Health bug bites the electronics makers

KOLKATA: Leading consumer electronics makers from LG, Philips,Samsung to Godrej seem smitten by the health bug like never before.Especially,with 

the high-aspiration Genext gang exploring every avenue toremain healthy in today’s stressed out lives, consumer electronicsbiggies are keen to play ball. From air-purifiers, to anti-bacterianotebook keyboards, to nutritional microwaves, to steam washingmachines, welcome to the seemingly esoteric realm of `healthy whitegoods’, if you will.

While LG Electronics intends to venture into health productslike air and water purifiers, Godrej recently did a soft launch ofits water purifiers in select markets. Even Samsung wants to offeran array of health-oriented features across its products. Philipsof Holland has already declared its intentions to transform itselfto a full-fledged health and well-being company in India by2015.

"Indian consumers are evolving rapidly in their lifestyle.Since the craving for healthcare products is growing, LG Indiawishes to be a pioneer in the healthcare white goods segment. Waterand air pollution can be identified as potential categories for newhealth products in India. Our air purifiers will hit the market byDiwali," LG Electronics India MD Moon B. Shin told ET.

LG India recently launched a portfolio of home applianceswhich are targeted at health-conscious consumers. These includemicrowave ovens with a health menu, refrigerator which can preservevitamin C in vegetables up to 70%, washing machines with steamtechnology that eliminates allergens, mites and residualdetergent.

Similarly, Samsung has rolled out laptops with anti-bacterialkeyboards, washing machines that remove bacteria and bio-ceramicenamel cavity in microwave oven which preserves food nutrition. Thecompany’s India R&D team has developed a technology — for whichit has applied a patent — that preserves food in refrigeratorduring a power cut.

"Given the growing health consciousness in Indian consumers,we want to introduce technologies that are health friendly andoffers a value to consumers beyond their mere functionality.Through advertising, we will aggressively communicate the consumerbenefit of these new technologies," said Samsung India deputy MD RZutshi.

Philips India plans to develop a portfolio of products inareas like home healthcare and consumer lifestyle. "We havedeveloped water purifiers specifically for India and rolling out anew line of nutrition-oriented small appliances like juicer. Wewill drive a lot of initiatives on the retail level to solidify ourhealth proposition," Philips Electronics India MD & CEO MuraliSivaraman said.

Godrej Appliances head (marketing and sales) Kamal Nandi saidthe company’s water purifier will launched pan-India in six months."We have adopted the direct selling model for healthcare products.The water purifiers are currently sold in few markets like Mumbai.We are working on a slew of other health products," he said.

The size of healthcare white goods market in India isestimated at Rs 1,500-1,800 crore. The market is highly fragmentedand is emerging to be the next big opportunity for the bigcompanies.