Indian Consumer Durables Sector "UBS expert access: recent trends in white..."

Research evidence excerpt

Indian Consumer Durables Sector "UBS expert access: recent trends in white..."

premiumisation

continues to support value growth.

Aggressive pricing not a sustainable market share driver; value proposition key

The distributor said that pricing-led market share gains are rarely sustainable for home

appliances, especially in entry-level categories where purchase decisions are price

sensitive and brand loyalty is limited. Sustained growth should be driven by product

differentiation, value propositions, distribution reach and after-sales service. Distributors

highlighted that channels often resist price hikes and price-led share gains are short-

lived. Service remains a critical driver of channel confidence with investments in service

infrastructure essential for long-term brand success. RAC consumers are prioritising

higher tonnage and superior cooling performance over feature-led innovations such as

Wi-Fi connectivity and geofencing. Similar trends are apparent across categories with

premiumisation continuing despite weak demand at the entry level. For washing

machines, premium front-load models and those with capacity above 8kg have strong

traction, benefiting Samsung, LG and IFB as per distributor. Lloyd has increased focus on

the washing machine category via aggressive pricing, seeking to replicate the success

Voltas Beko achieved in value segments. While Voltas Beko is attempting to move up the

value chain, building premium brand is likely to take time.

Divergent brand strategies: focus on the premium and volume segments

The competitive landscape is undergoing a meaningful shift. Samsung is focused on

premiumisation and has less of a focus on entry-level categories, creating opportunities

for Voltas Beko, Haier and Whirlpool as per the distributor.