Consumer Electronics in Kerala: Top 10 Key Players to Watch Out For

India's economic landscape has undergone a drastic transformation over the past few decades, positioning it as one of the world's most promising economic powers. With increasing household incomes, a growing middle-class population, and rapid digital adoption, India is set to become one of the top three global economic players within the next decade.

According to Indian Consumer Electronics and Home appliances and Houseware Exhibition, the Indian consumer electronics and domestic home appliances market witnessed significant growth, increasing from $31.4 billion in 2017 to $48.3 billion by 2022, at a compound annual growth rate of 9%. Additionally, India holds the position of the world's second-largest mobile phone market, representing 7.6% of the global smartphone market.

Turning our attention to Kerala, India, the market for consumer electronics and home appliances has experienced noteworthy growth over the years. With a growing middle-class population, Kerala has become a focal point for both domestic and international companies.

General Market Overview

In India, the consumer electronics market has expanded impressively, reaching $48.3 billion in 2022. The demand for electronic products has been increasing and is expected to reach $400 billion by 2024. This market will continue to flourish with the rise in people's incomes and economic growth.

Kerala, known as "God's Own Country," is not only famous for its scenic beauty but also for its growing economy. The market has become even stronger due to the state's consistent economic growth, leading people to spend more money on goods and services. The state's consumer electronics and home appliances market has been thriving due to factors such as increasing incomes, urbanisation, and technological advancements.

Evolving Purchasing Patterns

Consumer motivation revolves around the desires and needs of individuals. Each person has numerous goals that seem to be never-ending. They choose, buy, and use goods and services to fulfil these desires and needs. This purchasing pattern is influenced by various factors.

• Consumer Preferences in Kerala: Consumers in Kerala are increasingly prioritising environmentally friendly and energy-efficient products, driven by evolving lifestyles and urbanisation. This trend extends to consumer electronics and home appliances, where smart features and modern kitchen appliances are gaining popularity.

• Technological Advancements and Digitalisation: The tech-savvy younger population in Kerala is propelling the demand for innovative and advanced products like smartphones, smart TVs, and smart home appliances. The influence of social media and online platforms further shapes consumer preferences and purchasing decisions.

• Economic and Cultural Influences: Economic factors, such as consumer income and overall economic stability, significantly impact purchasing patterns. Also, cultural preferences and lifestyle changes brought about by urbanisation contribute to increased demand for convenient and efficient appliances that align with the fast-paced urban lifestyle in Kerala. Marketing campaigns, sales events, and exclusive offers also play a role in influencing consumer buying behaviour.

Key Players in Kerala's Market

Several prominent players in the consumer electronics and home appliances market have recognised Kerala's potential and made strategic moves into this region. Many of these companies focus on delivering innovative products and understanding the specific needs of the state's consumers.

Oxygen Digital

OXYGEN, The Digital Expert, is one of the most trusted retail chains for digital products in South India. It began as Ozone Systems in 1999 and was later rebranded as Oxygen. They offer an impressive range of smartphones, laptops, LED TVs, and home appliances in a world-class shopping environment. Putting customers first, Oxygen has gained the loyalty of over 3 million customers and continues to grow by opening new showrooms and improving its online platform. One of the key aspects of Oxygen is that they continuously stay up-to-date with the latest advancements in the digital world, ensuring that customers have access to cutting-edge technology and products.

Eham Digital

Eham Digital, owned by the renowned Malabar Group, is your one-stop shop for all your electronics and home appliance needs. Eham Digital is known for its commitment to providing excellent electronics and home appliances that fit different needs and budgets. They care about customer satisfaction and work with trusted brands to offer the best value for money. Their collection includes TVs, sound systems, kitchen appliances, and more, enriching customers' lives. Eham Digital's mission is to bring happiness to homes through modern technology, making them a trusted name in the market.

Nikshan Electronics

Nikshan Electronics is a prominent consumer electronic destination in North Kerala. Nikshan Electronics has a diverse selection of products and services to meet various needs, from the latest mobile phones and gadgets to TVs, and reliable home appliances, making them the leading name in Kerala's consumer industry. Recognizing the importance of affordability, Nikshan Electronics often runs attractive promotions and discounts, making high-quality electronics accessible to a wider audience. As a pioneer in the consumer electronics market, Nikshan Electronics stays up-to-date with the latest industry trends and stocks cutting-edge products from renowned brands. With Nikshan Electronics, you can find everything you need in one place.

Nandilath G-mart

Gopu Nandilath Group, founded 38 years ago in Thrissur, Kerala, has become a success story by winning people's hearts through their trusted services. Their first showroom in Thrissur was established with a vision to offer high-quality home appliances with cutting-edge technology to customers in Kerala at affordable prices. The unique aspect of Gopu Nandilath Group lies in their ability to provide home appliances at reduced rates and offer attractive discount deals by sourcing directly from manufacturers, avoiding intermediaries. Their top categories include Air Conditioners, Refrigerators, LED TVs and Projectors, Smart Phones, Home Audio, Microwave Ovens, Kitchen Appliances, Chimneys, Gas stoves/Cooktops, Mixer Grinders, Home Appliances, and Washing Machines.

Ajmal Bismi

Ajmal Bismi is the initiative by Ajmal, a visionary entrepreneur hailing from Kerala. The first outlet of Ajmal Bismi opened in Kochi in 2003, and today, the brand takes great pride in serving an immense customer base, catering to over 6 million happy customers annually. Ajmal Bismi Enterprises has diversified into Bismi Hypermart Pvt. Ltd., which manages the hypermarket outlets, and Bismi Connect Pvt. Ltd., which oversees the electronics and home appliances business. Ajmal Bismi is committed to providing the best quality and the most diverse selection of household goods, food & beverages, crockery, groceries, stationery, electronics, refrigerators, washing machines, air conditioners, and kitchen appliances. Additionally, Ajmal Bismi offers its products featuring high-quality and world-class collections.

easy store

easy store is a renowned consumer electronic hub that links customers with traders all across the country, offering a vast range of high-quality products in various categories. With a focus on premium goods and exceptional service, Easy Store has gained a reputation for prioritising customer satisfaction and ensuring a unique and enjoyable shopping experience for all. Customers can explore six main categories at Easy Store, each with many sub-categories. These categories include Computer Accessories, Mobile Accessories, IT Accessories, Peripherals, and Electronic Gadgets. Whether it's finding the latest gadgets or essential accessories, Easy Store has it all under one roof.

Kannankandy Estore

​​Kannankandy EStore is a highly successful enterprise led by the visionary Mr Ahamed Haji Kannankandy. In 1988, the group took a big step forward by acquiring Commission and General Agency, a company that sold a wide range of Godrej products wholesale. Today, the Kannankandy Group has shown their expertise in different sectors like consumer durables, marbles and granites, textiles, jewellery, and real estate development. With a track record of delivering high-quality products and services, the Kannankandy Group continues to be a leading player in the market, setting new standards for success and innovation in the industries they operate in.

myG Digital

myG Digital, previously known as 3G Mobile World, is a leading mobile phone and electronics store chain in South India, with 100 showrooms across Kerala and it has positively impacted over 6 million people by bringing the advantages of technology to everyone. Their success comes from understanding technology and its importance in people's lives, offering excellent service and a diverse selection of products. With a strong commitment to customer satisfaction and a dedicated team of tech enthusiasts, myG continues to innovate and expand its reach, empowering individuals with the latest technological advancements.

White Mart

White Mart is a rapidly growing franchise for home appliances, headquartered in Kochi, with more than 170 outlets. They are known for offering a variety of affordable and high-quality home appliances from major brands. Since starting in 2005, White Mart's goal has been to provide a quality shopping experience in every neighbourhood, including smaller cities and towns. As authorised dealers for all major brands, White Mart lets customers compare and view products online or in showrooms before making a purchase. Moreover, they offer franchise opportunities with technical support and marketing assistance, helping potential entrepreneurs set up their retail shops.

Pittappillil Agencies

With over 63 outlets spread across 52 towns, as well as an established online presence, Pittappillil Agencies has been a prominent player in the consumer electronics market. Pittappillil Agencies offers a wide range of products in various categories, including Home & Kitchen Appliances and Mobile & Accessories. Apart from the standard manufacturer's warranty, Pittappillil Agencies takes customer satisfaction to the next level by offering exclusive extended warranty service for products purchased from their stores. This optional extended warranty can be obtained for a nominal premium, providing customers with additional coverage and peace of mind.

Impact of E-commerce on the Consumer Electronics Market

The rise of e-commerce has had a profound impact on the consumer electronics industry, offering global market access, an extensive range of product options, real-time customer reviews, and ratings, as well as significant time and travel savings.

Following are some of the key impacts of e-commerce on the consumer electronics market.

• More Options and Better Products: With the removal of geographical barriers, people can easily discover and buy products from different parts of the world. This creates a more diverse and inclusive global marketplace. Small businesses also benefit from this as they can now reach a global audience. Consumers can make informed decisions and get the best deals for their money. The availability of a wide range of products through online shopping is expected to boost the demand for consumer electronics and appliances in India, even in remote areas.

• Real-time Feedback and Convenience: Real-time customer feedback empowers buyers to make informed decisions, while the convenience of online shopping reduces the need for physical travel, saving time for consumers. Customers can read reviews, compare prices, and check product details before making a purchase. They can also stay updated with the latest trends and technology. This has led to a competitive marketplace, pushing businesses to adapt and succeed in the digital era.

• Competition and Innovation: In a rapidly evolving world, staying up-to-date has become more important than ever before. Companies are constantly competing and coming up with fresh ideas, making the market exciting and driving technology forward. E-commerce platforms provide competitive prices and convenient doorstep delivery services. Both traditional stores and new startups have joined the market, making it even more competitive.

Katha's Impact on Consumer Electronics Brands

We have already observed how Word of Mouth Marketing is impacting consumer purchasing patterns. That's where Katha comes into play. Katha effectively utilises the power of Word of Mouth Marketing, making it the new age of marketing. When satisfied customers promote the brand through Katha on WhatsApp status, their relatives and friends take notice, greatly influencing their purchasing decisions. This is because we often trust the opinions of friends and family more than traditional advertisements.

Katha's approach not only helps companies become more popular but also fosters customer loyalty and expands reach, even to remote areas. It is a cost-efficient way for brands to reach their target audience and build a strong reputation. Katha's approach highlights how happy customers become brand ambassadors, creating a positive ripple effect for the brand.

And we are extremely delighted that Katha has had the privilege of collaborating with some of the most prominent figures in the consumer electronics market in Kerala. Let's take a moment to hear their thoughts about Katha: