ELECTRONICS AND APPLIANCE

SPECIALIST RETAILERS IN INDIA

Euromonitor International
January 2016

ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN INDIA

LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 1
Prospects ..................................................................................................................................... 2
Channel Formats .......................................................................................................................... 2
Chart 1
Chart 2

Electronics and Appliance Specialist Retailers: G K Vale in Bangalore ....... 2

Electronics and Appliance Specialist Retailers: Reliance Digital in
Bangalore ..................................................................................................... 3

Channel Data ............................................................................................................................... 3

Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8

Electronics and Appliance Specialist Retailers: Value Sales, Outlets

and Selling Space 2010-2015 ...................................................................... 3
Electronics and Appliance Specialist Retailers: Value Sales, Outlets
and Selling Space: % Growth 2010-2015 .................................................... 4
Electronics and Appliance Specialist Retailers GBO Company
Shares: % Value 2011-2015 ........................................................................ 4
Electronics and Appliance Specialist Retailers GBN Brand Shares: %
Value 2012-2015 .......................................................................................... 4
Electronics and Appliance Specialist Retailers LBN Brand Shares:
Outlets 2012-2015........................................................................................ 5
Electronics and Appliance Specialist Retailers LBN Brand Shares:
Selling Space 2012-2015 ............................................................................. 6
Electronics and Appliance Specialist Retailers Forecasts: Value
Sales, Outlets and Selling Space 2015-2020 ............................................... 6
Electronics and Appliance Specialist Retailers Forecasts: Value
Sales, Outlets and Selling Space: % Growth 2015-2020 ............................. 7

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ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN INDIA

ELECTRONICS AND APPLIANCE

SPECIALIST RETAILERS IN INDIA
HEADLINES
Current value sales of electronics and appliance specialist retailers grow by 9% to reach
Rs2.4 trillion in 2015
Manufacturers start to prefer tying up exclusively with internet retailers to sell their brands
Infiniti Retail continues to lead fragmented electronics and appliance specialist retailers with a
1% value share in 2015
Value sales of electronics and appliance specialist retailers are expected to grow at a CAGR
of 2% at constant 2015 prices over the forecast period

TRENDS
In 2015, electronics and appliance manufacturers started to tie up with leading online retailers
such as Flipkart.com and Amazon.com to sell their brands exclusively via these retailers. The
growth of internet retailers for the sale of electronics and appliances has been a common
phenomenon in India from 2012 onwards. Consumers visited showrooms a lot, where they
would get the touch and feel of the product at brick and mortar retail stores, and then
purchase it online, where these products are generally cheaper. As a result of this,
manufacturers such as Xiomi and Shenzhen OnePlus Science & Technology tied up with
Flipkart.com and Amazon.com for the sale of their brands Mi and One Plus. This move has
been a huge success amongst consumers, as these brands are much cheaper and very
easily available across the online channel.
Current value sales in this channel rose at a CAGR of 12% over the 2010-2015 review period.
This was higher than the 9% current value growth experienced by the channel in 2015. The
slowdown was experienced as a major proportion of the population moved towards internet
retailing for electronics and appliance shopping.
Consumers have started to prefer cheaper products which are available in a more convenient
manner. Consumers are more open to the idea of trying less known brands as well, as long
as the product has strong specifications. This has led manufacturers to switch towards
designing their products based on features over style.
Digital retailing and use of a mobile platform for sales is the most common for sales of
electronics and appliances. The average replacement cycle for these products has been
reduced by a more than a year. As a result of this the frequency of purchasing these products
is higher and consumers are constantly looking for good deals in terms of price.

COMPETITIVE LANDSCAPE
Infiniti Retail continued to have the leading (1%) value share within the very fragmented
landscape of electronics and appliance specialist retailers in 2015. The company is a part of
Tata Group, which is one of the leading conglomerates in the country. The brand is known for
its quality and reliable post-sale service, which have led it to consistently be the leading
retailer amongst electronics and appliance specialist retailers.

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ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN INDIA

Reliance Retail registered the strongest sales growth of 21% in 2015. The growth was driven
by the increased number of outlets opened by its electronics and appliance specialist retailer,
namely Reliance Digital. The retailer is very popular amongst consumers, due to its large
private label portfolio, which is affordable and of good quality.
Electronics and appliance specialist retailers are primarily located in high streets and
shopping malls. The products and brands are similar across most of the retailers and priced at
manufacturers retail price.
The channel is quite popular due to the increased use of technology devices amongst
consumers. It is one of the biggest channels in non-grocery retailing, and enjoys heavy sales
during the festive season, when consumers prefer to buy these products.

PROSPECTS
Value sales of electronics and appliance specialist retailers are expected to grow at a CAGR
of 2% at constant 2015 prices over the 2015-2020 forecast period. The growth will be driven
by increased use of technology devices amongst consumers. In 2015, consumers started to
use their electronics and appliances for day-to-day activities, which led to a decrease in the
replacement cycle, and in turn helped to drive the growth in 2015. This trend will continue in
the forecast period as well.
Internet and mobile retailing were extremely popular channels for electronics and appliance
specialists in 2015. This was observed as internet and mobile internet retailing in India had
relatively cheaper products compared to that of store-based retailing prices. This will continue
in the forecast period as well, where omnipresence and multichannel presence is expected to
drive the channel over the 2015-2020 forecast period.
Companies that have omnipresent and multichannel presence will perform well during the
2015-2020 forecast period. Electronics and appliance specialists will need to compete with
internet retailers, as the latter channel will continue to give tough competition to store-based
retailers in terms of pricing.

CHANNEL FORMATS
Chart 1

Electronics and Appliance Specialist Retailers: G K Vale in Bangalore

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ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN INDIA

Source:

Chart 2

Source:

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Electronics and Appliance Specialist Retailers: Reliance Digital in Bangalore

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CHANNEL DATA
Table 1

Electronics and Appliance Specialist Retailers: Value Sales, Outlets and

Selling Space 2010-2015

Value sales INR bn

Outlets '000
Selling Space mn sq m
Source:

2010

2011

2012

2013

2014

2015

1,362.7
143.3
9.8

1,589.9
154.0
11.1

1,837.9
165.6
12.1

2,023.7
170.4
12.5

2,219.2
175.2
13.0

2,423.3
179.8
13.5

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

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ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN INDIA

Table 2

Passport

Electronics and Appliance Specialist Retailers: Value Sales, Outlets and

Selling Space: % Growth 2010-2015

% growth

Value sales INR million

Outlets
Selling Space '000 sq m
Source:

2010-15 CAGR

2010/15 TOTAL

9.2
2.6
3.6

12.2
4.6
6.5

77.8
25.5
37.1

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 3

Electronics and Appliance Specialist Retailers GBO Company Shares: %

Value 2011-2015

% retail value rsp excl sales tax

Company
Tata Group
Essar Group
Reliance Group
LG Corp
Vijay Sales Ltd
Samsung Corp
Videocon Industries Ltd
Future Group
S Mobility Ltd
Vasanth & Co Ltd
Vivek Ltd
Sony Corp
Acer Inc
Spice Mobility Ltd
Spice Televentures Pvt
Ltd
Others
Total
Source:

2014/15

2011

2012

2013

2014

2015

1.1
1.2
0.4
1.3
0.8
0.6
1.0
0.6
0.7
0.3
0.3
0.4
0.2
-

1.1
0.8
0.6
1.2
0.8
0.7
1.0
0.3
0.7
0.3
0.2
0.4
0.2
-

1.2
1.2
0.5
1.1
0.8
0.7
0.7
0.3
0.6
0.2
0.2
0.4
0.2
-

1.2
1.0
0.9
1.0
0.8
0.7
0.6
0.4
0.3
0.3
0.2
0.3
0.2
-

1.1
1.0
1.0
0.9
0.9
0.7
0.7
0.4
0.3
0.2
0.2
0.2
0.0
-

91.2
100.0

91.8
100.0

92.0
100.0

92.3
100.0

92.5
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 4

Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value

2012-2015

% retail value rsp excl sales tax

Brand
Company (GBO)
Croma
The MobileStore
Reliance Digital
Vijay Sales
LG Shoppe
Samsung Plaza
Next
eZone
Spice Hotspot

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Tata Group
Essar Group
Reliance Group
Vijay Sales Ltd
LG Corp
Samsung Corp
Videocon Industries Ltd
Future Group
S Mobility Ltd

2012

2013

2014

2015

1.1
0.8
0.5
0.8
1.0
0.7
1.0
0.3
0.7

1.2
1.2
0.5
0.8
0.9
0.7
0.7
0.3
0.6

1.2
1.0
0.9
0.8
0.8
0.7
0.6
0.4
0.3

1.1
1.0
1.0
0.9
0.7
0.7
0.7
0.4
0.3

ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN INDIA

Vasanth & Co
Vivek's
LG Cyber Shoppe
Sony Centre
Acer Mall
Samsung
Spice Hotspot
Spice Hotspot
Others
Total
Source:

0.3
0.2
0.2
0.4
0.2
91.9
100.0

0.2
0.2
0.2
0.4
0.2
92.0
100.0

0.3
0.2
0.2
0.3
0.2
92.3
100.0

0.2
0.2
0.2
0.2
0.0
92.5
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Table 5

Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets

2012-2015

sites/outlets
Brand (GBO)
Reliance Digital
(Reliance Group)
The MobileStore
(Essar Group)
Next (Videocon
Industries Ltd)
Samsung Plaza
(Samsung Corp)
Spice Hotspot (S
Mobility Ltd)
Sony Centre (Sony
Corp)
LG Cyber Shoppe (LG
Corp)
LG Shoppe (LG Corp)
Croma (Tata Group)
Vijay Sales
Vasanth & Co
eZone (Future Group)
Acer Mall (Acer Inc)
Vivek's
Samsung Digital
Plaza (Samsung Corp)
Samsung
Digitallhome
(Samsung Corp)
Sony Xclusive (Sony
Corp)
SonyWorld (Sony Corp)
Spice Hotspot
(Spice Mobility Ltd)
Spice Hotspot
(Spice Televentures
Pvt Ltd)
Others
Total
Source:

Vasanth & Co Ltd

Vivek Ltd
LG Corp
Sony Corp
Acer Inc
Samsung Corp
Spice Mobility Ltd
Spice Televentures Pvt Ltd

Passport

Company (NBO)

2012

2013

2014

2015

89

150

920

1,200

MobileStore Ltd, The

1,200

1,300

857

857

Next India Retail Ltd

730

550

800

800

Samsung India
Electronics Pvt Ltd
Spice Retail Ltd

425

425

425

430

800

910

245

325

Sony India Pvt Ltd

305

305

300

177

LG Electronics India
Pvt Ltd
LG Electronics India
Pvt Ltd
Infiniti Retail Ltd
Vijay Sales Ltd
Vasanth & Co Ltd
Pantaloon Retail India Ltd
Acer India (Pvt) Ltd
Vivek Ltd
Samsung India
Electronics Pvt Ltd
Samsung India
Electronics Pvt Ltd

120

120

120

110

105

105

102

102

70
45
50
45
134
37
-

88
52
42
42
159
48
-

91
54
58
56
159
39
-

97
65
61
56
39
32
-

Sony India Pvt Ltd

Sony India Pvt Ltd

Spice Retail Ltd

Spice Retail Ltd

161,467
165,622

166,150
170,446

170,992
175,218

175,423
179,774

Reliance Retail Ltd

Others
Total

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

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ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN INDIA

Table 6

Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling

Space 2012-2015

selling space '000 sq m

Brand (GBO)
Reliance Digital
(Reliance Group)
Next (Videocon
Industries Ltd)
Croma (Tata Group)
The MobileStore
(Essar Group)
Samsung Plaza
(Samsung Corp)
Vijay Sales
eZone (Future Group)
Sony Centre (Sony
Corp)
LG Shoppe (LG Corp)
Spice Hotspot (S
Mobility Ltd)
Vivek's
LG Cyber Shoppe (LG
Corp)
Vasanth & Co
Acer Mall (Acer Inc)
Samsung Digital
Plaza (Samsung Corp)
Samsung
Digitallhome
(Samsung Corp)
Sony Xclusive (Sony
Corp)
SonyWorld (Sony Corp)
Spice Hotspot
(Spice Mobility Ltd)
Spice Hotspot
(Spice Televentures
Pvt Ltd)
Others
Total
Source:

Table 7

Company (NBO)

2012

2013

2014

2015

Reliance Retail Ltd

146.0

246.0

1,508.8

1,968.0

Next India Retail Ltd

215.6

162.5

236.4

236.4

Infiniti Retail Ltd

MobileStore Ltd, The

62.7
108.0

78.9
117.0

81.6
72.9

87.0
77.1

Samsung India
Electronics Pvt Ltd
Vijay Sales Ltd
Pantaloon Retail India Ltd
Sony India Pvt Ltd

74.2

74.2

74.2

75.1

49.5
52.3
65.3

57.2
48.8
65.3

59.4
65.1
64.2

71.5
65.1
37.9

LG Electronics India
Pvt Ltd
Spice Retail Ltd

17.7

17.7

17.2

17.2

28.3

32.1

26.0

11.5

Vivek Ltd
LG Electronics India
Pvt Ltd
Vasanth & Co Ltd
Acer India (Pvt) Ltd
Samsung India
Electronics Pvt Ltd
Samsung India
Electronics Pvt Ltd

11.6
9.7

15.0
9.7

12.2
9.7

10.0
8.9

9.3
5.4
-

7.8
6.4
-

7.8
6.4
-

8.2
1.6
-

Sony India Pvt Ltd

Sony India Pvt Ltd

Spice Retail Ltd

Spice Retail Ltd

11,204.9
12,060.5

11,604.9
12,543.5

10,778.2
13,020.2

10,813.5
13,488.9

Others
Total

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets

and Selling Space 2015-2020

Value sales INR bn

Outlets '000
Selling Space mn sq m
Source:

Passport

2015

2016

2017

2018

2019

2020

2,423.3
179.8
13.5

2,481.6
183.9
13.9

2,527.1
187.8
14.4

2,563.1
191.5
14.8

2,594.2
195.2
15.2

2,618.7
198.3
15.6

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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Forecast value data in constant terms

Table 8

Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets

and Selling Space: % Growth 2015-2020

% growth

Value sales INR million

Outlets
Selling Space '000 sq m
Source:
Note:

2015/16

2015-20 CAGR

2015/20 TOTAL

2.4
2.3
3.4

1.6
2.0
3.0

8.1
10.3
15.9

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms

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