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Toshiba forays into Indian home appliances market

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MR MASAYUKI NITTA, General Manager-Global Business, Home Appliances Division, Toshiba Consumer Marketing Corporation, and Mr Harry Fujimaki Yoshihiro, Country Manager, at a press conference in Mumbai . Shashi Ashiwal
MR MASAYUKI NITTA, General Manager-Global Business, Home Appliances Division, Toshiba Consumer Marketing Corporation, and Mr Harry Fujimaki Yoshihiro, Country Manager, at a press conference in Mumbai . Shashi Ashiwal

Our Bureau

Chennai, May 4

Toshiba Consumer Marketing Corporation, of $-59 billion Toshiba Corporation, Japan, entered the Indian home appliances market with the launch of its refrigerators, washing machines and microwave ovens.

According to a press release, Toshiba's Indian foray is part of its global strategy to fully utilise Asian production strongholds and to expand its overseas marketing network.

Plans are on the anvil to launch vacuum cleaners, rice cooker and `hot pot', among others.

The complete range of home appliances will be imported to India by Toshiba India Pvt Ltd and distributed to the dealers and retailers directly.

Initially, the products will be sold only in Mumbai, and the sales network will gradually be expanded to other major cities in the country.

The press release, quoting Mr Harry Fujimaki Yoshihiro, Country Manager, Toshiba Consumer Marketing Corporation, said, "Toshiba is coming directly with a massive plan of advertisement and promotion to create a pull in the market."

Toshiba will line up 12 models of refrigerators in the price range of Rs 16,000 to Rs 61,000. The washing machine range will have five models of fully automatic and two models of twin-tub models priced Rs 9,990 onwards.

Toshiba is a leading brand name in the Japanese home appliances market.

The group marks its 130th anniversary this year. Apart from Japan, Toshiba has its overseas white goods production bases in Thailand, China, Indonesia, Vietnam and Egypt.

The production base especially in Thailand, supplies refrigerators, washing machines and small cooking appliances to other markets, including Japan

(This article was published in the Business Line print edition dated May 5, 2006)
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