DAEWOO’s India Story: A Tale of Technology, Innovation, and Partnerships

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by H.S. Bhatia, Managing Director, Daewoo India

Synopsis: In 2023, Daewoo, the renowned South Korean brand with a 50-year legacy in automotive and electronics sectors, made a significant foray into the dynamic Indian market. This move was facilitated by a strategic collaboration with Kelwon Electronics & Appliances, involving an investment of approximately INR 300 crore ($40 million) over three years. This partnership aims to revolutionize India’s consumer electronics and energy sectors by introducing cutting-edge Korean technology and innovative solutions.

Recognizing India’s burgeoning economy and growing consumer demand, Daewoo swiftly positioned itself as a key player in the market. Since its entry, Daewoo has introduced a range of products tailored to meet Indian consumers’ diverse needs. Initial offerings include Smart TVs, Alkaline Water Health Machines, and Lithium Hybrid Inverters.

Shift in Consumer Preferences

Previously, Indian consumers favored Chinese or Japanese brands. However, there has been a notable shift towards Korean brands in India, making them the most popular choices. Brands like LG, SAMSUNG, and Daewoo are gaining increasing traction among Indian consumers due to their commitment to advanced technology and substantial investments in research and development.

Also, in the competitive consumer durables industry, success hinges on factors such as product quality, brand reputation, effective distribution, and robust after-sales service. Leveraging its extensive global R&D capabilities, Daewoo excels in rapid innovation and offers a diverse range of products at competitive prices.

Customized Solutions

A distinguishing factor of Korean brands is their deep understanding of customer preferences. For instance, Daewoo, launched latest innovation – the First Commercial Alkaline Water Machine and Domestic Alkaline Water Machine. This cutting-edge product combines alkaline water technology with RO, UV, and UF filtration, ensuring a comprehensive solution for commercial settings. With features such as Antioxidant, Alkalinization, and UV-Radiation, Daewoo‘s Alkaline Water Machines offer more than just clean drinking water. They promise potential health benefits, including improved digestion, skin rejuvenation, and immune system support.

Daewoo‘s commitment extends beyond product innovation to encompass comprehensive customer support. Daewoo Smart TVs feature models like the Smart Android LED TV DW60S with 4K resolution, anti-glare screens, and inbuilt sound systems for a theatre-like experience. Additionally, the webOS HUB Smart LED TV range offers models such as the DW75S, which includes panoramic viewing, anti-glare screens, and smart content integration.

Daewoo‘s Ultimate Interactive Flat Panels (IFP) combine TV, mobile, and laptop functionalities. These panels are equipped with durable 4mm toughened glass displays and support up to 20 touch points, catering to both educational and professional settings.

Future Expansion and Plans

Looking forward, Daewoo plans to expand its consumer durables portfolio in India to include air purifiers, audio speakers, smart fans, air coolers, home automation systems, and a comprehensive selection of small home and kitchen appliances. This extensive product range is set to enhance everyday living experiences for Indian consumers with cutting-edge technology.

Local Sourcing and Infrastructure Development

Kelwon is initially sourcing Daewoo products locally through OEM partnerships, supported by R&D and technical assistance from Daewoo. As market demand grows, there are plans to establish dedicated manufacturing facilities in India. The substantial investment will focus on marketing, R&D, product development, and building a robust sales and service infrastructure.

About the Author

H.S. Bhatia, a seasoned professional with over 30 years of experience in LG, Airtel, and Videocon, is the Managing Director of Kelwon Electronics, the manufacturing partner relaunching Daewoo in India. He brings strategic vision and experience to lead Daewoo‘s re-entry, with plans for a comprehensive range of innovative products. His past leadership roles at LG, Airtel, and Videocon demonstrate his expertise in consumer electronics, telecommunications, and marketing. With his experience and passion for innovation, Mr. Bhatia is expected to be a key player in the Indian consumer electronics market.

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