Indian Market

[Anchor Lead]

Korean household appliance makers have captured the hearts of 1.3 million Indian consumers with a meticulous localization strategy and function development efforts. Here’s more.

[Pkg]

This is a Korean-made smart oven selling briskly in India. Its biggest strength is that it's designed to cook local bread or potato dishes easily.

[Soundbite] Indian Consumer of Korean Appliance : "I can make Indian traditional foods like kofta or pakora with this oven. I'm very satisfied."

This Korean TV brand developed at a local lab in India has an extra function suited to the music-loving Indian viewers.

[Soundbite] Parmanand Pant(Samsung Electronics Sales Rep.)

This local research lab of a Korean appliance maker has rolled out a refrigerator model tailored for India which suffers from frequent blackouts. This refrigerator can sustain the chill for nine hours with only the electricity needed to light two light bulbs. More than 35,000 units of this model was sold so far this year.

[Soundbite] Sunil Chopra(Product Planning, LG Electronics)

Thanks to such technological innovations, this Korean refrigerator brand has topped the refrigerator market share in India for over a decade. The localization strategy to incorporate the ideas from local labs and design centers into the products has resulted in boosting the brand value of Korean appliance makers.