Flipkart's Top Selling Refrigerators Brands

Refrigerators like other high-value consumer durables are a low-penetrated category on the eCommerce channel. As Indian consumers still prefer the experience of evaluating different brands, speaking with salespeople, and scouting for discounts – given that a Refrigerator purchase is a relatively high-value purchase for any household.  
‍
Samsung by far has the most significant leading brand and has been able to capture high volumes in this category. Samsung has been able to leverage its strong equity in the mobile devices segment and has grown to be a leader in this space. It is interesting to note that most of the brands in the Top 5 list have very similar Average Selling Price (ASP); apart from Godrej which has a 15% lower ASP than the other 4 Top brands in this category.

‍

The Top 5 brands in this category collectively gather nearly 90% of the volume share. This indicates that the customer chooses within a limited set of brands. This creating strong positioning and top-of-mind awareness will lead to better scale in this category. 

Also from an execution standpoint, Q4 is a crucial quarter for the Refrigerator category as it is a festive quarter with Diwali, Christmas & New Year sales happening in this quarter. Q4 2021 category volume is 20% higher than that of the Q1 2022 volume. 

Such nuances are important to know and baked into the strategy for eCommerce execution. This can be done effectively by using Vumonic’s behavioral data for eCommerce for many different categories.

 ___________________________________________________________________

^{The blog is written by: Anupam Asthana}

^{Date:  04 July 2022}

^{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 and secure manner via large global panels.}

‍