Haier rides high on strong refrigerator, washing machine sales

R. Yegya Narayanan Coimbatore | Updated on November 20, 2017 Published on June 08, 2011

Haier Appliances (India) made around 5 lakh refrigerators during 2010, in the current year (2011) this would nearly double to 9.2-9.3 lakh units.   -  Business Line

Powered by the sales of its refrigerators and washing machines, Haier Appliances (India) Pvt Ltd, expects to overtake in the first six months of 2011 the entire sales recorded by it during the whole of last year.

The company, which claims to have outpaced the growth of the white goods industry, however, expects the growth rate to moderate going forward though itwould still be far higher than its competitors.

Speaking to Business Line , Mr Eric Braganza, President, Haier India, said that while the company made around 5 lakh refrigerators during 2010, in the current year (2011) this would nearly double to 9.2-9.3 lakh units.

During 2012, he seemed confident of achieving a production of 1.5 million refrigerators. Similarly, in the case of washing machines also, he expected production to touch one lakh units , from around 30,000 units during the current calendar year.

The company's sales, Mr Braganza said, had vaulted from Rs 350 crore in 2009 to Rs 825 crore in 2010. In 2011, he was confident of notching up sales of Rs 1,250-1,300 crore.

The growth, according to him, was possible because of the expansion of dealer network, wide product range and high quality of products. Detailing the market share of Haier in various product segments, Mr Braganza said that in the refrigerator segment it was 8-9 per cent, washing machine and consumer electronics around 7 per cent, air-conditioners about 5 per cent and in other smaller appliances segments, around 4 per cent.

Defending the Chinese pedigree of Haier, he pointed out that the company has become a global leader in several product segments, which could not have been possible without quality technology. It had to compete with global majors in terms of both technology and finish.

He said while refrigerators accounted for about 35 per cent of the value of sales of Haier in India, consumer electronic goods about 30 per cent, washing machines 14 per cent and air-conditioners about 14 per cent.

Published on June 08, 2011
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