The Hindu Business Line : Siemens eyes bigger share of premium refrigerators market

RBS Home Appliances Pvt Ltd (formerly known as BSH Home Appliances Pvt Ltd), launched a premium range of refrigerators from the Siemens stable. RBS Home Appliances, the sole distributor of Siemens home appliance products in the country, is looking at almost 50 per cent growth in turnover this year. The company closed last year with a turnover of Rs 40 crore.

Speaking at the launch, Mr Vipul Raval, Managing Director, RBS Home Appliances, said, "The company proposes to strengthen its market share in the premium refrigerators category. Till now the company's growth in turnover has been largely driven by the washing machines category."

The company caters to the premium segment of the home appliances segment, with its washing machines contributing over 50 per cent of the turnover. Further, the company with its recent launch in the North is looking at a 100 per cent growth in sales.

Clarifying that RBS was not a subsidiary of Siemens', Mr Raval said, BSH Home Appliances Pvt Ltd, 100 per cent subsidiary of Bosch and Siemens Home Appliances Group, was granted permission by FIPB on the condition that it would start manufacturing activities within three years from commencement of operations. Since the same was not started, the permission expired on October 18, 2001, after extension of one year. Thereafter the entire shareholding of the company was transferred to resident Indian individuals.

Pursuant to the transfer of the entire shareholding the company, it is now an Indian private company. It also changed its name to RBS Home Appliances Pvt Ltd, with effect from March 7, 2002. On whether the company would review its decision to start manufacturing in India, he said, "Depending on how the Indian market matures, we will have a re-look at the manufacturing plans."

Initially concentrating on the large metropolitan cities like Mumbai and Chennai, it has now expanded its reach into the northern market. The products currently available include refrigerators, dishwashers, kitchen appliances and small appliances like food processors, toasters, irons, and hair dryers.

The company on Wednesday unveiled the Siemens' latest range of refrigerators with AgION technology, which is an anti-microbial additive, offering protection against microbes that harm, decay and destroy. The 500-litre capacity refrigerator is priced at Rs 44,990.

The company offers refrigerators only in over 300 litres capacity. The entry-level refrigerator is priced at Rs 30,990. In the frost-free refrigerator market in India, Siemens is eyeing a 5 per cent market share. The company also proposes to enter the direct cool refrigerators segment with below 200-litre capacity for the mass market.

To strengthen its marketing network in the country, RBS plans to set up exclusive Siemens outlets in the country beside opening new branches in the country. It also plans to open five branches in North India in the next five-six months.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Crocodile to launch `Radiguard' trousers for mobile users

Star India to broadbase advertising revenues — New strategy being put in place to step up growth rate

`Pulli Raja' gets the message across forcefully

Tourism Malaysia, Myanmar Air extend package

Hind Lever launches Max Treasure Hunt promotion

Lupin, Ind-Swift to co-market anti-diarrhoeal drug

Philips to scale up retail outlets for DVD range

Biscuits buck downtrend

SWC to foray into country liquor segment with brand Haywards

Siemens eyes bigger share of premium refrigerators market