India’s consumer durables market is potentially bracing for a major shake-up as telecom rivals Reliance Industries and Bharti Enterprises prepare to battle for dominance in home appliances. The sector, traditionally controlled by multinational giants like LG, Samsung, and Whirlpool, could witness intense competition between the two Indian conglomerates, mirroring their fierce rivalry in telecommunications.Reliance has already made significant inroads with its dual-brand strategy. The company launched Wyzr in 2024, targeting aspirational, price-conscious consumers, while simultaneously reviving the legacy Kelvinator brand to appeal to middle-class households. According to ET, Reliance is working with domestic contract manufacturers and planning its own facilities to control costs and quality, leveraging its robust retail infrastructure to challenge established players.

Bharti eyes Haier India deal to fast-track home appliances entry

Meanwhile, Bharti Enterprises is taking a different approach by exploring strategic acquisitions rather than building from scratch. Economic Times reported that Bharti and Warburg Pincus were in talks to acquire a 49% stake in Haier India for $720 million, though recent updates suggest the deal faces valuation challenges. Despite uncertainty, Bharti’s joint venture is reportedly raising $451 million through bonds, signalling serious intent to enter the consumer durables space.

Rs 3 lakh crore market opportunity drives corporate giants to home appliances

The timing is strategic. India’s consumer goods market, identified as the fastest-growing among major economies in an EY report cited by ET, is expected to nearly double to Rs 3 lakh crore by 2029. Rising incomes, urbanisation, and expanding e-commerce penetration are fueling demand, particularly in tier 2 and tier 3 cities.This competition could bring significant benefits for consumers, including better pricing, increased innovation, and wider product choices.