Thomson, a well-established French consumer electronics brand, has made a substantial investment of ₹200 crores to establish a state-of-the-art manufacturing plant for washing machines in Noida, India. With a vision to revolutionize the market, Thomson plans to introduce an innovative range of washing machines, starting with the launch of 9 kg semi-automatic models priced attractively at ₹9,499.
Initially, the manufacturing plant will have a production capacity of 300,000 units, and the company aims to scale it up to 500,000 units within the next six months. Thomson's product portfolio will include a diverse selection of washing machines, ranging from semi-automatic to fully automatic and front-load models. The strategic focus is to ensure that the semi-automatic machines are available to consumers for less than ₹10,000.
To ensure convenient access to customers across the country, Thomson has partnered with Flipkart, a leading e-commerce platform, enabling them to deliver their washing machines to approximately 19,000 pin codes in India. Avneet Singh Marwah, the CEO of Super Plastronics Pvt. Ltd (SPPL) and the exclusive brand licensee for Thomson in India, shared an ambitious vision of launching over 30 distinct washing machine models within a year, aiming to establish a remarkable milestone in the industry.
Thomson is determined to establish robust manufacturing capabilities and implement backward integration, adding a new category to their product lineup every year. Their ultimate goal is to offer affordable washing machines that incorporate the brand's heritage features while providing semi-automatic, fully automatic, and front-load options. Thomson has set an ambitious target of capturing a 20% market share in the washing machine segment within the next four years.
They aim to take advantage of the substantial growth potential, considering that washing machines currently have a penetration rate of less than 20% in the Indian market. The decision to establish an in-house manufacturing facility for washing machines was driven by the challenges faced during the initial launch three years ago, which lacked adequate support and necessitated a strategic shift. In addition to their washing machine range, Thomson has recently unveiled an impressive lineup of televisions, equipped with Realtek processors and Google TV integration, boasting stunning 4K displays.
The television range starts at an enticing price point of ₹10,499. With an ambitious vision in the television segment, Thomson has set a target of achieving a 9% market share within the next two years. In line with this objective, they are actively working on setting up a second manufacturing plant for televisions in Uttar Pradesh. Thomson is optimistic about the anticipated increase in demand following the Reserve Bank of India's decision to withdraw ₹2,000 notes. With stable interest rates and a maturing market, they foresee a rise in consumerism and heightened purchasing activity.
Avneet Singh confidently asserts that individuals who were previously hesitant to make purchases will now be motivated to invest, thereby creating a positive impact on overall demand. Thomson's strategic investments, extensive range of washing machines, and cutting-edge television offerings reflect their unwavering commitment to capturing a significant market share and effectively catering to the evolving consumer needs within India's dynamic consumer electronics industry.
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