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Consumer Electronics and Appliances Market—Assessment of Service Skillset and Workforce Demand, 2017

Consumer Electronics and Appliances Market—Assessment of Service Skillset and Workforce Demand, 2017

With the growing market for electronics and increasing complexities of the appliances it is necessary to build the skilled workforce. Majority of the servicing of consumer appliances is done mostly by the unorganized segment creating the need to move them to organized arena. Manpower deficit, outdated curriculum coupled with high attrition and lack of soft skills in engineers impacts the dynamics of the electronics and appliances service industry The scope of this research includes after sales services in the consumer electronics and appliances (CEA) industry

The fiscal year runs from April to March
Geographic coverage: India
Study period: FY 2016-FY 2021
Base year: FY 2016
Forecast period: FY 2017-FY 2021.

Consumer Appliances coverage include Microwave Ovens, Mixer Grinders, Blenders, Toasters, Electric Kettles, Electric Rice Cookers, Oven Toaster Grill, Juicer/Extractor, Food Processor, Roti Maker, Coffee Makers, Induction Cooktop, Sandwich Makers, Others. Consumer Electronics coverage includes Mobile Phones, Televisions, Refrigerators, Washing Machines, Set Top Boxes, Digital Cameras, Air Conditioners, AV Players, Camcorders, Water Purifiers, Air Coolers.

Consumer Electronics and Appliances Market is witnessing robust growth which will drive the need for manpower in after sales service. Higher rate of urbanization will have a ripple effect on the purchase and service requirements of consumer goods. A customer centric service support, which provides maximum comfort along with quick resolution, is one of the most important criteria for making a purchase.Consumer Electronics and Appliances companies should focus on identifying needs by different customer segments and ensure effectiveness of customer engagement models


  • Frost & Sullivan - Introduction
  • Scope & Limitations
  • India Economic Overview: Rising Need for Skilled Manpower
    • India vs. the World-India is expected to overtake major world economies; create urban infrastructure complexities and thence demand for skilled workforce
    • Workforce availability in CEA Industry-With growing demand for CEA and their increasing complexities, trained/skilled personnel are necessary; 70% of current workforce unorganized
    • Drivers and barriers of the Indian economy Consumer confidence is expected to remain optimistic, leading to spending on appliances and thus the requirement for skilled workforce
  • Importance of Service in Consumer Electronics and Appliances Industry
    • Growing need for customer service-Brand loyalty is driven by customer centric service models which can be implemented with the help of skilled service personnel
    • Skillset Requirements by Service Models-Pooled engineers should have the requisite skillsets to work across multiple product lines and hence the imperative for training initiatives
    • Urban vs. Rural Service Scenario-CEA companies are already investing in developing training infrastructure in urban areas, however rural market needs attention
    • Methods Employed for Manpower Retention-Monetary incentives based on performance is the most effective technique adopted by CEA companies to retain service personnel
    • Challenges Faced by the Service Industry-Manpower deficit, outdated curriculum coupled with high attrition and lack of soft skills in engineers impacts the dynamics of the industry
    • Current Service Infrastructure-Consumer electronics has 96% share of the total exclusive service franchise and 86% share in the total shared service franchise centres
    • Workforce Segmentation by Service Infrastructure-85% of the servicing of consumer appliances is done mostly by the unorganized segment creating the need to move them to organized gamut
  • Indian Consumer Electronics and Appliances Industry
    • CEA Market Size and Forecast-Consumer Electronics and Appliances Market is witnessing robust growth which will drive the need for manpower in after sales service
      • Table Consumer Electronics and Appliances Market Forecasts, India (INR Crore)
    • Consumer Electronics: Market Segmentation-TV market represents the biggest category in the CE market; Need for skilled technicians for installation and service of feature rich FPD TVs
    • Consumer Appliances: Market Segmentation-Consumer appliances primarily require after sales service involving replacement of parts due to wear and tear
    • Key challenges in the CEA industry-Manpower constraints in terms of installation, repair and after sales support is a huge challenge in the CEA industry
  • Mega Trends & their Impact
    • Evolving India's Demographic Profile-With 70% of the population in middle class group by 2020, the spending on appliances and subsequent service requirements would increase
    • Urbanization Rate in India by 2025-Higher rate of urbanization will have a ripple effect on the purchase and service requirements of consumer goods
    • Online Retailing in CEA Industry-High-end appliances such as TV, WM, AC and REF would require installation and service post purchase through online channel
  • The Industry going Forward
    • Focus on building customer-centric models-CEA companies should focus on identifying needs by different customer segments and ensure effectiveness of customer engagement models
    • Critical Initiatives by Government and OEMs-Focus by government on implementing PIA in association with NSDC while OEMs should create Resident Engineers by providing training platform
    • Recommendations for Skillset Development-Developing training infrastructure, compelling remuneration, increasing female workforce & enhancing course curriculum would be the critical steps
  • Appendix: Glossary
  • Annexure: Our Services
    • Maximize opportunities from existing products and markets; systematically explore new products, markets, including inorganic opportunities
    • Our Growth Consulting Canvas

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