CONSUMER

DURABLE
INDUSTRY

Presented by :-
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vijay pratap singh
CONTENTS
1
●
●Introduction to consumer durable industry.
●Comparision of current and future scenario of
●

consumer durable industry.

2 Brands availability and major players in market.

●
●

●Swot analysis of whirlpool corporation india

●

Impact of covid-19 on indian economy.

3
●
●

●Impact of covid-19 on the consumer durable

●
2
industry.
 INTRODUCTION TO
CONSUMER DURABLE
INDUSTRY

 Consumer durable includes all those goods which are not

for immediate consumption and their life expectancy is of
atleast 3 years.

 this industry consist of durable goods and appliances for

domestic use such as television, refrigerator, air-conditioner
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and washing machine.
COMPARISION

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Current scenario

Fig. in usd billion

Source: diety report; 24 jan 2017

Urban markets accounts for the 65% of total revenues
in the consumer durables sector in India. Demand
includes LED TVs, laptops, split Acs.

 In rural markets, durables like refrigerators as well

as consumer electronic goods are likely to witness
more demand. 5
Present scenario

IBEF- october 1; 2019

Reasons for higher growth in coming

years.
growing awareness, easier access and
changing lifestyle has been the key growth 6

drivers.
Government of india policies and regulatory
framework such as relaxation of license rules.

Approval of 51% FDI in multi-brands and 100%

in single brand are also the major drivers for
consumer market.

The expected growth of 40-45% in near furure ,

mostly from the small towns and rural market.

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 BRANDS AVAILABILITY AND
MAJOR PLAYERS IN INDUSTRY

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●
Penetration of consumer durables would be deeper in rural
India
●
While the consumer durables market is facing a slowdown
due to saturation in the urban market

●
Rural India that accounts for nearly 70% of the total number of households,
has a 2% penetration in case of refrigerators and 0.5% for washing 9
machines.
●
So there is plenty of scope and opportunities for the white goods industry.
Source: business.mapsofindia.com, 16 jan 2019
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SWOT ANALYSIS OF
WHIRLPOOL
CORPORATION INDIA

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 strength
Gains competative advantage in terms of customer
excellence and operational excellence.

Overall a customer centric organisation.

Example: introduce special feature in its product like

movable trays, space for large bottles, strong body; a
typical indian home appliance.

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 weakness

Limited success outside core business.

High attrition rate in work force,therefore

company has to spend more on training and
development programs.

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 opportunity

Entrance into the small appliances

segment.

 focus over the E-commerce sale.

 focus over Research and development to

provide products at competative price in rural
market.
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 threat

Intense competition.

Mature market.

Threat from local manufacturers.

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IMPACT OF COVID 19 ON
INDIAN ECONOMY

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Source: MoSPI, Commerce Ministry, “Indian economy braces for
coronavirus-induced shock as curbs set to pull down growth”, Mint, 15
March 2020 17
IMPACT OF COVID 19 ON
CONSUMER DURABLE INDUSTRY

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Consumer durable companies loosing out the peak summer sales due to
lockdown, especially the sale of Acs and refrigerators.

As there is high dependency on china for imports so lockdown goin to be

felt acutely in the consumer durable market.

Firms are staring at a 25-30% decline in business.

Sales of electronics, appliances, mobile phones have not taken place since
the start of the nationwide lockdown on 25 March.

Loss of employment, especially in informal sector and for contractual

workers, reduces consumer spending.

40% decline of indian exports ;which includes major part of durable

goods.

Source: live mint , 5 april 2020 11:59pm

:CMIE;deloitte analysis 19
THANK YOU

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