From a microwave that appears to be a colourful retro 1970s TV to a hi-end LCD TV which looks like a painting, durable manufacturers are gearing up to give your conventional and boring looking appliances a style makeover.
With the Indian durables market moving towards becoming a replacement market for customers keen to upgrade their appliances, manufacturers are trying to lure them through innovation in aesthetics and designs. What's also driving the trend is the consumer's willingness to pay a premium for design and technology.
While the change had set in some years ago with companies offering more exciting colours in the durables category, what has followed is innovation in design. Korean chaebol, LG Electronics, for example, has introduced its Art Cool series of air conditioners where the AC sits like a painting on the wall.
V Ramachandran, director-marketing and sales at LG Electronics India, says that competition and sales will be governed by product differentiation in the future. "The products will need to be made aspirational in nature so that they are superior in performance, imagery, make a statement and appeal to the individual buyer. The competition now lies in the aesthetics and design and how manufacturers can make products relevant to individual needs," he says.
LG's newest addition, the Scarlet HDTV, is not only the slimmest for the company but is also high on looks. By sensing the temperature and illumination of the surrounding environment, the sensor of the TV identifies the viewing atmosphere and produces the best colour quality to help viewers watch TV comfortably.
Hitachi went a step further to integrate art into its products. The company launched its limited edition
