Godrej & Boyce to enter CTV segment

The appliances division of Godrej and Boyce Manufacturing Company has undertaken consumer research to explore the possibility of entering the colour TV segment.

"We are carefully evaluating the space and we will take a decision based on the results," Godrej Appliances Chief Operating Officer George Menezes said.

The consumer research would be done across 3000 households in various types of cities in the country. Menezes said that the company was also looking at the commercial refrigeration segment.

"With the explosive growth in the retail sector, there would be a huge demand for such appliances in malls and stores across the country," he said.

The company was repositioning the Godrej brand in the market to reflect the changing lifestyle of the average Indian consumer, he said.

The brand repositioning would also help in creating value, he said.