The Tata group will re-enter India’s Rs 35,000-crore white goods market in August this year launching refrigerators, washing machines, microwave ovens and dish washers under the Voltas -Beko brand. The group is making an investment of Rs 1,000 crore with an aim of cornering 10% market share. Tatas aim to be one among the top 3 players.
Tatas sold refrigerators, washing machines and air-conditioners till 1998 under the Voltas brand. The white goods re-entry will be through Voltas and Turkey’s Arcelik AS’s joint venture formed a year back -- Voltbek Home Appliances. Though the launch will happen in August and the company is expected to establish a nationwide presence by the festive season in late October.
The products will be initially imported from Arcelik’s plants in Thailand, China and Turkey. However, from next year the company is expected to manufacture some of these products in its up-coming plant in Gujarat.