Godrej Appliances launched two washing machine variants with Allergy Protect feature in the front-load, fully-automatic category in Chennai on Wednesday.

The products were launched under the brand Godrej Eon. There are four variants available and are priced between ₹27,000 and ₹34,000. The product, currently available in the South Indian market, will be the launched in phases across India in the coming months. Washing machine market in India account for about 60 lakh units and front load category accounts for about 7.2 lakh units. Godrej has a market share of 10-11 per cent in the washing machine category and is growing at the rate of 13.5 per cent as opposed to market growth of 10 per cent.

Addressing media persons, Lancelet LJ Mendonca, General Manager, Marketing, said of the three categories — semi automatic, top load and front load, front load is growing faster at the rate of 15.5 per cent.

It was one of the reasons for the launch of front load washing machine, he added. The company hopes to capture 10 per cent market share in the front load fully automatic category by 2020. The company registered turnover of ₹3,200 crore last fiscal and hopes to touch ₹,3500 crore by March. Of the total revenue, washing machine accounts for about 15-20 per cent. Talking about the Tamil Nadu market, Junaith Babu, Zonal Business Head - South, said Tamil Nadu has 15 per cent market share in front load fully automatic category in India. “Tamil Nadu is one of the largest consumers of front load washing machines in the country and hence a huge market for us,” he said.

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