Handsets:In came Karbonn, Fly, Maxx, Spice, Onida, G'Five andLava.

Never had so many handset manufacturers launched all at once. Later in 2010, telecom major Bharti also entered the market, via a subsidiary company, Beetel. In September it launched eight handsets within the range of `1,700-7,000. The reason for launching these was attributed to the healthy growth of 30 per cent that mobile phones in the range of `2,000-6,000 were seeing in India. To put things in perspective, over 130 million handsets are being sold in India each year. LCD: Over the last two years the price of liquid crystal display technology has dropped by 30 per cent. Such reduced prices have contributed to the increased sales of LCD televisions across India. Brands such as Videocon, Sony, LG, Samsung, Panasonic, Sansui, VU, BenQ, all of which introduced LCD TVs, slashed prices over the years. Sales picked up in 2008 and accelerated after that. With more and more affordable LCD screens, it has become easier for a consumer to procure these. A case in point is Sansui. Its range starts from as low as about `10,000 for a 19-inch screen. The larger screens are the more expensive, going up to over `1 lakh for some brands. While LCD TVs have become more affordable over the past couple of years, this has also led to the growth and increased sales in smaller towns. Naresh Gupta of Cheil Worlwide points out a typical consumer behaviour here, "In any small town of India the packaging in which the LCD came is left for display in the balcony for a few days before it is disposed off to the raddi wala. This is done to tell your story of pride of acquiring your first luxury product. The credit here though is entirely to the marketers who rode the better content wave and transformed the replacement market," he says. Washing powder market: Up by 13 % The market for washing powder or laundry detergents was spurred by changing lifestyles, growing purchasing power, awareness about personal hygiene, responsiveness to brands offering superior value and the spread of audio-visual media. Added to all this, there was a drop in the price of washing machines. As a result, the washing powder market grew significantly. In fully automatic washing machines, even the prices of front loading machines have seen a dip. The fact that machine washing clothes tend to take up more washing powder helped consumption along. In India, washing powders constitute a major chunk of the laundry detergent market (nearly 70 per cent) while the rest consists of soaps and bars. The major brands in this category include Ariel, Wheel, Ghari, Nirma, Surf, Tide, Rin and Henko. "Packaging innovation and price wars led to an increase in penetration," says Anand Ramanathan, manager, KPMG Advisory Services. Detergent brands have based communication and brand messages on features like whiteness, freshness, fragrance, ease

" Richa Arora. Future Bazaar. Arora of Five By Six Consulting feels that it is because the taste factor does not come up to the mark. GSK. "When it comes to preparations like daal-subzi. Devanathan of Euro RSCG offers an explanation. Cheil Worldwide opines. That is not so in the case of snacking where the objective is diametrically opposite ." He explains that is because people are always hassled and hurried from minute to minute. Ashoka Cooking Mixes. the ready to cook (RTC) market plunged in 2010. From being a one-player-dominated category. He says. Five by Six Consulting. Ready to cook mixes: Down by 12 % Despite being flooded with players like Gits. "We just eat stuff that's already prepared by someone else . Players slashed prices and offered freebies or 'extra' grammage than before. it is now the most keenly contested one. 'Medium food'.experimenting with unfamiliar tastes. or a thela or dhaba. "The world knows best how to oscillate between two extremes. Aashirwad from ITC. RTC mixes in this area (gravies and cooking mixes) do not deliver on the taste aspect sufficiently. "The category that should get the trophy for growth is noodles. believes that thanks to Maggi noodles. HUL. Noodles . Macaroni and Vermicelli: Up 19% The market for this category has shown strong YoY (year on year) growth for many years now." While Devanathan attributes the decline in the RTC category to human behaviour. founder and chief strategy officer. She says. She says. we want to vehemently protest this hurried life and completely turn the clock back.of use and stain removing opening up the category a lot more. Shan Mixes. This year is no exception. When it comes to food.at home or at a restaurant. More Retail and Reliance Retail) are all fighting for this category. ITC. MTR Express Gravies and Saras." She adds that the RTC category will continue to remain in the realm of an emergencyurgency use product for a very small segment of Indian consumers. it has got redefined. is not a very appealing concept. it appears. it wouldn't be an exaggeration to say that for some . the consumer benchmarks it to the familiar homemade taste. "With penetration levels of nearly 50 per cent in SEC A and 30 per cent in SEC B. In a single year. Naresh Gupta. they don't bother about things like cooking. Or. and say: "Let me prepare a meal from scratch and enjoy the journey as well as the destination. we either know fast food or slow food. national planning director. this category has come to occupy a very special space in the Great Indian Snacking Story. Nestle and a host of regional players big and small (Ching's Secret." Hence the no-no to the ready-to-cook concept.

there are multiple options in not just vermicelli but a whole lot of other pasta variants. Gupta also feels that with more players coming in and distribution becoming mass. What drives the growth of this category is its uniqueness in satisfying a consumer need for a filling. Knorr noodle soup bowls and so on. including instant macaroni products. There is no other equivalent branded snack of a similar nature. convenient snack which is hot and homemade. the south could give this category a new growth impetus. "I believe that a bunch of continuing cultural truths . He also points out that." Adds Narayan Devanathan of Euro RSCG.life continuing to be fast-paced. increasing proportions of bachelor and bachelorette pads . more working women balancing work and home (ergo men still not cooking more at home). South India hasn't been explored fully in this category.consumer segments noodles and macaroni have become a kind of a 'staple snack' as opposed to a 'variety snack'.have contributed to the mushrooming growth of these products. there are now Foodles." More brands have entered the market as a natural consequence. families continuing to be starved for time. Where there was one Bambino and Savorit vermicelli. . Where there used to be one Maggi. currently. If companies like GSK and Indo Nissin Foods can make an impact. the category can grow manifold.

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