Business Today Net Special

Enter World Wide Kitchen

Consumer durables majors are now on to web-enabling housekeeping utensils with an eye on to the future. The million-dollar question: who will walk away with the technology?

By Vinod Mahanta

More Net Specials

The Commercial Vehicle Crunch

The Category Killer

Interactive TV & Radio

Interview: Paul Laudicina

Delhi's Smokestacks

Imagine a microwave oven that downloads recipes from the internet, or a washing machine that surfs to pick up different wash programmes, or a refrigerator that reorders your milk and juice cartons.

Now, stop imagining. In another few months, you can go out and actually buy one. A clutch of intrepid consumer durables companies---Videocon, LG, Samsung, and BPL---have launched appliances that are net friendly. That means sitting at your workstation, you can get your washing machine to wash the clothes you left in it before leaving for work, or order your microwave to start cooking the chicken curry inside so that it is ready to eat when you reach home.

As of now, it's not sales numbers but technology leadership that the companies are aiming for. Says K.R. Kim, Managing Director, LG: "Internet is the future and we are developing new technology for the new era." Adds V.N. Dhoot, Chairman and Managing Director, Videocon International : "These are future capabilities that we are building." Apparently, Videocon has invested Rs 50 crore in its web-enabled range.

The marketers are aiming at the early adopters of technology, as well as the replacement market. But pricing could be a major problem. For example, LG's net-enabled refrigerator costs $9,000 in Korea where it currently sells. In India, the tab could be upwards of Rs 250,000. But Videocon plans to launch its own e-refrigerators at prices between Rs Rs 9,000 and Rs 15,000. Washing machines from Rs 8,000 to Rs 15,000, and dishwashers from Rs 8,000 to 12,000. Says Dhoot: "The price of web-enabling a product is only 100 dollars. So, we will charge approximately Rs 5,000 extra."

LG plans to roll out its first web-enabled products in the Indian market in another two months. Videocon is testing prototypes, and will launch the new products in another six months. BPL and Samsung also have plans of launching such products in the coming year. May be it's all gimmick, but it's a darn good one.

Issue Contents Write to us Subscriptions Syndication