EBG Group has finalized a brand licensing agreement with South Korean conglomerate POSCO International to broaden the presence of the Daewoo brand within India’s major domestic appliances sector. The collaboration involves a planned investment of ₹100 crore over the next three years and positions EBG Group to manage Daewoo’s retail operations, distribution networks, product development, and localization initiatives across the country.
The partnership is structured to address categories representing approximately 70% of the home and kitchen appliances market. EBG Group aims to establish Daewoo as a significant consumer appliances brand in India.
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EBG Group and POSCO International: Expansion and Localization Strategy
Under the terms of the agreement, EBG Group will spearhead the development, manufacturing, distribution, and market expansion for Daewoo-branded appliances throughout India. The initial focus will be on major home appliances, including refrigerators, washing machines, air conditioners, and dishwashers.
EBG Group’s expansion roadmap includes building an omnichannel retail ecosystem, with a target of approximately 100 Daewoo stores across India by 2027. This initiative will commence with a flagship experience store in Delhi and three additional outlets currently in development. A key component of this strategy involves increasing local manufacturing from an initial 20% to 80% over time, aligning with the Indian government’s ‘Make in India’ program. This phased localization is anticipated to generate employment opportunities across various segments from manufacturing to after-sales support.
Product Portfolio and Technology Integration
Daewoo plans to introduce “DAEWOO One,” an integrated smart home ecosystem designed to connect multiple appliances through a unified platform. This system will incorporate AI and IoT-enabled technologies to enhance user experience. The product portfolio will feature Korean technology, with approximately 16% of the initial range comprising energy-efficient appliances, addressing consumer demand for sustainable options.
Mr. James Lee, Director of POSCO International (https://www.poscointl.com/eng) Corporation, stated, “India represents one of the most dynamic growth markets for consumer appliances globally. Our partnership with EBG Group leverages their understanding of the Indian market to expand Daewoo’s presence, aiming to deliver innovative and reliable products that meet evolving consumer expectations.”
Dr. Irfan Khan, Founder of EBG Group, commented on the alliance, “This partnership establishes the foundation for building a long-term consumer appliances business in India. Through our investment, localization roadmap, and distribution network, we are committed to making Daewoo a preferred brand for Indian consumers.”
Daewoo products will be accessible through a comprehensive omnichannel network. This includes company-operated stores, direct-to-consumer platforms, e-commerce marketplaces, quick commerce channels, general trade outlets, and electronics retail partners. This development follows recent trends in the consumer electronics sector, which you can read more about in our latest tech appliance news (https://technosports.co.in/)
The agreement builds upon EBG Group’s existing association with the Daewoo brand, enabling an accelerated approach to market penetration and brand consolidation within India.
