"Refrigerator Industry in India" examines the evolution of the industry in India over the years. It examines the structural changes in the industry after liberalization of the Indian economy. It also takes a look at the different types of refrigerators available and examines their characteristics. In addition, the article explores characteristics of the refrigerator industry in India and the major players. The distribution channels used by the major players are also discussed in detail. The article ends with a description of the future of the industry in India.
have been manufactured in India since 1950s. Till the
1980s, players like Godrej, Kelvinator, Allwyn and
Voltas controlled almost 90% of the market. Earlier, the
white goods sector was categorized as a luxury goods
industry and was subject to oppressive taxation and
licensing. The situation changed after liberalization of
the economy in the early 1990s. The Government removed
all restrictions, and now there is no restriction on
foreign investment, and licenses are no longer required.
Post-liberalization, a number of foreign companies
entered the market and many domestic players also
diversified into refrigerators. BPL and Videocon who
already had a presence in the consumer electronics
market, leveraged their strengths to enter the durables
India, refrigerators have the highest aspirational value
of all consumer durables, with the exception of
televisions. This accounts for the high growth rate of
the refrigerator market which has been growing at a rate
of about 15% per year, while the consumer durables
industry as a whole has grown at almost 8%.
size of the refrigerator market is estimated to be 3.5-
4 million units approximately, valued at Rs. 50 bn. The
domestic penetration rate of refrigerators is about 9%.
The penetration is considerably higher in urban areas,
which account for 75% of the demand, with rural areas
constituting the other 25%. The demand is also higher in
the northern and western parts of the country than in