BPL has chalked out a marketing, distribution and retail strategy for its home appliances business. All future launches in the home appliances market will be through the company’s joint venture company with Sanyo.
Consequently, new models of refrigerators, microwaves, washing machines and other appliances will be launched either under the BPL-Sanyo brandname or only under the Sanyo brandname.
While BPL may manufacture some of the models in the low- and mass-end categories, those in the premium segment will be imported from Sanyo and marketed under its brandname.
Following the entry of foreign majors in the Indian consumer electronics market, BPL’s marketshare has taken a beating in major categories like colour televisions and home appliances like refrigerators and microwaves.