Top Story


Home >> Digital >> Article

LG Electronics all keyed up about e-biz — Expects turnover of Rs 400 crore in five years

Font Size   16
LG Electronics all keyed up about e-biz — Expects turnover of Rs 400 crore in five years

Marketing gurus may have termed e-commerce "just another bubble that will burst without a whimper," but for Korean consumer electronics and durables major LG Electronics India (Pvt) Ltd (LGEIL), it seems to spell success.

According to the company, its site that sells products online has succeeded in widening the consumer base and enthused growth in the business. LG, in fact, has chalked out ambitious growth plans for the e-venture.

"We closed the year 2003 with a turnover of Rs 13 crore. The company is looking at a turnover of Rs 50 crore this year," Mr Vijay Narayanan, Product Planning Head, LGEIL, said. Agreeing that this was a rather ambitious target, he said, "E-commerce has been an unknown market for India, but today, with increasing network connectivity, to target a growth of 10 per cent would not be unusual. With better online connectivity and better usage, five years down we expect a turnover of around Rs 400 crore." was created in 1999 to provide the NRI customer good value propositions. Today, even domestic consumers are using it. This mode of service is most frequently used for gifting purposes. The products that see maximum sales through the e-model are microwave ovens and DVDs, followed by refrigerators and air-conditioners.

According to Mr Narayanan, it is the ease of use, simple interface and 100 per cent secure transactions that have made the most preferred e-commerce site for NRIs.

While the company is upbeat about the e-venture, according to Mr R. Ravi Shankar, Senior Vice-President, Stakeholder Management Division, TNS India, "Lgezbuy is more of an information disbursement tool. Customers can access information on all LG models, make enquiries about the dealer network closest to the consumer. Buyers also get to compare features and prices across the entire range of products, while actual sales takes place at the dealer outlet."

Disclosing future plans, Mr Narayanan said the company had entered into tie-ups with banks such as ICICI Bank, HDFC, UTI, Bank of Punjab, IDBI, CitiBank, Centurion Bank and Federal Bank. "We would soon offer account holders of these banks the facility to directly buy these products through Internet banking. The company proposes to start this service in the next 10 days," he said.

LG also has e-partners in,,, and, which can be used for ordering a product from the company's stable, Mr Narayanan said. Commenting on the mode of payment used by consumers, he said, "We allow all modes of payment. However, 80 per cent of consumers use credit card facilities."


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular