'GST cut to ease entry level stress,' says Godrej Enterprises executive director

MUMBAI: The rejigging of GST slabs will make products more affordable for consumers, easing stress for the entry level market segment, said Nyrika Holkar, executive director at Godrej Enterprises Group (GEG), which is expecting reduction in taxes to give a boost to festive purchases. The move, Holkar said, will also push premiumisation.

Availability of financing options has made it easy for consumers to buy products without paying for it upfront and lower taxes will only put more money in the hands of people, aiding spending. "The change in GST for appliances is very positive for us. It will put less strain on consumers, the entry level segment of the middle class remains stressed today and we should see that segment picking up in the festive period. Today, appliances (ACs) shouldn't be discretionary purchases; given the climatic shifts and other factors, they have become essential," Holkar said.


For GEG, which has four consumer businesses, the appliances segment comprising AC portfolio will benefit from the GST reset. ACs which were earlier taxed at 28% have been placed under the 18% tax slab, broadening its accessibility for a larger share of low and middle-income households. The appliances business, in which Godrej competes with a mix of local and global players such as Tata's Voltas, Samsung and LG, makes up for about 30% of the group's revenues. In India, penetration of ACs stand at 10%. GEG's appliances portfolio includes dishwashers, which too will see a reduction in tax although the share of sales is not high.

For GEG, which has been premiumising its consumer portfolio across appliances and furniture, the GST boost provides an opportunity to expand its market share. India Inc is hopeful that lower taxes will give a leg up to broader consumption as consumers will be able to spend more. GEG is stepping up omni-channel play in its Interio (furniture) business which has set a target of doubling revenues to Rs 10,000 crore in three years. The strategy will be to build new store formats as consumers become more experiential and strengthen its play online (own website) which enables companies to reach more consumers.

In a market where online platforms such as Amazon and Flipkart are rapidly innovating and 10-minute delivery players are rewriting the rules, competition for legacy companies has intensified. There is a change in the way people today buy and browse, said Holkar, and GEG will step up its online play. "More than 80% of searches today start online. We will also shorten our delivery time," Holkar said.

Following the Godrej Family's split last year, GEG refreshed its brand identity and accelerated digital transformation. On Tuesday, the group also launched a refreshed brand identity for the Interio business.