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Liebherr Appliances India, which has forayed into the refrigerators segment, is betting big on the country. The German brand expects to rake in revenues of over ₹1,000 crore in the next four-five years and expects India to become one of its key markets.
Guenther Sproll, International Head of Marketing, Liebherr-Hausgeräte said, “India will become an important market for us due to rising income and low penetration for cooling appliances.”
Replying to a query on the brand being the latest entrant in a competitive market like India, he said, “It is true that competition is tough in this market. What makes Liebherr products distinct in the Indian market is that they have been carefully designed, post three years of extensive research and development, to bring the best of German engineering technology in a manner that suits the Indian market.”
The company is leveraging on its manufacturing facility, which has been set up in Aurangabad (Maharashtra), to service the demand from Indian consumers. Set up with an investment of ₹500 crore, in the first phase the plant will have a capacity to manufacture about 5 lakh units annually. The company, therefore, expects to rake in over ₹1,000 crore in revenues in the next four-five years.
Talking about the distribution strategy, Sproll said, “We have put in place a robust distribution network of over 500 showrooms across more than 50 cities in various regions.” This includes partnerships with the national and regional organised players.
The brand, which is targeted at the mass premium segment, will look to tap into the demand in larger cities and tier-1 towns across the country. Its refrigerators’ range includes 19 models in multiple capacities ranging from 220 litres to 442 litres. “When developing new appliances, we are particularly concerned that energy efficiency is optimised without compromising amenities and without sacrificing convenience technologies,” he added.
Sproll said the brand is currently not looking at e-commerce as part of its retail strategy and is focusing on establishing a strong foothold in the Indian market. “Being a new brand in India, we believe it is important for our consumers to experience our products. So, we are currently only selling through brick-and-mortar retail outlets,” he added.
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