Indian refrigerator market is estimated at Rs. 2750 Cr. Is attended mainly by 10 brands. The annual capacity is estimated at around 4.15 million units and the demand head of 1.5 million is running. As there is a demand and a surplus supply, all manufacturers are testing new strategies in the market. Times have changed and also the customer's buying behavior. Previously it was cash and transport system. Now the distributors play an important role in the sale; now the systems are changed for old "bring your old fridge and take a new one with many gifts".
A new company called Electrolux entered the market that acquired the brands Allwyn, Kelvinator and Voltas. Researchers have revealed that urban and urban sales are declining and, therefore, all manufacturers are trying to focus on rural markets. The strategy of Electrolux is the personalization of the market, with special attention to the northern and southern markets of India, while Godrej, the main player, believes that the network of distributors in the rural market for sales and services will be beneficial and treats to give more emphasis to the dealer network, while Whirlpool has adopted the strategy of increasing the dealer network by 30%.
A refrigerator (colloquially fridge or fridgefreezer in the United Kingdom) is a popular appliance that consists of a thermally insulated compartment and a heat pump (mechanical, electronic or chemical) that transfers heat from inside the refrigerator to its external environment so that inside of the refrigerator is cooled to a temperature lower than the ambient temperature of the room. Refrigeration is an essential food storage technique in developed countries. The lower temperature reduces the rate of reproduction of bacteria, so the refrigerator reduces the rate of deterioration. A refrigerator maintains a temperature a few degrees above the freezing point of water. The optimum temperature range for storage of perishable food is 3 to 5 ° C (37 to 41 ° F). A similar device that maintains a temperature below the freezing point of water is called a freezer. The refrigerator replaced the refrigerator, which had been a common appliance for almost a century and a half. For this reason, a refrigerator is sometimes referred to as a refrigerator in US use.