CONSUMER DURABLES
INTRODUCTION:
Consumer durables are a category of consumer products that do not have to be purchased
frequently because they are made to last for an extended period of time (typically more than
three years). They are also called durable goods or durables.
THE INDIAN CONSUMER DURABLES INDUSTRY
The Indian Consumer Durables Industry can be segmented into 3 Key Groups
1) White Goods
2) Kitchen Appliances/Brown Goods
3) Consumer Electronics
1. WHITE GOODS
Refrigerators
Washing Machines
Air Conditioners
Speakers and Audio Equipment’s
2. KITCHEN APPLIANCES/BROWN GOODS
Mixers
Grinders
Microwave Ovens
Iron
Electric Fans
Cooking Range
Chimneys
3. CONSUMER ELECTRONICS
Mobile Phones
Televisions
MP3 Players
DVD Players
VCD Players
SEVERAL FACTORS ARE DRIVING GROWTH IN THE SECTOR
1. INCOME GROWTH AND AVAILABILITY OF FINANCING
2. INCREASED AFFORDABILITY OF PRODUCTS
3. INCREASING SHARE OF ORGANISED RETAIL
4. ENTRY OF HEAVYWEIGHT RETAIL PLAYERS IS INCREASING COMPETITION
5. INCREASING APPRECIATION OF THE RUPEE
1. INCOME GROWTH AND AVAILABILITY OF FINANCING
Disposable income levels are rising and consumer financing has become easier.
2. INCREASED AFFORDABILITY OF PRODUCTS
Advanced technology and increasing competition are narrowing the price gap and the
once expensive appliances are becoming cheaper.
3. INCREASING SHARE OF ORGANISED RETAIL
Urban and rural markets are growing at the annual rates of 7%–10% and 25%,
respectively, with organized retail expected to garnera 10% share by 2010 from a mere 3%
share at present.
4. ENTRY OF HEAVYWEIGHT RETAIL PLAYERS IS INCREASING
COMPETITION
Competitive evolution of organized retail due to the entry of heavyweight players like
Croma, E Zone and Reliance Digital is stimulating the demand through Exposure to
experiences.
5. INCREASING APPRECIATION OF THE RUPEE
Raw materials constituting almost 75% of the costs are mostly imported and will now be
cheaper.
CONSUMER DURABLES IS ONE OF THE FASTEST GROWING INDUSTRIES IN
INDIA
A STRONG GROWTH IS EXPECTED ACROSS ALL KEY SEGMENTS
OVERALL, THE SECTOR IS A DYNAMIC ONE, WITH SIGNIFICANT GROWTH
OPPORTUNITIES
SUPPLIER POWER
Indigenous supply base limited - most raw materials are imported.
COMPETITIVE RIVALRY
Number of well established players, with new players entering Good technological
capability Many untapped potential markets.
CUSTOMER POWER
Multitude of brands across price points - wide variety of choice for customers.
THREAT OF SUBSTITUTES
Unbranded products and cheaper imports could enter the market.
SOME OF THE ATTRACTIVE AREAS FOR INVESTMENT INCLUDE
1) High End Colour TVs
Plasma display panels and liquid crystal display TVs have registered an average growth
of more than 250% in 2006-07 and the trend is expected to continue.
2) Split Air-conditioners
Split ACs have been growing at a much faster rate than window ACs - Growth of 97% in
2006-07 as compared to a 32% growth of window ACs.
3) Mobile Phones
Production is expected to grow at a compound annual growth rate (CAGR) of 28.3%
from 31 million units in 2006 to 107 million units in 2011.
Low mobile penetration and favorable government policies are driving mobile phone
Original Equipment Manufacturers (OEMs) to set up manufacturing facilities in India.
4) Distribution and Retail
With the rural and semi-urban markets creating opportunity and an almost sedentary
urban market, the need to have a strong distribution network is crucial for the companies
to remain price competitive
ATTRACTIVE STATES FOR INVESTMENT
Key parameters used for determining attractiveness of states:
Incentives for manufacturing sector
Consolidation of factors, including skilled workforce
Proximity to demand centers
Proximity to ports for raw material imports
STATES
Maharashtra,
Uttar Pradesh
Tamil Nadu
BLUE STAR AIR CONDITIONER
1960
During these years, a team of dedicated professionals further grew the company.
Employee strength crossed the 1000 mark and the company went public in 1969 to
become Blue Star Limited, as it continues to be called today.
1970
In 1970, the company took up the all-India distributorship of Hewlett-Packard products.
In addition, a series of prestigious projects were entrusted to Blue Star – skyscrapers such
as Air India Building, Express Towers, the Oberoi Hotel in Mumbai, as well as several
others. Revenues touched the ₹10 crore mark and staff strength doubled to exceed 2000.
1984
Ashok M Advani and Suneel M Advani, the sons of Mohan T Advani, took over the reins
of the company, after spending nearly 15 years within the company steadily climbing up
the ladder. A renewed thrust was placed on the company's core business areas – air
conditioning and refrigeration, and distribution of professional electronics equipment –
and the company emerged a market leader in these focus areas.
1990
India entered an era of economic liberalization and witnessed an upsurge in competition
as the dynamic business scenario attracted the world's most forward-looking
corporations. It was time to relook at existing business competencies, re-engineer those
that were obsolete and forge ahead in acquiring new business competencies. Blue Star
rose to the challenge and expansion continued unabated.
1997
In keeping with this focus, an advanced manufacturing facility was set up at Dadra, in
technical collaboration with Rheem, USA, to enhance manufacturing competency. Today,
it bears the distinction of being regarded as a state-of-the-art plant India-wide. The dealer
network was strengthened and expanded to bring products within easy reach of every
customer across India.
2000
The software unit was spun off into a separate company, Blue Star Infotech Ltd, the
export of air conditioning products from the Dadra factory began and contract
manufacturing for local and foreign brands commenced. A new corporate vision was
developed – ‘To deliver a world-class customer experience’.
2002-03
Blue Star crossed the ₹500 crore milestone in 2000 and the ₹600 crore milestone in
2002-03. With the boom in construction activity and increased infrastructure investments,
the company leveraged its leadership position to grow aggressively. In the following
three years, the company nearly doubled its revenue, clocking ₹1,178 crores in 2005-06.
2010
Blue Star strengthened its electro-mechanical projects business through the strategic
acquisition of D S Gupta Construction Private Limited, the largest independent plumbing
and fire-fighting contracting company in India. This move fortified Blue Star's position,
placing it among India's leading companies in the MEP field.
2015
Blue Star crossed the ₹3,000 crore revenue milestone in 2015. The company identified a
new value proposition of 'Nobody Cools Better' which highlights the unmatched
expertise, experience and deep understanding of the science of cooling that Blue Star
offers to its customers. In 2015, the PE&IS business of the company was transferred to a
separate subsidiary called Blue Star Engineering & Electronics in April 2015. The PE&IS
business is distinctly different from the air conditioning and refrigeration businesses of
the company with minimal business synergy between the two. This independent identity
along with specialized resources will enable the business to maximize its full potential.
Blue Star has proven that an Indian manufacturer could develop the technology and build
a product that meets global standards.
2017
In FY17 Blue Star pioneered Precision Inverter ACs with ‘Precision Cooling Technology’
where the temperature can be set in decimal points. With the objective of further
expanding its International footprint, Blue Star Limited formed a wholly owned
subsidiary company, Blue Star International FZCO, with effect from April 18, 2017,
headquartered in Dubai, UAE that manages the Global Products Sales Division and
Global Projects Division including the Joint Ventures for the Company in Qatar, Malaysia
and Oman.
2018
2018 marks the Platinum Jubilee Year for Blue Star as the Company will be completing
75 years on September 27, 2018. With an annual revenue of ₹4600 crores in 2018, the
Company has extended its reach with 2900 channel partners, 5000 stores for room ACs,
packaged air conditioners, chillers, cold rooms as well as refrigeration products and
systems, along with 765 service associates reaching out to customers in over 800 towns.
