Made is an consumer electronic brands, which is trying make an entrace in the Indian market.

1. Mabe
A deep dive into the home appliances market in India

2. Agenda for today’s presentation
 Overview of the Indian Market
 Market Size + Key players by value/volume
 Market Mix – Products, Pricing, Placement
 Current and Future trends
 Brand Overview : Branding in India market for top 5 players
 Introduction to Category Codes
 Current positioning of master brand
 Media mix + Seasonality
 Consumer Overview
 Understanding the Indian homemaker

3. Scope of Presentation:
“Major Appliances” Market in India
DishwasherDryers
Washing Machines
Cooking Appliances
& Microwaves
Refrigerator

4. Overview of the Market
Size + Key Players + Market Mix + Trends

5. 1,141
1,316
1,547
1,874
2,299
2,761
3,154
3,590
4,061
4,561
5,087
5,931
6,725
7,756
9,377
11,467
13,404
15,571
17,979
20,540
23,212
25,945
0
5,000
10,000
15,000
20,000
25,000
30,000
0
1,000
2,000
3,000
4,000
5,000
6,000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Sales ($ million) Sales ('000s) Column1 Column2
Euromonitor International
Sales of major Appliances in Value and Volume
The Average percentage growth for major appliances
from 2005 to 2011 is 15.6%

6. Key Player’s Share of Major Appliances
Euromonitor International
11% 11%
10% 10% 9%
10%
11%
12%
12% 12%
17% 17%
16%
17%
18%
15%
16%
19%
19%
21%
26%
24%
23%
25% 25%
0%
5%
10%
15%
20%
25%
30%
2006 2007 2008 2009 2010
Videocon Godrej & Boyce Whirlpool Samsung LG
• South Korean giants
LG and Samsung
have a major
presence with 25%
and 21% market
shares.
• While domestic
players have lost
steam and their
growth has been
sluggish.

7. Distribution Formats in India
Independent Retailers Branded Retailers
Branded MBO’s & Hypermarts – Electrical Goods
(Croma, Ezone) & Kitchen Specialists (Homestop)
Independent Electrical Goods Retailers and Kitchen
Specialists (regional)

8. Major Appliances by Distribution Format: % Breakdown 2005-2010
1.9 2.6 3.1 3.6 4.3 4.7
9.5 9.4 10.1 10.5 10.6 10.6
57.2 60.3 56.5 53.8 50.1 49.9
4
5.8 7.8 9.3 11.3 11.6
27.3
21.9 22.3 22.6 23.2 22.7
0
20
40
60
80
100
120
2005 2006 2007 2008 2009 2010
Electrical goods retailers
independents
Electrical goods retailers
multiples (Chroma, E-Zone)
Kitchen specialists
independents
Kitchen specialists
multiples (Homestop,
Veneta Cucine)
Hypermarkets (Big Bazaar,
Dmart)
% retail volume
Even though the independent retailers have lost their share,
they constitute nearly 75% of the distribution.
Grocery
Retailers
Non-Grocery
Retailers
(Durable
goods
retailers)

9. Current and Future Trends
Major Appliances

10. Rising Nuclear Families Driving Growth
“An analysis of recently released census data reveals that the median household size in urban
India is now less than four for the first time in history. In addition, we are seeing a rise in
the number of nuclear families compared with multi-generational
families throughout India”
– The Times of India
Multi-Generational Families Nuclear Families

11. 0
10
20
30
40
50
60
2008 2009 2010
Built-In-Hobs
Fridges
Window Air Conditioner
Fridge Freezers
Semi Automatic Washing
machine
Automatic Washing
machine
Dishwashers
With exposure to
different digital media,
a large number of
consumers are
replacing their old
appliances and
upgrading to products
with better, more
advanced features.
Shortening Replacement Cycle for Major Appliances
Replacement cycles - years

12. Escalating Demand for Higher Capacity Products
Since such products are long term
investments, especially large
appliances, keeping in mind
changing household needs, more
consumers are choosing to buy
high capacity models.
Hectic lifestyles and the paucity
of home help have prompted
consumers to look for such
appliances to help them with
their daily chores.
Demand for automatic washing machines is growing
faster than for semi-automatic washing machines
30 litre microwaves are increasingly popular.

13. Growing Need for Energy Efficient Products
Surging electricity prices and
increasing calls to use energy
efficient products by the
government have spurred the
demand for star rated appliances
in the country.
The star rating of a product is a
decisive factor in the purchasing
decision for refrigerators and air
conditioners, which are high-
energy consuming appliances.

14. New Era of Aesthetically Pleasing Products
Increased disposable income has
encouraged consumers to seek
aesthetically pleasing products.
More confidence to invest in
consumer appliances as lifestyle
products rather than consider
them only as chore simplifiers.
Along with features and
functioning, the looks and design
of a product is having an influence
on the purchasing decision.
In 2009, LG launched fridge freezers with eye-
catching exteriors such as marble, art flowers and
mirror black.
In 2010, Whirlpool of India launched aesthetically
appealing air conditioners.

15. Market Mix: Products (Refrigerator, Washing Machines & Microwaves)
SIDE BY SIDE
Refrigerators
(Rs 50K- Rs. 1.5 Lakh)
Double Door Refrigerators
(Frost Free)
(Rs. 10-30K)
Single Door Refrigerator
(Rs. 8K- 15K)
Front Load Washing
(Automatic/Semi-Automatic)
(Rs.25K-40K)
Top Load Automatic
(Rs. 17K-22K)
Top Load Semi-Automatic Washing
(Rs. 7K-10K)
Convection
(Rs.11K-15K)
Grill
(Rs.7K-9K)
Solo
(Rs.4K-5K)

16. Understanding the Product Categories

17. Product Category : Refrigerators

18. Info-graphic
of brands
(logos) and
size of share
Market Size
 In 2010, the sales of the refrigeration appliances
was $1642.79 million
Biggest Gainers & losers
 Refrigerator appliances dominated by MNCs.
Why this leadership?
 Wide product portfolio, extensive distribution
network and aggressive above-the-line
marketing
 Capitalizing on trend of higher capacity models
and to target the untapped rural market with
high capacity fridges.
What are the challenger brands and what is their
mantra?
 Samsung has heavily invested in R&D.
 Samsung’s unique selling point lies in Frrrunch’s
vegetable box which the company claims keeps
fruit and vegetables fresh for a longer period.
Product Category: Refrigeration Appliances
Current Market Size & Key Players
9.7 9.4
8.4
8.2 8.2
14.1
15.9
17.2
15.9 16.2
20.3 20.2
18.9 19.2
20.2
14.3
16.1
18.9
19.2
20.2
25
22.5
21.7
24.9 24.8
0
5
10
15
20
25
30
2006 2007 2008 2009 2010
Videocon Godrej and Boyce Whirlpool
Samsung LG
% retail volume
Company Shares of Refrigeration Appliances
2006-2010

19.  Product
 Demand for technologically advanced and higher capacity refrigerators.
 Energy efficient products.
 Placement
 Indians visit outlets to gain product knowledge in order to make informed
comparisons and choices.
 The majority of purchases occur in independent durable goods retailers.
 Price
 Due to rising commodity prices, the average unit price increases by 2% in
current value terms in 2010
Opportunities for a new brand
 Instead of competing on price, companies can promote a
different unique selling point – health, hygiene and
freshness currently important
Current Market Trends

20. Product Category: Home Laundry

21.  Market Size
 The sales of home laundry appliances
was around $839.30 million in 2010.
 Emerging affluent middle class & easy
finance have fuelled the demand
 Expected new entrants
 GE Appliances is venturing into
automatic washing machines.
 Why does LG have leadership?
 LG’s extensive distribution network,
wide product portfolio, frequent new
product launches and aggressive
marketing strategies
 What are the challenger brands and what is
their mantra?
 Samsung has its own design & R&D.
 Competes on price and offering value
for money to its customers.
Product Category: Home Laundry
Current Market Size & Key Players
6.1 6.2 6.4 6.9 6.5
17.1
17.7 17.7
16.7
15
16 15.8
14.1
16.3
17.217.1
18.4
20.4
22.1
23.9
29.1
26.4
25.3 25.5 25.9
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010
Godrej & Boyce Videocon Whirlpool
Samsung LG
Company Shares of Home Laundry Appliances 2006-2010
% retail volume

22.  Product
 Consumers prefer automatic machines
as they consume less water & electricity
 Low Priced Semi-automatic models are
popular in II & III-tier cities.
 “Green” technology, colourful designer
appliances and high capacity models
 Pricing
 Rise in commodity prices and high
logistics cost has led to price increase
 Placement
 Consumers visit outlets to acquire
product knowledge & compare
 Opportunities for a new brand
 Offering tangible USP’s such as hygienic
cleaning, easy washing, energy and
water efficiency (besides price)
Current market trends
0
500
1000
1500
2000
2500
3000
3500
4000
2005 2006 2007 2008 2009 2010
Semi-Automatic
Washing
Machine
Atomatic
Washing
Machine
Sales of Home Laundry Appliances by Category: Volume 2005-
2010
'000 units

23. Product Category: Large Cooking Appliances

24.  Market Size
 Sales of large cooking appliances = $129.01
million in 2010.
 Key market trends –
 Exposure to global living standards and
changing lifestyles has boost the demand
 Domestic companies (Faber Heatkraft
Industries, Kaff Appliances, Sunflame
Enterprises) have major share (90%) due to
strong distribution and product presence.
 Expected new entrants
 IFB and Elica Group to venture into large
cooking appliances
 Why the leader has leadership?
 Faber Heatkraft’s designer range, products and
distribution has made it a leader
 What are the challenger brands and what is
their mantra ?
 Kaff Appliances is strengthening its distribution
network and launching customized products.
Product Category: Large Cooking Appliances
Current Market Size & Key Players
5.3 5.7 5.9 5.8 5.8
14.8 14.7 14.4
15.2 15.2
16.3 16.1 16.2
15.7 15.715.6
16.1 16.4 16.8 16.9
28.1
28.9 29.3
30.1 30.6
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010
Inalsa Sunflame Glen Appl.
Kaff Appl. Faber HeatKraft
Company Shares of Large Cooking Appliances 2006-2010
% retail volume

25.  Product
 Changing lifestyles and greater exposure
to global living standards
 Attractive products and desire to
accessorize the kitchen boosted demand.
 Pricing
 High commodity prices & excise duty has
caused increase in avg. unit price.
 Placement.
 Large cooking appliances are distributed
by durable goods retailers. Kitchen
specialists independents have major
share. Nonetheless, hypermarkets have
increased their share.
 Opportunities for a new brand
 As customers have become more
brand conscious, there is an
opportunity for premium brands
Current market trends
0
50
100
150
200
250
300
350
2005 2006 2007 2008 2009 2010
21.8 26.2 31.3 37.2 44.2 53.1
40.8 47.3 54.8 63.1 73.5 86.7
130.5
159.1
193.4
228.2
281.6
339.8
Built-In Hobs
Built-in Large Cooking
Appliances
Free-Standing Cooking
Appliances
'000 units
Sales of Large Cooking Appliances by Category: Volume 2005-2010

26. Product Category: Microwaves

27.  Market Size
 Sales of microwave in 2010 was $155.47
million
 Key market trends –
 Low household penetration boosts the
growth rate
 Why the leader has leadership?
 Wide distribution, innovation and a large
product portfolio have helped LG to
maintain its leading position.
 It is also launching customized products
which suits Indian style of cooking.
 What are the challenger brands and what is
their mantra ?
 On the back of new product launches
and aggressive promotions, Samsung
increased its share over the years.
Product Category: Microwaves
Current Market Size & Key Players
Company Shares of Microwaves 2006-2010
% retail volume
10.5
9.5
8.8
8.1 7.5
2.3
3.6
6.4
9.9 10.59.9
10.7 10.4 10.5 10.5
16.5 16.2
17.2
18
20
33.5
32.5 32.4
33.5 33
0
5
10
15
20
25
30
35
40
2006 2007 2008 2009 2010
Kenstar Whirlpool Bajaj Samsung LG

28.  Product
 Due to hectic lifestyles, time-poor consumers (working couples) are resorting to microwave cooking
 Companies are educating cooking using microwaves
 Rising number of working women has increased the demand for microwaves
 Variety of products and competitive prices have afforded consumers to choose higher capacity
models
 Built-in microwaves will mainly be upper-income consumers
 Pricing
 High commodity prices & excise duty has caused increase in avg. unit price.
 Placement.
 Microwaves are primarily sold through durable goods retailers.
 Department stores and hypermarkets are gaining importance
 Opportunities for New Brand
 In order to increase the use of microwaves for day-to-day cooking in
India, companies are advised to launch more customized options,
providing new Indian recipes to suit local cooking styles and dishes in
the forecast period.
Current market trends

29. Brand Overview : Communication
(split according to master brand – top 5 brands in India)

30. Brand Overview:
LG manufactures consumer appliances like
Refrigerator, Washing machine, Dryers,
Dishwashers, Microwave Ovens
Leading Product Category: Refrigerators
Products: Side by Side Refrigerators, Double Door Refrigerator, Single Door
Refrigerator
Market Share: 24.8%
Leading Product Category: Home Laundry
Products: Washer Dryer Combo, Front Load Washing Machine, Top Load Washing
Machine, Semi-Automatic Washing Machine
Market Share: 25.9%
Leading Product Category: Microwave
Market Share: 33%

31. Brand Overview: Communication Overview

32. Brand Overview: TVC Analysis
Usage of Popular Television
Actors
Branding Technology
World’s 1st Charcoal Lighting
Heater
Creating Clear Technological
Differentiation
‘Now make Tasty Food Healthy’
Branding Technology which
benefits the consumer
Woo the new age affluent
consumers
Exhibit Aesthetic Design
Unlike other brands, LG advertizes throughout the year
resulting in high brand recall

33. Brand Overview: Press Ads Analysis
Universalizing ‘Health’ for all Products
Tactical to a very high Degree
(emphasis on promotions,
festivals, energy efficiency, price
range)
India’s
Leader in
Consumer
Appliance
Branding
Technology
which benefits
the consumer

34. Brand Overview: Communication Analysis
Emotional Benefits
Makes your world healthy & happy
Rational Benefits
Design products with a substantial value
Core Insight
Delivering significant technology which
accommodates consumer’s intuitive needs
Reason to Believe
Branded Technology
‘Silent Washing Machine, Healthy Microwaves,
6 motion DD Washing Machine’
Life’s Good

35. Brand Overview: Overall Positioning
Micro-Localization + Premium Technology + Aesthetic Designs
(6 Motion DD washing machine, Silent Washing Machine, Healthy Microwave)
Delightfully Smart

36. Brand Overview:
Samsung manufactures consumer appliances like
Refrigerator, Washing machine, Air Conditioner,
Smart Oven, Microwave Ovens
Challenger Brand: Refrigerators
Products: Side by Side Refrigerators, Double Door Refrigerator, Single Door
Refrigerator
Market Share: 24.8%
Challenger Brand: Home Laundry
Products: Washer Dryer Combo, Front Load Washing Machine, Top Load Washing
Machine, Semi-Automatic Washing Machine
Market Share: 25.9%
Challenger Brand: Microwaves
Products: Convection, Grill, Solo
Market Share: 20%

37. Brand Overview: Communication Overview

38. Brand Overview: TVC Analysis
Endorsed by Bollywood Superstar Priyanka Chopra (refrigerator &
washing machine) and renowned Chef Sanjeev Kapoor (microwaves)
Accentuate Product Innovation
Underscoring Energy Efficiency
and Value for money

39. Brand Overview: Press Ads Analysis
Endorsed by Priyanka Chopra + Highly Tactical + Seasonal +
Energy Efficient + Accentuate Innovations

40. Brand Overview: Communication Analysis
Emotional Benefits
A catalyst of change to bring joy into
consumer’s life
Rational Benefits
Humanized and offers better personal
experience
Core Insight
Consumers desire to experience
innovation first hand
Reasons to Believe
Legacy of Innovation
(Ecobubble Technology, Dual Sensor Control,
Digital Inverter Compressor, Trio Technology)

41. Brand Overview: Positioning Overall
Aesthetic Designs + Affluent Buyers + Convenient Technology
New Technology + Innovative Products + Creative solutions
Live tomorrow’s Innovation

42. Brand Overview:
Whirlpool manufactures consumer appliances like
Refrigerator, Washing Machine, Air Conditioner,
Microwave
Brand Presence: Refrigerators
Products: Multi Door Refrigerators, Double Door Refrigerator, Single Door Refrigerator
Market Share: 20.2%
Brand Presence: Home Laundry
Products: Fully Automatic 360 Machine, Fully Automatic Machine (Top Load/ Front Load),
Semi-Automatic Washing Machine
Market Share: 17.2%
Brand Presence: Microwave
Products: Solo, Grill, Convention
Market Share: 10.5%

43. Brand Overview: Communication Overview

44. Brand Overview: TVC Analysis
Endorsed by Celebrities Couple Kajol & Ajay Devan (Washing Machine), Bollywood Actress Kiron Kher
(Microwave), Bollywood Actress Urmila Matondkar (Washing Machine) and Cricketer Irfan Khan (Microwave)
Shown Committed to the cause of homemakers and performs
prerequisite functions
Seasonal to a high extent

45. Brand Overview: Press Ads Analysis
Heritage Brand with Revolutionary
Innovations
Made for India’s Homemakers
Unique
Branded
solutions for
the basic
function
Tactical showcasing wide range of products

46. Brand Overview: Communication Analysis
Emotional Benefits
Sets you free and uplifts your spirit
Rational Benefits
Providing compelling solutions which are
valued by the consumers
Core Insight
Create solutions which accomplish
primitive needs of the consumers
Reasons to Believe
Unique Branded Solutions
(Whirlpool Ace Washstation, Whirlpool
IceMagic)

47. Brand Overview: Overall Positioning
Pure Convenience
Unique Branded Solutions + Primal Features

48. Brand Overview:
Godrej manufactures consumer appliances like
Refrigerator, Washing machine, Air Conditioner,
Microwave Ovens
Brand Presence Category: Refrigerators
Products: Frost Free, Direct Cool
Market Share: 16.2%
Brand Presence Category: Home Laundry
Products: Fully Automatic , Semi- Automatic
Market Share: 6.5%

49. Brand Overview: Communication Overview

50. Brand Overview: TVC Analysis
Added Product Benefit
(Washing Machine with Air Cleaning Technology, Washing Machine with 15 Degree Tilt, Refrigerator with FM
Radio and MP3 player)
Featuring its commitment to ‘Green Technology’

51. Brand Overview: Print Ad Analysis
Spotlighting on the Added Features + Featuring Youth + Highly Tactical +
Promoted along with Bollywood movie Ra-One

52. Brand Overview: Communication Analysis
Emotional Benefits
Puts you in a happy frame of mind
Rational Benefits
Helps you fulfill your intuitive needs
Core Insight
Create innovations on the basis of
underlying curiosity among the
consumers.
Reason To Believe
Inventive Thinking
(Godrej Eon-15 Degree tilted drum with Air
cleaning tecnology, Refrigerators with MP3 and
FM Radio)
Designed by Curiosity

53. Brand Overview: Overall Positioning
Thoughtful Products + Customized Innovations
Inventive Thinking

54. Brand Overview:
Videocon manufactures consumer appliances like
Refrigerator, Washing machine, Air Conditioner,
Microwave Ovens
Brand Presence Category: Refrigerators
Products: Double Door, Single Door
Market Share: 8.2%
Brand Presence Category: Home Laundry
Products: Front loading, Top Loading, Semi-Automatic
Market Share: 15%

55. Brand Overview: Communication Overview

56. Brand Overview: TVC & Press Ads Analysis
Technological
Trendsetter
India’s Pride

57. Brand Overview: Overall Positioning
Promoting Technological Breakthroughs + India’s Pride
The Indian Innovator

58. Brand Overview:
Faber manufactures Hoods, Hobs, Cooktops, Built-in-
ovens, Cooking range, Induction cookers,
Dishwashers, Exhaust fans
Leading Product Category: Large Cooking Appliances
Market Share: 30.6%

59. Brand Overview: Communication Overview

60. Brand Overview: Overall Positioning
India’s Leader + Heritage Brand + Aesthetic Design + Made by Experts
India’s Kitchen Experts

61. Brand Overview:
Kaff manufactures Cooker Hoods (Chimneys), Built-in-
Hobs, Induction Built-in-Hobs/Cooktops
Leading Product Category: Large Cooking Appliances
Market Share: 30.6%

62. Brand Overview: Communication Overview

63. Brand Overview: Overall Positioning
Lifestyle Statements + Aesthetic Designs +
Tactical + Emphasis on Performance
Stylish Performer

64. Consumer Understanding
The Indian Homemaker

65. Women In India
 Total Female
Population in India is
591,400,000
 Sex Ratio – 940
females per 1,000
males
 Life expectancy -
male: 65.77 years
female: 67.95 years
 No. of literate
females in India -
33,42,50,358

66. The Rural / Urban Divide
Rural Area constitutes major chunk of the population. As consumer
appliances have low penetration levels in these areas, they form an
important component for future growth.

67. Demographics
Age group female male
Children( 0-14) 165,415,758 187,450,635
15-64 372,719,379 398,757,331
65 + 33,998,613 30,831,190
Bulk of female population is seen to be in the age group
of 15 – 64. Home appliances are by and large bought
between this age group more between 25- 45

68. Trends
Things You Didn’t Know About Indian Women

69. The Indian Business Woman
 Indian women have carved a niche for themselves in the business world and
taken full advantage of the fruits of globalization
 The proportion of Indian women occupying senior positions in businesses
has catapulted from 9% in 2011 to 14% in 2012.
 The number of woman chief executives has jumped from 1% in 2011 to 10%
in 2012, when globally the number rose from 8% to only 9%.

70. She Is The Sole Decision Maker
 The home-maker in a
family is
predominantly a
woman in India.
 All purchase decisions
be it house hold
appliances, groceries,
clothes, linen are
dominated/governed
by the woman in any
house-hold.

71. The Work Life Balance
 Women in India play multiple roles.
 Work–life balance is the maintenance of a balance between
responsibilities at work and at home. Work and family have increasingly
become antagonist spheres, equally greedy of energy and time
 As a home – maker and as a dedicated employee, there is always a
struggle to maintain the perfect balance for both.

72. From Victims To Entrepreneurs
 The status of women in India has been subject to many great changes
over the past few millennia.
 From equal status with men in ancient timesthrough the low points of
the medieval period, to the promotion of equal rights by many
reformers, the history of women in India has been eventful.

73. The Multiple Talented Role player
 She starts as a daughter
then becomes a wife and
a daughter in-law to a
mother and a home-
maker.
 All these roles are played
by the same person at
the same time, which
makes it the most
challenging task.

74. A Day In The Life Of An Indian Home-maker

75. The Role Of An Indian House-Wife: A Full Time Job
Timings 5.30 – 11.30
She wakes up before the sun rises and even before the
rooster crows.
Not for herself but to make breakfast and pack lunch for
her children and husband. So the morning is dedicated
for her family.
An Indian family also consists of her husbands parents
i.e. her in-laws and possibly their aged parents too. So
her second job is to feed them and assist them at all
times. This is the most challenging job for an Indian
housewife as her in-laws can be extremely demanding.
By afternoon its time to pick up her kids from school,
give them a snack and rush them to their classes
(academic or extracurricular)
Then its time to make diner for the entire family, the
most important meal where the entire family sits
together.
Finally she puts her children to sleep, might have to press
her aging in-laws feet or head.
‘Delivering Comfort And Love Everyday’

76. A Day In The Life Of A Working Indian Woman

77. The working Indian woman
Her day begins early around 6 am since her first
priority is to make breakfast for the entire family as
well as prepare lunch and pack it for her self her
husband and her kid.
After sending her kids to work she gets ready for her
own job. During her strenuous 9 to 5 job she has to
coordinate with the caretaker of the house to make
sure the house is clean and the kids are picked up
from school.
As soon as she is back from work at 6 she has to
forget all her work pressures and begin making
diner for the entire family.
After wrapping up dinner and putting her kids to
sleep she gets some time with her husband and
probably some work to finish of for her job the next
day
‘Manager Of Time And Resources’

78. Role Of Home Appliances In The Life Of
An Indian Woman

79. House Hold Appliances – A Boon
 Gone are the days when the women of the house spent hours together in the kitchen
working tediously to cook a sumptuous meal for the family.
 Even the days when doing menial household chores like cleaning or laundry work,
devouring a major chunk of time, is today a thing of the bygone era.
 Today, you can manage your work, home and leisure at ease with technology of HOME
APPLIANCES

80. Semiotics Of Category
& Depiction Of Indian Woman In Advertising

81. Young Women Taking Charge
 Young women are the new
decision makers in a
household
 They take responsibility
and execute it with
excellence
 They are bold, spirited and
determined

82. Men And Women Are Now Equal At Home
 In the democracy of a household, the extensive use of home
appliances indicate the equality between man and woman
 With the emergence of the working woman, they are no
longer the sole care takers of the house and household
chores.

83. Yet Smarter Than A Man At Home
 Women today understand the importance and use of home appliances and
know how to apply them to make her life easier and better
 In intelligence both are equal. Man is aggressive and emotional. A woman is
patient, calm and receptive.
 She can bear more pain and has more tolerance than a man.
 She is stronger in conviction and in perseverance and hence in this day and
age where men and women are equal, women stand out and are able to
handle multiple responsibilities efficiently.

84. The Modern Indian Woman
 The modern Indian woman
is an epitome of power
where in she combines
tradition with modernity
 Indian Women are now no
longer in slumber. They are
awake and moving fast.
 She is smart, confident,
fearless and independent.

85. Compliment Machines
 Home appliances have turned out to be the Indian woman’s best friend.
 They empower her to make her family happy and comfortable at all times
 And more over are a huge compliment generator for her.

86. The Big Learning

87. The Transformation
The Indian home-maker has been transformed
by the technology of home appliances.
From the stereotypical introverted, subdued, caring mother and loyal wife
to…
An independent, smart & sensible working woman who can balance her life.

88. Thank You.
A Rediffusion Y&R Presentation