Top Story


Home >> Advertising >> Article

Consumer goods see mixed growth

Font Size   16
Consumer goods see mixed growth

CTVs post 2% growth for first 5 months in 2005, refrigerators fared the worst.

The sales of consumer durables for January-May this year have been a mixed bag with washing machines and air-conditioners showing rapid growth.

Colour television sales remained flat and refrigerator sales reported a sharp decline.

According to AC Nielsen figures, colour televisions recorded a growth of just 2 per cent in volume for the five months of the year against the same period last year.

In value terms, the category recorded a 3 per cent decline.

Washing machines sales were up 15 per cent this year, against the corresponding period last year.

In value terms, too the category reported a 22 per cent increase.

Rising mercury levels seem to have brought a smile on the face of air-conditioner manufacturers as the category made fast progress, reporting a 40 per cent growth in volume and 30 per cent increase in value terms.

But the sale of refrigerators, both in volume and value terms, fared the worst among the four categories, where it showed a 7 and 4 per cent decline, respectively.

“Even the much-hyped India-Pakistan cricket series earlier this year failed to lift the sales of colour television sets to market expectations,” says an executive at one of the leading players of white goods.

According to National Council of Applied Economic Research, 212 households in 1,000 actually posses a regular-size colour television.

With just 160 and 105 households out of a 1,000 having refrigerators and washing machines respectively, the two categories have a long way to go before they actually start showing any signs of stagnation.

And only 15 in a 1,000 households actually have a air-conditioner installed in their houses.

Big Ticket Items

* Colour televisions: recorded a growth of 2% in volume for the five months in 2005 against last year. There was a 3% decline in value terms

* Washing machines: sales were up 15%, against last year. In value terms. There was 22% increase

* Air-conditioners: recorded the fasted growth: 40% hike in volume and 30% increase in value terms

* Refrigerators: fared the worst. While it showed a 7% decline in volume, in value terms the decline was 4%.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...