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Refrigerator

Overview
Indian refrigerator market is valued at Rs 4000 crore. Refrigerators hold only 16% of consumer durable market that is valued at around Rs. 20,000-25,000 crore in India. Its market is growing at the rate of 7-8% annually.

Major Players
Some of the major players in the refrigerator category are:

Whirlpool
Kelvinator
Samsung
Siemens

Projected sales for the year 2007-2008

Focus areas in 2007

Keeping summers in mind and with the motive of "Beat the Heat," the refrigerator companies are now focusing on high-end frost free and large capacity i.e. over 230 litres direct cool refrigerators.

LG will focus on marketing its new model viz. Green Ion Door-Cooling Refrigerators, which emphasizes health-related features and technologies.
Samsung is planning to launch 9 new models in both direct cool and frost free categories.
Whirlpool is also launching new range called Mastermind in capacity of 220 litres, 250 litres and 280 litres. Whirlpool's new product target is the consumers with requirements of not very big capacities.

Challenges faced by the companies in refrigerator segment

Despite the fact that refrigerators have immense utility to housewives and provide a solution to avoid food wastage, the penetration level is still below 20% and its market is growing at a very small pace. This may be because:

People in small towns and rural areas do not consider it as a necessary product and are unaware of its utility value.
Non-availability of power.

But the companies are leaving no stone unturned. For example, Whirlpool is involving Ajay and Kajol Devgan as its brand ambassadors to increase the sales figure.
LG will soon be featuring Abhishek Bachchan and will run a 360 degree media plan.
Companies are investing a lot for in-depth marketing through various promotional activities and advertising campaigns.

From The Economist Intelligence Unit

Sales Value (US $ m)

	2005	2006	2007	2008	2009	2010
Perfumes & Fragrances	2,103	1,291	2,464	2,696	2,941	3,169

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Refrigerator