Consumer durables and its challenges during COVID19

April 23, 2020 Blog

by Ashish Kumar Singh

ProConnect’ s Pan India presences helped many large & medium format OEMs & Organised Consumer retailers (E-Com, Non-E-Com) to increase their distribution strength with higher market share and ROI.

The Consumer Durables industry consists of durable goods and appliances for domestic use such as televisions, refrigerators, air conditioners and washing machines. Instruments such as kitchen appliances (microwave ovens, grinders etc.) are also included in this category.

Indian appliance and consumer electronics (ACE) market reached Rs 76,400 crore (US$ 10.93 billion) in 2019. Appliances and consumer electronics industry expected to double to Rs 1.48 lakh crore (US$ 21.18 billion) by 2025. Electronics hardware production in the country reached Rs 38,800 crore (US$ 5.55 billion) in FY18, growing at a CAGR of 26.7 per cent between FY14-18. Demand for electronics hardware in India is expected to reach US$ 400 billion by FY24 also the Draft National Policy (DNP) targets production of one billion mobile handsets by 2025. By FY22, the television industry in India is estimated to reached Rs 1,22,734 crore (US$ 17.56 billion).

ProConnect is well connected with many of the leading brands in Consumer Durable with its Pan India network with committed deliverables for end to end 3PL solutions.

According to the retail chains and brands, there is 9-12% increase in the sales of consumer electronics in Diwali in October 2019. Growing awareness, easier access, and changing lifestyles have been the key growth drivers for the consumer market. The Government of India’s policies and regulatory frameworks such as relaxation of license rules and approval of 51%  foreign direct investment (FDI) in multi-brand, 100% in single-brand retail are some of the major growth drivers for the consumer market. According to the Department for Promotion of Industry and Internal Trade, during April 2000-September 2019, FDI inflows into the electronics sector stood at US$ 2.52 billion. As per revised FDI policy, the government has introduced certain bars for eCommerce platforms from selling on their websites and imposes a limit on how much one supplier can sell on their portal.

ProConnect’ s customer centric approach: –

  • Effective utilisation of Man, Money & Machine
  • Ramp up & Ramp down benefits with Pan India presence
  • Benefits of economies of scale
  • Shared benefits of Multi Customer Facility
  • Knowledge sharing of experienced professional of multiple verticals
  • Business Excellence team for new project solution design
  • Adoption of technology WMS, TMS etc


COVID-19 Impact: – The COVID -19 impact will be felt on sales of appliances from March through May. This will account 30 to 35 % of total sales.  Sales of electronic appliances, mobile phones have not taken place since the start of nationwide lockdown on 25th March.

ProConnect Readiness: Pan India operations team is executing essential service or any critical orders based on Govt. approvals. Gearing up for normal operations once the lockdown is over.

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