Taiwanese firm Acer which makes computer hardware and electronics, has identified India as the base for its maiden subsidiary, Acerpure for its appliances business. The company had conducted a market reconnaisance five months ago, and hopes to cash in on the country’s fast growing appliances market, a phenomenon driven by electrification in villages and changing lifestyles.

Diversifying into appliances is part of the company’s global business expansion strategy. Acerpure sells appliances worth more than USD 30 million across 20 geographies, excluding India, and has set a target worth USD 100 million in the next two years globally, and will be ramped up. More than 50 percent of this is expected from India.  

The flagship product, Acerpure TV, available in 32, 43, 55, and 65 inches, will be manufactured by Noida-based Dixon Technologies, while other products would be a mix of imports and locally made through partners. The subsidiary will sell a wide range of products such as TVs and washing machines, personal care products like hair dryers and even gaming devices. 

All these products will be available in India by the end of June, and more are in the pipeline.