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White goods players are turning up the volume in an attempt to boost online sales

After a sudden rise in the consumer’s preference towards e-commerce platforms, the makers of white goods such as TV, AC, washing machine and other home appliances are deciding to make their presence felt in a big way on these platforms. Companies such as Sony India, Videocon, Whirlpool, Godrej and the likes are either in talks or have formed alliances with various e-commerce portals. “We welcome online sales. Our current sales through the online platform is not even 1%. But we aim to reach 4-5%,” says CM Singh, chief operating officer, Videocon. The company, which is currently selling various products on websites such as Snapdeal, Amazon and Flipkart, is aiming to set up separate models for online sales as well. “Yes, we are interested in the proposition but this can be done only when we cross the online sales by a certain percentage,” adds Singh.