Toshiba''s Indian foray is part of its global strategy to fully utilise Asian production strongholds and to expand its overseas marketing network. The company says that it would offer the most modern and reliable white goods to Indian consumers. Plans are on the anvil to launch vacuum cleaners, rice cooker and the hot pot, among others.

The complete range of home appliances will be imported to India by Toshiba India Private Limited (a 100 per cent subsidiary of Toshiba Corporation Japan) and distributed to the dealers and retailers directly. Initially, the products will be sold only in Mumbai, and the sales network will gradually expand to other major Indian cities.

Commenting on the occasion, Harry Fujimaki Yoshihiro, country manager, Toshiba Consumer Marketing Corporation, said, "Toshiba is coming directly with a massive plan of advertisement and promotion to create a pull in the market. I am quite confident that the Indian consumer will appreciate the advanced technology and Toshiba''s unbeatable quality, which will be properly explained and demonstrated to the consumer by the trained personnel at each and every retail point."

Toshiba plans to launch 12 models of refrigerators, priced between Rs16,000 and Rs61,000 and includes its state-of-the-art "GR-M72UTA", which has adopted Toshiba''s original ''hybrid plasma unit'' and ''automatic ice maker'' technology.

Similarly the Japanese company is launching seven models of washing machines — five fully automatic and two twin-tub models — priced from Rs9,990 to Rs34,000. Toshiba also launched a Microwave Convention Oven with a digital signal inverter and 8-Point infrared sensor.

Fujimaki added, "After the economic liberalisation, India has emerged as one of the few world markets, which offer high prospects for growth and earning potential in practically all areas of business. Toshiba has always been very close to the Indian market, and has developed a better understanding of the potential of the Indian market over this period of time with many satisfied customers across the market. Previously, Toshiba has offered innovative technology products and services to infrastructure projects and industries in India. I believe this is the right time for us to enter the home appliances segment."

Pranab Mohanty, head, home appliances and IT division, Toshiba India, said, "There is paradigm shift from the 200L direct cool refrigerator to the larger capacity frost-free models ranging from 230L to 320L, also 5kg semiautomatic washing machine to 6kg - 6.5kg fully automatic washing machines. Gradually these models from both the categories will become most demanding models in the industry. The current trend in the Indian white goods industry is a rapid shift towards high-end technologically advanced products and, therefore, this is the right time for Toshiba to launch the complete range of advanced technology Toshiba white goods to meet the need of Indian consumers".

Toshiba is a leading brand name in the Japanese home appliances market, and the group marks its 130th anniversary this year. Apart from Japan, Toshiba has its overseas white goods production bases in Thailand, China, Indonesia, Vietnam and Egypt.

Toshiba Corporation is a world leader in information and communications systems, electronic components, consumer products and power systems and is the world''s ninth- largest integrated manufacturer of electric and electronic equipments with consolidated annual sales of over $59 billion.

Toshiba India Private Limited, represents all the business of Toshiba in India and is also responsible for sales in Srilanka, Nepal and Bhutan.