Growth and Evalution of Washing Machine Industry in India

Abstract

Washing machines made their mark in the Indian market in the eighties. Videocon was the first company in India to introduce washing machines. Over the years, it has remained market leader, with an overall market share of 35%, by adopting flexible strategies. Initially, the challenge was to wean away homemakers from their traditional methods of washing clothes. But then, owing to high prices, the market appeared to be limited only to upper income urban households.
The 1990s saw a change in the socio-economic scene in the country. Rapid economic growth, increase in the number of workingwomen, changing lifestyles and higher asprational levels with exposure to satellite television and easy consumer finance meant that demand for consumer goods rose phenomenally.