Godrej expands to move into kitchenware segment

Godrej Appliances, the white goods division of Godrej and Boyce Manufacturing Co Ltd, is planning to diversify into kitchen appliances and focus on low-cost water purifiers for growth. The diversification will help create synergy with group firms such as Godrej Interio, which makes modular kitchens. The move will also build on the appliances range, which includes microwave ovens, refrigerators and water purifiers. The affordable purifiers also complement the existing low-cost refrigerator—Chotukool—that caters to the rural market. The expansions will account for close to 30 percent of revenue even as the company remains a white goods maker and what it delivers to the signage segmnent in this respect is a new business opportunity opening to in-store signage companies.