Makers of beverages, ice-creams, air conditioners and coolers are anticipating strong demand for their products this summer season as mercury levels rise. The Indian Meteorological Department (IMD) recently said that the March-May period this year would be long and dry, with more days of heat waves and above-normal temperatures across the country.
This is good news for consumer firms, who are dependent on summers for sales, since it comes on the back of two years of unseasonal rains during the summer months. Most expect sales growth to be in the region of 30-50% across categories this summer season versus last year.
“We expect around 30% sales growth this summer for our brands versus last year. We are already seeing temperatures rise in the south and east markets, both in the day and night. Temperatures are rising in the west, like in Mumbai, but evenings are still pleasant. While the north should pick up in terms of temperature by early April,” Kamal Nandi, business head and executive vice-president, Godrej Appliances, said.
Jayen Mehta, managing director, Gujarat Co-operative Milk Marketing Federation (GCMMF), the maker of the Amul brand of ice-creams, beverages and dairy products, added that he was anticipating a 50% year-on-year sales growth this summer for his products.
“Last year was a washout for summer products because of the unseasonal rains and overall fall in temperature during the period. Against that base, we expect a 50% sales growth in ice-creams, beverages and milk-based products such as butter milk (chaas) and lassi this year. We are already seeing demand pick up in some markets. This will steadily improve as the heat grows between April-June,” he said.
