Business Standard, August 10, 2006. Hyderabad. The appliances division of Godrej & Boyce Manufacturing Company Limited is planning to beat the competition on the home turf with product innovation designed to suit the tastes and specific needs of Indian consumers. Speaking to the media here on Thursday, George Menezes, COO of Godrej & Boyce Manufacturing Ltd, said the company was at present engaged in constant innovation, in five products- refrigerators, air-conditioners, washing machines, DVD players and microwave ovens- besides image makeover. According to him, the company is currently spending about 5 percent of the turnover from appliances division on innovation and R&D. “Our endeavor is to introduce one innovation every quarter and a lot of changes in styling of products are also under way,” Menezes said. Though Indian market continues to be the primary focus of the company as the penetration levels of these products in the country is still at a nascent stage leaving large scope for business growth, it is also focusing to increase its presence in the Middle East and African countries who’s consumer tastes are relatively similar to those in India, according to Menezes. The company is also planning to enter American markets. Kamal Nandi, vice president (sales and marketing) of the company’s appliance division, said Godrej would soon introduce certain breakthrough technologies in the home appliances segment in the country. The turnover of the appliances division is expected to touch Rs 1000 crore this year as compared with Rs 750 crore last financial year.