Flipkart's Top Selling Home Appliances Brands

Home Appliances is a fairly well penetrated category on the ecommerce channel. However within this broad category there are multiple sub-categories. There is one set of Washing Machines, Refrigerators, & Air conditioners that are premium / high value products – Samsung, LG and Whirlpool are key players in this sub-category. Another subcategory is that of low value products like - Irons, Air Coolers, Fans, Water Geysers etc. and Bajaj is by far the huge leader in this sub-category.

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Bajaj is a legacy brand and has been able to capture high volumes in the sub-categories where it plays. It has been able to do so by leveraging its high recall value and brand equity that it enjoys.

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The Top 10 brands in this category collectively gather nearly 60% of volume share & the next 10 brands capture another 17% of volume. This indicates that the customer chooses within a limited set of brands. This creating strong positioning and affordability perceptions will lead to better scale in this category. 

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The key to success is about sharp positioning and especially on ecommerce; the focus should be on the urban user’s changing lifestyle and hence different needs for the customers. This can be done effectively by using behavioural buying data for ecommerce.  

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Blog written by : Anupam Asthana

Date:  13 June 2022

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Vumonic Datalabs is a global consumer intelligence platform. We provide high quality, deterministically linked, large structured data that can be used to derive deep consumer,  business and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy secure manner via large global panels.

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