Consumer firms pin hopes on hotter summer for sales boost

AFTER TEPID SALES in the last two summer seasons, makers of beverages, ice creams, air conditioners and coolers are anticipating strong demand for their products this year as mercury levels rise.

- VIVEAT SUSAN PINTO

The India Meteorological Department (IMD) has forecast that the March-May period this year would see above-normal temperatures across the country and more days of heatwaves.

This is good news for consumer firms, since it comes on the back of two years of unseasonal rains during the summer months. Most expect sales growth to be in the range of 30-50% across categories this summer season versus last year.

The summer of 2022 saw sales decline 10-15% across beverage, ice cream and durables categories. In 2023, the fall was sharper at 20-25%, as rains lashed most parts of the country during the summer, industry experts said.

"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," Kamal Nandi, business head and executive vice-president, Godrej Appliances, said. In the west,temperatures are rising during the day, while the north should see an increase by early April, he said.