Chennai: Consumer electronics giant, Samsung India, announced the launch of its new top-load washing machine of the digital inverter range here. With the launch of the new range, Samsung aims to increase its market share and further strengthen its game.
The range starts at Rs Rs 24,990 and comes with what Samsung calls “Make for India” ActivWash+ concept. The washing machine is powered by a digital inverter motor which the firm claims consumes 40 per cent less energy while producing minimal noise and vibration.
The inverter series also comes with Stainless Steel Pulsator, which offers complete hygiene and is corrosion resistant, says Seoul headquartered electronics giant.
At the launch, News Today caught up with Maneesh Sharma, who is at present the deputy general manager of the Consumer Electronics Business at Samsung India.
He said, “In today’s fast paced modern lifestyle, consumers want washing solutions that are quick, fuss-free, all-in-one and convenient. The new top load washing machine provides this and much more.”
According to Maneesh, Samsung’s ‘Make for India’ ActivWash+ concept has been receiving overwhelming response from consumers, which is why, the firm brings in new innovations around the solution every year.
“We introduced the magic dispenser in 2016, stainless steel pulsator last year and the new digital inverter direct drive motor this year,” he added.
Asked about the Chennai and Tamilnadu markets, the deputy GM said Samsung is at the top in both the State and the State capital.
Speaking about the contribution of Tamilnadu to Samsung’s market share, Maneesh said, “In the fully automatic space, Tamilnadu contributes around 15-16 per cent in the top-load and front-load segment. In the semi-automatic segment, we have around four to five per cent (market share). So, predominantly if you ask me, Tamilnadu is a top and front-load market.”
When asked if he could specify the southern State as one that buys more fully automatic machines, he replied affirmatively, saying, ‘It has been that case. Early adoption of technology has been prevalent and that’s the reason why front-loads have been popular in Tamilnadu. Even the top-load segment does exceedingly well. Semi-automatic has always been the third segment here.’
Maneesh added that the focus is shifting towards automatics in the State and stated that Samsung has developed the new technology in-house using the R&D team’s expertise.
Speaking about financing, which is turning out to be a big industry in itself, due to factors like cost and increasing reach in rural areas, Maneesh said, “What we focus at Samsung is the affordability and the value proposition to the consumer. Because, if there is a cost of a product, and if the consumer sees value out of it, then they will make a purchase. We have strong affordability programmes. What we have got right now are the best in the industry. There is a 15 per cent cashback as well. Other brands giving to the max 10 per cent. Thus we have potent ways to increase affordability.”
About washing machines contributing to the whole Samsung consumer electronics enterprise, he said, “We are doing pretty well. We have good growth rate in the washing machine. This has been a good year for us.” He also mentioned that the 12-year warranty pack is testimony to their product quality.
| Innovation and IoT |
| Maneesh was asked if Samsung will focus more on interconnecting their machines. He replied, “We have an IoT enabled machine in our portfolio that is at the top-end of the front load. It is an IoT enabled washing machine. The affordable range currently does not have the feature. If the consumer asks for such a product, we do have one. (In future) If the case is strong and if the price dynamics allow, we will definitely do it.” |
| The stats |
| At the moment, Samsung owns 31 per cent market share in the TV series and ini the fridge segment, the number is better at 41 per cent. The top-load segment in washing machines sees Samsung hold 35 per cent marketshare and the firm aims to increase it by a further five per cent by year end.
The total washing machine market size is 65 lakh units, equating to around Rs 11,000 crore. By the end of the festive season, Samsung plans to increase share by 2.5 per cent and out do the industry growth. |