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Bindu D. Menon

New Delhi, Oct. 30 With its consolidation phase getting over, durables major Videocon is looking at repositioning its brands by focusing more on individual brands rather than adopting a multi-brand strategy.

The $4-billion company is the third largest colour picture tube manufacturer in the world with a total production capacity of 22 million per annum. Videocon’s turnover for the last fiscal year for durables stood at Rs 6,500 crore.

“We will be leveraging on individual brand strengths by keeping the Indian consumer needs and preferences in mind,” Mr K.R. Kim, Vice-Chairman and CEO, Videocon Industries, said.

He said, “the commissioning of the new changes will take us to new successes and will act as a launching pad for our targeted market leadership. We are quite upbeat about our festive period sales in spite of average market conditions. Our new factory at Kashipur is in full swing and it will meet the demand for CTVs, refrigerators and washing machines,” he added.

Mr Kim said the company is focusing a lot on its R&D. “Our R&D centres in Shenzhen, China and Tokyo are constantly working towards building technology with emphasis on ecology.” He said the other group brands such as Electrolux, Sansui and Akai are also geared up to meet the market needs.

On exports, Mr Kim said the company has recorded a substantial growth in exports to West Asia , Latin America, Nigeria and Indonesia. The company has also launched a unique 2-2-2 service initiative where the group pledges to attend, sort problems and replace defective products.

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