Premium upgrades drive appliances' festive sales
NEW DELHI: India's festive appliance season exposed a divide in what shoppers were willing to pay for. Bigger televisions and higher-capacity appliances found buyers, while demand for some of the cheapest TV sets faded as Diwali approached. Several brands reported faster growth in sales value than in units, helped by both higher prices and a shift towards costlier models. Air conditioners were an exception at some companies, with more units sold as well as higher takings.
"Our premium television portfolio witnessed significant momentum, recording 600% growth this festive season, while our air purifier category recorded over 300% YoY growth this festive season," a Xiaomi India spokesperson said. The company did not disclose the volumes behind either figure.
Hisense India sold 25% more units from Navratri to Dhanteras than in the same festive period last year, while sales value rose 35%. CEO Pankaj Rana said its TV business grew about 35% and ACs about 20%, without specifying whether those figures referred to units or value.
At Thomson , early Navratri offers drew shoppers who had put off purchases, but sales momentum later weakened at the budget end. Avneet Singh Marwah , CEO of Super Plastronics , the Indian licensee for Thomson, Kodak and Blaupunkt, said higher input and freight costs had made buyers of entry-level sets more cautious. "In contrast, the premium segment witnessed robust growth of over 20%," he said, citing strong demand for 55-inch and 65-inch TVs.
Intex Technologies reported a roughly 45% rise in festive sales value, with volume growth trailing. TVs, ACs and washing machines led the gains, with small appliances and speakers also contributing. Director Keshav Bansal said higher input costs and currency movements prompted price increases, while larger screens and higher-capacity appliances lifted the average bill. "Consumers were willing to spend more when they saw a meaningful difference in what the product offered," he said. Blue Star's room AC sales, meanwhile, rose more than 35% in both units and value.
"Our premium television portfolio witnessed significant momentum, recording 600% growth this festive season, while our air purifier category recorded over 300% YoY growth this festive season," a Xiaomi India spokesperson said. The company did not disclose the volumes behind either figure.
Hisense India sold 25% more units from Navratri to Dhanteras than in the same festive period last year, while sales value rose 35%. CEO Pankaj Rana said its TV business grew about 35% and ACs about 20%, without specifying whether those figures referred to units or value.
At Thomson , early Navratri offers drew shoppers who had put off purchases, but sales momentum later weakened at the budget end. Avneet Singh Marwah , CEO of Super Plastronics , the Indian licensee for Thomson, Kodak and Blaupunkt, said higher input and freight costs had made buyers of entry-level sets more cautious. "In contrast, the premium segment witnessed robust growth of over 20%," he said, citing strong demand for 55-inch and 65-inch TVs.
Intex Technologies reported a roughly 45% rise in festive sales value, with volume growth trailing. TVs, ACs and washing machines led the gains, with small appliances and speakers also contributing. Director Keshav Bansal said higher input costs and currency movements prompted price increases, while larger screens and higher-capacity appliances lifted the average bill. "Consumers were willing to spend more when they saw a meaningful difference in what the product offered," he said. Blue Star's room AC sales, meanwhile, rose more than 35% in both units and value.
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