Pune consumers are pre-booking air conditioners, televisions and refrigerators to avoid expected price increases of 5% to 8% from October, as manufacturers and retailers cite rising input costs and tightening margins across consumer durable categories.
The expected revisions are influencing purchase decisions ahead of the festive season. Buyers are locking in current prices at local stores, while scheduling deliveries for after Pitru Paksha and during Navaratri or Diwali-related shopping periods.
Deepak Merchant, a resident of Wanowrie, said he had decided to book an air conditioner for his new home because even a small percentage increase could significantly raise the final price. Retailers in Pune said customers were increasingly asking about possible price revisions and the availability of existing stock.
An electronics retailer in Wakad said several buyers were booking appliances at current prices but postponing delivery until after Pitru Paksha. The retailer said customers wanted to avoid making purchases during the period while also protecting themselves against the expected increase.
Kirti Shinde of Kothrud said her family planned to take delivery after receiving a Diwali bonus in the coming weeks. In Hadapsar, Kajal Damani said she had been waiting for festive sales to buy a television but chose to book it earlier after expecting that effective discounts could reduce once prices rise. She plans to take delivery during Navaratri.
Manufacturers have attributed the proposed increases to higher commodity and input costs. Kamal Nandi, business head at the appliances business of Godrej Enterprises Group, said input costs had risen by 8% to 10% since the company’s last price hike, creating margin pressure across categories. He said the company would implement a 5% to 7% increase in October, beginning with air conditioners and refrigerators.
Panasonic Life Solutions India said its air-conditioner prices would increase by 6% to 8%. Abhishek Verma, head of product marketing and planning for the company’s AC category, said the company had taken a measured approach in response to higher material costs. Panasonic is also offering no-cost EMI, extended warranties, long-term finance and cashback offers to support demand during the festive period.
Wonderchef founder and CEO Ravi Saxena said the company was planning an increase of about 7% to 10% sometime in October. The exact timing and final impact on individual products may vary as existing inventory is replaced by new stock.
Retailers said the pace at which old inventory is sold would determine when consumers begin seeing revised prices. Aquib Sheikh of Pune Electronics in Mohammad Wadi said customers were coming to stores to ask about price revisions and estimated that new stock with higher prices could begin appearing by mid-October, depending on how quickly current stock is cleared.
A manager at Pravin Agencies in Lullanagar said demand was strong for large appliances, including air conditioners and washing machines, with buyers booking products in anticipation of higher prices. The store said its overall discounting strategy would remain unchanged despite the expected revisions. Manufacturers and retailers are expected to continue using financing, cashback and festive offers as the market moves into the October shopping period.
