Durable firms adding local flavour to products

Microwave ovens with Indian auto cook menu, top loading washing nachine offering audio assistance speech technology, or sari cycle in washing machines to prevent it from getting tangled with other clothes, air-conditioners (ACs) programmed to regulate both the AC and the ceiling fan are patterns indicating changing times.

Rayat-Bahra Institute Joint Director Vishal Sood maintains with buyers becoming discerning it is forcing companies to act on localised platforms while rolling out new products.

The localisation added to the products has also been facilitated by the fact that technology advancement is assisting companies without making any major impact on marginal utility cost.

Y V Verma COO LG Electronics (India) said the company had launched the Indian Insight based products which have provided the company with a opportunity to relate with the Indian consumers even better. LG has a consumer insight team which helps the company to design and innovate products as per people’s requirement. The reason behind the strategy is to customise products as per Indian requirements to tap the immense potential in the respective segments & ensuring profitability.

Similarly Michigan based Whirlpool has most of the products being sold in the country manufactured in India only.

Whirlpool (India) VP (Sales) Tamal Kanti Saha maintains the interest and climate of the tropical country is kept in mind before innovating on the products.