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Monday, Aug 12, 2002

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Industry & Economy - Washing Machines
Marketing - Market Shares

Competition hotting up in washing machines market

Richa Mishra
Neha Kaushik

NEW DELHI, Aug. 11

ARMED with a slew of new product launches in washing machines, consumer durable majors continue their big fight for the number one slot.

A glance at the figures of the last three months shows that it is the fully-automatic (FA) segment where the action is.

According to the latest ORG Marg data, Whirlpool of India seems to have further consolidated its numero uno position in the segment with a market share of 34 per cent.

Whirlpool is also leading in the total washing machine market with a market share of 23 per cent in June (up from 22 per cent in May).

Brands such as Samsung and Electrolux Kelvinator too saw their market share increasing in the FA segment. However, the Indian players seem to be losing out in this segment.

While Videocon saw a dip in its shares from eight per cent in May to five per cent in June, BPL's share declined from five per cent to three per cent during the same period.

In the FA category, the second largest player still remains to be IFB with a market share of 23 per cent in June, despite the dip in its market share from 25 per cent in May.

Confirming this, analysts say that multinationals are likely to do well in the FA segment with the kind of investments they are putting in.

"Washing machines, as a category, is expected to grow and that is why players are putting in their money," Mr Deepak Singh, Group Project Manager of the research agency, NFO-MBL, said.

Overall though, the Indian players have done better in the segment. Both Videocon and BPL have been able to maintain their market share. In sharp contrast, the market share of the MNCs has been fluctuating.

While LG Electronics has been losing its market share from 20 per cent in April, to 19 per cent in May and to 18 per cent in June, Samsung's share has increased from eight per cent to nine per cent and further to 10 per cent in the same period.

Videocon remains the second largest player in the market after Whirlpool followed by LG.

As the companies fight it out for the number one slot, analysts say that the main season for washing machines is yet to begin. Things are expected to hot up once the festive season starts.

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