KARACHI: The lament of rising cost of living notwithstanding, the sale of appliances like refrigerators and deep freezers has picked up in the run-up to Eidul Azha.

Although peak summer is creating extra demand for cooling gadgets, dealers claim that prices remain the same as of last year.

Sohail Malik, finance secretary of the Karachi Electronic Dealers Association (KEDA), told Dawn that “the sales of fridge and deep freezers have been 25-30 per cent higher during this Eid season than last year, while the number of ACs sold shows no big difference”.

To avoid any risk of losing a sizable quantity of meat, many families are buying new cooling appliances, he said.

Consumers usually keep Qurbani meat frozen for at least two to three months.

Sale of refrigerators, deep freezers jumps by a quarter

Before the sighting of Eidul Azha moon, airconditioner was the appliance most in demand, but after the sighting of Eidul Azha moon, consumers’ focus has shifted towards fridge and deep freezers, Sohail Malik pointed out.

Because of the huge demand, shopkeepers keep their shutters open till 1.30am, while consumers usually start heading to the market in the evening, Malik said.

“Despite the big demand, markets are not facing any shortage of home appliances as dealers and manufacturers also have last year’s carryforward stock,” he said.

Manufacturers had already imported a sizable quantity of parts and kits for assembling locally, while rupee-dollar stability in the interbank market had also kept the cost of manufacture under control, he added.

Average life

Gone are the days when cooling appliances had a long life. According to Pak Elektron, the average life of a fridge and an air conditioner is now 10 years and six years, respectively. According to a manufacturer, the total market size of appliances is estimated at Rs328 billion.

According to a BMA research report, PAEL is the third largest player in the country’s appliance industry after Haier and Dawlance.

The company holds a 17pc share in the refrigerator market of 1.3 million units. Refrigerator penetration in Pakistan remains low at 51pc, indicating a strong growth potential.

Refrigerator sales are expected to rise 20pc to 339,000 units in CY26, driven by economic stability, lower inflation, reduced inte­rest rates, and stronger consumer financing.

According to the BMA report, PAEL holds a seven per cent market share in airconditioners, with AC sales expected to grow 20pc year-on-year to over 105,000 units in CY26. Airconditioners contribute 29pc of the appliance segment’s revenues.

Deep freezers

PAEL is the third largest player in the deep freezer market with a 15pc share. Sales are projected to rise 20pc to over 60,000 units in CY26, contributing 11pc of appliance revenue.

The BMA Capital said PAEL is expected to see a strong recovery in appliance sales because of economic stability and easing import restrictions. Sales volumes may grow 20pc in CY26 and 15pc in CY27.

Lower interest rates and easier instalment financing should boost consumer demand for appliances, especially among middle-income households, the report observed.

Better crop yields, higher wheat support prices, and government support schemes are improving farmers’ purchasing power and will likely support the demand in rural areas.

An anticipated recovery in construction activity, higher housing finance limits under the “Mera Ghar Mera Aashiana” programme, and expected growth in cement sales are likely to support the demand for home appliances as the housing sector sees improvement.

Rising temperatures linked to climate change are expected to boost demand for airconditioners and refrigerators. Increasing urbanisation is also expected to support app­li­ance sales because of higher penetration.

Economic stability, lower inflation and reduced interest rate will encourage consumers to buy appliances at lower rates or through convenient monthly instalment plans.

The benchmark lending rate (six-month KIBOR) has already fallen from its peak of 24.71pc in Sept 2023 to 11.5pc. This is likely to provide impetus to appliance sales, the BMA report said.

Published in Dawn, May 24th, 2026