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Rabla: An Innovative way to sell Energy Efficient Appliances

Romania, an Eastern European nation is trying to do its part for climate change action. The government of Romania is very proactive. It has taken many initiatives to reduce its carbon footprint and promote the use of energy efficient appliances. Rabla is one of those initiatives. This time the Rabla is for home appliances but the last time this was for cars. The country wants to rapidly reduce the old and more polluting vehicles by exchanging and getting newer and fuel-efficient cars that pollute less.

The concept behind Rabla is that of exchange, where the consumers get coupons in exchange for their used home appliances. These coupons can then be used for the purchase of new but energy efficient versions of the electronic home appliances. This year they have issued around 60,000 coupons worth a whopping RON 20 million across three categories of Refrigerators, Washing Machines and Air Conditioners. These coupons can, however, be used to buy the same category product that the buyer exchanged to get the coupon.

Altex is one of the largest retailers of Romania and they have joined the Rabla program to get the most benefit out of this initiative. Government and Retailers all over the globe have been practising similar strategies to increase their sales as well as do their part for the environment. However, the number is still less.

India is always a hot topic of discussion for the electronics companies and they try to grab at least some part of the huge Indian market. The sheer volume of the Indian market helps these companies to realize their sales targets. Indian government can draw lessons from the Romanian and start encouraging the retailers, manufacturers and consumers to opt for energy efficient products.

Indian retail market has witnessed such a great boom in the last few years that the global giants have moved in to dance in the rain of good business too. We saw Walmart, the US giant coming into India and purchase controlling stakes in the country’s largest e-commerce website, Flipkart. Amazon has been doing good business in the country. Chinese giant Alibaba invested in the country’s largest digital payments app, PayTM and opened a retail arm called PayTM Mall. These developments point towards that fact that the Indian retail business is growing at a good pace benefitting most of the players.

In recent news, it was revealed that the Supplyco outlets of the Department of Food and Civil Supplies of the Kerala government would start selling electronics home appliances. There will be no need for the ration cards to purchase the electronic devices.

Through these outlets, the government can and should start pushing the energy efficient appliances. These devices might be a tad bit expensive than the regular appliances but in the long run, they are way more profitable for the consumers. The reason is their energy saving capabilities that consume less energy and help in reducing the electricity bill.

According to news by MoneyControl, the online sales of home appliance in India will rise to 10% by 2019. The top three e-commerce websites Flipkart, Amazon and Xiaomi have created a good reputation in the minds of the consumers with their sales of various electronic appliances. The middle-income group of people in India is also rising by the day and they contribute the maximum to the total sales of these appliances. An overall drive to manufacture and sell more and more energy efficient home appliances will benefit both, the country’s economy and the environment.

– Soumya De

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