1. By: Sumati Joshi

2. What is a Refrigerator?
An appliance or
compartment that is
artificially kept cool and
used to store food and
drink.

3. Indian Refrigerator Market:
Estimated mainly at Rs.2750 cr
Catered by mainly 10 Brands
Annual Capacity estimated
around 4.15 million units
Running head of demand of 1.5
million

5. Cash and carry system changed into
Exchange Offers and additional
advantages like gifts and discounts.

6. Allwyn
Kelvinator
Voltas Brands

8.  Electrolux:
Customization of market, with special
reference to northern and southern India.
 Godrej: Dealer Network in Rural Market for sales and
services.
 Whirlpool: Increase in Dealer Network by 30%

9. Market Share
35%
30%
30%
25% 24%
20%
15% 13% 12%
10% Market Share
10%
5%
5% 2% 3%
1%
0%

10.  Electrolux amalgamation of 3
companies, Kelvinator, Voltas and Allwyn.
 Allwyn : popular in South India.
 Kelvinator: popular in North India.
 Electrolux Wants advantage of popularity of the
brands.
 Not Possible to Segment according the Markets.
 Company name becomes the logo.
 Reason for buying other brand :
price, quality, usability and features of the product.
 Same storage pattern of food in all of the India
 Not possible to segregate the market accordingly.

11.  Small and Significant market for refrigerator. Type
of food should be considered as rural area prefer
more natural products.
 Cost of selling dealer and cost of Refrigerator
should be low.
 Storage capacity should be enough to store
vegetable and fruits.
 Built in stabilizers in the refrigerator due to
inefficient power supply in the village area and
electricity fluctuation.
 Product should be easy to reach and advertising
should be done through posters, postcards, wall
paintings, Mike announcement, house to house
campaign etc.