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Godrej Appliances to enter new categories for rural consumers

Growing rural demand is making Godrej Appliances target consumers at the bottom of the pyramid with new products pegged below Rs 3,000.

Products in categories such as water purification and washing solutions at lower prices are being explored nearly three years after it launched the ‘Chootukool’ refrigerators at Rs 3,000.

George Menezes, Chief Operating Officer, Godrej Appliances, said: “We are testing the waters in terms of a new business model for the bottom of the pyramid in categories like water purification and washing solutions, which can work with and without electricity.”

In water purification too, the company is planning storage-based purifiers, which do not require running water and electricity.

“Almost 70 per cent of India is made up of rural markets, and we intend scaling up distribution as we want to add new products,” says Menezes.

To read the full article as it appeared on the Hindu Business Line website click here.

Thanks to NextBillion for bringing this to our attention.