Top Story


Home >> Marketing >> Article

Toshiba enters consumer home appliances market in India

Font Size   16
Toshiba enters consumer home appliances market in India

Toshiba Consumer Marketing Corporation, Japan, manufacturer of complete range of Toshiba Brand Home Appliances and the group company of $59 billion Toshiba Corporation Japan, have announced their entry into the highly competitive Indian home appliances market.

The company will begin by launching its refrigerators, washing machines and microwave ovens. Toshiba’s India foray is part of its global strategy to fully utilise Asian production strongholds and to expand its overseas marketing network. Plans are on the anvil to launch vacuum cleaners, rice cooker and the hot pot, among others.

The complete range of home appliances will be imported to India by Toshiba India Pvt Ltd and distributed to dealers and retailers directly. Initially, the products will be sold only in Mumbai, and the sales network will gradually expand to other major Indian cities.

Speaking on the occasion, Harry Fujimaki Yoshihiro, Country Manager, Toshiba Consumer Marketing Corporation, said, “Toshiba is coming directly with a massive plan for advertisement and promotion to create a pull in the market. I am quite confident that the Indian consumer will appreciate the advanced technology and Toshiba’s unbeatable quality, which will be properly explained and demonstrated to the consumer by the trained personnel at each and every retail point.”

Fujimaki added, “After the economic liberalisation, India has emerged as one of the few world markets, which offer high prospects for growth and earning potential in practically all areas of business. Toshiba has always been very close to the Indian market, and has developed a better understanding of the potential of the Indian market over this period of time with many satisfied customers across the market. Previously, Toshiba has offered innovative technology products and services to infrastructure projects and industries in India. I believe this is the right time for us to enter the home appliances segment.”

Toshiba will launch as many as 12 models of refrigerators, including the state-of-the-art GR-M72UTA, which has adopted Toshiba’s original Hybrid Plasma Unit and Automatic Ice Maker technology. The price range varies from Rs 16,000 to Rs 61,000.

Toshiba’s washing machines will comprise five models of fully automatic washing machines and two models of twin-tub washing machines, which includes the latest model AW-D950S. The prices are in the region of Rs 9,990 to Rs 34,000.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking