Godrej Appliances Launches Exclusive Stores

India: Godrej Appliances, an Indian home appliance manufacturing company is planning to launch 200 exclusive stores to improve its presence in tier II and tier III cities by then end of fiscal year 2017-2018. The stores will offer a wide range of home appliances such as washing machines, air- conditioners refrigerator and microwave ovens.

Currently, Godrej’s exclusive branded outlets are holding 10% of the industry, and showing tremendous potential for growth in home appliance sector. Godrej appliances are focusing on designing exclusive stores to fulfill the demand of premium products among its customers. Today exclusive brand outlets are the fastest growing channel that provides premium mix of products than any other channel. Moreover, Godrej plans to increase production of washing machines, air conditioners and refrigerators by investing USD2000 million in its manufacturing units based at Mohali in Punjab and Shirwal near Pune.

According to TechSci Research, the increase in production will help Godrej to cater the demand of affluent customers and increase its presence further in the rural part of the country. With stiff competition in India’s home appliances market, Godrej have been launching new products in premium segments of refrigerator, washing machine, microwaves and air conditioners. Exclusive brand stores channel has been showing promising growth in the country. Godrej strategy to open exclusive stores in tier 2 and tier 3 cities is expected to result in acquiring additional value share of the total industry.