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BW Businessworld

A Festival Of Shopping

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Shopping, it is said, has a tranquilising affect on women. For men, it is  more of a mission. But come the festive season, and irrespective of gender,  people get into the mood for it, surrounded as they are, with attractive discounts and tantalising deals.

FMCG giants also look forward to the Diwali season for giving the ultimate boost to their sales figures.  While the white goods giants, Haier, is cashing in on the season’s vibes with ‘Get blessed this Diwali’ campaign selling its eco-friendly range, FMCG major Godrej is betting on discounts to drive its sales among the middle class. In televisions, Videocon is going the DDB route of digitisation, whereas LG is driving home the “Big size effect” to boost its TV sales.  

“Some of the products lined up for Diwali are the three-floor refrigerators..., front door automatic washing machines. For the first time, we are also launching 21’’9 android-based television and solar heater to do our bit for environment. Our annual revenues have grown from Rs 970 crore to Rs 1,250 crore per annum. This year, we are eyeing a sales growth of minimum 50 per cent (Rs 1,600 crore) as compared to the last year,” Says Eric Braganza, President, Haier India.  

Haier’s range of EcoLife products include EcoFresh refrigerators, EcoClean washing machines, EcoSmart LED TVs, EcoComfort ACs, EcoDiet for ovens and EcoSafe for spa water heaters. With assured gift offers and super warranty of up to 11 years on various products, the company is providing more finance options with zero per cent interest rate throughout the season.
With implementation of digitisation from 01 November’ 2012, Videocon has been concentrating on its new range of multi-functioning DDB (Digital Direct broadcast) LEDs. These LEDs will be available at discounted rates with free home delivery along with discount on its subscription for 1 month.

“Videocon has a sales target of Rs 2,000 crore, which is a target of 20 per cent growth over last year’s festive period . We also have a marketing and  branding budget of Rs 100 crore which will be integrated into our advertising campaigns,” said Anirudh Dhoot, director, Videocon.

Samsung also follows the same route of ‘Smart’ advertising and has come up with Samsung slim LED TV ES8000 along with ES6200 and ES6800. Samsung ES8000 come with voice and motion control features justifying the Smart TV concept of the company. “The strengthening of the rupee and disbursal of festival bonuses are leading to an improvement in the festive sale of our product. Several offers on Samsung phones are also expected to add on to the overall festive sales of our products,” says VP Mahesh Krishnan, Samsung India.

Panasonic and LG have also joined the discount deal bandwagon by offering discounts for their different lines of products, ie, television, home theatres, AC, microwave ovens and washing machines. “To make Diwali more prosperous for our customers, LG is offering a zero per cent finance scheme on certain products to encourage them to shop more.” says LK Gupta, VP,  marketing, LG India.

Shopping Online
Online portals are giving tough competition to shops with lucrative deals for customers. is offering exciting discounts up to 80 per cent on home appliances, kitchen accessories, home decor, gadgets and more.

“With no retailers in the middle, our customers get wholesale prices on branded products.” says Krishna Motukuri, MD,

“As Diwali is a festival of shopping in India and thereby a time to hunt for the best assortment at the best price available in the market, we have not only increased our catalogue but is offering it at more competitive rates and express shipping of 48 hrs,” says Nitin Raj, VP Marketing,

If Dusshera marks the victory of good over evil, Diwali might just be the time to replace old stuff with new ones.  So get ready to loosen your wallets, this festive season!