By Joy Pillai

Copyright india

Ambani vs Mittal: The consumer durables sector is a booming segment of the Indian market which is traditionally dominated by multinationals like LG Samsung and Whirlpool. But soon these companies will face big rivals as Mukesh Ambani’s Reliance and Sunil Mittal’s Bharti India’s most powerful business groups and telecom rivals are planning to enter this segment. The segment which is expanding day by day because of surging consumer demand rapid urbanisation and rising incomes will become a new arena for an intense fight between Ambani and Mittal. The stakes are very high. Both companies are making very calculated moves to dominate the market.
While Reliance is already ahead as it has already barged into the consumer durables segment Bharti Enterprises is on an observing mode. However the company is planning to give a tough battle to Reliance and other multinational players.
What’s Bharti Enterprises’ Big Plan?
The company has already shown its interest in Haier India a subsidiary of the Chinese electronics company hints its route. It wants to enter the booming sector through a partnership rather than wasting time on building everything from scratch.
Earlier this year several reports emerged regarding the Sunil Mittal’s company and global private equity firm Warburg Pincus are planning to acquire a 49 percent stake in Haier (India). This deal would give the telecom giant an access to an established product portfolio and supply chains bypassing several challenges.
If the Haier deal goes through the company will directly challenge Reliance besides the dominant players LG and Samsung.
What’s Reliance’s Big Strategy?
After dominating the telecom and FMCG sectors Reliance is now planning to capture home appliances segment a market segment with massive untapped potential.
Last year Reliance launched Wyzr a brand designed to target Indian consumers who are both budget conscious. Introducing competitive pricing and contemporary design Wyzr is targeting first-time buyers and upwardly mobile families. The brand positions itself as a direct competitor to foreign brands pushing Made in India message that has garnered significant support from consumers.
A Market Ripe For Disruption
It is not surprising that India’s biggest business houses are showing their interest in consumer durables. As per a report by EY (2024) the country’s consumer goods market was the fastest growing among other economies. It is expected that the segment will touch Rs 3 lakh crore by 2029.
Currently Reliance has taken a lead working on its dual-brand strategy and a decent market presence. But Bharti has already signalled its interest in the segment.. It is very evident that in coming years this rivalry might play out in India’s kitchens and living rooms.