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Industry Profile Prior to liberalisation, the Consumer Durables sector in India was restricted to a handful of domestic players like Godrej, Allwyn, Kelvinator and Voltas. Together, they controlled nearly 90% of the market. They were first superceded by players like BPL and Videocon in the early 1990s, who invested in brand-building and in enhancing distribution and service channels. Then, with liberalization, came a spate of foreign players from LG Electronics and Sony. Both rising living standards, …

…significant, analysts observe, as LG now raced past Whirlpool, which was positioned as number one in 2000 and 2001. Before its arrival the refrigerator market had some great players like Godrej, Whirlpool, Samsung, Kelvinator and others.Today, LG Electronics in the category of refrigerators are the market leaders, they have overtaken Whirlpool who were the previous market leaders. The success of LG refrigerators could be attributed to the marketing strategies that it had undertaken upon its arrival.