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Toshiba enters consumer home appliances market in India

05-May-2006
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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.

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