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White Goods |
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White goods are the goods that are painted white or enameled white. These products were previously manufactured with a white enamel finish but are now colored. White goods sector is characterized by emergence of MNCs, exchange offers, discounts, and intense competition. The market share of MNCs in White goods segment is 65%. MNCs mainly target the growing middle class of India. MNCs offer superior technology to the consumers; while the Indian companies compete on the basis of firm grasp in the local market, their well-acknowledged brands, and their hold over wide distribution network. However, the penetration level of the consumer durables is still low in the market. The major factor responsible for low penetration is poor government spending on infrastructure.
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Products Covered
White goods include household appliances, such as, Water Heater, Refrigerator, Clothes Dryer, Air Conditioner, Dish Washer, Microwave Oven, Washing Machine etc. In the modern period, these products are available in a variety of decorator colors.
White goods do not include the entertainment appliances, such as, Televisions, Home cinema, Camcorders, CD, and DVD players. These products are included in the Brown goods category.
Major Players
The major players in the White goods sector are LG Electronics India Ltd., Samsung India, Whirlpool, and Videocon.
Practical skills are needed to maintain White goods and heavy tools are required to repair them, while Brown goods require high technical knowledge, in service area.
White goods appliances account for 70% of the energy consumed in homes and their greenhouse gas emisison levels are usually high.
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