Consumer durable players and retailers said they are witnessing strong demand momentum during the Navratri period despite inflationary pressures. Leading players and retailers said that despite price hikes, they are witnessing double-digit growth led by mid and premium segments.
Large-screen LED TVs, side-by-side refrigerators, high-capacity washing machines and air-conditioners are fuelling the demand during Navratri, which is considered an auspicious buying period ahead of Diwali.
NS Satish, Chief Executive Officer, Haier Appliances India, said, “We are seeing 30-35 per cent value growth during the Navratri period over the same period last year, led by the mid and premium segments. Surprisingly, even the air-conditioner segment is witnessing good growth besides mid and high-end segments of refrigerators and washing machines. In LED TVs too, 55-inch and above are witnessing robust demand trends.”
Players said that the overall industry is expected to end the Navratri period with 15-20 per cent value growth.
Nilesh Gupta, Director, Vijay Sales, said, “In the past 7-8 days of Navratri, we have clocked 20-25 per cent value growth and high single-digit volume growth. Despite price hikes, consumers are displaying positive sentiment and the premium segment is driving the growth supported by more attractive financing schemes.”
“Navratri has started on a strong note for BSH India, with sales in the first seven days growing over 55 per cent year-on-year (y-o-y). The growth is being driven by strong consumer demand for higher-capacity premium appliances, with 9 to 10 kg Bosch front-load washing machines growing over 50 per cent and Bosch and Siemens top freezers and dishwashers growing over 70 per cent. We are seeing this momentum carry through to e-commerce as well,” said Saif Khan, Chief Executive Officer and Managing Director, BSH Home Appliances India.
Some players said that even the mass segment and upcountry locations have witnessed an uptick in secondary sales. Kamal Nandi, Business Head and Executive Vice President-Appliances Business, Godrej Enterprises Group, said, “We are growing more than 40 per cent in terms of secondary sales led by the premium segment. At an industry level, secondary sales are up 18-20 per cent. While refrigerator and washing machine segments are doing well, even ACs are seeing strong growth momentum. We are seeing good traction even in the mass segment and financing schemes are playing a key role.”
Amazon India too said that front-load washing machines, LED TVs above 55 inches and frost-free and side-by-side refrigerators are among the categories that are witnessing strong traction during the ongoing Great India Festival sale event.
Premchand Devarakonda, Chief Financial Officer, Electronics Mart India Ltd, said, “Navratri has set a positive tone for the festive season, with consumer demand for electronics and home appliances expected to gain further momentum as we move towards Diwali. Attractive pricing, bank offers and EMI options are helping consumers across price points make their festive purchases.”
Published on October 18, 2026
