The Hindu : LG's new range of washing machines

Online edition of India's National Newspaper
Friday, Jul 25, 2003

Business

Business

LG's new range of washing machines

By Our Special Correspondent

CHENNAI JULY 24. With an `eye on the masses', LG Electronics has launched a new range of semi-automatic washing machines.

LG has come out with three models in the new range of semi-automatic machines. These are Poular, Delight and Dreamz.

These will have six kg capacity. The Punch+ 3 technology used in these models, it is claimed, will propel enough punch to pull out the dirt from the fibre and gives the cloth a superior wash. These are priced between Rs. 7200 and Rs. 8690.

According to Ajay Sharma, Product Group Head (Washing Machines), LG always had the thrust on the premium segment. The objective of the latest launch, he said, was to get into those markets, which had not been explored hitherto by the company. The new models, he explained, were ideally targeted at areas with a population of 15,000-20,000. He said LG could launch products at this price range primarily because of `cost innovations'. Even as it dropped prices to reach the masses, it had been able to provide enough features to make it attractive, Mr. Sharma said.

Mr. Sharma said LG had a market share 26.10 per cent in the semi-automatic washing machines. Its share in the Southern market had not been in line with the national average. Mr. Sharma was confident that the launch of these new models would drive the volume and market share up in the South. To a question, he said the launch of products for `massess' would not cannibalise others products which in any case catered to a different segment.

LG has five models in the semi-automatic segment, four in front loading fully automated segment and four in the top loading fully automatic segment. The latest launch, Mr. Sharma said, should make LG a `complete washing machine solution provider with a presence in all segments'.

Printer friendly page
Send this article to Friends by E-Mail

Business