Onida has launched 20 new washing machine models to strengthen its product portfolio and focus on urban and rural regions.

The new launches include semi-automated, high end front load and top load machines with in-built heaters. Onida targets to generate a revenue of ₹160 crore this fiscal from washing machine business.

The demand for washing machines generally goes up during rainy season, said the company in a statement. The current washing machines market size is estimated at 5 million units in India and is expected to grow at 10-12 per cent this year.

Owned by Mirc Electronics, Onida has a modern washing machine making plant at Roorkee in Uttarakhand. The plant can manufacture 7.20 lakh Washing Machines per annum on a three-shift basis.

Vijay Mansukhani, Managing Director, Mirc Electronics said the demand for Onida washing machine has been growing steadily for the last two years and the company is focussing on rural and urban markets to increase business further in the next three years.

Onida has a wide network of 4000 dealers spread all across India and has added 500 more dealers in the last six months. With the number of dealers and points of presence stores coupled with an online presence on Flipkart and Amazon, the company is confident of achieving the growth target in the current year.

The home appliances market is growing faster than other segments with a huge untapped market. The penetration of washing machines in rural areas is estimated at only 0.5 per cent.

The company has a focussed approach in targeting rural markets with semi-automatic washing machines and washers.

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