Agree with you that profit from consumer durables has declined due to increased advertising expenses.This can be a good thing if it creates brand value in the long run; so I was intrigued and watched all their commercials from their website.In my opinion there is no wow factor for the aspirational consumer,they seem to be going for the value for money positioning.Air conditioners and tvs are products where consumers tend to push their budget a little and go for the more aspirational product.We also need to judge the quality of the products to estimate the long term potential,so we might need to know from someone who bought Lloyd’s products.
I feel that the market got carried away with the retail tag and overpriced this.I would keep tracking this and when I am more convinced by their branding exercise I might consider it.
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