is allowed in the electronics hardware manufacturing sector under the automatic route.

Recent Investments & News Helping Indian Appliance Industry

• Micromax plans to invest USD 89.25 million in the next few years for transforming itself into a consumer electronics company.
• Voltas, a leading India based air conditioner manufacturer, announced to establish a joint venture with Turkey based Ardutch. The JV, with an equity capital of USD 100 million, would mark the entry of Voltas into the country’s consumer durables market.
• LG electronics announced that the company will focus on premium inverter split air-conditioners that are more energy efficient and would discontinue its regular split air-conditioners, which account for almost 80% of the Indian market. In 2017, Panasonic launched Sky Series air conditioners with the radiant technology.
• Samsung has acquired JBL and Harman Kardon for US$ 8 billion, other brands to come under Samsung are Mark Levinson, AKG, Lexicon, Infinity and Revel, Bowers and Wilkins and Bang and Olufsen brands.
• In 2017, Microsoft Corp announced a strategic partnership with Flipkart, by virtue of which, Flipkart will adopt Microsoft Azure as its exclusive public cloud computing platform and help customers in shopping online.
• In 2016, Dyson Ltd, the UK based manufacturer of innovative vacuum cleaners and air purifiers, plans to invest USD 190.96 million in India by 2021.
• In 2016, Godrej announced an investment of USD 29.87 million in order to boost production at its Punjab and Pune plants
• In 2016, consumer electronic brand Akai, has re- entered the Indian market and is targeting a revenue of USD 223.11 million to 297.53 million, in next 4 years
• In 2017 Havells completed acquisition of Lloyd consumer durables business for an enterprise value of USD 248.2 million.

Market Dynamics

Expansion of modern, retail, and exclusive company outlets across regions is expected to increase the penetration of appliances in India. In addition with the factors like rise in double-income nuclear families, easy availability of credit, changing lifestyles, introduction of new models, low household penetration of appliances and increasing consumer awareness tends to drive the market. Appliances are expected to post strong growth even in non-metro cities (tier two & three cities & rural areas).

SWOT Analysis of Appliances Market In India

Strength: Presence of established distribution networks in both urban and rural areas.

Weakness: Demand is seasonal and high during festive season.

Opportunity: In India, penetration level of white goods is lower as compared to other developing countries, in addition with unexploited rural market.

Threat: Cheap imports from ASEAN at 0% or concessional import Duty & imports from China. High import duties on raw material.

Import in India Is More Economical

A large number of consumer appliances were increasingly imported towards the end of the year 2018. Product import to India proved to offer better quality products, and turned out to be more economical than manufacturing these products within the country. Therefore, smaller regional manufacturers who are mostly involved in trading of China based manufactured products are expected to provide stiff competition to their larger national counterparts in the coming years.

Market Segmentation

On The Basis Of Appliance Category

• Standalone Appliances

Dishwashers

TV

Hobs

Hoods

Microwaves

Ovens

Refrigeration

Warming Dryers

Washing Machines

Others (Wine Coolers, Coffee Machines, etc)

• Built-in Appliances

Built-in Dishwashers

Built-in Hobs

Built-in Hoods

Built-in Microwaves

Built-in Ovens

Built-in Refrigeration

Built-in Warming Dryers

Built-in Washing Machines

Others (Built-in Wine Coolers, Built-in Coffee Machines)

On The Basis Of Business Model

• B2B

Hotel Industry

Hospitals

Educational Institutes (Hostels, etc)

Government Agencies (Authority Offices, etc)

Corporate Sector

• B2C

On The Basis of Distribution Channel

• Direct Selling
• Brand-Owned Outlet
• Franchisee Stores
• Supermarkets
• Specialty Stores
• E-Commerce
• Others

On The Basis Of Region

• Eastern Region Appliances Market
• Western Region Appliances Market
• Northern Region Appliances Market
• Southern Region Appliances Market

On The Basis of Cities & States (Covered Major Cities & States)

Competitive Analysis of The Key Players

• BSH Bosch & Siemens
• Samsung
• LG Electronics
• Electrolux
• Haier
• Godrej
• Whirlpool
• Panasonic
• IFB
• Voltas
• Blue Star
• Hitachi
• Others Players

Why To Buy The Report?

• To build business strategy by identifying the high growth and attractive appliances market categories
• To identify the growth drivers, opportunities, potential target countries and challenges of appliances market
• To develop competitive strategy based on competitive landscape of the major players
• To design capital investment strategies based on forecasted high potential segments
• To identify potential business partners, acquisition targets and business buyers
• To plan for a new product launch and inventory in advance
• To evaluate the market on the basis of production, revenue, sales and average product price and market shares of key players
• To extract the vital information to grow/establish a business with competitive situation and trends, concentration rate of mergers & acquisitions and expansion provided in the report