63% of consumer durables sales by 2023 to be digitally influenced: Report

The consumer durables industry in India has the potential to touch the $36-billion mark by 2023, with nearly 63 per cent of the total sales projected to be digitally influenced.

A report by Boston Consulting Group and Google India has projected a healthy growth rate of 13 per cent for the consumer durables industry which includes TVs, washing machines, refrigerators, air conditioners, water purifiers, microwaves and kitchen appliances.

“Today, 28 per cent of consumer durable sales is digitally influenced, and this is estimated to reach 63 per cent of total sales, amounting to $23 billion by 2023. About $10 billion of this will be online sales,” the report stated.

The report defines a sale as “digitally influenced” if the buyer uses internet during any stage of their purchase cycle.