Prior to liberalisation, the Consumer Durables sector in India was restricted to a handful of domestic players like Godrej, Allwyn, Kelvinator and Voltas. Together, they controlled nearly 90% of the market. They were first superceded by players like BPL and Videocon in the early 1990s, who invested in brand-building and in enhancing distribution and service channels. Then, with liberalization, came a spate of foreign players from LG Electronics and Sony.
Both rising living standards, especially in urban India, and easy access to consumer finance have fuelled the demand fo…
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