Usha plans launches in a tough market

NEW DELHI: In home appliances, an industry that has red spilled all over it, a select few are still trying to keep their heads above water.
Usha International is entering into a number of new products categories, initiating tie-ups up with international majors for select imports and is rationalising costs to remain in the black.
Usha International is set to launch food processors, personal coolers, digital invertors, stick blenders, wet grinders, pop-up toasters and emergency lights.
Says Sunil Wadhwa, MD: “This is part of our strategy to provide a household with the entire range of appliances.�
Usha International, which sources most of its products from the small scale sector and group companies, has also rationalised its sourcing. It has entered into international tie-ups for high-end products.
For instance, it is outsourcing ceiling fans from US-based Hunter Corp, top-end sewing machines from Janome in Japan, pressure pumps from Davey in Australia and plastic table and wall fans as well as steam irons from China.
Says Wadhwa: “The associations have been forged in areas where demand is too small to justify investment or the cost differences are too high.� The Chinese sourcing, he says, has been done carefully in particular.
The steam irons, for instance, are sourced from the Chinese manufacturer who supplies to Walmart. For fans, Usha gets its own motor installed. The company is reducing costs to be competitive with the Chinese home appliances flooding the domestic market. Wadhwa says Usha has been successful with sewing machines.