Market Pulse research shows that the month-on-month sales growth
is substantial across India during festivals for most kitchen appliances.
During Pongal, the major festival of Tamil Nadu
(in January’15), a substantial increase in month-on- month sales was witnessed.
Kitchen appliances like gas stoves & electric rice cooker grew by 22% &
20% respectively in Tamil Nadu during Pongal. Pressure cookers also grew by 10%
month on month during this festival.
During Onam (August’15),
sale of gas stoves grew by 27%
in Kerala. Non-stick cookware sale in Kerala increased by 15% on a m-o-m basis
while sale of Electric rice cookers grew by 63% and Pressure cookers grew by
14% .This year, the growth has been
more than in the previous year.
Initial Indications for sales during Durga Puja (October’15) have also been good in West Bengal. We expect this buoyancy to be reflected during November too, on account of Diwali and Dhanteras. Last year, pressure cookers grew by 21%, Grinders by 31%, Non stick cookware by 29% and gas stoves clocked the highest growth of 44% on m-o-m basis.
During festivals,many brands come with great
offers to celebrate the festivals with its customer.These
offers come in many different ways, as mentioned below:
- Discount where the retailer cuts the price by a significant amount and sells cheaper -“50% off on your purchase”;“Buy one get 50% off on second item”; “Buy one, get one free
- Package discount or bundled offer has emerged as a popular consumer offer whereby consumers spend significantly more, but get a basket of products eg.“Bundling of Induction cooktop with Non Stick cookware range”
- Exchange offers - Consumers usually replace their old appliances during festival
Today, Indian festivals spread across the regions offer
tremendous marketing opportunities for all consumer goods companies including appliance
manufacturers.
The next one around the corner is Pongal in Tamil Nadu!
