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The mantra, innovation is the key to better

margins, drives both revenue and profitable growth.

Microwave Ovens

fast and favorable appliance, microwave oven is a determined utility in the contemporary kitchen and has attained unprecedented popularity throughout the world. In India too, the story is no different. The increasing disposable incomes, improving lifestyles, emergence of double-income families, busy schedules, and a rising number of working women have generated a massive market for microwave ovens. Leading companies are launching smart appliances underpinning new technologies not only to enhance convenience to customers daily lives but also to reduce energy consumption. Even in the microwave category, with technologies like linear compressor, inverter, and infrared, manufacturers are endeavoring to redefine the method of conventional cooking, promising an unmatched utility and faster and comfortable cooking. New models are launched in the market with more pre-programmed menus because of their increased use. All leading brands have introduced microwave ovens with a

number of auto-cook menus.

Market Dynamics
The Indian microwave ovens market, consistently growing between 20 and 25 percent over the last 4 years, since 2006, has received a setback in volume terms. The year, 2010-11, saw a growth of a mere 9.5 percent the market estimated at 1.38 million units, valued at `800 crore. LG was the clear leader with 29 percent market share. Samsungs market share stood at 18 percent. Onida and IFB were neck-to-neck, with an 11 percent share each, as were Godrej and Whirlpool at an 8.7 percent share each. Videocon and Panasonic are aggressive in this segment. Convection continues to be in the fast lane, having gained market share in volume terms, from last years 42-percent to 53 percent in 2010-11. This was at the expense of solo category, which lost its share by 11 percent. Grill maintained its share of 32 percent.

An ADI Media Publication | adi-media.com | APRIL 2012 | TV VEOPAR JOURNAL | 77

Global Scenario
The global market for microwave ovens is projected to reach 72.5 million units by the year 2015. This is primarily driven by replacement demand, niche product developments, and revamped old product lines, across the developed markets of North America and Western Europe. The rising income level and improved living standards across developing markets of Asia Pacific and Eastern Europe have also fueled the growth. Europe and Asia Pacific dominate the global microwave ovens market. China is the largest and the fastest growing market across Asia Pacific, with an estimated market share of over 37 percent. Expectations of high income and a sense of modern civilization based on consumerism are expected to uphold demand for new-generation products in the Chinese market. India and Brazil rank ahead of China and are positioned for strong growth because of the size of their middle class population. The average penetration of home appliances in India is at 510 percent, substantially lower than the United States where it stands at 77 percent. International brands are constantly customizing the product and innovating to Indian requirements. These include a micro tawa and Indian auto-cook menus to cook Indian food in microwave ovens. Other offerings include touch panel microwave, multiple power levels, reflector system, and crisp function. The mantra to drive both revenue and profitable growth is innovation is the key to better margins. Some brands are emphasizing on technology for the preservation of nutrients while cooking, keeping in mind the health-conscious youth population and steam option. This option is a specially designed kit for making low calorie tasty food, by maintaining food temperature at a constant level without overcooking.

ing women especially in double-income families by not only making cooking an easier part of their daily chores but also interesting. Super fast defrost and super fast cooking options start cooking without setting the power or time. Another interesting feature I s voice guide, which explains the current mode and guides the steps to operate, adding relevance and convenience to the life of a busy Indian consumer. Once widely considered a luxury gadget, microwave oven is now an indispensable part of a well-furnished modern kitchen. Encouraged by numerous technological advancements, this unique cooking apparatus has come a long way from its initial gigantic, unwieldy, and cumbersome build and design. The sleek, suave, and sophisticated modern-day microwave ovens have made their way to the kitchen of almost every consumer. A decrease in costs coupled with a gradual dissipation of myths shrouding the use of microwaves such as radiation poisoning and sterility has additionally powered the growing acceptance of microwave ovens across the world.

Technology Trends. Newer models have


microwave inverter technology which uses pulse width modulation to provide effective, continuous heating at reduced power so that food is heated more evenly at any given power level and can be heated more quickly without being damaged by uneven heating. The inverter allows the magnetron to continuously run while only altering the amount of radiation that is coming out for the selected setting. This overcomes the problem of conventional ovens which turn the magnetron on and off to control power/temperature leading to uneven heating and cold spots in the food, especially frozen food items. Infrared ovens are powerful ovens for heating, drying, and curing processes. Infrared ovens may be gas infrared or electric infrared. Infrared ovens exhibit a revolutionary new design. Using infrared technology, it is now possible to cook frozen meals in a matter of minutes rather than waiting for an hour for the standard oven.

Rotisserie function, barbeque option, multilevel cooking option, super fast defrost , and child lock setting are some of
the features that are attracting work-

78 | TV VEOPAR JOURNAL | APRIL 2012 | adi-media.com | An ADI Media Publication