Plastics in Consumer
Durables
Making Inroads in Home
Appliances and Consumer
Electronics
Plastics will continue to play its significant
role in shaping the present and future of
consumer durables and will always partner
the durable industry in its mission for
enhancement of comfort and all round
improvement of quality of life.
“Consumer Durable sector
contributes more than 5.5%
to index of Industrial Production
and provides jobs to lakhs
of professionals, skilled, semiskilled
and unskilled workers,
particularly women. It improves
quality of life of people
by providing entertainment /
information / education /
comfort and helps reduce
daily chores, particularly for
housewives.” – Consumer
Electronics and TV Manufacturers
Association (CETMA) |
 Rajeev Basargekar
General Manager,
Business Developement
(Polymers)
Reliance Industries Limited,
Mumbai |
 Subimal Sarmah
Deputy Manager,
Business Developement
(Polymers)
Reliance Industries Limited,
Mumbai |
The decade of 1980-90 witnessed
a paradigm shift in the mindset
of Indian people and the government
towards the philosophy of
growth and development. We transformed
ourselves from the outlook of “Consume only what we produce” and
“Reduce your wants” to “Produce
more for consuming more” and “Increase
your needs to trigge
r development”.
The decade also saw the beginning
of steady though slow process
of transfer of population depend-ing on agriculture to non-agricultural
professions - manufacturing and service
sectors. All these factors have
lead to growth in demand of consumer
durables in Indian households. The
Indian consumer from urban as well
as rural areas has started enjoying the
quantum jump in standard as well as
quality of life resulting from usage of
the consumer durables.
Plastics have played a significant
role in this growth story. Engineers and
designers playing with materials and
energy have realized the utility of these
wonder materials offering cost-effective,
energy-efficient and designfriendly
alternatives. Polymer manufacturers,
component and mould designers
have supplemented to the dreams
of engineers and designers to offer the
customers innovative products, making
their life easy and comfortable.
Historical Trends in India
Indian consumer durable industry was
a witness to major socio-economic and
political transition in graduating from
Radio-raj in 1950s to Plasmas in 2000s.
During the early days of independent
India, radio was probably the only
durable that used to have a mass appeal
among the Indian households.
From being a status symbol at one
stage, radio slowly emerged as the testimony
of average Indian middle class
in the late 50s and early 60s.
Late 60s witnessed the entry of
Black and White TVs. It took almost a
decade for CTVs to enter Indian households
(1982). Asians games followed
by Reliance World Cup took the popularity
of television to greater heights.
Multiple channels became a reality.
Indian government brought radical
changes in economic policies and dismantled
the License-raj paving the
way for liberalisation. Cable TV made
its presence felt by 1994. MNCs like
Sony, Panasonic, LG, and Samsung
etc. came into the country. Hard fought
war among MNCs and local giants in
the growing Indian consumer durable
market catalyzed into higher penetration
through extensive promotional
campaign and price erosion. Imports
duties have been lowered, FTAs have
been signed and thus the complete
consumer durable market has been
opened up to the challenge of international
competition.
Consumer electronics and home
appliances segments put together do
a business of over Rs. 23,000 crores
annually. Consumer electronics market
is comparatively bigger (almost
60% of the consumer durables market)
and growing at ~15-17% annually.
....contd.
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