"Indian Market Is Difficult To Penetrate"

Kishalay Ray, President-CE Business, Sharp talks about the consumer business division and why the air purifier market in India is lagging behind

- Anushruti Singh And Mayank Shishodia

Tell us about Sharp Consumer division in India?

The consumer business of Sharp is divided in two major baskets– one is the consumer electronics products which comprise of Televisions and Mobile phones and the second is the Home Appliances which comprise of primarily the refrigerators, Air Conditioners, Air Purifiers and Microwave and various others small gadgets or small home appliances.

However, from some time there is a slight shift in the structure. Lot of equipments are under hold. So, in consumer electronics part; LED TV and Mobile Phones are right now are not available in India. It is expected to be re-launched before Diwali this year. In the case of home appliances, because of BEE stringent specifications, the products like refrigerators are not being developed for Indian conditions. It will be extremely costly to make it according to the efficiencies of BEE, so they are also on hold. Then come Air Conditioners, inverters from Sharp which are highly accepted in the market, but they are also right now on hold.

Is their any reason except refrigerators why the other products are on Hold?

The AC is on hold primarily because the BEE regulations have changed. In 2017 BEE is getting formally into inverters, AC which was the prime code area of Sharp. So, we are going to re-launch our products soon. We also have microwave portfolio they are also on hold in Indian market.