The economic growth in India has led to the emergence of growth opportunities for home and kitchen appliances market. Appliances such as air conditioners, refrigerators, air coolers, water purifier systems and others have become a necessity and increasing purchasing power of Indian masses is driving them to increasingly buy such products. The shopping of home and kitchen appliances online has progressed rapidly in large metro cities and is catching up in the smaller cities and towns. Heavy discounts on appliances and cash on delivery mode of payment offered by online retailers have proved to be very advantageous in driving sales. Exchange offers on products such as washing machines and food processors have also been beneficial in attracting customers towards the online market.

The category of small and kitchen appliances have been sold more online in comparison to large appliances and have occupied a significant 80% share in the number of appliances sold during FY’2015. Since these products are comparatively less expensive and the risk associated with them is quite less, therefore fist time consumers do not mind purchasing such products from online retailers.

It has been observed that online marketplaces have been launching their own range of electronics with a motive to offering high quality products at a greater value. This also allows companies to increase their margins at the same time leverage the popularity of their marketplace to gain consumer’s trust in their private label. With the huge success of exclusive launch of smartphones online, players in other categories have also started targeting the online channel to launch their products. In 2014, Whirlpool entered into a tie-up with Amazon to launch its range of Kitchen Aid range consisting of kitchen appliances including electric kettles, blenders, food processors, mixers and toasters. Vu Television also launched its range of televisions online through Flipkart.

The consumers in tier II and tier III cities are anticipated to be the major growth drivers of the revenue of the online home and kitchen appliances market in the future. Furthermore, owing to increased internet connectivity in tier II and tier III cities and improved standards of living of Indian buyers in rural areas, the market is expected to witness healthy growth in the near future. On the other hand, consumers in tier I cities will continue to be driven by the ease of buying home and kitchen appliances without visiting the stores. Easy payment options, monthly installments and easy availability of finance will further boost sales in the future. In the long term, sales of large appliances will be conducted online owing to decreased prices of appliances due to rigorous competition among the market players.

Key Topics Covered in the Report:
- Market Size by GMV
- Market Segmentation by
o Product Categories
o Demand from Major Cities
o Preferred Mode of Making Payment
o Seasonal Demand
o Mode of Distribution
o Mode of Making Purchase
o Marketplace and Company Website
- Consumer Profile
- Growth Drivers
- Trends and Development
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Source: https://www.kenresearch.com/consumer-products-and-retail/consumer-electronics/india-online-electronics-market-report/729-95.html

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Ken Research
Ankur Gupta, Head Marketing & Communications
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