MARKET STUDY

ON
SUPPLY CHAIN MANAGEMENT
OF
WHITE GOODS (Refrigerators).

Submitted by:
Shiraj sherasia (09020242039)
Pallavi gupta (09020242023)
Aikta dube (09020242008)
Jagdish meena (09020242014)
Neeraj Kumar (09020242015)
Mrinal Mishra (09020242018)

Submitted to:
Mr. M. K. Gandhi
Faculty
Supply chain Management

Introduction
What are white goods?
SYMBIOSIS INSTITUTE OF INTERNATIONAL BUSINESS, SYMBIOSIS INFOTECH CAMPUS,
PLOT NO: 15, PHASE I, RAJIV GANDHI INFOTECH PARK, MIDC, HINJEWADI, PUNE-415007.
A major appliance, or domestic appliance, is usually defined as a large machine which
accomplishes some routine housekeeping task, which includes purposes such as cooking, food
preservation, or cleaning, whether in a household, institutional, commercial or industrial setting.
The term white goods or whiteware is also used for these items, primarily where British
English is spoken, although definitions for the term "white goods" can differ. In the United
States, the term white goods more commonly refer to linens rather than appliances.
Major appliances may be roughly divided as follows:
Refrigeration equipment
Freezer, Refrigerator
Stoves
Cooker, Stove, Oven, Cooking plate, or Cooktop, Microwave Oven
Washing equipment
Washing machine, Clothes dryer, Drying cabinet, Dish washer
Miscellaneous
Air conditioner, Water heater, Trash compactor
Refrigerators
Types of Refrigerators
1. Direct Cooling
2. Frost Free
3. Side by Side
4. Deep Freeze
5. Frost Free bottom mounted Freezer
LG manufactures only the Direct Cooling, Frost Free and Side by Side Refrigerators.

Company Profile
Established in 1997, LG Electronics India Pvt. Ltd., is a wholly owned subsidiary of LG
Electronics, South Korea. In India for a decade now, LG is the market leader in consumer
durables and recognized as a leading technology innovator in the information technology and
mobile communications business. LG is the acknowledged trendsetter for the consumer durable
industry in India with the fastest ever nationwide reach, latest global technology and product
innovation.
One of the most formidable brands, LGEIL has an impressive portfolio of Consumer Electronics,
Home Appliances, GSM mobile phones and IT products.
The trend of beating industry norms started with the fastest ever-nationwide launch by LG in a
period of 4 and 1/2 months with the commencement of operations in May 1997. LG set up a
state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment
of Rs 500 Crores. This facility manufactured Colour Televisions, Washing Machines, Air-
Conditioners and Microwave Ovens. During the year 2001, LG also commenced the home
production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors

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at its Greater Noida manufacturing unit. The beginning of 2003 saw the roll out of the first
locally manufactured Direct Cool Refrigerator from the plant at Greater Noida.

In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune, Maharashtra that
commences operations in October 2004. Covering over 50 acres, the facility manufactures LCD
TV, GSM Phones, Color Televisions, Air Conditioners, Refrigerators, Microwave Ovens, Color
Monitors.
Both the Indian manufacturing units has been designed with the latest technologies at par with
international standards at South Korea and are one of the most Eco-friendly units amongst all LG
manufacturing plants in the world.
LG has been able to craft out in ten years, a premium brand positioning in the Indian market and
is today the most preferred brand in the segment.
Facts and Figures

. Established In: May 1997

. Managing Director: Mr. Moon B. Shin

. Corporate Office: Plot No 51, Udyog Vihar, Surajpur Kasna Road, Greater Noida (UP)

. Corporate Website: http://www.in.lge.com

. Manufacturing Units: Greater Noida (U.P.) & Pune (Maharashtra)

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Manufacturing
LG Electronics India Pvt. Ltd. has a manufacturing unit in Pune (Address: Plot No: A5, MIDC,
Tal. Shirur, Ranjhangaon, Pune-412220).

LG Electronics India Pvt. Ltd.

Regd. Office Pune
Address:
Office No. 105 & 106, Pride Silicon Plaza, Senapati Bapat Rd, Chaturshrungi, Pune- 411016
Branch Office Pune
Address:
3rd Floor 105/106 Premium Point, Opp. Modern High School, Jangali Maharaj Rd, Shivaji
Nagar, Pune – 411005

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 Supply Chain Process
LG Electronics India Pvt. Ltd. has a manufacturing unit in Pune at the following Address:
Plot No: A5, MIDC, Tal. Shirur, Ranjangaon, Pune-412220.
The refrigerator after it is manufactured is packed on front and 2 lateral and top sides by a 2” (2
inches) thick thermocol sheets, the bottom by cartoon base. The packing is done in cartoon.
The packed refrigerator with utmost care is transported to the factory warehouse located in the
premises of the manufacturing plant.
The mother warehouse of LG is at Wagodi in Pune, which handles storage of finished products.
The Distributors, Dealers or the Modern Trade Retailers in Maharashtra and other states of India
as per their requirements places orders to the LG India Pvt. Ltd, the required orders are
dispatched to the respective Distributor warehouse, Modern Trade Retailers ware house or to
Dealer’s Showroom.
The refrigerators are transported in containers from the LG warehouse at Pune to different states,
and transportation within the state is managed by trucks (e.g. TATA 1210).
Taking an example of E-Zone to understand the entire supply chain process, The Modern Trade
Retailers (e.g. E-Zone) Head Offices at Pune sends purchase orders to LG India Pvt. Ltd Reg.
Office at Pune, the ordered for are dispatched to E-Zone Warehouse in Pune. The Octroi Tax is
borne by LG India Pvt. Ltd .
The refrigerators received at E-zone warehouses are transported to the E-zone retail outlets
across the cities and towns in Maharashtra as per the orders from the individual E-zone retail
outlets in trucks, or smaller goods carriers like Tata 407 and Tata 907.
There are 5 E-zone outlets in Pune, which receives the refrigerator units as per their orders
placed with the E-Zone HQ in Pune. One single unit of each different variety kept for display in
the retail outlet, while the remaining is in stores.
When a customer makes a purchase at the retail outlet the refrigerator unit is transported to the
customer’s home by the E-Zone retail outlet by TATA ACE van.

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 LG Electronics India Pvt. Ltd.

Dealers in Pune

Dealer Address
Croma Croma, Ishanya Mall, Opp. Golf Course, Shastri Nagar, Yerawada Taluka,
Sub-District of Haveli, District Pune 411006

Croma Croma, Krome Mall, 32/1, Pune Solapur Road, Wanowari, Pune 411013

Croma Croma, NSG IT Park,Survey No.127/2B/1A,ITI Road,Aundh Pune 411007

Power Tech 91/3, Plot No.5B, Anurag Bunglow, Shikshak Nagar, Kutur, Pune 411038

Krome Mall Near Krome Plant Enginers, Ground Floor, Fathima Nagar 411013

Sai Power Sai Power, Shop No.1, Darshan Park, Behind Kunal Hotel, Nil Kalibadi
Road, Pune 411017

Datacare 637/A, Deccan GymKhana, Chandar Prabhu Apartment, Near Hotel

Corporation Rutugandhak, Deccan, Pune 411004

Softbyte 433/D, Somvar Peth, Kamla Height, Sarswat Colony, Pune 411001

Mahavir Mahavir Electronics, Plot No.10, Shanti Niwas, Near Bibewadi 411037
Electroics

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