Delhi: Toshiba Consumer Marketing Corporation, Japan,
manufacturer of complete range of Toshiba brand home appliances
and the group company of $59 billion Toshiba Corporation
Japan has announced its entry in to the highly competitive
Indian home appliances market with the launch of refrigerators,
washing machines, and microwave ovens.
Indian foray is part of its global strategy to fully utilise
Asian production strongholds and to expand its overseas
marketing network. The company says that it would offer
the most modern and reliable white goods to Indian consumers.
Plans are on the anvil to launch vacuum cleaners, rice
cooker and the hot pot, among others.
complete range of home appliances will be imported to
India by Toshiba India Private Limited (a 100 per cent
subsidiary of Toshiba Corporation Japan) and distributed
to the dealers and retailers directly. Initially, the
products will be sold only in Mumbai, and the sales network
will gradually expand to other major Indian cities.
on the occasion, Harry Fujimaki Yoshihiro, country manager,
Toshiba Consumer Marketing Corporation, said, "Toshiba
is coming directly with a massive plan of advertisement
and promotion to create a pull in the market. I am quite
confident that the Indian consumer will appreciate the
advanced technology and Toshiba''s unbeatable quality,
which will be properly explained and demonstrated to the
consumer by the trained personnel at each and every retail
plans to launch 12 models of refrigerators, priced between
Rs16,000 and Rs61,000 and includes its state-of-the-art
"GR-M72UTA", which has adopted Toshiba''s original
''hybrid plasma unit'' and ''automatic ice maker'' technology.
the Japanese company is launching seven models of washing
machines five fully automatic and two twin-tub
models priced from Rs9,990 to Rs34,000. Toshiba
also launched a Microwave Convention Oven with a digital
signal inverter and 8-Point infrared sensor.
added, "After the economic liberalisation, India
has emerged as one of the few world markets, which offer
high prospects for growth and earning potential in practically
all areas of business. Toshiba has always been very close
to the Indian market, and has developed a better understanding
of the potential of the Indian market over this period
of time with many satisfied customers across the market.
Previously, Toshiba has offered innovative technology
products and services to infrastructure projects and industries
in India. I believe this is the right time for us to enter
the home appliances segment."
Mohanty, head, home appliances and IT division, Toshiba
India, said, "There is paradigm shift from the 200L
direct cool refrigerator to the larger capacity frost-free
models ranging from 230L to 320L, also 5kg semiautomatic
washing machine to 6kg - 6.5kg fully automatic washing
machines. Gradually these models from both the categories
will become most demanding models in the industry. The
current trend in the Indian white goods industry is a
rapid shift towards high-end technologically advanced
products and, therefore, this is the right time for Toshiba
to launch the complete range of advanced technology Toshiba
white goods to meet the need of Indian consumers".
is a leading brand name in the Japanese home appliances
market, and the group marks its 130th anniversary this
year. Apart from Japan, Toshiba has its overseas white
goods production bases in Thailand, China, Indonesia,
Vietnam and Egypt.
Corporation is a world leader in information and communications
systems, electronic components, consumer products and
power systems and is the world''s ninth- largest integrated
manufacturer of electric and electronic equipments with
consolidated annual sales of over $59 billion.
India Private Limited, represents all the business of
Toshiba in India and is also responsible for sales in
Srilanka, Nepal and Bhutan.