Toshiba enters Indian home appliances market

03 May 2006

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."