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Submitted in partial fulfillment of the requirements

for the award of the degree of

Master of Business Administration (MBA)


Guru Gobind Singh Indraprastha University, Delhi

Guide: Mr. K. K. Sharma Submitted by: AAKANSHA TYAGI

Roll No.: 03335103916

Management Education & Research Institute,

New Delhi 110058

Batch (2016-2018)

I Mrs. AAKANSHA TYAGI, Roll No. 03335103916 certify that the Project Report/Dissertation


APLLIANCES is done by me and it is an authentic work carried out by me at Veenu Tech India.

The matter embodied in this project work has not been submitted earlier for the award any degree

or diploma to the best of my knowledge and belief.

Signature of the Student


Certified that the Project Report/Dissertation (MBA) entitled A PROJECT REPORT ON


TYAGI Roll No 03335103916 is completed under my guidance.

Signature of the Guide

Name of the Guide:




(Director / Project Coordinator)


Every work involves efforts and inputs of various kinds and people. I am thankful to all those
people who have been helpful enough to me to the extent of their being instrumental in the
completion and accomplishment of the project

I would like to take the opportunity to thank and express my deep sense of gratitude to my
corporate mentors . I am greatly indebted to him for providing their valuable guidance at all stages
of the study, their advice, constructive suggestions, positive and supportive attitude and continuous
encouragement, without which, it would have not been possible to complete the project.

I would also like to thank leaders KL Purthi (Founder), Sanjeev Purthi (Chairman),
Aryan(Managing Director), who in spite of busy schedule has co-operated with me continuously
and indeed, his valuable contribution and guidance have been certainly indispensable for my
project work. I owe my wholehearted thanks and appreciation to our college faculties, who always
offer their cooperation and assistance during the course of my project.

Last but not the least I would like to express our heartiest gratitude to my family members and
friends. Their motivation, love and moral support boosted my confidence to work sincerely and in
an effective way. Thank you for being my guide and motivator throughout this difficult path.

I hope that I can build upon the experience and knowledge that I have gained and make a valuable
contribution towards this industry in coming future.

Veenu Tech India is an assembling company which sells its product under the brand name LIFE

The founder Mr. K.L Pruthi of the company has started its business in year 2007 with small
assembling shop in Najafgarh, New Delhi. At the beginning he started with assembling of Ro
systems. The parts of the products were purchased from different manufacturing units working in
delhi and assembled together at one place under the brand name of life plus and hence sold to some
of the distributors in west delhi area only.

The modular kitchen market in India is expected to continue to record significant growth over the
forecast period. The growth is primarily attributed to an increase in the number of housing projects,
rising disposable incomes, changes in lifestyle and the emergence of nuclear families. Products are
also expected to become more affordable with a variety of pricing options, and growth in the
organized retail sector, changing perspectives on home aesthetics, increased incomes and a rise in
the number of working women are also expected to drive growth.

The company wants to analyze the present market share of Kitchen Appliances and analyze the
reason for this particular market share of itself and the competitor, so that, it can plan its future
strategies. It also wants to knows about the key reasons that prompt the customer to make a
purchase of Kitchen Appliances.

S No Topic Page No

1 Certificate (s) -

2 Acknowledgements -

5 Executive Summary -

7 Chapter-1: Introduction 1-13

8 Chapter-2: Research objectives 14-16

9 Chapter-3: Porters Model 17-21

10 Chapter-4: LITERATURE REVIEW 22-26


12 Chapter-6: RANGE OF PRODUCT 32-42

13 Chapter-7: DATA ANALYSIS 43-51

14 Appendices 52-53

15 Bibliography 54


Home appliances are electrical/mechanical machines which accomplish some household

functions, such as cooling/heating, cooking or cleaning. Home appliances can be classified into:

Major appliances, or white goods

Small appliances

Consumer electronics, or brown goods in regions with UK influence

This division is also noticeable in the maintenance and repair of these kinds of products. Brown

goods usually require high technical knowledge and skills (which get more complex with time,

such as going from a soldering iron to a hot-air soldering station), while white goods may need

more practical skills and "brute force" to manipulate the devices and heavy tools required to

repair them.

While many appliances have existed for centuries, the self-contained electric or gas powered

appliances are a uniquely American innovation that emerged in the twentieth century. The

development of these appliances is tied the disappearance of full-time domestic servants and the

desire to reduce the time consuming activities in pursuit of more recreational time. In the early

1900s, electric and gas appliances included washing machines, water heaters, refrigerators and

sewing machines. The invention of Earl Richardson's small electric clothes iron in 1903 gave a

small initial boost to the home appliance industry. In the PostWorld War II economic

expansion, the domestic use of dishwashers, and clothes dryers were part of a shift for
convenience. Increasing discretionary income was reflected by a rise in miscellaneous home


In America during the 1980s, the industry shipped $1.5 billion worth of goods each year and

employed over 14,000 workers, with revenues doubling between 1982 and 1990 to $3.3 billion.

Throughout this period companies merged and acquired one another to reduce research and

production costs and eliminate competitors, resulting in anti-trust legislation.

The United States Department of Energy reviews compliance with the National Appliance

Energy Conservation Act of 1987, which required manufacturers to reduce the energy

consumption of the appliances by 25% every five years.

In the 1990s, the appliance industry was very consolidated, with over 90% of the products being

sold by just five companies. For example, in 1991, dishwasher manufacturing market share was

split between General Electric with 40% market share, Whirlpool with 31% market share,

Electrolux with 20% market share, Maytag with 7% market share and Thermador with just 2% of

market share.

India Kitchen Appliances Market to Grow at Over 25% till 2019

According to a recently published report by TechSci Research India Kitchen Appliances Market

Forecast and Opportunities, 2019, the kitchen appliances market in India is projected to grow at

a CAGR of more than 25% during 2014-19. The demand for kitchen appliances in the country is

expected to continue growing on account of expanding base of middle class and affluent

consumers, increasing working population and improving consumer lifestyle. India has a large
base of young consumers who form majority of the workforce and hardly find time for traditional

cooking due to their busy schedules, thereby creating huge demand for western kitchen appliances

that facilitate easy and quick cooking.

Rising per capita disposable income of consumers, especially upper and lower middle income

groups, continues to drive Indias kitchen appliances market. However, majority of Indian

consumers are price conscious, which poses a challenge for the manufacturers and suppliers as

even a small price variation hugely affects the consumer preference for a specific brand or product.

Consequently, the kitchen appliance companies are constantly focused on offering high-quality

kitchen appliances at lowest possible prices.

Retail chains such as Big Bazar, Easyday, Croma, Relaince Digital, etc. are significantly

contributing towards increasing the product awareness among consumers, thereby boosting the

demand for kitchen appliances in India. However, such chains are not currently present in semi-

urban and rural pockets of the country. To overcome this issue, various retail majors are focusing

on expanding their reach in rural areas over the coming years, which is expected to drive the

kitchen appliances market until 2019. said Ms. Varsha Singh, Research Consultant with TechSci

Research, a research based global management consulting firm. Major players currently operating

in the Indian kitchen appliances market include Glen, TTK Prestige, Bajaj Electricals, LG,

Samsung, Inalsa, IFB, Panasonic, Phillips, etc.

India Kitchen Appliances Market Forecast and Opportunities, 2019 has evaluated the future

growth potential of Indias kitchen appliances market and provides statistics and information on

market structure, consumer behavior trends, market projections and demand forecasting. The

report is intended to provide cutting-edge market intelligence and help decision makers to take
sound investment evaluation. Besides, the report also identifies and analyzes the emerging trends

along with essential drivers, challenges and opportunities in kitchen appliances market in India.


Established in 2007, Veenu Tech India, are one of the known manufacturer and wholesaler of Air

Coolers, Water Purifiers, RO Systems and many more. Our products are accredited for their

easy installation, longer service life, dimensional accuracy and rust resistance features.

Furthermore, we make utilization of advanced technology in the manufacturing of excellent quality

products. The objective of our firm is to deliver flawless diversity of the products to the clientele,

for which we have managed a separate quality controlling division.

Being a quality-conscious business enterprise, we give much importance to the excellence of each

product accessible by us. In this respect, we follow strict quality control guidelines to uphold

values of our products. All the products are designed and developed beneath the rigorous

supervision of our experts, who promise that the products are in agreement with the set industry

laid values. Thus, the only aim of our enterprise is to offer quality certain products to the customers

in order to undertake their maximum fulfillment of clients.

We work beneath the leadership of Mr. Akash Pruthi, thus, we have been able to meet the precise

demands of patrons in the most competent way. His rich industry indulgent and sharp business

vision helped us become an illustrious name in the industry.

Our Vision

A happy, healthy and safe environment for every family built on trust and lasting business

relationship with each customer.

Our Mission

To deliver quality product & services of highest standard those reflect our passion for innovation,

quality benchmark and provide product value-for money. For us, bringing health care products is

not just business, it is a passion. We want every family drinking purified water which is very

essential as the water standard is deteriorating each day and not safe.

ISO Certification
Application Areas

As the requirement of our clients is rising rapidly, it has become more important for us to deliver

them products accordingly. Therefore we strive continuously hard in offering them desired and

qualitative range of products. With the assistance of our innovative technological options, we

fulfill the needs of numerous clients with our qualitative range of products. Further, these products

are widely being used in numerous applications because of their compact designs and pocket

friendly rates. Our products find application in the following areas:





House Hold



Corporate houses

Municipal Water Supplies


In numerous industries

Team of Experts

Team is the main strength of our organization that enables us to manufacture and supply superior

quality range of water purifiers. They know each aspect of quality production and ensure that the

final products are in compliance with international quality standards. Moreover, they also work in
a close coordinated manner and carry out the hassle free manufacturing process. Their dedication

and commitment towards quality ensures complete client satisfaction and quality production. Their

in-depth knowledge and understanding regarding latest and advance sophisticated technology

based machines enables us to carry out quick, efficient, safe and prompt production process of our

water purifiers. Regular training sessions are conducted by us to keep them abreast of latest market

developments. Our team comprises following professionals:

Quality inspectors

Design engineers

Administrative assistants

Production engineers

Research and development specialists

On site engineers

Civil engineers

Customer care executives

Servicing staff

Warehouse and packaging staff

Sales and marketing staff

Procurement staff

Policies & Practices

Transparent and fair to constantly increase our customers and their satisfaction with trust on us.
Why Us

We have sustained a steady rate of manufacturing with a high rate of satisfaction. During this time

of our existence within the market, we have seen a notable rate of growth and positively molded

our working actions accordingly. Our expansive base of customers combined with our high-class

series of products is indication of our persistent success in satisfying the demand. Our customer-

centric nature and ethical business transactions make us an ideal firm for continued relations.

Causes that have helped us to attain an edge over other opponent firms are:

State-of-the-art infrastructure Vast product range Stringent quality

audits Experienced quality auditors Timely delivery

Brands We Deal In

Own manufacturing brand Life Pure


We are backed by robust infrastructure in our organization, which helps us in conducting our

business proceedings in a proper manner. Our infrastructure unit is segregated into the different

departments like research and development, quality control, warehousing and packaging and

manufacturing unit. Every unit is managed by a team of skilled personnel, which ensures that

production and other business practices are carried out properly. Each wing plays an important

role in the development of organization. Moreover we also ensure that coordination is maintained

between each unit so that an uninterrupted flow of information is maintained at each stage.
Our infrastructure is divided into the following:

Manufacturing unit

R&D unit

Quality testing unit

Warehousing & packaging Unit

Sales and marketing unit

Designers, engineers and technocrats unit

Procurement unit


Efficient & Value Added After Sale Services Unit

Our Quality Assurance

We are dedicated to accomplish distinction in manufacturing and supplying an extensive array of

water purifiers throughout the production process with constant improvement. Our production

managers meet the quality standards through the following:

Ensuring professional standards and statutory and regulatory requirements are complied


Ensuring staff interact with clients for providing complete turnkey solutions and have

successfully commissioned which meet their needs and expectations

Implementation of a policy, which meets the ISO 9001:2000 Quality Management System

To achieve this, various stringent quality tests are conducted by us to ensure the quality of our

water purifiers as per the pre-defined industrial standards. We test the quality of the products
on the basis of their performance, long service life and adaptability. Further, we possess latest

and hi-tech facilities to conduct rigorous quality checks at each stage of production. Being one of

the trusted names engaged in manufacturing and supplying water purifiers, quality has always been

a matter of core concern for us. Our quality testing parameters are:

Hydro pneumatic test


Service life


Client Satisfaction

We consider client satisfaction as an important factor for our business. With the full support of our

robust infrastructure and experienced & devoted staff members, we have been able to muster

considerable clientele spread across the nation. With our acknowledged set of products, we have

ensured paramount level of client satisfaction that will always continue. Our ethical business

practices, easy payment modes and prompt deliveries of consignments are the plus points for our

progress and for securing a top-notch position in the market.

Team of Experts

Team is the main strength of our organization that enables us to manufacture and supply superior

quality range of water purifiers. They know each aspect of quality production and ensure that the

final products are in compliance with international quality standards. Moreover, they also work in

a close coordinated manner and carry out the hassle free manufacturing process. Their dedication

and commitment towards quality ensures complete client satisfaction and quality production. Their

in-depth knowledge and understanding regarding latest and advance sophisticated technology
based machines enables us to carry out quick, efficient, safe and prompt production process of our

water purifiers. Regular training sessions are conducted by us to keep them abreast of latest market

developments. Our team comprises following professionals:

Quality inspectors

Design engineers

Administrative assistants

Production engineers

Research and development specialists

On site engineers

Civil engineers

Customer care executives

Servicing staff

Warehouse and packaging staff

Sales and marketing staff

Procurement staff
Organsition Structure

Name Designation


Sanjeev Purthi CHAIRMAN


Chapter-2: Research


The objectives of the research are as follows:

1) To identify buying pattern of fully automatic Chimenys

2) To identify the potential Chimenys in the Indian market

3) To identify competitors range/price/features of Chimenys vis--vis LIFE PLUS

4) To identify potential of RO system in the Indian market

5) To identify competitors range/price/features of RO system vis--vis LIFE PLUS

6) To study the Customer satisfaction for LIFE PLUS.


Scope of research

A) Geographical Scope
As of the geographical scope the research, the New Delhi territory has been selected
whereby Amravati city and Badnera of the territory would be undertaken for sample

B) Functional Scope
The research will be considering the market potential and competition of White/Brown

C) Operational Scope
For the research all the white/brown goods users and non users as well as dealers within
the city of Amravati and Badnera will only be considered.
Limitations of the research

All the dealers and customers could not be contacted due to the lack of time.
The individuals being observed might behave in a different way when they know they are
being observed and thus data collected may not be a true picture of the actual self.
Generally, respondents were busy in their work and were not interested in responding
While every effort was made to get the questionnaire filled personally, even then some
elements of biasness might have crept in. Some respondents themselves were not clear
about their likings and choices.
In this research only Chimneys, RO system were considered.
Chapter-3: Porters


Porter's Five Forces is a framework for industry analysis and business strategy development

formed by Michael E. Porter of Harvard Business School in 1979. It draws upon Industrial

Organization (IO) economics to derive five forces that determine the competitive intensity and

therefore attractiveness of a market. Attractiveness in this context refers to the overall industry

profitability. An "unattractive" industry is one in which the combination of these five forces acts

to drive down overall profitability. A very unattractive industry would be one approaching "pure

competition", in which available profits for all firms are driven down to zero.

The Five Forces are:-

1. Threat of new entrants

2. Exit barriers

3. Power of buyers

4. Power of suppliers

5. Threat of substitute products

Home appliance industry is mainly consisting of the following players Whirlpool, Maytag,

Electrolux Haier, General Electric (GE) and Bosch-Siemens. All these players produce wide range

of quality products. Vikings and Sub-Zero are niche players, each producing one exclusive

premium quality product line.

Porter's five forces model is a tool to analysis the industry framework. Two forces in this model

refer internal threats and other three forces refer to external sources of competition. These forces
determine the competitiveness of the overall industry which represents the attractiveness of the

industry. Here is the example of US home appliance industry.

Threat of new entrants

Threat of new entrants is very low because heavy investment and sophisticated R&D is required

in appliance market and industry is matured with intense competition, profitability is not lucrative

for the new entrants. Brand loyalty also plays an important role and big distribution network is

required. Due to the intense competition existing players will retaliate the new entrance. There are

many threats for new entrance to enter the home appliance industry.

Exit barriers
Because of the heavy investments in specialized fixed assets and sophisticated machinery, it is not

easy for any existing player to quit the industry. Each product require the special technology and

investment, it is not easy to leave the entire setup.

Power of buyers
Power of buyers is very high, not only final consumers drives the quality and innovation, also the

middle-men and builders can and do exercise pressure on the supplying firms to provide energy

efficient, environmentally safe and high quality products in low cost. Buyers want to place only

high quality and well known brands in their stores.

Power of suppliers
Power of suppliers is low, appliance companies dictate the terms. They are forcing the suppliers

quality products and to follow JIT concepts. Manufacturers have the exclusive contracts and

alliance with suppliers.

Threat of substitute products

Threat of substitute products is very low, there are not much substitutes available. Even if they are

(e.g. Laundromats, fan industry) they are not powerful.

According to the Porter's five forces analysis, US home appliance industry is moderately favorable

or attractive. New player can enter the market and enjoy profits.
Code of Conduct for LIFE PLUS APPLIANCES

Code of conduct for Directors and Senior Management:

They shall:

1. Use due care and diligence in performing their duties and in exercising their


2. Act honestly, in good faith and in the best interest of the Company.

3. Neither makes improper use of information nor takes improper advantage of their

position as a Director or member of Core Management Team.

4. Not allow personal interests to conflict with the interests of the Company.

5. Recognize that their primary responsibility is to the shareholders of the Company

as a whole but they should (where appropriate) have regard for the interests of all


6. Not engage in conduct likely to bring discredit to the Company.

7. Take all reasonable steps and appropriate actions in consonance with all decisions

taken by the Board of Directors.

8. Ensure the confidentiality of information they receive whilst being in office of

Director or member of the Core Management Team and may disclose if authorized

by the Company.

9. Not indulge into insider trading.

10. Ensure that the business practices of the Company would always be fair and




Kitchens appliances are based on functional practicality. The onset of kitchens appliances in the

Indian furniture market have spelt a consciousness that even kitchens can have a style statement

and at the same time be comfortable, efficient and elegant. Convenience, efficient use of space,

and lifestyle changes has increased the demand for modular kitchens today. Opportunities exist,

not only with domestic players but with international retailers as well.

Stands at around Rs. 2,500 Cr.

Indian readymade kitchens currently sold at the rate of 10,000 units per month in the


Expected to grow 10 times in the next three to four years.

Modular kitchen market in India is still at a nascent stage but has tremendous growth


Market has been witnessing a growth rate of 50% YoY.

It is largely unorganized with the presence of local and small players. Unorganized market

includes carpenters making self-designed kitchens based upon the requirements of the


Modular kitchens are customized based on the requirements of the consumer. Based on the

need of the consumer, it can be set up with various accessories like chimney, burner etc.

Kitchens account for 40% of the furniture and fittings industry. Products in this market are largely

focused towards establishments in urban India.


Modular Kitchen is a term used for the modern kitchen furniture layout consisting of modules of

cabinets made of diversified materials which hold accessories inside, which can facilitate the

effective usage of the spaces in a kitchen. Normally the units which are kept on the floor are called

floor units or floor cabinets on which a kitchen worktop made of granite, marble, tile or wood

has been laid for creating spaces for varied activities in a kitchen.

The units which are held on the wall for storage purposes are termed as wall units or wall

cabinets. In small areas of kitchen in an apartment, even a tall storage unit is available for

effective storage.

Modular kitchen normally constitutes wooden cabinets, counter tops, internal accessories, electro

domestic gadgets like chimney, hob, built-in-oven, sink with or without drain board and in some

cases a refrigerator, dishwasher or other gadgets.

The designer normally designs the space using modules of standardized/customized sizes to suit

individual spaces.

They say cooking is an art. How about dressing up your culinary studio to bring out the best in

you? Kitchen solutions offer myriad ways to style this part of your home sweet home.

The kitchen has earned lot more character than the traditional rasoi today. It has become a multi-

functional area of a house, which apart from being the cooking space, doubles up as the showpiece

of the house, dining space, comfort zone or the special corner of your party. Needless to say, it

deserves special treatment when you are planning to redo your house or styling a new apartment.
A modular set-up and state-of-the-art appliances, is what makes a kitchen the special corner of the

house, lending it a multi-faceted character and reflecting the personality of the homemaker. With

the concept of an open kitchen becoming a norm in new constructions, kitchen solutions become

a basic requirement and a modular set-up, complete with a chimney and a hob, close to a necessity.

"Once a growing trend, it is now a much needed asset, if you want effective storage, convenience,

exquisiteness and comfort," says Sunaina Kamboj, a housewife who is all set to graduate to a

modular kitchen soon. "With a chimney for effective smoke exit, expediency of storage and usage

and proper space for vessels, cutlery and containers, a modular or a semi modular kitchen is all

about convenience, ease, handiness and luxury, of course within your budget. It is sure to save

your time and effort," she is convinced.

"The utility and functionality a modular kitchen offers will make it a necessity in the times to

come", says Barkha S, a Mumbai-based interior decorator. "It is where the majority of money is

going when you design a home," she adds.

Ayesha Dodeja, a kitchen design consultant from a Mumbai suburb agrees. "Kitchen design

solutions range from Rs 50,000 to 20 lakhs. We get clients who want to redo their kitchens right

from the scratch - starting with getting a granite slab and chimney, to hobs, automated drawers and

plumbing. There are some who just want modular cupboards in their new kitchen." On an average,

people opting for a modular kitchen, invest anywhere between Rs 1-2.25 lakhs, while there are a

few takers for high-end solutions.

Depending on one's budget, space and lifestyle demands, one can choose from a variety of

innovative, eclectic and functional designs, imparting an unique character to one's kitchen and

adding to the personality of the house. "The ergonomically designed, touch-sensitive automated
drawers and over-head cabinets are the latest fad, which might be slightly heavy on the pocket but

completely worth a one-time investment," informs Dodeja, who is in the business of designing


Fresh and vibrant colours are in. "Lime green, black currant and berry branch are high-gloss

laminates," adds Dodeja. Depending on your budget, one gets to choose the outer material, ranging

from medium density fibre, marine ply, matte finish, high-gloss finish, texture or fabric finish. For

a luxurious look and feel, one can go in for the higher-range lacquered finish or the German acrylic

finish. The number and type of drawers, special cabinets and space-effective modules strictly

depend on the budget and space.

"Kitchen is truly the heart of the home and the wall between the living room and kitchen is breaking

with this concept," says Sanjeev Wadhwa, country manager, Fisher & Paykel. "The trend of

premium or luxury appliances is growing and is catching up fast, with global exposure and more

and more imported modular-kitchen brands coming to India. There is also a growing interest of

consumers who want a seamless 'living and cooking' space, making the kitchen more fun and

friendly. The focus is on functionality and ergonomics, and the main areas of development are

energy efficiency, green technology and sustainability, with a tinge of never-before used colours

and combinations," he points out.




Research is an art of scientific investigation. It is defined as A careful investigation or enquiry

especially through search for new facts in any branch of knowledge.

According to Clifford woody research comprises defining and redefining

problems, formulating hypothesis.

D.Slesinger and M.Stephension in the Encyclopedia of social sciences define

research as the manipulation of things, concepts or symbols for the purpose of generalizing to

extend, correct or verify knowledge , whether that knowledge aids in construction of theory or in the

practice of an art.

According to John W.Best Research is the systematic and objective analysis and

recording of controlled observation that may lead to development of generalization, principles or

theories resulting prediction and possibly ultimate control of events.

Objectives of research (Meaning)

1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this

object in view are termed as exploratory or formulative research studies).

2. To portray accurately the characteristics of a particular individual, situation or a group

(studies with this object in view are known as descriptive research studies).

3. To determine the frequency with which something occurs or with which it is associated

with something else (studies with this object in view are known as diagnostic research

Types of research








Research process consists of series of actions or steps of actions or steps necessary to

effectively carry out and the desired sequencing of these steps

Chapter 1 - Introduction
dynamic iteration

Chapter 2 - Literature
Chapter 3
Cyclic and

Chapter 4 - Data
Chapter 5- Discussion

Chapter 6- Conclusion

The study incorporated a research to find out the various kinds of brands used by the various

modular kitchen companies, the delivery time and the average cost of the kitchen. This research

was preliminary and aimed to serve as a starting point for further marketing strategies to be pursued

by the company. The research was exploratory in nature with the objective to gain insights

regarding the main factors for further targeting their marketing campaigns.

Research Method-Primary & Secondary Method

The information contained in this report is based upon both primary and secondary sources.

Primary research included interviews with kitchen hoods manufacturers, channel partners, and

consumers. Secondary research included an exhaustive search of relevant publications like

newspapers, websites, and proprietary databases.

Field Work

The researcher visited the various stores of Modular kitchen in Gurgaon including all the major

players and local players of modular kitchen. This research helped the researcher to understand the

various types of brands being used for the different components of the modular kitchen such as

brands for type of wood being used, the hinges, the average cost of the kitchen, the warranty being

provided for the overall kitchen

Limitations/ Challenges faced

Limited Time:- All the dealers and retailers were not covered because of constraints of


Biasness in Response:- Respondent unwillingness to provide adequate information were

consequent upon time constraints and personal inconveniences.

Biasness in the responses: The answers provided by the respondents suffer from biasness.

Limited Resources

Restricted Area



Life+Plus Cooler


Large Tank Capacity of 92Ltr.

3 side Honeycomb Pads Very large air throw


Large Tank Capacity of 100 Ltr.


Large Tank Capacity of 120 Ltr.

3 side Honeycomb Pads


Large Tank Capacity of 150 Ltr.

1 side Honeycomb Pads

30 Commercial Air Cooler


Tank Capacity - 60Ltr.

3 side Honeycomb Pads Large Ice Chamber


Compact Design

Tank Capacity - 30Ltr.


Large Tank Capacity of 92Ltr.

3 side Honeycomb Pads Ice Chamber Available


Large Tank Capacity of 92Ltr.

3 side Honeycomb Pads

Inverter Operated
Life+Plus Chimneys


Movable Filter glass proving as its name.

60cm. gorgeous hood with toughened glass.

Smooth Touch Panel.

LED lights to focus on your gas hob.


Movable Filter glass proving as its name.


90cm. Slant-shaped glass hood

Movable glass to assist heavy suction

Beautiful Touch Screen Panel with camera screen

to assist panoramic view.

Suction Power - 1200m3/hr.


Hood Shaped model suit decor.

Life+Plus R.O Systems


10 Ltr. Water Storage.

Traditional wall mounting


9 Ltr. Water Storage.

Primary Fully Automatic

RO+U.V.+U.F. Technology

Cute Looking

15 Ltr. Water Storage.

Fully Automatic Wall Mounting

RO+U.V.+U.F. Technology

sliver king

9 Ltr. Water Storage.

Beautiful of the Decor.

Some Major Players in the Home Appliances segment in India

The LG Corp is South Korea's second largest conglomerate that
produces electronics, chemicals, and telecommunications
products and operates subsidiaries like LG Electronics, LG
Display, LG Telecom and LG Chem in over 80 countries

Home appliances
The Home Appliances division makes products like refrigerators and washing machines. Its 2007
sales totaled KRW 11.8 trillion, accounting for 29% of the company's total revenue. The division's
profit was KRW 717.1 billion. About 35% of the company's home appliance revenue comes from
the North American market.It is also in to Mobile phones,Vacuum cleaners.


Samsung Electronics is the world's largest electronics

company with 2009 revenue of $117.4 billion,[3][6][7][8]
headquartered in Samsung Town, Seoul, South Korea.[1][2] It
is the largest South Korean company and the flagship subsidiary
of the Samsung Group.Samsung Electronics has achieved
significant market share in the global market for more than 60

Products of SAMSUNG-

Samsung mobile phones- GSM, CDMA

Samsung Home Appliances- Washing Machine, Refrigerators, Microwave Oven, Air
Samsung T.V., DVD player, Audio Systems, Home theatre, Digital camera
IT Products- Monitors, Hard disk, CD/DVD ROM/Writer, CCTV, Lazer camera etc.

Videocon is an industrial conglomerate with interests
all over the world and based in India. The group has
17 manufacturing sites in India and plants in China,
Poland, Italy and Mexico. It is also the third largest
picture tube manufacturer in the world.

Consumer electronics
In India the group sells consumer products like Colour Televisions, Washing Machines, Air
Conditioners, Refrigerators, Microwave ovens and many other home appliances, selling them
through a Multi-Brand strategy with the largest sales and service network in India [4]. Videocon
Group brands include Akai, Electrolux, Hyundai, Kelvinator, Kenstar, Kenwood, Next, PlanetM,
Sansui, Toshibha, Philips (TV Products) etc
The Videocon group has an annual turnover of US$ 4.1 billion, making it one of the largest
consumer electronic and home appliance companies in India. Since 1998, it has expanded its
operations globally, especially in the Middle East.

Dealer Survey
Comparison between various brands of Chimneys vis--vis LIFE PLUS

Sample size=40

Chimneys brand available at the stores

Available brands No. of Stores Percentage

Hindware 5 13%
Hawkins 3 7%
Kent 3 7%
Lifeplus 5 13%
Others 4 10%

3 5 5
2 3 3

Hindware Hawkins Kent Lifeplus Others

FLT at stores

So in sample size of 40 only 20 dealers have Front loading washing machine available in their
stores and remains 20 they dont put FLT.
Sales of different brands from various stores (Dealers-20)

Sales of brands No of machine sold Percentage

Hindware 11 27%

Hawkins 9 21%

Kent 2 5%

Prestige 7 17%

Lifeplus 2 12%

Others 3 18%

Hindware Hawkins Kent Prestige Lifeplus Others

17% 21%

Demand of Chimneys

Machine type No. of respondents Percentage

Fully automatic 28 69%

Semi automatic 12 31%



On the basis of the dealers response we can say that in the Chimneys market there is much
difference in the demand of Semi automatic and fully automatic Chimneys in New Delhi.

Maximum margin to dealers

Brands No. of respondents Percentage

Hindware 14 35%

Hawkins 10 25%

Kent 4 10%

Lifeplus 4 10%

Prestige 8 20%
Hindware Hawkins Kent Lifeplus Prestige


According to this graph we can clearly say that Hindware gives maximum margin to the dealers.

After sales service

After Sales Service No of Dealers Percentage

Hindware 12 29%

Hawkins 9 24%

Kent 7 17%

Prestige 8 19%

Lifeplus 4 11%

After sales service

Hindware Hawkins Kent Prestige Lifeplus


17% 24%

According to the dealers Hindware provides the best after sales service to its customers
Promotional offers

Promotional Offers No of Dealers Percentage

Hindware 14 35%

Hawkins 8 21%

Kent 6 15%

Prestige 4 10%

Lifeplus 8 20%

Prestige, 10%

15% Hawkins,
Complaints from customers after sale for different brands

Brands No. of dealers Percentage

Hindware 8 19%

Hawkins 9 22%

Kent 14 36%

Prestige 8 21%

Lifeplus 1 2%

Hindware Hawkins Kent Prestige Lifeplus



While doing our survey for FLW we came across few facts:-

There are only few dealers who keep Chimneys ,as in this area mostly people for semi-
automatic Chimenys, but still Chimenys has a market because of the affluent classes.

Kent again has suffered as because of its poor after sales service and more complaints.

In New Delhi the Dealer Price is not varies so much

Only few Dealers who keep LIFE PLUSs Chineys due to because of the price of the
product and preferences of the customers.

Dealer Survey

Dear Dealer,

As the management student of MERI, JANAKPURI I want your opinion regarding

the product to serve you better. Please dont be biased during answering following

Name: .

Gender: Male .. Female .

Age: (1) below 25 (2) 25 35 (3) 35- 45 (4) more than 45

Q1. Which brands of RO system you sale in your shop?

LG ( ) Hawkins ( ) Kent ( ) RO ( ) Lifeplus ( )

Q2. Which brands has maximum sales in your shop?

LG ( ) Hawkins ( ) Kent ( ) RO ( ) Lifeplus ( )

Q3 Which type of Chimneys has maximum demand in your area & Why?
Fully Automatic ( ) Semi Automatic ( )

Q4 In which brand do you get maximum margin? Please arrange in descending

LG ( ) Hawkins ( ) Kent ( ) RO ( ) Lifeplus ( )

Q5. Which brand has maximum demand in this area? Please arrange in descending
LG ( ) Hawkins ( ) Kent ( ) RO ( ) Lifeplus ( )

Q6. Which company is providing best after sales service ?

LG ( ) Hawkins ( ) Kent ( ) RO ( ) Lifeplus ( )

Q7. Which brand gives best sales promotion offers?

LG ( ) Hawkins ( ) Kent ( ) RO ( ) Lifeplus ( )
Q8. Which brand is best in terms of service ability?

LG ( ) Hawkins ( ) Kent ( ) RO ( ) Lifeplus ( )

Q9. Do you have authentication/certification of sales after service facility of any


Yes ( ) No( ) If yes please specify .

Q10. Do you give personal assurance for any brand while selling Chimneys?

Yes ( ) No( ) If yes please specify..