KOLKATA: BPL will re-enter the white goods segment by Diwali and aim for Rs 600 crore in sales in three years, its chairman Ajit Nambiar said, in what will mark the company’s full-fledged return to the consumer electronic market after a 10-year hiatus.The Nambiar family-owned business had exited the white goods market in 2005 after the collapse of its joint venture with Japanese firm Sanyo. It re-entered the market last year to sell 24, 32 and 40-inches LED television sets in a tieup with online marketplace Flipkart . The company currently sells 8,000-10,000 TV units which are imported.Nambiar told ET the company has received good reviews for its products on Flipkart and will soon launch TV sets in 50-inch-plus screen sizes and smart TVs, and also make a foray into appliances with washing machines, refrigerators, microwave ovens and air-conditioners. “We will expand our product portfolio before Diwali.Since entry-to-mid segment products sell mostly online, we will initially focus on them and gradually premiumise the portfolio,” he said. Nambiar said he is confident of consumer trust in the brand. “This fiscal we are hopeful of notching up sales of Rs 100 crore and confident to grow it six times in three years,” he said.Industry executives said BPL has an exclusive sales arrangement with Flipkart and does not want to take the brand offline in a hurry. Staying online will give BPL savings of around 20-25% as compared with building up an offline distribution network and trade margins.BPL had lost market share after Korean firms entered the Indian consumer electronics market in early 2000. Then came the collapse of its joint venture with Sanyo, after which it turned its focus on medical technology and home automation.However, last year when the Nambiar family was toying with the idea of returning to consumer electronics, it received a call from Flipkart, which was looking for an alliance. “Our studies showed that 18 million people still had BPL products.This was a good opportunity for us to make a comeback and the success of trial marketing with televisions last year with Flipkart made us ambitious of a full-fledged return,” said Nambiar. At present, around 10% of TV sales in the country is generated from e-commerce, with demand concentrated in the 24-40 inches segment which is also logistically easier to deliver.Nambiar said once BPL achieves scale around the year-end, it is ready to explore local manufacturing opportunities which may also lead to excise benefits.