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Marketing,that works in India by Y Moorthi

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PART II   Consumer Durables

Consumer durables as a category in India demands separate attention. Unlike consumer softs, durables transformed remarkably since liberalization in the 1990s. In softs, the big competitors of today were already present before liberalization in India. But durables category saw serious consideration from several new multinationals only after liberalization. Their success in the Indian market has however been mixed. The Korean companies emerged surprisingly successful in domains ranging from consumer appliances to automobiles. Some traditional names like Philips lost in consumer electronics while others like Whirlpool gained. The Indian companies that were not successful for several years also struck back in due course. ...

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