CONSUMER electronics companies have decided to pass on the two per cent ex- cise

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duty pressure on to the consumers. Some of these companies such as Godrej & Boyce announced a price re- vision upwards on Tuesday and LG Electronics India (LGEIL) would hike prices of its various products by March 15. Samsung would take a call on the price rise by the end of the week.

The price rise an- nounced by Godrej is in 1.5 to 2 per cent range. Godrej implemented the new prices from March 1 on new supplies from the compa- nies while other companies such as LG Electronics will roll out the new prices by March 15 after the invento- ries are all sold out. Con- sumers can buy any inven- tories at old price points on which old excise duty is ap- plicable.

"We are increasing the prices of all our products de- pending on product and price segment they are in.

For example, an entry-level refrigerator that costs Rs 8,000 would be now available at Rs 8,100. Similarly, a frost-free refrigerator, which was available at Rs 12,000 will be costlier by Rs 250.

And a high-end frost-free priced at Rs 20,000 would be available at Rs 20,400," said the vice-president, sales and marketing of Go- drej & Boyce, Kamal Nandi.

However, Nandi also mentioned that there would be some relief probably for few days as the consumers can buy any inventories available with the dealers at earlier price tag as the new prices will be applicable on fresh supplies.

According to the Busi- ness Group Head of LG Electronics (LGEIL), Amitabh Tiwari, "We would increase the price across our product portfolio in the range between 1.5 per cent and 3.5 per cent. While the lowest price increase will be taken on microwaves which hast some relief due to the reduction in the basic cus- toms duty on one of the key components that is used in the production of microwave ovens namely mag- netrons from 10 per cent to 5 per cent. The highest price rise of 3.5 per cent will be taken on refrigerators. A direct cool refrigerator from LGEIL 's stable which costs Rs 10,000 will be available at Rs 10,350."

He also explained that the appliances will become more expensive by almost 3 to 3.1 per cent. "On colour television, we would take a price increase of 2 to 2.6 per cent. However, LED LCD televisions will see also see a price rise in the range of 1.5 to 2.5 per dent owing to the relief on basic custom duty of LCD panels from 10 per cent to 5 per cent. But the new prices will be imple- mented by March 15 as we expect the available stocks on which the old excise duty is applicable will be sold out by March 12," Ti- wari added.

Samsung, which also is looking at passing on the in- creased cost to the con- sumers, would be able to de- cide the range of price in- crease of its products only by the end of this week.