Consumer Durable Cos Expect Festive Sales To Ring In 'Acche Din'

Panasonic, which is expecting 25 percent growth in sales as compared to the same period last year, is spending Rs 85 crore for the marketing initiatives and has run special campaign during the festive season on its Viera range of TV, microwaves, refrigerators and washing Machines.

However, Whirlpool of India Vice-President Corporate Affairs and strategy Asia South Shantanu Dasgupta says there is optimism in consumer sentiment but it would not be as good as 2009 and 2010, when industry had posted 30-40 per cent growth.

"We see a certain sense of optimism in consumer sentiment. The reality, however, is that cost of living has gone up, food inflation is high, and interest rates have not come down," he said.

Whirlpool of India is expecting 20 percent growth in volumes during September to November and would spend Rs 12 crore on media campaigns.

"We will be launching a television campaign specially created for Diwali. We will also support the promotion in print, radio and digital," Dasgupta said.

Companies are also adding new products in their line up before the onset of the festive period and offering interesting mix of promotional offers on their flagship products.

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