Manufacturers like LG and Haier are tailoring different variants and warranty terms for online and offline sales to navigate growing e-commerce demand and retail networks, highlighting a new chapter in consumer choice and pricing strategies.
Consumer electronics brands in India are increasingly tailoring televisions and refrigerators for different sales channels, with online shoppers and store buyers no longer guaranteed the same model. According to TV9 Hindi, companies are using distinct variants, feature sets and warranty terms to balance fast-growing e-commerce demand against the interests of their physical retail networks.
LG is among the manufacturers taking that approach. TV9 Hindi reported that some televisions bought through LG’s shops carry an extra one to two years of warranty compared with online purchases, while certain appliances also vary by channel. Haier is following a similar strategy, with online buyers offered premium refrigerators such as models with water dispensers, while some store-only versions come with glass doors, mirrored finishes or different door configurations. The company also gives an additional year of warranty on some televisions sold through physical outlets.
The logic is commercial as much as technical. Companies see online platforms as a quick way to reach buyers, but they also rely on a large dealer base of more than 35,000 stores, according to the TV9 Hindi report. Separate online and offline models help reduce direct conflict between channels, even if they force manufacturers to spend more on research and development. The shift is happening as online sales continue to gain ground: industry estimates cited by TV9 Hindi put the online share of total television and microwave sales at about 40% to 45%, while air conditioners and washing machines are at roughly 22%.
For consumers, the main lesson is that price alone is no longer enough. As Tech notes in the related material, some brands already sell different variants under similar model names, with changes in performance, features, connectivity or display quality. That means buyers should check the exact model number, warranty terms, storage or cooling capacity and energy rating before deciding. In some cases, an offline model may cost more but include better protection or specifications, while an online version may be cheaper yet still meet the buyer’s needs.
Disclaimer: This content is intended for informational purposes only. Readers are advised to exercise their own judgement, conduct due diligence, or consult a qualified expert before acting on any information provided.
