LG: Rural Marketing in India

LG Electronics India Private Limited (LG) step forward into the Indian market in 1993. After two failed joint ventures and the subsequent de-licensing of the consumer electronics industry, LG Electronics India Private Ltd. was formed in 1997 at a time when the market was grooming with intense competition and new product activity.

Under such tough conditions LG emerged as the market leader in washing machines, air conditioners and microwave ovens. The company then set its eyes on the untapped rural markets to grow further.

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