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Haier India takes multi-brand route in consumer electronics

The Chinese player has adopted a plan to build its footprint rapidly with lower capital investment

Sangeeta Tanwar 

Buoyed by impressive sales this fiscal and the ongoing expansion of its manufacturing plant at Ranjangaon near Pune, Haier India is aiming to be among the top three in the home appliances and consumer electronics segment by 2020. It’s a tall task for a player that has a single-digit share and is up against industry giants such as Samsung and LG who collectively command 70 per cent of the market pie. The Chinese brand appears well-placed to finally move out of its stronghold in southern India and secure its place in the consumer electronics market which is set to grow ...

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