CONSUMER APPLIANCES IN

INDIA
Euromonitor International
February 2019
CONSUMER APPLIANCES IN INDIA Passport I

LIST OF CONTENTS AND TABLES

Executive Summary ..................................................................................................................... 1
Favourable Economic Conditions and Changing Lifestyles Increase Demand ......................... 1
Consumer Appliances Sees Steady Growth Due To Low Penetration ..................................... 1
India Is in the Spotlight As A Lucrative Market for Both Local and International Players .......... 1
Electronics and Appliance Specialist Retailers Remains the Key Distribution Channel ............ 2
Consumer Appliances in India Is Set To Exhibit Steady Growth Over the Forecast Period ...... 2
Market Indicators .......................................................................................................................... 2
Table 1 Household Penetration of Selected Total Stock Consumer Appliances
by Category 2013-2018................................................................................ 2
Table 2 Replacement Cycles of Consumer Appliances by Category 2013-
2018 ............................................................................................................. 3
Table 3 Forecast Household Penetration of Selected Total Stock Consumer
Appliances by Category 2018-2023 ............................................................. 3
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category
2018-2023 .................................................................................................... 4
Market Data .................................................................................................................................. 5
Table 5 Sales of Consumer Appliances by Category: Volume 2013-2018 ................ 5
Table 6 Sales of Consumer Appliances by Category: Value 2013-2018 ................... 5
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2013-
2018 ............................................................................................................. 5
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2013-
2018 ............................................................................................................. 6
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding
Split: Volume 2013-2018 .............................................................................. 6
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding
Split: Value 2013-2018 ................................................................................. 7
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding
Split: % Volume Growth 2013-2018 ............................................................. 8
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding
Split: % Value Growth 2013-2018 ................................................................ 9
Table 13 Sales of Small Appliances by Category: Volume 2013-2018 ..................... 10
Table 14 Sales of Small Appliances by Category: Value 2013-2018 ........................ 11
Table 15 Sales of Small Appliances by Category: % Volume Growth 2013-2018 ..... 11
Table 16 Sales of Small Appliances by Category: % Value Growth 2013-2018 ........ 11
Table 17 NBO Company Shares of Major Appliances: % Volume 2014-2018 .......... 12
Table 18 LBN Brand Shares of Major Appliances: % Volume 2015-2018................. 12
Table 19 NBO Company Shares of Small Appliances: % Volume 2014-2018 .......... 13
Table 20 LBN Brand Shares of Small Appliances: % Volume 2015-2018................. 14
Table 21 Distribution of Major Appliances by Format: % Volume 2013-2018 ........... 15
Table 22 Distribution of Small Appliances by Format: % Volume 2013-2018 ........... 16
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2018-
2023 ........................................................................................................... 17
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2018-
2023 ........................................................................................................... 17
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume
Growth 2018-2023 ..................................................................................... 17

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CONSUMER APPLIANCES IN INDIA Passport II

Table 26 Forecast Sales of Consumer Appliances by Category: % Value

Growth 2018-2023 ..................................................................................... 17
Table 27 Forecast Sales of Major Appliances by Category and Built-
in/Freestanding Split: Volume 2018-2023 .................................................. 18
Table 28 Forecast Sales of Major Appliances by Category and Built-
in/Freestanding Split: Value 2018-2023 ..................................................... 19
Table 29 Forecast Sales of Major Appliances by Category and Built-
in/Freestanding Split: % Volume Growth 2018-2023.................................. 20
Table 30 Forecast Sales of Major Appliances by Category and Built-
in/Freestanding Split: % Value Growth 2018-2023..................................... 21
Table 31 Forecast Sales of Small Appliances by Category: Volume 2018-2023....... 22
Table 32 Forecast Sales of Small Appliances by Category: Value 2018-2023 ......... 23
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth
2018-2023 .................................................................................................. 23
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth
2018-2023 .................................................................................................. 23
Definitions................................................................................................................................... 24
Sources ...................................................................................................................................... 24
Summary 1 Research Sources ...................................................................................... 24

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CONSUMER APPLIANCES IN INDIA Passport 1

CONSUMER APPLIANCES IN INDIA

EXECUTIVE SUMMARY

Favourable Economic Conditions and Changing Lifestyles Increase

Demand
Demand for consumer appliances in India has been growing, along with rising rural incomes,
increasing urbanisation, the growing middle-class and changing lifestyles. Rising disposable
incomes coupled with easy financing schemes have led to shortened product replacement
cycles and the changing perception of owning appliances, whereby appliances previously
considered luxuries have now become considered necessities. Growing awareness of the
products available and easier accessibility are driving growth, especially in rural and semi-urban
areas; tier-2 and tier-3 cities and rural areas are becoming increasingly important, as they are
the future growth markets. Added to this, the government’s efforts to ensure 100% rural
electrification positively contributed to the growth in demand for consumer appliances from
groups in society which were previously faced with a lack of access to electricity or frequent
power cuts. Consumers are looking for products that are customised for the Indian conditions
and for Indians’ specific needs; in addition, they are looking for products that help reduce the
time and effort involved in tasks.

Consumer Appliances Sees Steady Growth Due To Low Penetration

Consumer appliances in India increased at a steady pace throughout the review period,
driven by both major appliances and small appliances; in 2018, major appliances saw slightly
higher growth than small appliances. Most categories within consumer appliances saw both
retail volume and current value growth in 2018. In India, the penetration of consumer appliances
is much lower compared with developed countries and some other developing countries.
Amongst major appliances, fridge-freezers exhibited the highest penetration in 2018, whereas
amongst small appliances, it was cooling fans. With the penetration of most consumer
appliances being low and consumers increasingly looking to improve their lifestyles, demand is
expected to register steady growth.

India Is in the Spotlight As A Lucrative Market for Both Local and

International Players
International companies view India as one of the key markets for future growth in consumer
appliances. The growth in demand is being driven by favourable demographics in terms of the
working population and higher disposable incomes in rural areas. India’s strong economic
growth and rising household incomes are expected to increase consumer spending, thereby
boosting demand for consumer appliances. Companies are cognisant of the vast unmet
potential in the Indian market and are ramping up their efforts to capture a share of the demand
for consumer appliances. With evolving consumer needs, whereby they are looking for
convenience and superior product features, coupled with increased competition, players are
focusing on innovation to drive differentiation and create value. Developing new features and
new technological solutions and enhancing consumer experiences are critical for the success of
manufacturers. Local companies are also tying up with international players to leverage their
combined product portfolios. Local companies are combining their extensive distribution
networks and local expertise with the brand name and advanced product capabilities of

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CONSUMER APPLIANCES IN INDIA Passport 2

international companies to succeed in India. International companies are focusing on leveraging

the benefits of manufacturing in India and are setting up and expanding their local production.

Electronics and Appliance Specialist Retailers Remains the Key

Distribution Channel
Electronics and appliance specialist retailers remained the most popular distribution channel
in 2018, as consumers prefer to shop at physical stores to be able to touch and try out the
product before purchasing. When buying any product, but especially major appliances, people
continue to see it as a significant investment, and want to study and see the product physically
before purchasing. In addition, physical shopping allows consumers to enjoy personalised
experiences that further enhance their shopping and purchasing experience. That being said,
internet retailing has emerged as a quite lucrative channel, offering a wide array for products in
terms of models and brands. In addition, festive season sales, attractive EMI offers, product
exchange offers and high discounts have aided the popularity of internet retailers.

Consumer Appliances in India Is Set To Exhibit Steady Growth Over the

Forecast Period
The growing economy and the evolving lifestyles of Indian consumers are leading to a rise in
the number of working couples, nuclear families and single-person households, along with the
migrant working population. Consequently, these evolving households have an increasing need
for convenience and are looking for products that offer convenience and significantly reduce the
time and effort spent on household chores. This is an important factor that is expected to drive
the demand for consumer appliances over the forecast period. Growth is expected to be further
boosted by government initiatives such as affordable housing, national electrification, “make in
India” and favourable FDI policies, amongst others. At the high-end of the market, the evolving
Western influence on the lifestyles of affluent households is creating a premiumisation trend,
whereby consumers are willing to pay a premium for products that provide an experience of
luxury and convenience.

MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by
Category 2013-2018

% households
2013 2014 2015 2016 2017 2018

Dishwashers 0.1 0.1 0.1 0.1 0.1 0.1

Automatic Dryers - - - - - -
Automatic Washer Dryers 0.0 0.0 0.0 0.0 0.0 0.0
Automatic Washing 3.8 4.5 4.9 5.3 5.8 6.2
Machines
Semi-Automatic Washing 7.2 8.7 9.1 9.5 9.8 9.8
Machines
Built-in Hobs 0.5 0.5 0.6 0.6 0.7 0.7
Ovens 0.2 0.2 0.2 0.3 0.3 0.3
Cooker Hoods 1.5 1.8 2.0 2.3 2.7 2.9
Cookers 0.0 0.0 0.0 0.0 0.0 0.0
Range Cookers - - - - - -
Microwaves 3.1 3.3 3.4 3.5 3.5 3.5
Electric Wine Coolers/ - - - - - -
Chillers

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Freezers - - - - - -
Fridge Freezers 19.8 21.5 23.3 25.2 27.2 29.6
Fridges 0.1 0.1 0.1 0.1 0.1 0.1
Room Air Conditioners - - - - - -
Split Air Conditioners 5.3 6.2 7.1 8.0 9.0 9.8
Window Air Conditioners 1.7 1.6 1.4 1.2 1.1 1.0
Cooling Fans 80.1 86.0 91.5 96.5 102.1 106.8
Food Preparation 16.5 17.3 21.8 22.7 23.6 23.1
Appliances
Heating Appliances 1.1 1.1 1.2 1.2 1.3 1.3
Irons 22.1 24.0 26.1 28.2 30.4 32.4
Body Shavers 1.3 1.6 2.0 2.5 2.9 3.1
Hair Care Appliances 6.4 6.9 7.4 8.1 8.8 9.4
Oral Care Appliances - - - - - -
Coffee Machines 0.3 0.3 0.3 0.3 0.4 0.4
Freestanding Hobs 19.0 19.9 22.4 23.4 24.4 25.2
Cylinder Vacuum Cleaners 0.7 0.7 0.8 0.8 0.8 0.8
Handheld Vacuum Cleaners 0.1 0.1 0.1 0.1 0.1 0.1
Stick Vacuum Cleaners - - - - - -
Upright Vacuum Cleaners - - - - - -
Source: Euromonitor International from official statistics, trade associations, trade interviews

Table 2 Replacement Cycles of Consumer Appliances by Category 2013-2018

Replacement cycles - years

2013 2014 2015 2016 2017 2018

Dishwashers 8.0 8.0 8.0 8.0 8.0 8.0

Automatic Washer Dryers 6.0 7.0 7.0 7.0 7.0 7.0
Automatic Washing 6.0 7.0 7.0 7.0 7.0 7.0
Machines
Semi-Automatic Washing 5.0 6.0 6.0 6.0 6.0 6.0
Machines
Built-in Hobs 12.0 12.0 12.0 12.0 12.0 12.0
Ovens 8.0 8.0 8.0 8.0 8.0 8.0
Cooker Hoods 12.0 12.0 12.0 12.0 12.0 12.0
Cookers 12.0 12.0 12.0 12.0 12.0 12.0
Microwaves 7.0 7.0 7.0 7.0 7.0 7.0
Fridge Freezers 7.0 7.0 7.0 7.0 7.0 7.0
Fridges 8.0 8.0 8.0 8.0 8.0 8.0
Split Air Conditioners 9.0 10.0 10.0 10.0 10.0 10.0
Window Air Conditioners 6.0 6.0 6.0 6.0 6.0 6.0
Cooling Fans 9.0 9.0 9.0 9.0 9.0 9.0
Food Preparation 4.0 4.0 5.0 5.0 5.0 5.0
Appliances
Heating Appliances 3.0 3.0 3.0 3.0 3.0 3.0
Irons 6.0 6.0 6.0 6.0 6.0 6.0
Body Shavers 4.0 4.0 4.0 4.0 4.0 4.0
Hair Care Appliances 4.0 4.0 4.0 4.0 4.0 4.0
Coffee Machines 4.0 4.0 4.0 4.0 4.0 4.0
Freestanding Hobs 9.0 9.0 10.0 10.0 10.0 10.0
Cylinder Vacuum Cleaners 6.0 6.0 6.0 6.0 6.0 6.0
Handheld Vacuum Cleaners 4.0 4.0 4.0 4.0 4.0 4.0
Source: Euromonitor International from official statistics, trade associations, trade interviews

Table 3 Forecast Household Penetration of Selected Total Stock Consumer

Appliances by Category 2018-2023

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CONSUMER APPLIANCES IN INDIA Passport 4

% households
2018 2019 2020 2021 2022 2023

Dishwashers 0.1 0.1 0.1 0.1 0.1 0.1

Automatic Dryers - - - - - -
Automatic Washer Dryers 0.0 0.0 0.0 0.0 0.0 0.0
Automatic Washing 6.2 6.4 6.5 6.5 6.3 7.0
Machines
Semi-Automatic Washing 9.8 9.5 9.0 8.6 8.2 9.1
Machines
Built-in Hobs 0.7 0.8 0.9 1.0 1.1 1.1
Ovens 0.3 0.3 0.3 0.3 0.3 0.3
Cooker Hoods 2.9 3.1 3.3 3.5 3.5 3.6
Cookers 0.0 0.0 0.0 0.0 0.0 0.0
Range Cookers - - - - - -
Microwaves 3.5 3.5 3.4 3.4 3.3 3.4
Electric Wine Coolers/ - - - - - -
Chillers
Freezers - - - - - -
Fridge Freezers 29.6 32.1 34.6 37.1 39.4 39.6
Fridges 0.1 0.1 0.1 0.1 0.1 0.1
Room Air Conditioners - - - - - -
Split Air Conditioners 9.8 10.4 10.6 10.7 10.6 11.8
Window Air Conditioners 1.0 0.9 0.8 0.8 0.7 0.8
Cooling Fans 106.8 110.3 113.2 115.7 117.8 120.5
Food Preparation 23.1 21.9 20.8 19.6 18.4 19.7
Appliances
Heating Appliances 1.3 1.2 1.2 1.2 1.2 1.1
Irons 32.4 34.1 35.6 36.8 37.5 40.6
Body Shavers 3.1 3.4 3.6 3.6 3.6 3.8
Hair Care Appliances 9.4 10.0 10.4 10.5 10.4 12.3
Oral Care Appliances - - - - - -
Coffee Machines 0.4 0.4 0.4 0.4 0.4 0.4
Freestanding Hobs 25.2 26.0 26.6 27.0 27.1 27.8
Cylinder Vacuum Cleaners 0.8 0.8 0.8 0.8 0.8 0.8
Handheld Vacuum Cleaners 0.1 0.1 0.1 0.1 0.1 0.1
Stick Vacuum Cleaners - - - - - -
Upright Vacuum Cleaners - - - - - -
Source: Euromonitor International from official statistics, trade associations, trade interviews

Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2018-

2023

Replacement cycles - years

2018 2019 2020 2021 2022 2023

Dishwashers 8.0 8.0 8.0 8.0 8.0 8.0

Automatic Washer Dryers 7.0 7.0 7.0 7.0 7.0 7.0
Automatic Washing 7.0 7.0 7.0 7.0 7.0 7.0
Machines
Semi-Automatic Washing 6.0 6.0 6.0 6.0 6.0 6.0
Machines
Built-in Hobs 12.0 12.0 12.0 12.0 12.0 12.0
Ovens 8.0 8.0 8.0 8.0 8.0 8.0
Cooker Hoods 12.0 12.0 12.0 12.0 12.0 12.0
Cookers 12.0 12.0 12.0 12.0 12.0 12.0
Microwaves 7.0 7.0 7.0 7.0 7.0 7.0

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CONSUMER APPLIANCES IN INDIA Passport 5

Fridge Freezers 7.0 7.0 7.0 7.0 7.0 7.0

Fridges 8.0 8.0 8.0 8.0 8.0 8.0
Split Air Conditioners 10.0 10.0 10.0 10.0 10.0 10.0
Window Air Conditioners 6.0 6.0 6.0 6.0 6.0 6.0
Cooling Fans 9.0 9.0 9.0 9.0 9.0 9.0
Food Preparation 5.0 5.0 5.0 5.0 5.0 5.0
Appliances
Heating Appliances 3.0 3.0 3.0 3.0 3.0 3.0
Irons 6.0 6.0 6.0 6.0 6.0 6.0
Body Shavers 4.0 4.0 4.0 4.0 4.0 4.0
Hair Care Appliances 4.0 4.0 4.0 4.0 4.0 4.0
Coffee Machines 4.0 4.0 4.0 4.0 4.0 4.0
Freestanding Hobs 10.0 10.0 10.0 10.0 10.0 10.0
Cylinder Vacuum Cleaners 6.0 6.0 6.0 6.0 6.0 6.0
Handheld Vacuum Cleaners 4.0 4.0 4.0 4.0 4.0 4.0
Source: Euromonitor International from official statistics, trade associations, trade interviews

MARKET DATA
Table 5 Sales of Consumer Appliances by Category: Volume 2013-2018

'000 units
2013 2014 2015 2016 2017 2018

Major Appliances 17,698.6 19,384.7 21,568.7 23,902.8 25,983.0 28,128.2

Small Appliances 78,494.6 84,113.5 90,205.2 96,771.4 103,923.7 111,552.2
Consumer Appliances 96,193.2 103,498.2 111,773.8 120,674.3 129,906.6 139,680.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 Sales of Consumer Appliances by Category: Value 2013-2018

INR bn
2013 2014 2015 2016 2017 2018

Major Appliances 222.6 250.2 295.2 346.4 397.3 452.7

Small Appliances 243.3 270.7 301.8 336.4 372.6 409.9
Consumer Appliances 465.9 521.0 597.1 682.7 769.9 862.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018

% volume growth
2017/18 2013-18 CAGR 2013/18 Total

Major Appliances 8.3 9.7 58.9

Small Appliances 7.3 7.3 42.1
Consumer Appliances 7.5 7.7 45.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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Table 8 Sales of Consumer Appliances by Category: % Value Growth 2013-2018

% current value growth

2017/18 2013-18 CAGR 2013/18 Total

Major Appliances 13.9 15.3 103.4

Small Appliances 10.0 11.0 68.4
Consumer Appliances 12.0 13.1 85.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split:

Volume 2013-2018

'000 units
2013 2014 2015 2016 2017 2018

Built-in Dishwashers - - - - - -
Freestanding Dishwashers 33.2 37.2 40.9 44.6 48.3 52.2
Dishwashers 33.2 37.2 40.9 44.6 48.3 52.2
Built-in Home Laundry - - - - - -
Appliances
Freestanding Home 6,169.2 6,569.9 7,128.6 7,747.7 8,348.7 8,983.7
Laundry Appliances
Automatic Dryers - - - - - -
- Built-in Automatic - - - - - -
Dryers
- Freestanding - - - - - -
Automatic Dryers
Automatic Washer Dryers 4.8 5.0 5.3 5.5 5.7 5.8
- Built-in Automatic - - - - - -
Washer Dryers
- Freestanding 4.8 5.0 5.3 5.5 5.7 5.8
Automatic Washer Dryers
Automatic Washing 1,982.0 2,172.2 2,465.0 2,790.4 3,091.2 3,431.9
Machines
- Built-in Automatic - - - - - -
Washing Machines
- Freestanding 1,982.0 2,172.2 2,465.0 2,790.4 3,091.2 3,431.9
Automatic Washing
Machines
Semi-Automatic Washing 4,182.5 4,392.8 4,658.3 4,951.8 5,251.8 5,546.0
Machines
Home Laundry Appliances 6,169.2 6,569.9 7,128.6 7,747.7 8,348.7 8,983.7
Built-in Large Cooking 265.6 282.3 300.2 320.3 342.4 366.8
Appliances
Freestanding Large 694.0 804.1 923.8 1,057.0 1,207.1 1,376.6
Cooking Appliances
Built-in Hobs 174.9 185.9 198.0 212.1 227.6 244.9
Ovens 90.7 96.4 102.2 108.3 114.9 122.0
Cooker Hoods 686.6 796.5 916.0 1,048.9 1,198.9 1,368.2
- Built-in Cooker Hoods - - - - - -
- Freestanding Cooker 686.6 796.5 916.0 1,048.9 1,198.9 1,368.2
Hoods
Cookers 7.4 7.6 7.8 8.1 8.2 8.4
Range Cookers - - - - - -
Large Cooking Appliances 959.6 1,086.4 1,224.1 1,377.3 1,549.6 1,743.4
Built-in Microwaves - - - - - -
Freestanding Microwaves 1,354.9 1,407.7 1,452.0 1,486.2 1,505.1 1,513.5

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Microwaves 1,354.9 1,407.7 1,452.0 1,486.2 1,505.1 1,513.5

Built-in Refrigeration - - - - - -
Appliances
Freestanding 9,181.6 10,283.4 11,723.1 13,247.1 14,531.2 15,835.4
Refrigeration Appliances
Electric Wine Coolers/ - - - - - -
Chillers
- Built-in Electric - - - - - -
Wine Coolers/Chillers
- Freestanding Electric - - - - - -
Wine Coolers/Chillers
Freezers - - - - - -
- Built-in Freezers - - - - - -
- Freestanding Freezers - - - - - -
Fridge Freezers 9,131.3 10,231.5 11,670.6 13,194.1 14,479.4 15,788.0
- Built-in Fridge - - - - - -
Freezers
- Freestanding Fridge 9,131.3 10,231.5 11,670.6 13,194.1 14,479.4 15,788.0
Freezers
Fridges 50.3 51.9 52.5 53.0 51.9 47.4
- Built-in Fridges - - - - - -
- Freestanding Fridges 50.3 51.9 52.5 53.0 51.9 47.4
Refrigeration Appliances 9,181.6 10,283.4 11,723.1 13,247.1 14,531.2 15,835.4
Built-In Major Appliances 265.6 282.3 300.2 320.3 342.4 366.8
Freestanding Major 17,433.0 19,102.4 21,268.5 23,582.5 25,640.5 27,761.3
Appliances
Major Appliances 17,698.6 19,384.7 21,568.7 23,902.8 25,983.0 28,128.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value

2013-2018

INR bn
2013 2014 2015 2016 2017 2018

Built-in Dishwashers - - - - - -
Freestanding Dishwashers 1.1 1.3 1.5 1.6 1.8 1.9
Dishwashers 1.1 1.3 1.5 1.6 1.8 1.9
Built-in Home Laundry - - - - - -
Appliances
Freestanding Home 66.8 73.7 82.5 92.0 99.8 107.8
Laundry Appliances
Automatic Dryers - - - - - -
- Built-in Automatic - - - - - -
Dryers
- Freestanding - - - - - -
Automatic Dryers
Automatic Washer Dryers 0.3 0.3 0.3 0.3 0.4 0.4
- Built-in Automatic - - - - - -
Washer Dryers
- Freestanding 0.3 0.3 0.3 0.3 0.4 0.4
Automatic Washer Dryers
Automatic Washing 32.6 36.8 42.3 48.3 52.3 56.8
Machines
- Built-in Automatic - - - - - -
Washing Machines
- Freestanding 32.6 36.8 42.3 48.3 52.3 56.8
Automatic Washing

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Machines
Semi-Automatic Washing 33.8 36.5 39.8 43.4 47.2 50.7
Machines
Home Laundry Appliances 66.8 73.7 82.5 92.0 99.8 107.8
Built-in Large Cooking 5.2 5.6 6.1 6.6 7.1 7.7
Appliances
Freestanding Large 9.3 10.9 12.7 14.8 17.2 19.8
Cooking Appliances
Built-in Hobs 2.5 2.8 3.0 3.3 3.6 4.0
Ovens 2.7 2.9 3.1 3.3 3.4 3.7
Cooker Hoods 9.1 10.7 12.5 14.5 16.9 19.5
- Built-in Cooker Hoods - - - - - -
- Freestanding Cooker 9.1 10.7 12.5 14.5 16.9 19.5
Hoods
Cookers 0.2 0.2 0.2 0.3 0.3 0.3
Range Cookers - - - - - -
Large Cooking Appliances 14.5 16.6 18.8 21.4 24.3 27.5
Built-in Microwaves - - - - - -
Freestanding Microwaves 14.7 16.2 17.6 18.8 19.6 19.9
Microwaves 14.7 16.2 17.6 18.8 19.6 19.9
Built-in Refrigeration - - - - - -
Appliances
Freestanding 125.6 142.5 174.8 212.6 251.9 295.5
Refrigeration Appliances
Electric Wine Coolers/ - - - - - -
Chillers
- Built-in Electric - - - - - -
Wine Coolers/Chillers
- Freestanding Electric - - - - - -
Wine Coolers/Chillers
Freezers - - - - - -
- Built-in Freezers - - - - - -
- Freestanding Freezers - - - - - -
Fridge Freezers 125.2 142.1 174.4 212.1 251.4 295.1
- Built-in Fridge - - - - - -
Freezers
- Freestanding Fridge 125.2 142.1 174.4 212.1 251.4 295.1
Freezers
Fridges 0.4 0.4 0.4 0.4 0.4 0.4
- Built-in Fridges - - - - - -
- Freestanding Fridges 0.4 0.4 0.4 0.4 0.4 0.4
Refrigeration Appliances 125.6 142.5 174.8 212.6 251.9 295.5
Built-In Major Appliances 5.2 5.6 6.1 6.6 7.1 7.7
Freestanding Major 217.4 244.6 289.1 339.8 390.3 445.0
Appliances
Major Appliances 222.6 250.2 295.2 346.4 397.3 452.7
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: %

Volume Growth 2013-2018

% volume growth
2017/18 2013-18 CAGR 2013/18 Total

Built-in Dishwashers - - -
Freestanding Dishwashers 8.0 9.5 57.1
Dishwashers 8.0 9.5 57.1
Built-in Home Laundry Appliances - - -

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CONSUMER APPLIANCES IN INDIA Passport 9

Freestanding Home Laundry Appliances 7.6 7.8 45.6

Automatic Dryers - - -
- Built-in Automatic Dryers - - -
- Freestanding Automatic Dryers - - -
Automatic Washer Dryers 2.8 4.2 22.6
- Built-in Automatic Washer Dryers - - -
- Freestanding Automatic Washer Dryers 2.8 4.2 22.6
Automatic Washing Machines 11.0 11.6 73.2
- Built-in Automatic Washing Machines - - -
- Freestanding Automatic Washing 11.0 11.6 73.2
Machines
Semi-Automatic Washing Machines 5.6 5.8 32.6
Home Laundry Appliances 7.6 7.8 45.6
Built-in Large Cooking Appliances 7.1 6.7 38.1
Freestanding Large Cooking Appliances 14.0 14.7 98.4
Built-in Hobs 7.6 7.0 40.0
Ovens 6.2 6.1 34.4
Cooker Hoods 14.1 14.8 99.3
- Built-in Cooker Hoods - - -
- Freestanding Cooker Hoods 14.1 14.8 99.3
Cookers 1.9 2.7 14.1
Range Cookers - - -
Large Cooking Appliances 12.5 12.7 81.7
Built-in Microwaves - - -
Freestanding Microwaves 0.6 2.2 11.7
Microwaves 0.6 2.2 11.7
Built-in Refrigeration Appliances - - -
Freestanding Refrigeration Appliances 9.0 11.5 72.5
Electric Wine Coolers/Chillers - - -
- Built-in Electric Wine Coolers/ - - -
Chillers
- Freestanding Electric Wine Coolers/ - - -
Chillers
Freezers - - -
- Built-in Freezers - - -
- Freestanding Freezers - - -
Fridge Freezers 9.0 11.6 72.9
- Built-in Fridge Freezers - - -
- Freestanding Fridge Freezers 9.0 11.6 72.9
Fridges -8.6 -1.2 -5.8
- Built-in Fridges - - -
- Freestanding Fridges -8.6 -1.2 -5.8
Refrigeration Appliances 9.0 11.5 72.5
Built-In Major Appliances 7.1 6.7 38.1
Freestanding Major Appliances 8.3 9.8 59.2
Major Appliances 8.3 9.7 58.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: %

Value Growth 2013-2018

% current value growth

2017/18 2013-18 CAGR 2013/18 Total

Built-in Dishwashers - - -
Freestanding Dishwashers 8.2 11.9 75.3
Dishwashers 8.2 11.9 75.3
Built-in Home Laundry Appliances - - -

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CONSUMER APPLIANCES IN INDIA Passport 10

Freestanding Home Laundry Appliances 8.0 10.1 61.5

Automatic Dryers - - -
- Built-in Automatic Dryers - - -
- Freestanding Automatic Dryers - - -
Automatic Washer Dryers 2.0 5.8 32.5
- Built-in Automatic Washer Dryers - - -
- Freestanding Automatic Washer Dryers 2.0 5.8 32.5
Automatic Washing Machines 8.5 11.7 73.8
- Built-in Automatic Washing Machines - - -
- Freestanding Automatic Washing 8.5 11.7 73.8
Machines
Semi-Automatic Washing Machines 7.5 8.4 49.8
Home Laundry Appliances 8.0 10.1 61.5
Built-in Large Cooking Appliances 8.4 8.2 48.0
Freestanding Large Cooking Appliances 15.1 16.3 113.0
Built-in Hobs 9.7 9.7 58.6
Ovens 7.0 6.7 38.1
Cooker Hoods 15.3 16.5 114.8
- Built-in Cooker Hoods - - -
- Freestanding Cooker Hoods 15.3 16.5 114.8
Cookers 4.8 6.1 34.2
Range Cookers - - -
Large Cooking Appliances 13.2 13.7 89.7
Built-in Microwaves - - -
Freestanding Microwaves 1.7 6.3 35.7
Microwaves 1.7 6.3 35.7
Built-in Refrigeration Appliances - - -
Freestanding Refrigeration Appliances 17.3 18.7 135.4
Electric Wine Coolers/Chillers - - -
- Built-in Electric Wine Coolers/ - - -
Chillers
- Freestanding Electric Wine Coolers/ - - -
Chillers
Freezers - - -
- Built-in Freezers - - -
- Freestanding Freezers - - -
Fridge Freezers 17.4 18.7 135.8
- Built-in Fridge Freezers - - -
- Freestanding Fridge Freezers 17.4 18.7 135.8
Fridges -7.6 -0.2 -0.9
- Built-in Fridges - - -
- Freestanding Fridges -7.6 -0.2 -0.9
Refrigeration Appliances 17.3 18.7 135.4
Built-In Major Appliances 8.4 8.2 48.0
Freestanding Major Appliances 14.0 15.4 104.7
Major Appliances 13.9 15.3 103.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 13 Sales of Small Appliances by Category: Volume 2013-2018

'000 units
2013 2014 2015 2016 2017 2018

Air Treatment Products 36,730.3 38,736.3 41,087.5 43,653.4 46,479.6 49,469.9

Food Preparation 11,679.2 12,387.5 13,131.0 13,915.7 14,767.8 15,677.6
Appliances
Heating Appliances 989.9 1,056.2 1,121.7 1,187.3 1,250.2 1,311.9
Irons 12,102.2 13,347.5 14,701.0 16,127.0 17,628.4 19,206.1

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CONSUMER APPLIANCES IN INDIA Passport 11

Personal Care Appliances 5,892.3 6,779.7 7,609.0 8,531.5 9,566.6 10,713.0

Small Cooking Appliances 10,718.8 11,411.4 12,146.3 12,933.1 13,792.5 14,719.9
Vacuum Cleaners 381.9 394.9 408.7 423.4 438.6 453.8
Small Appliances 78,494.6 84,113.5 90,205.2 96,771.4 103,923.7 111,552.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 14 Sales of Small Appliances by Category: Value 2013-2018

INR bn
2013 2014 2015 2016 2017 2018

Air Treatment Products 151.2 167.6 187.6 211.1 236.2 261.0

Food Preparation 34.2 38.4 42.8 46.7 50.3 54.4
Appliances
Heating Appliances 2.2 2.4 2.6 2.9 3.0 3.2
Irons 6.7 7.6 8.5 9.5 10.5 11.5
Personal Care Appliances 8.6 10.3 11.9 13.6 15.5 17.7
Small Cooking Appliances 38.4 42.1 45.9 50.1 54.4 59.4
Vacuum Cleaners 2.1 2.3 2.4 2.6 2.6 2.7
Small Appliances 243.3 270.7 301.8 336.4 372.6 409.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 15 Sales of Small Appliances by Category: % Volume Growth 2013-2018

% volume growth
2017/18 2013-18 CAGR 2013/18 Total

Air Treatment Products 6.4 6.1 34.7

Food Preparation Appliances 6.2 6.1 34.2
Heating Appliances 4.9 5.8 32.5
Irons 8.9 9.7 58.7
Personal Care Appliances 12.0 12.7 81.8
Small Cooking Appliances 6.7 6.5 37.3
Vacuum Cleaners 3.5 3.5 18.8
Small Appliances 7.3 7.3 42.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 16 Sales of Small Appliances by Category: % Value Growth 2013-2018

% current value growth

2017/18 2013-18 CAGR 2013/18 Total

Air Treatment Products 10.5 11.5 72.6

Food Preparation Appliances 8.1 9.7 59.1
Heating Appliances 5.7 7.9 46.3
Irons 9.9 11.3 71.1
Personal Care Appliances 13.9 15.4 104.9
Small Cooking Appliances 9.2 9.2 55.0
Vacuum Cleaners 4.0 5.4 30.0
Small Appliances 10.0 11.0 68.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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CONSUMER APPLIANCES IN INDIA Passport 12

Table 17 NBO Company Shares of Major Appliances: % Volume 2014-2018

% retail volume
Company 2014 2015 2016 2017 2018

LG Electronics India 24.1 23.6 23.8 24.2 24.8

Pvt Ltd
Samsung India 20.9 20.7 20.5 20.6 20.8
Electronics Pvt Ltd
Whirlpool of India Ltd 10.9 11.0 11.0 11.2 11.2
Godrej & Boyce Mfg Co Ltd 9.3 9.5 9.4 9.4 9.4
Videocon Industries Ltd 10.4 10.0 9.4 8.4 6.9
Haier Appliances India 3.8 3.8 3.8 3.8 3.8
Pvt Ltd
IFB Industries Ltd 2.9 3.2 3.1 3.2 3.3
Panasonic Home 1.9 2.0 1.9 1.9 1.9
Appliances India Co Ltd
Faber Heatkraft 1.2 1.2 1.1 1.2 1.2
Industries Ltd
Electrolux AB 1.9 1.6 1.5 1.3 1.1
Elica PB India Pvt Ltd 0.6 0.6 0.7 0.7 0.8
Kaff Appliances Ltd 0.7 0.7 0.7 0.7 0.7
BSH Household 0.1 0.2 0.3 0.4 0.6
Appliances Mfg Pvt Ltd
Glen Appliances Ltd 0.5 0.5 0.5 0.5 0.5
Sunflame Enterprises 0.4 0.4 0.4 0.4 0.4
Pvt Ltd
Hitachi Home & Life 0.3 0.3 0.3 0.3 0.4
Solutions (India) Ltd
Tuareg Marketing Pvt Ltd 0.1 0.1 0.1 0.2 0.2
Bajaj Electricals Ltd 0.2 0.2 0.1 0.1 0.1
Kenstar Kitchen 0.1 0.1 0.1 0.1 0.1
Appliances India Ltd
BSH Bosch & Siemens - - - - -
Hausgeräte GmbH
Private Label 0.1 0.1 0.1 0.1 0.1
Others 9.8 10.3 11.3 11.4 12.1
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 18 LBN Brand Shares of Major Appliances: % Volume 2015-2018

% retail volume
Brand (GBO) Company (NBO) 2015 2016 2017 2018

LG (LG Corp) LG Electronics India 23.6 23.8 24.2 24.8

Pvt Ltd
Samsung (Samsung Samsung India 20.7 20.5 20.6 20.8
Corp) Electronics Pvt Ltd
Whirlpool Whirlpool of India Ltd 11.0 11.0 11.2 11.2
(Whirlpool Corp)
Godrej Godrej & Boyce Mfg Co Ltd 9.5 9.4 9.4 9.4
Videocon Videocon Industries Ltd 10.0 9.4 8.4 6.9
Haier (Haier Group) Haier Appliances India 3.8 3.8 3.8 3.8
Pvt Ltd

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CONSUMER APPLIANCES IN INDIA Passport 13

IFB IFB Industries Ltd 3.2 3.1 3.2 3.3

Panasonic Panasonic Home 1.6 1.5 1.6 1.6
(Panasonic Corp) Appliances India Co Ltd
Faber (Franke Faber Heatkraft 1.2 1.1 1.2 1.2
Holding AG) Industries Ltd
Electrolux Electrolux AB 1.6 1.5 1.3 1.1
Elica (Elica SpA) Elica PB India Pvt Ltd 0.6 0.7 0.7 0.8
Kaff (Nanika Kaff Appliances Ltd 0.7 0.7 0.7 0.7
International)
Siemens (BSH BSH Household 0.2 0.3 0.4 0.6
Hausgeräte GmbH) Appliances Mfg Pvt Ltd
Glen (Glen India Ltd) Glen Appliances Ltd 0.5 0.5 0.5 0.5
Sunflame Sunflame Enterprises 0.4 0.4 0.4 0.4
Pvt Ltd
Hitachi (Hitachi Ltd) Hitachi Home & Life 0.3 0.3 0.3 0.4
Solutions (India) Ltd
National (Panasonic Panasonic Home 0.4 0.4 0.3 0.3
Corp) Appliances India Co Ltd
Inalsa Tuareg Marketing Pvt Ltd 0.1 0.1 0.2 0.2
(Electrodomésticos
Taurus SL (Taurus
Group))
Bajaj Bajaj Electricals Ltd 0.2 0.1 0.1 0.1
Kenstar (Videocon Kenstar Kitchen 0.1 0.1 0.1 0.1
Industries Ltd) Appliances India Ltd
Siemens BSH Bosch & Siemens - - - -
Hausgeräte GmbH
Siemens (BSH Bosch BSH Household - - - -
& Siemens Appliances Mfg Pvt Ltd
Hausgeräte GmbH)
Private label Private Label 0.1 0.1 0.1 0.1
Others Others 10.3 11.3 11.4 12.1
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 19 NBO Company Shares of Small Appliances: % Volume 2014-2018

% retail volume
Company 2014 2015 2016 2017 2018

Bajaj Electricals Ltd 12.8 12.5 12.3 12.1 11.9

Crompton Greaves Ltd 11.2 11.1 11.1 11.0 11.0
Philips India Ltd 9.7 10.1 10.4 10.7 11.0
Usha International Ltd 8.3 8.3 8.2 8.0 7.9
Orient Paper & 4.3 4.2 4.1 3.9 3.7
Industries Ltd
Khaitan Electricals Ltd 3.8 3.8 3.7 3.7 3.7
Havells India Ltd 3.1 3.1 3.3 3.4 3.5
TTK Prestige Ltd 2.0 2.1 2.2 2.2 2.2
Preethi Industries Ltd 1.8 1.8 1.7 1.7 1.6
Panasonic Home 1.4 1.4 1.4 1.4 1.4
Appliances India Co Ltd
Tuareg Marketing Pvt Ltd 1.5 1.4 1.4 1.4 1.4
Maharaja Appliances Ltd 1.3 1.3 1.3 1.2 1.2
Kenstar Kitchen 1.3 1.2 1.2 1.1 1.0
Appliances India Ltd
Symphony Ltd 0.8 0.8 0.9 0.9 0.9
Voltas Ltd 0.8 0.8 0.8 0.9 0.9

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CONSUMER APPLIANCES IN INDIA Passport 14

LG Electronics India 0.8 0.8 0.8 0.8 0.8

Pvt Ltd
Gandhimathi Appliances 0.8 0.8 0.8 0.8 0.8
Ltd
Procter & Gamble Co, The 0.7 0.7 0.8 0.8 0.8
Butterfly Gandhimathi 0.8 0.8 0.8 0.7 0.7
Appliances Ltd
Polar Industries Ltd 1.1 0.9 0.7 0.6 0.5
Pigeon Appliances Pvt Ltd 0.5 0.5 0.5 0.5 0.5
Samsung India 0.3 0.4 0.4 0.4 0.4
Electronics Pvt Ltd
Daikin Airconditioning 0.3 0.3 0.3 0.3 0.3
India Pvt Ltd
Eureka Forbes Ltd 0.4 0.4 0.4 0.3 0.3
Hitachi Home & Life 0.3 0.2 0.3 0.3 0.3
Solutions (India) Ltd
Boss Electricals Pvt Ltd 0.3 0.3 0.3 0.3 0.3
Ajanta Ltd 0.2 0.2 0.2 0.2 0.2
Godrej & Boyce Mfg Co Ltd 0.2 0.2 0.2 0.2 0.2
Glen Appliances Ltd 0.2 0.2 0.2 0.2 0.2
Haier Appliances India 0.2 0.2 0.2 0.2 0.2
Pvt Ltd
Others 29.1 29.2 29.5 29.9 30.3
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 20 LBN Brand Shares of Small Appliances: % Volume 2015-2018

% retail volume
Brand (GBO) Company (NBO) 2015 2016 2017 2018

Philips Philips India Ltd 10.1 10.4 10.7 11.0

(Koninklijke
Philips NV)
Compton Greaves Crompton Greaves Ltd 11.0 11.0 10.9 10.9
Bajaj Bajaj Electricals Ltd 11.1 10.9 10.7 10.5
Usha Usha International Ltd 7.2 7.0 6.9 6.7
Orient Orient Paper & 4.2 4.1 3.9 3.7
Industries Ltd
Khaitan Khaitan Electricals Ltd 3.8 3.7 3.7 3.7
Havells Havells India Ltd 3.1 3.3 3.4 3.5
Prestige TTK Prestige Ltd 2.1 2.2 2.2 2.2
Preethi Preethi Industries Ltd 1.8 1.7 1.7 1.6
(Koninklijke
Philips NV)
Panasonic Panasonic Home 1.4 1.4 1.4 1.4
(Panasonic Corp) Appliances India Co Ltd
Inalsa Tuareg Marketing Pvt Ltd 1.4 1.4 1.4 1.4
(Electrodomésticos
Taurus SL (Taurus
Group))
Morphy Richards Bajaj Electricals Ltd 1.4 1.4 1.4 1.4
(Glen Dimplex Group)
Maharaja Whiteline Maharaja Appliances Ltd 1.3 1.3 1.2 1.2
(SEB, Groupe)
Lexus Usha International Ltd 1.1 1.2 1.2 1.2
Kenstar (Videocon Kenstar Kitchen 1.2 1.2 1.1 1.0
Industries Ltd) Appliances India Ltd

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CONSUMER APPLIANCES IN INDIA Passport 15

Symphony Symphony Ltd 0.8 0.9 0.9 0.9

Voltas (Tata Group) Voltas Ltd 0.8 0.8 0.9 0.9
LG (LG Corp) LG Electronics India 0.8 0.8 0.8 0.8
Pvt Ltd
Avon Butterfly Gandhimathi Appliances 0.8 0.8 0.8 0.8
(Butterfly Home Ltd
Appliances Ltd)
Butterfly Butterfly Gandhimathi 0.8 0.8 0.7 0.7
Appliances Ltd
Braun Procter & Gamble Co, The 0.6 0.6 0.6 0.7
Polar Polar Industries Ltd 0.9 0.7 0.6 0.5
Piegon Pigeon Appliances Pvt Ltd 0.5 0.5 0.5 0.5
Samsung (Samsung Samsung India 0.4 0.4 0.4 0.4
Corp) Electronics Pvt Ltd
Daikin (Daikin Daikin Airconditioning 0.3 0.3 0.3 0.3
Industries Ltd) India Pvt Ltd
Eureka Forbes Eureka Forbes Ltd 0.4 0.4 0.3 0.3
Hitachi (Johnson Hitachi Home & Life 0.2 0.3 0.3 0.3
Controls Inc) Solutions (India) Ltd
Boss Boss Electricals Pvt Ltd 0.3 0.3 0.3 0.3
Orpat Ajanta Ltd 0.2 0.2 0.2 0.2
Godrej Godrej & Boyce Mfg Co Ltd 0.2 0.2 0.2 0.2
Others Others 29.9 30.1 30.5 30.9
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 21 Distribution of Major Appliances by Format: % Volume 2013-2018

% retail volume
2013 2014 2015 2016 2017 2018

Store-Based Retailing 99.5 99.4 99.0 98.4 97.6 96.9

- Grocery Retailers 0.8 0.9 0.9 1.0 1.2 1.4
-- Modern Grocery 0.8 0.9 0.9 1.0 1.2 1.4
Retailers
--- Convenience Stores - - - - - -
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 0.8 0.9 0.9 1.0 1.2 1.4
--- Supermarkets - - - - - -
-- Traditional Grocery - - - - - -
Retailers
- Non-Grocery Specialists 98.7 98.5 98.1 97.4 96.4 95.5
-- Electronics and 95.8 95.7 95.4 94.8 94.1 93.3
Appliance Specialist
Retailers
-- Health and Beauty - - - - - -
Specialist Retailers
--- Beauty Specialist - - - - - -
Retailers
--- Chemists/Pharmacies - - - - - -
--- Drugstores/ - - - - - -
parapharmacies
--- Other Health and - - - - - -
Beauty Specialist
retailers
-- Home and Garden 2.9 2.9 2.7 2.5 2.3 2.1
Specialist Retailers

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CONSUMER APPLIANCES IN INDIA Passport 16

-- Other Non-Grocery 0.0 0.0 - 0.0 - -

Specialists
- Mixed Retailers - - - - - -
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
Non-retail channels 0.0 0.1 0.1 0.1 0.1 0.1
- Builders Merchants - - - - - -
- Construction 0.0 0.1 0.1 0.1 0.1 0.1
Non-Store Retailing 0.5 0.6 1.0 1.5 2.3 3.0
- Direct Selling - - - - - -
- Homeshopping - - - - - -
- Internet Retailing 0.5 0.6 1.0 1.5 2.3 3.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: Others includes sales from door to door selling, warehouse clubs etc

Table 22 Distribution of Small Appliances by Format: % Volume 2013-2018

% retail volume
2013 2014 2015 2016 2017 2018

Store-Based Retailing 97.9 97.8 97.5 97.4 97.1 96.0

- Grocery Retailers 2.2 2.4 2.5 2.6 2.8 3.5
-- Modern Grocery 2.2 2.4 2.5 2.6 2.8 3.5
Retailers
--- Convenience Stores - - - - - -
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 2.2 2.4 2.5 2.6 2.8 3.5
--- Supermarkets - - - - - -
-- Traditional Grocery - - - - - -
Retailers
- Non-Grocery Specialists 95.7 95.4 95.1 94.8 94.3 92.4
-- Electronics and 84.4 84.0 83.7 83.4 82.9 80.8
Appliance Specialist
Retailers
-- Health and Beauty 1.3 1.4 1.5 1.5 1.5 1.9
Specialist Retailers
--- Beauty Specialist 1.3 1.4 1.5 1.5 1.5 1.9
Retailers
--- Chemists/Pharmacies - - - - - -
--- Drugstores/ - - - - - -
parapharmacies
--- Other Health and - - - - - -
Beauty Specialist
retailers
-- Home and Garden 9.9 9.9 9.9 9.8 9.8 9.7
Specialist Retailers
-- Other Non-Grocery 0.0 0.0 0.0 - - -
Specialists
- Mixed Retailers - - - - - -
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
Non-retail channels - - - - - -

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CONSUMER APPLIANCES IN INDIA Passport 17

- Builders Merchants - - - - - -
- Construction - - - - - -
Non-Store Retailing 2.1 2.2 2.5 2.6 2.9 4.0
- Direct Selling 0.4 0.4 0.4 0.4 0.3 0.3
- Homeshopping 0.4 0.3 0.3 0.3 0.2 0.2
- Internet Retailing 1.3 1.5 1.8 2.0 2.4 3.4
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: Others includes sales from door to door selling, warehouse clubs etc

Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023

'000 units
2018 2019 2020 2021 2022 2023

Major Appliances 28,128.2 30,427.6 32,885.8 35,738.8 38,559.6 41,586.0

Small Appliances 111,552.2 119,701.7 128,415.8 137,734.0 147,711.1 158,394.3
Consumer Appliances 139,680.4 150,129.3 161,301.6 173,472.8 186,270.8 199,980.3
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 24 Forecast Sales of Consumer Appliances by Category: Value 2018-2023

INR bn
2018 2019 2020 2021 2022 2023

Major Appliances 452.7 490.0 530.4 573.8 619.3 667.4

Small Appliances 409.9 430.1 452.9 486.2 514.8 545.6
Consumer Appliances 862.5 920.1 983.3 1,060.0 1,134.1 1,213.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth

2018-2023

% volume growth
2018/19 2018-23 CAGR 2018/23 Total

Major Appliances 8.2 8.1 47.8

Small Appliances 7.3 7.3 42.0
Consumer Appliances 7.5 7.4 43.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-

2023

% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total

Major Appliances 8.2 8.1 47.4

Small Appliances 4.9 5.9 33.1

© Euromonitor International
CONSUMER APPLIANCES IN INDIA Passport 18

Consumer Appliances 6.7 7.1 40.6

Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding

Split: Volume 2018-2023

'000 units
2018 2019 2020 2021 2022 2023

Built-in Dishwashers - - - - - -
Freestanding Dishwashers 52.2 56.1 60.1 64.3 68.4 72.6
Dishwashers 52.2 56.1 60.1 64.3 68.4 72.6
Built-in Home Laundry - - - - - -
Appliances
Freestanding Home 8,983.7 9,665.8 10,397.9 11,183.7 12,025.9 12,928.2
Laundry Appliances
Automatic Dryers - - - - - -
- Built-in Automatic - - - - - -
Dryers
- Freestanding - - - - - -
Automatic Dryers
Automatic Washer Dryers 5.8 6.0 6.2 6.3 6.5 6.7
- Built-in Automatic - - - - - -
Washer Dryers
- Freestanding 5.8 6.0 6.2 6.3 6.5 6.7
Automatic Washer Dryers
Automatic Washing 3,431.9 3,803.9 4,209.0 4,649.7 5,128.1 5,647.1
Machines
- Built-in Automatic - - - - - -
Washing Machines
- Freestanding 3,431.9 3,803.9 4,209.0 4,649.7 5,128.1 5,647.1
Automatic Washing
Machines
Semi-Automatic Washing 5,546.0 5,856.0 6,182.7 6,527.7 6,891.3 7,274.5
Machines
Home Laundry Appliances 8,983.7 9,665.8 10,397.9 11,183.7 12,025.9 12,928.2
Built-in Large Cooking 366.8 393.9 424.0 457.5 494.9 536.8
Appliances
Freestanding Large 1,376.6 1,565.9 1,777.1 2,012.1 2,272.6 2,561.1
Cooking Appliances
Built-in Hobs 244.9 264.2 285.9 310.4 338.0 369.2
Ovens 122.0 129.7 138.0 147.1 156.9 167.6
Cooker Hoods 1,368.2 1,557.4 1,768.4 2,003.3 2,263.7 2,552.1
- Built-in Cooker Hoods - - - - - -
- Freestanding Cooker 1,368.2 1,557.4 1,768.4 2,003.3 2,263.7 2,552.1
Hoods
Cookers 8.4 8.5 8.7 8.8 8.9 9.0
Range Cookers - - - - - -
Large Cooking Appliances 1,743.4 1,959.8 2,201.1 2,469.5 2,767.5 3,097.9
Built-in Microwaves - - - - - -
Freestanding Microwaves 1,513.5 1,510.0 1,491.1 1,464.0 1,423.6 1,375.2
Microwaves 1,513.5 1,510.0 1,491.1 1,464.0 1,423.6 1,375.2
Built-in Refrigeration - - - - - -
Appliances
Freestanding 15,835.4 17,235.7 18,735.6 20,557.3 22,274.2 24,112.0
Refrigeration Appliances
Electric Wine Coolers/ - - - - - -
Chillers

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CONSUMER APPLIANCES IN INDIA Passport 19

- Built-in Electric - - - - - -
Wine Coolers/Chillers
- Freestanding Electric - - - - - -
Wine Coolers/Chillers
Freezers - - - - - -
- Built-in Freezers - - - - - -
- Freestanding Freezers - - - - - -
Fridge Freezers 15,788.0 17,192.4 18,696.1 20,521.3 22,241.5 24,082.3
- Built-in Fridge - - - - - -
Freezers
- Freestanding Fridge 15,788.0 17,192.4 18,696.1 20,521.3 22,241.5 24,082.3
Freezers
Fridges 47.4 43.4 39.5 36.0 32.7 29.7
- Built-in Fridges - - - - - -
- Freestanding Fridges 47.4 43.4 39.5 36.0 32.7 29.7
Refrigeration Appliances 15,835.4 17,235.7 18,735.6 20,557.3 22,274.2 24,112.0
Built-In Major Appliances 366.8 393.9 424.0 457.5 494.9 536.8
Freestanding Major 27,761.3 30,033.6 32,461.8 35,281.3 38,064.8 41,049.2
Appliances
Major Appliances 28,128.2 30,427.6 32,885.8 35,738.8 38,559.6 41,586.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding

Split: Value 2018-2023

INR bn
2018 2019 2020 2021 2022 2023

Built-in Dishwashers - - - - - -
Freestanding Dishwashers 1.9 2.0 2.0 2.1 2.1 2.1
Dishwashers 1.9 2.0 2.0 2.1 2.1 2.1
Built-in Home Laundry - - - - - -
Appliances
Freestanding Home 107.8 110.8 113.8 112.5 115.8 119.0
Laundry Appliances
Automatic Dryers - - - - - -
- Built-in Automatic - - - - - -
Dryers
- Freestanding - - - - - -
Automatic Dryers
Automatic Washer Dryers 0.4 0.4 0.4 0.3 0.3 0.3
- Built-in Automatic - - - - - -
Washer Dryers
- Freestanding 0.4 0.4 0.4 0.3 0.3 0.3
Automatic Washer Dryers
Automatic Washing 56.8 58.4 60.1 61.3 62.9 64.4
Machines
- Built-in Automatic - - - - - -
Washing Machines
- Freestanding 56.8 58.4 60.1 61.3 62.9 64.4
Automatic Washing
Machines
Semi-Automatic Washing 50.7 52.0 53.3 50.8 52.7 54.3
Machines
Home Laundry Appliances 107.8 110.8 113.8 112.5 115.8 119.0
Built-in Large Cooking 7.7 7.9 8.2 8.5 8.9 9.3
Appliances
Freestanding Large 19.8 21.9 24.2 27.2 29.7 32.3

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CONSUMER APPLIANCES IN INDIA Passport 20

Cooking Appliances
Built-in Hobs 4.0 4.2 4.4 4.6 4.9 5.3
Ovens 3.7 3.7 3.8 3.9 4.0 4.0
Cooker Hoods 19.5 21.6 23.9 26.9 29.4 32.0
- Built-in Cooker Hoods - - - - - -
- Freestanding Cooker 19.5 21.6 23.9 26.9 29.4 32.0
Hoods
Cookers 0.3 0.3 0.3 0.3 0.3 0.3
Range Cookers - - - - - -
Large Cooking Appliances 27.5 29.8 32.4 35.7 38.6 41.6
Built-in Microwaves - - - - - -
Freestanding Microwaves 19.9 18.5 17.0 15.5 14.0 12.6
Microwaves 19.9 18.5 17.0 15.5 14.0 12.6
Built-in Refrigeration - - - - - -
Appliances
Freestanding 295.5 329.0 365.2 408.0 448.8 492.1
Refrigeration Appliances
Electric Wine Coolers/ - - - - - -
Chillers
- Built-in Electric - - - - - -
Wine Coolers/Chillers
- Freestanding Electric - - - - - -
Wine Coolers/Chillers
Freezers - - - - - -
- Built-in Freezers - - - - - -
- Freestanding Freezers - - - - - -
Fridge Freezers 295.1 328.6 364.9 407.7 448.6 491.9
- Built-in Fridge - - - - - -
Freezers
- Freestanding Fridge 295.1 328.6 364.9 407.7 448.6 491.9
Freezers
Fridges 0.4 0.4 0.3 0.3 0.2 0.2
- Built-in Fridges - - - - - -
- Freestanding Fridges 0.4 0.4 0.3 0.3 0.2 0.2
Refrigeration Appliances 295.5 329.0 365.2 408.0 448.8 492.1
Built-In Major Appliances 7.7 7.9 8.2 8.5 8.9 9.3
Freestanding Major 445.0 482.1 522.2 565.2 610.4 658.1
Appliances
Major Appliances 452.7 490.0 530.4 573.8 619.3 667.4
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding

Split: % Volume Growth 2018-2023

% volume growth
2018/19 2018-23 CAGR 2018/23 Total

Built-in Dishwashers - - -
Freestanding Dishwashers 7.6 6.8 39.2
Dishwashers 7.6 6.8 39.2
Built-in Home Laundry Appliances - - -
Freestanding Home Laundry Appliances 7.6 7.6 43.9
Automatic Dryers - - -
- Built-in Automatic Dryers - - -
- Freestanding Automatic Dryers - - -
Automatic Washer Dryers 2.8 2.7 14.4
- Built-in Automatic Washer Dryers - - -
- Freestanding Automatic Washer Dryers 2.8 2.7 14.4

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CONSUMER APPLIANCES IN INDIA Passport 21

Automatic Washing Machines 10.8 10.5 64.5

- Built-in Automatic Washing Machines - - -
- Freestanding Automatic Washing 10.8 10.5 64.5
Machines
Semi-Automatic Washing Machines 5.6 5.6 31.2
Home Laundry Appliances 7.6 7.6 43.9
Built-in Large Cooking Appliances 7.4 7.9 46.3
Freestanding Large Cooking Appliances 13.8 13.2 86.0
Built-in Hobs 7.9 8.6 50.8
Ovens 6.3 6.6 37.4
Cooker Hoods 13.8 13.3 86.5
- Built-in Cooker Hoods - - -
- Freestanding Cooker Hoods 13.8 13.3 86.5
Cookers 1.7 1.4 7.2
Range Cookers - - -
Large Cooking Appliances 12.4 12.2 77.7
Built-in Microwaves - - -
Freestanding Microwaves -0.2 -1.9 -9.1
Microwaves -0.2 -1.9 -9.1
Built-in Refrigeration Appliances - - -
Freestanding Refrigeration Appliances 8.8 8.8 52.3
Electric Wine Coolers/Chillers - - -
- Built-in Electric Wine Coolers/ - - -
Chillers
- Freestanding Electric Wine Coolers/ - - -
Chillers
Freezers - - -
- Built-in Freezers - - -
- Freestanding Freezers - - -
Fridge Freezers 8.9 8.8 52.5
- Built-in Fridge Freezers - - -
- Freestanding Fridge Freezers 8.9 8.8 52.5
Fridges -8.5 -8.9 -37.3
- Built-in Fridges - - -
- Freestanding Fridges -8.5 -8.9 -37.3
Refrigeration Appliances 8.8 8.8 52.3
Built-In Major Appliances 7.4 7.9 46.3
Freestanding Major Appliances 8.2 8.1 47.9
Major Appliances 8.2 8.1 47.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding

Split: % Value Growth 2018-2023

% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total

Built-in Dishwashers - - -
Freestanding Dishwashers 3.5 2.0 10.2
Dishwashers 3.5 2.0 10.2
Built-in Home Laundry Appliances - - -
Freestanding Home Laundry Appliances 2.7 2.0 10.4
Automatic Dryers - - -
- Built-in Automatic Dryers - - -
- Freestanding Automatic Dryers - - -
Automatic Washer Dryers -1.8 -2.9 -13.7
- Built-in Automatic Washer Dryers - - -
- Freestanding Automatic Washer Dryers -1.8 -2.9 -13.7

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CONSUMER APPLIANCES IN INDIA Passport 22

Automatic Washing Machines 3.0 2.6 13.4

- Built-in Automatic Washing Machines - - -
- Freestanding Automatic Washing 3.0 2.6 13.4
Machines
Semi-Automatic Washing Machines 2.5 1.4 7.1
Home Laundry Appliances 2.7 2.0 10.4
Built-in Large Cooking Appliances 3.2 3.9 21.3
Freestanding Large Cooking Appliances 10.5 10.3 63.2
Built-in Hobs 4.7 5.8 32.3
Ovens 1.6 1.8 9.4
Cooker Hoods 10.6 10.4 64.2
- Built-in Cooker Hoods - - -
- Freestanding Cooker Hoods 10.6 10.4 64.2
Cookers -1.3 -1.4 -6.7
Range Cookers - - -
Large Cooking Appliances 8.4 8.7 51.5
Built-in Microwaves - - -
Freestanding Microwaves -7.3 -8.8 -36.9
Microwaves -7.3 -8.8 -36.9
Built-in Refrigeration Appliances - - -
Freestanding Refrigeration Appliances 11.3 10.7 66.5
Electric Wine Coolers/Chillers - - -
- Built-in Electric Wine Coolers/ - - -
Chillers
- Freestanding Electric Wine Coolers/ - - -
Chillers
Freezers - - -
- Built-in Freezers - - -
- Freestanding Freezers - - -
Fridge Freezers 11.3 10.8 66.7
- Built-in Fridge Freezers - - -
- Freestanding Fridge Freezers 11.3 10.8 66.7
Fridges -13.5 -14.6 -54.5
- Built-in Fridges - - -
- Freestanding Fridges -13.5 -14.6 -54.5
Refrigeration Appliances 11.3 10.7 66.5
Built-In Major Appliances 3.2 3.9 21.3
Freestanding Major Appliances 8.3 8.1 47.9
Major Appliances 8.2 8.1 47.4
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 31 Forecast Sales of Small Appliances by Category: Volume 2018-2023

'000 units
2018 2019 2020 2021 2022 2023

Air Treatment Products 49,469.9 52,652.3 56,046.7 59,672.7 63,557.5 67,724.1

Food Preparation 15,677.6 16,648.4 17,685.9 18,795.0 19,980.0 21,247.6
Appliances
Heating Appliances 1,311.9 1,372.1 1,430.8 1,487.8 1,543.0 1,596.2
Irons 19,206.1 20,857.8 22,582.8 24,378.1 26,243.0 28,171.9
Personal Care Appliances 10,713.0 11,980.8 13,381.4 14,927.1 16,632.0 18,511.9
Small Cooking Appliances 14,719.9 15,721.3 16,803.8 17,973.5 19,240.3 20,611.7
Vacuum Cleaners 453.8 469.0 484.4 499.8 515.3 531.0
Small Appliances 111,552.2 119,701.7 128,415.8 137,734.0 147,711.1 158,394.3
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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CONSUMER APPLIANCES IN INDIA Passport 23

Table 32 Forecast Sales of Small Appliances by Category: Value 2018-2023

INR bn
2018 2019 2020 2021 2022 2023

Air Treatment Products 261.0 275.5 292.1 319.3 341.5 365.8

Food Preparation 54.4 55.9 57.6 59.2 60.9 62.6
Appliances
Heating Appliances 3.2 3.2 3.2 3.1 3.1 3.0
Irons 11.5 12.0 12.5 12.9 13.3 13.7
Personal Care Appliances 17.7 19.1 20.7 22.3 24.0 25.8
Small Cooking Appliances 59.4 61.8 64.3 66.8 69.5 72.3
Vacuum Cleaners 2.7 2.7 2.6 2.6 2.5 2.4
Small Appliances 409.9 430.1 452.9 486.2 514.8 545.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-

2023

% volume growth
2018/19 2018-23 CAGR 2018/23 Total

Air Treatment Products 6.4 6.5 36.9

Food Preparation Appliances 6.2 6.3 35.5
Heating Appliances 4.6 4.0 21.7
Irons 8.6 8.0 46.7
Personal Care Appliances 11.8 11.6 72.8
Small Cooking Appliances 6.8 7.0 40.0
Vacuum Cleaners 3.4 3.2 17.0
Small Appliances 7.3 7.3 42.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total

Air Treatment Products 5.6 7.0 40.2

Food Preparation Appliances 2.8 2.9 15.1
Heating Appliances -0.2 -0.9 -4.3
Irons 4.3 3.6 19.2
Personal Care Appliances 8.2 7.8 45.8
Small Cooking Appliances 3.9 4.0 21.6
Vacuum Cleaners -1.8 -2.3 -11.1
Small Appliances 4.9 5.9 33.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International
CONSUMER APPLIANCES IN INDIA Passport 24

DEFINITIONS
Explanations of words and/or terminology used in this report are as follows:
Tadka: Tempering of spices.

SOURCES
Sources used during research include the following:

Summary 1 Research Sources

Official Sources IBEF
Trade Associations CEAMA
Consumer Electronics & Appliances
Manufacturers Association
Federation of Indian Chambers of Commerce
& Industry
Indian Fan Manufacturers Association
Trade Press Business Standard
Economic Times
Financial Express
The Hindu Business Line
TV Veopar journal
Source: Euromonitor International

© Euromonitor International