The new normal, ‘work from home’, and lifestyle changes necessitated by the pandemic have driven Samsung durables’ high growth, according to a communication from the company.
In August, Samsung saw 62% growth in large screen Smart TVs of 55 inches and above, 15% growth in washing machines above 8 kg capacity, and 43% growth in frost-free refrigerators above 300 litres. Addressing the evolving consumer lifestyle needs, Samsung aims to double its consumer durables business in Tamil Nadu.
Owing to factors such as rise in consumption of content on OTT platforms, online learning for children and ‘work from home,’ Samsung witnessed an encouraging growth that helped the brand capture a significant market share of 27.8%. Under the changed lifestyle, there has been an increase in demand for high capacity, fully automatic washing machines such as Samsung Hygiene Steam to make house chores easier in tier-II and tier-III cities as well as rural areas of Tamil Nadu, according to the company’s release.
As consumers continue to venture out less and stock more food at home, there has been a spike in demand for large capacity Samsung refrigerators. To address the growing demand, Samsung recently launched higher capacity variants of its Curd Maestro, the world’s first refrigerator that can make curd, in 386-litre and 407-litre models and IoT enabled SpaceMax Family Hub refrigerator that helps consumers automate meal planning, lets them see inside the refrigerator from anywhere, and connects with other smart appliances, the company’s release adds.