This Diwali, the consumer durables space will witness a slew of product launches. US-based Whirlpool will launch a new range of frost-free refrigerators called Neo iChill, new models of fully-automatic washing machines — WhiteMagic 1-2-3 nxt, WhiteMagic Splitwash, all-new 360° Bloom Wash at a new capacity point of 7.2 kg and ‘Whirlpool ACE washstation’ in new colours. Godrej Appliances, too, is launching a series of new offerings ranging from the new 6 star performance Godrej Edge Pro Refrigerator to a variety of new products such as microwave ovens and washing machines.

Japanese manufacturer Sansui plans to launch a new range of LCD and LED televisions known as Brush Connect, with inbuilt set-top boxes. “We are also offering 6-12 months of free high definition viewing and finance offers with Re 1 down payment (the rest needs to be paid in eight equal instalments),” says Arun Pal, Chief Marketing Officer, Sansui. The company earmarks 35-40 per cent of its marketing expenditure for October-December. “This is our peak period for sales,” adds Pal.

Heena.k@thehindu.co.in

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