India 2016: Mobile to remain mainstay, new challengers to disrupt consumer durables biz

A below-normal monsoon and the consequent dip in sentiment in the rural markets hit sales of consumer durables makers during the festive season, which typically accounts for about 35% of annual sales, resulting in a 10% growth unlike 20-25% in the earlier years. The industry is now hoping that the Seventh Pay Commission, which proposed a 23.55% increase in emoluments for 4.7 million government employees and 5.2 million pensioners, will boost sales in 2016, mainly in the urban markets.