Consumer Durables March 2021
Consumer Durables March 2021
March 2021
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Table of Contents
Executive Summary 3
Advantage India 4
Market Overview 6
Growth Drivers 19
Opportunities 24
Useful Information 31
 2
Executive summary
                                              % increase in                          % increase in
        Appliance and                                                                                                        Electronics
                                                exports of                              sales of                                                                    Television
          consumer                                                                                                            hardware
                                            Electronic Goods                           consumer                                                                  industry size by
         electronics                                                                                                        production in
                                              in December                            electronics in                                                                    FY22
        market in 2019                                                                                                          FY20
                                                  2020*                                Oct 2020*
    US$ 10.93 billion                              16.51%                                    8%                          US$ 73.78 billion                      US$ 17.56 billion
     *Compared with same months in the 2019
 Demand for electronics hardware in India is expected to reach US$ 400 billion by FY24.
      Electronics manufacturing is expected to increase at an annual rate of 30% between 2020-25 and clock Rs. 11.5 lakh crore (US$ 163.14 billion)
       additional production during this period.
      Television industry in India is projected to reach Rs. 955 billion (US$ 13.66 billion) by the end of 2021. By FY22, television industry in India is
       estimated to reach Rs. 1,227.34 billion (US$ 17.56 billion).
        Indian Appliance and Consumer                             Electronics Hardware Production in India                          Television Market in India (US$ billion)
        Electronics Industry (US$ billion)                                      (US$ billion)
                                                                                                                                  15                         7.04%
                           11.7%
                                        21.18                                             23.5%
                                                                      100                                                         10
            10.93                                                                                                                                                             13.66
                                                                       50                                   89.38                  5         10.19              11.26
                                                                                            72.38
                                                                            31.13
                                                                        0                                                          0
            2019                        2025F                                FY15           FY19            FY20                            CY2017             CY2019        CY2021E
    3
Advantage India
4
Advantage India
 5
 Market Overview
MARKET OVERVIEW
 6
The consumer durables market is split into two key segments
                                      Consumer Durables
              Consumer Electronics                          Consumer Appliances
                 (Brown Goods)                                 (White Goods)
 7
Evolution of the Indian consumer durables sector
   Closed market.                  Liberalisation of markets.          Increasing availability and  Companies look to           Goods and Services Tax
   Increased product               Influx of global players             affordability of consumer     consolidate market share.    introduced from July
    availability, increased          such as LG and                       finance provides impetus  Indian companies such as        2017, with most
    media penetration and            Samsung.                             to growth.                    Videocon gaining global      electronics goods taxed at
    advertising.                    Shift in focus from                 Low penetration of high-      identity.                    18%.
                                     promotion to product                 end products such as air  Increasing penetration of  In 2019, National Policy of
                                     innovation.                          conditioners (<1%).           high-end products such as    Electronics 2019 (NPE
                                                                                                        air conditioners (>3%).      2019) introduced.
                                                                                                       Introduction of new
                                                                                                        aspirational products such
                                                                                                        as High Definition TVs
                                                                                                        (HDTVs).
                                                                                                       Companies targeting high
                                                                                                        growth in rural market.
 Note: SAFTA - South Asian Free Trade Area, ASEAN - Association of Southeast Asian Nations
 Source: TechSci Research
 8
Growth in consumer durables…(1/2)
                                                                                                                                          275
                                                   48.37                                           250
       50
                                                                           Other                   200
       40
                       31.48                       21.50                   Appliances                                                                               Air Conditioners
       30                                                                                          150
                                                                                                                                                 165
                                                                                                                145
                       13.82                       26.87
                                                                                                                                                        126
       20                                                                  Smartphones             100
                                                                                                                                                                    Washing &
                       17.66                                                                                                                                        Laundry Machines
       10
                                                                                                                             70
                                                                                                     50
                                                                                                                       65
        0                                                                                             0
                       2017                       2022F                                                               FY19                      FY25E
      Appliance and consumer electronics (ACE) industry is expected to grow at 9% CAGR during 2017-22 to reach Rs. 3.15 trillion (US$ 48.37 billion)
        in 2022 from Rs. 2.05 trillion (US$ 31.48 billion) in 2017.
      The smartphone shipment witnessed a y-o-y growth of 8% in 2019 with 152.5 million units shipped. India is expected to have 829 million
        smartphone users by 2022. In 2019, India manufactured around 302 million handsets.
 Appliances and consumer electronics industry is expected to double to Rs. 1.48 lakh crore (US$ 21.18 billion) by 2025.
 Shipment of TVs in India increased 15% annually to reach the highest-ever level of 15 million units in 2019.
      According to Foxconn International Holding, Inc.’s Country Head Josh Fougler, India aspires to be a US$ 400 billion electronic manufacturing
       industry by 2025.
 Note: (F) Forecast, E – estimated, CY – Calendar Year, FY – Financial Year, F-forecast
 Source: Electronic Industries Association of India, PwC - Championing change in the Indian appliance and consumer electronics industry, Cisco, India cellular and Electronics Association
 (ICEA), News sources
 9
Growth in consumer durables…(2/2)
White Goods Market in India in FY20 (US$ billion) Y-o-Y Growth in Consumer Durables Production as per IIP
         3                                                                                   8.0%
                                                                                                                                     5.5%
                                                                                             6.0%
                                                                                                         3.4%         2.9%
                                               2.56                                          4.0%
                                                                                             2.0%                            0.8%
         2
                                                                                             0.0%
                                                                   1.80
                                                                                             -2.0%
         1                                                                                   -4.0%
                                                                                             -6.0%
                       0.86
                                                                                             -8.0%                                                -8.4%
                                                                                           -10.0%
         0
                                                                                                         FY16         FY17   FY18    FY19      FY20
                   Electronics          Domestic appliances   Air Conditioners
    As of FY20, electronics, domestic appliances and air conditioner market in India were estimated around Rs. 5,976 crore (US$ 0.86 billion), Rs.
     17,873 crore (US$ 1.80 billion) and Rs. 12,568 crore (US$ 2.56 billion), respectively.
 Import contributed to 20% of domestic market for washing machines and refrigerators and around 30% for air conditioners in FY20.
    The market size of air conditioners is expected to grow to 165 lakh units by 2025 from 65 lakh units in 2019, while refrigerator’s market size is
     expected to grow to 275 lakh units by 2025 from 145 lakh units in 2019.
 10
Consumer electronics – Key products
                                                                                                                    6
      restrictions on imports of colour TV
      sets, intending to encourage local
      manufacturing and check imports                                                                                               6. Washing
                                                                 2
      from China.
                                                                                                                                    appliances
                                                                                                                                    •   Production of washing appliances in India is
 2. Flat panel                                                                                                                          expected to reach 12.6 million units in FY25
 display                                                                                                          5                 •
                                                                                                                                        from 5.63 million units in FY20.
                                                                                                                                        In January 2021, LG introduced ThinQ front
                                                                        3
 •    LED/LCD/Plasma television sets                                                                                                    load washing machine with an Artificial
      present a huge opportunity in India                                                                                               Intelligent Direct Drive (AI DD) motor and
                                                                                                4
      with a penetration of only 14%                                                                                                    Wi-Fi.
      households in 2019.
 •    Production of LCD/LED TVs grew                                                                                        5. Air Conditioners
      at a fast pace in India from 8.7                                                                                      •   Installed stock of room ACs in India increased
      million units in FY15 to 16 million                                                                                       from two million units in 2006 to 30 million units in
      units in FY18.                                                                                                            2017 and is expected to be between 55-124
                                                             4. Refrigerators                                     •
                                                                                                                                million by 2030.
                                                                                                                                Production of AC increased to 2.92 million units in
 3. Direct-to-Home                                           •   This segment made up 27% of the consumer
                                                                 appliances market in 2019.
                                                                                                                                FY20.
                                                                                                                  •             In January 2021, Samsung launched its 2021
      The DTH industry is expected to                       •   In February 2021, Blue Star launched a range of                range of air conditioners, including wind-free ACs
       witness growth up to 6% from                              commercial      refrigerators,   with  offerings               with smart controls and PM 1.0 filters, convertible
       FY20 to Rs. 22,000 crore (US$                             comprising temperature-controlled designs for                  5-in-1 inverter ACs with tri-care filters and hot &
                                                                 refrigeration and storage of vaccines.                         cold inverter ACs.
       2.9 billion) in FY21.
Source: CEAMA, Electronic Industries Association of India, Economic Times, *EY – Re-imagining India’s M&E sector, National Policy on Electronics 2019, News Articles
 11
Key players in the consumer durables sector … (1/3)
    White goods industry in India is highly concentrated. In washing machines and refrigerators, top five players have more than 75% market share,
     while in air conditioners and fans it is around 55-60%. On the other hand, kitchen appliances segment is fragmented with top five players having
     30-35% market share.
4 AC and refrigerators.
 12
Key players in the consumer durables sector … (2/3)
                       LCD, washing machines, DVD players, AC, microwave ovens, mobile phones,
      6                projectors and display products.
                        TVs, home theatre systems, DVD players, audio products, personal care products,
      7                 household products, computers and phones.
                      TVs, home theatre systems, DVD players, mobile phones, digital cameras, camcorders,
      8               refrigerators, AC, washing machines, microwave ovens and computers.
      9                TVs, projectors, DVD players, audio systems, home theatre systems, digital cameras,
                       camcorders, computers, video-gaming products and recording media.
 13
Key players in the consumer durables sector … (3/3)
                       TVs, DVD players, microwave ovens, refrigerators, washing machines, AC and power
   10                  backup solutions.
                        Refrigerators, washing machines, microwave ovens, water purifiers and power backup
   11                   solutions.
 14
 Recent Trends and Strategies
 15
Notable trends in the consumer durables sector
                                                                                        5
 •       Start-ups like Rentomojo, Furlenco and                                                                enables users to select components,
                                                                                                               such as camera, memory, storage space
                                                                     1
         Rentickle have come up in this space and
         offer rentals on furniture, appliances and                                                            and colour, from the company's website
         other products.                                                                                       on their own.
                                                                                                           •   In November 2020, Dixon Technologies
                                                                                                               will start manufacturing mobiles from
                                                                                                               mid-January 2021 under PLI Scheme.
                                                                                                           •   In December 2020, Flipkart announced
     2. Homegrown products to                                                                                  the launch of ‘Made-in-India’ Nokia air
     gain traction                                              2                              4               conditioners. These new air conditioners
                                                                                                               will be priced starting from Rs. 30,999
     •    The Government of India has been                                                                     (US$ 423.33).
          encouraging consumer durable brands in
          the country to ‘Make in India’ products;                                                              4. Shifting manufacturing
          thereby, become self-reliant for the future.
          Moreover, consumers are showing an                                   3                                bases
          affinity towards home-grown products.                                                                 In November 2020, the Japanese
                                                                                                                government announced plans to
                                                                                                                provide financial assistance to
                                                                                                                Toyota-Tsusho and Sumida to set up
                    3. Increased affordability of products                                                      manufacturing bases in India.
                    •   Consumer durable loans in India increased 43% y-o-y to Rs. 6,495 crore (US$ 921.4 Sumida produces parts for auto,
                        million) in FY20.                                                                       consumer electronics and industrial
                    •   With the initiative of “Make in India” campaign, many domestic and Chinese manufactures sectors.
                        are investing in India to set up their manufacturing plants which would produce more
                        affordable products.
 Source: CEAMA, India Retail Report, Business Line, IMAP India, News Sources
 16
Strategies adopted (1/2)
1 2 3
 17
Strategies adopted (2/2)
                   4                                                              SALES STRATEGIES
                                             E-commerce companies reported sales worth US$ 4.1 billion across platforms in the festive week
                                              of October 2020 (October 15-21), driven by increased demand for smartphones. Of the total sales,
                                              55% were generated from Tier-II cities such as Asansol, Ludhiana, Dhanbad and Rajkot.
 18
 Growth Drivers
GROWTH DRIVERS
 19
Strong demand and policy support driving investments
                                                                                                               Resulting in
                                                                             Increasing
                                                    Inviting
                                                                             liberalisation,
                Easy consumer credit                                                                                           Increased R&D activity
                                                                             favorable FDI climate
                                                                             Reforms like
                                                                             simplified labor laws
                                                                             and Technology
                                                                             Upgradation Fund
                                                                             Scheme
 Notes: EHTP - Electronic Hardware Technology Park, R&D - Research and Development
 Source: TechSci Research
 20
Income growth will drive demand for consumer durables
   Demand for consumer durables in India has been growing on the                                        Visakhapatnam
                                                                                                           GDP Per Capita
                                                                                                                        port
                                                                                                                          at Current
                                                                                                                             traffic (million
                                                                                                                                      Prices tonnes)
                                                                                                                                              (US$)
    back of rising incomes. This trend is set to continue even as other
    factors like rising rural incomes, increasing urbanisation, a growing
                                                                                              3,500
    middle class and changing lifestyles aid demand growth in the
    sector.
                                                                                                                                                            3,274
                                                                                              3,000
   Significant increase in discretionary income and easy financing
                                                                                                                                                    3,007
    schemes have led to shortened product replacement cycles and
                                                                                                                                            2,762
    evolving lifestyles where consumer durables like AC and LCD TVs,                          2,500
                                                                                                                                    2,539
    are perceived as utility items rather than luxury possessions.
                                                                                                                            2,334
   Growth in demand from rural and semi-urban markets is likely to
                                                                                                                    2,135
                                                                                              2,000
    outpace demand from urban markets.
                                                                                                           1,983
   In October 2020, Samsung’s consumer electronics business in India
                                                                                              1,500
    increased by >30%, due to increased demand from smaller cities,
    which are racing ahead of metros.
                                                                                              1,000
   Growth in online retailing is a key factor to reach out as a newer
    channel for buyers, with increase in demand.
                                                                                                500
   Per capita GDP of India is expected to reach US$ 3,274 in 2023 from
    US$ 2,539 in 2020.
2017
2018
2019
2020
2021
2022
                                                                                                                                                            2023
    Chandigarh, etc., have grown rapidly on consumption, becoming the
    main target markets and posing a huge potential to turn into new
    business centres as compared to metro cities.
Source: World Bank, RedSeer Consulting, International Monetary Fund, World Economic Outlook Database, April 2018
 21
Policy support aiding growth in the sector
   1
             Production-Linked Incentive (PLI) Scheme
                      On November 11, 2020, Union Cabinet approved the Production-Linked Incentive (PLI) scheme in 10 key sectors (including
                       electronics and white goods) to boost India’s manufacturing capabilities, exports and promote the ‘Atmanirbhar Bharat’ initiative.
                      India is on a path to become a US$ 1 trillion digital economy by 2025. In addition, projects such as ‘Smart Cities’ and ‘Digital India’,
                       coupled with factors such as the government's push for data localisation, Internet of Things (IoT) market in India, are expected to
                       increase the demand for electronic products. The PLI scheme aims to boost the production of electronic products in India.
                      A PLI scheme for white goods (air conditioners and LEDs) will lead to more domestic manufacturing, employment opportunities and
                       increased exports.
  White Goods (AC & LEDs)                                 Department for Promotion of Industry and
                                                                                                               Rs. 6,238 crore (US$ 842.03 million)
                                                          Internal Trade
   2
             Estimated Increase in Exports
                      The National Policy on Electronics 2019 is targeting production of one billion mobile handsets valued at US$ 190 billion by 2025, out
                       of which 600 million handsets valued at US$ 100 billion are likely to be exported.
                      The PLI scheme, which has been approved for 16 electronics firms, including 10 manufacturers of mobile handsets, would further
                       improve India's role in the global mobile market and complement the goal of making the country a global mobile production hub for
                       manufacturers.
 22
Recent investment by key players
                                                                                Investment
                                                                                     in
                                                                                   India
                                                                                                                                Foxconn plans to invest up to
                                                                                                                                US$ 1 billion to expand a factory
      Dyson, will invest around US$ 200                                                                                         in southern India where it
      million in the Indian consumer durables                                                                                   assembles iPhones.
      sector by 2023.
 Notes: R&D - Research and Development, MSIPS - Modified Special Incentive Package Scheme, Ministry of External Affairs
 Source: Company websites, News sources
 23
 Opportunities
OPPORTUNITIES
 24
Growing television market
    In FY20, TV penetration in India stood at 69%, driven by the DTH                Visakhapatnam port traffic (million tonnes)
                                                                                        Active DTH subscribers (million units)
     market.
    As of June 2020, active DTH subscribers stood at 70.58 million in the   70.40
     country.                                                                70.30
 25
Appendix: benefits to consumer durables and wider retail
sector from FDI policy
        Wholesale cash
                                          Automatic                      100%
       and carry trading
         Single brand
                                              DPIIT                      100%
       product retailing
Source: DPIIT
 26
Key retail related FDI policies that will impact consumer
durables
   1
            51% FDI in multi brand retail status: Approved
                    Minimum investment cap is US$ 100 million.
                    30% procurement of manufactured or processed products must be from SMEs.
                    Minimum 50% of the first minimum tranche of US$ 100 million must be invested in back-end infrastructure (logistics, cold storage,
                     soil testing labs, seed farming and agro-processing units).
                    Removes the middlemen and provides a better price to farmers.
                    50% of the jobs in the retail outlet could be reserved for rural youth and a certain amount of farm produce could be required to be
                     procured from poor farmers.
                    To ensure the Public Distribution System (PDS) and Food Security System (FSS), Government reserves the right to procure a
                     certain amount of food grains.
                    Consumers will receive higher quality products at lower prices and better service.
   2
            100% FDI in single brand retail status: Policy passed
                    Products to be sold under the same brand internationally.
                    In 2015, according to revised FDI regulations single brand retail companies if desire to sell on ecommerce platform would be
                     allowed only if they have licence for setting up physical outlets.
                    Sale of multi brand goods is not allowed, even if produced by the same manufacturer.
                    For FDI above 51%, 30% sourcing must be from SMEs.
                    Any additional product categories to be sold under single brand retail must first receive additional Government approval.
                    “Make in India” initiative to further strengthen the investments coming to India.
Source: DPIIT
 27
Key Industry Contacts
28
Key Industry Contacts
 29
Key Industry Contacts
 30
Appendix
31
Glossary
 FY: Indian Financial Year (April to March); So, FY10 implies April 2009 to March 2010
 US$ : US Dollar
 Wherever applicable, numbers have been rounded off to the nearest whole number
 32
Exchange rates
                    Year                           Rs. Equivalent of one US$               Year                 Rs. Equivalent of one US$
                  2004-05                                   44.95                          2005                          44.11
 33
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