INDUSTRY
Companies bullish on festive season sales despite high prices of consumer durables
- IBJ Bureau
- Oct 05, 2026
Despite a 5 to 8 per cent increase in prices of air conditioners and other consumer appliances ahead of the festive season, manufacturers are hopeful of recording double-digit growth in sales.
The growth will be led by premiumisation, replacement demand, easy financing and improved consumer sentiment.
The latest price increase, the third round of revisions this year, has come ahead of the peak festive season, with higher costs of copper, aluminium, steel and crude derivatives, besides rising freight expenses and currency fluctuations prompting companies to raise prices.
The industry, which started the festive season on a positive note with strong sales during Onam in the south, expects the momentum to continue through Navaratri and Diwali, aided by premiumisation, replacement demand and easy availability of consumer financing.
Consumers are increasingly opting for larger-capacity and feature-rich appliances, including energy-efficient and smart connected products, which are expected to support value growth even as higher prices put some pressure on volumes, industry executives point out.
Some companies believe that the price factor will have a minimal impact as dealers and distributors have already stocked inventory purchased at older prices through pre-buying schemes in August and September.
Consumers are upgrading not only refrigerators, washing machines, televisions and air conditioners, but are also exploring categories such as dishwashers, microwave ovens, audio products and water purifiers.
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