Consumer durables makers said that mid and premium segments, supported by attractive financing schemes, are fuelling demand this festival season. However, the entry-level segment has been a bit of a mixed bag depending on the brand. Air-conditioners, refrigerators and washing machines have been leading the pack. At the same time, the LED TV segment has been witnessing uneven demand trends. However, leading players said that they are expecting to end the Deepavali season with double-digit value growth.
N S Satish, CEO, Haier Appliances India, said, “We are seeing a strong uptick in mid and premium segments and expect to end the season with 25-30 per cent growth. On Dhanteras day there has been an uptick in bookings. The air-conditioner segment has been witnessing a strong uptick, and the washing machine and refrigerator segments are also doing well. In the LED TV segment, the 55-inch and above segment is doing well, but the entry-level segment has been a bit slower.”
LG Electronics India said it has seen demand momentum building up since Q2. Sanjay Chitkara, Co-Chief Sales and Marketing Officer, LGE India said, “Consumer sentiment has been largely positive despite prevailing global uncertainties. Consumer traction is led by better technological products and premium segments, as they are looking to upgrade to bigger screens and bigger capacities. Our growth is not just price-led but balanced across value and volume.”
Echoing a similar sentiment, Kamal Nandi, Business Head & EVP at Appliances Business of Godrej Enterprises Group, said demand momentum has been continuing since October, and the company is tracking growth traction of over 40 per cent driven by air conditioners, followed by refrigerators and washing machines. “While premiumisation has been fuelling demand, we are also seeing an uptick in mass segment. Last year, due to GST reduction, the larger chunk of growth came from the LED TVs segment, but this year appliances are driving the growth trajectory for the industry,” he pointed out.
Avneet Singh Marwah, CEO, Super Plastronics Pvt Ltd, brand licensee for Kodak and Blaupunkt, said that products that use memory chips have seen a dent due to price hikes.” While the mid-level and premium-level LED TV segment is doing well, the entry-level TV segment is not doing as well as expected,” he added.
A senior executive with a leading retail chain said air-conditioner and premium appliance segments remain strong, but LED TV demand is relatively softer compared to last year when GST reduction and festive timing created a strong base for the segment.
Published on November 6, 2026
