The Hindu Business Line : Consumer durable majors find new ways to woo buyers

Consumer durables giants are beating the heat with innovations in design, colour, star-ratings and enhanced efficiencies. With air-conditioners and refrigerators becoming the most coveted items to combat the harsh weather, companies are betting big on design and delivery besides increasing their marketing budgets for the quarter.

Voltas has introduced triangular air-conditioners to fit discreetly in room corners.

Samsung, meanwhile, has introduced a range of ‘Freshtech’ series in its refrigerators, where a freshness lamp is placed inside the refrigerator which emits red LED rays on the stored fruits and vegetables.

The effect, the company claims, is akin to what sunlight has on plants.

“We have strengthened our range both in frost-free and the direct cool segments while innovating with a new series. Besides keeping food fresh, the new range also keeps bad odour at bay,” Mr Ravinder Zutshi, Deputy Managing Director of Samsung India, said.

Videocon Industries is bracing up for the summer with at least nine new models in the refrigerator category.

The company has earmarked Rs 8 crore as its marketing budget for the quarter. “We are adding nine new models to our present range of 32. The new crisp cooling technology has been introduced after intense consumer feedback which indicate a trend towards larger capacities,” Mr Jyoti Shekar, Vice President Marketing, Videocon Industries, said.

Ditto for Electrolux, whose new range in refrigerators — the Deo Fresh Direct Cool series and Frost Free Deo Fresh refrigerators — addresses the issue of cross odour of food.

Said Mr Anirudh Dhoot, CEO Electrolux Division, the range in particular addresses the issue of cross-odour from food.

The company has also earmarked Rs 7 crore towards marketing. Chinese durables company TCL India has air-conditioners that blend technology and style. It is available in colours such as fresh vibrant blue, silver, green, yellow and even pink to go with the home or office décor.

Mr Warren Wang, Managing Director, TCL, said, “Our air-conditioners are available with a new technology of air vitamin energizer which emits recharging vitamin radicals.

“This helps not only in recharging but also free radicals from the energizer will ensure clean air.”

LG, too, has upped ante to grab market share with a new range in ACs and refrigerators.

Said Mr Amitabh Tiwari, Business Group Head, Consumer Appliances and Kitchen Appliances, LGEIL, “This new line up has been introduced to bring ‘consumer relevant innovation’ to Indian homes.”

Godrej & Boyce too has introduced a line of products with five star energy efficiency ratings.

More Stories on : Consumer Electronics | Strategy

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page