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Electrolux Kelvinator to integrate both brands -- To consolidate business operations

Our Bureau

"The rationalisation is in line with Electrolux's long-term strategy of having a strong presence in the Indian market."

NEW DELHI, May 1

ELECTROLUX Kelvinator Ltd (EKL) has officially announced its next phase of restructuring that integrates its brands within the umbrella brand - Electrolux Kelvinator.

As part of its expansion plan, the company is consolidating its washing machine manufacturing facilities and integrating the brands Electrolux & Kelvinator. By doing this, the company aims to derive synergistic benefits and establish a strong multi-category presence in home appliances, Mr Ram S. Ramasundar, CEO and Managing Director, EKL, said.

"The rationalisation of the brands in India, is part of the process of consolidating our business operations and is in line with Electrolux's long-term strategy of having a strong presence in the Indian market. The process will undoubtedly improve the company's cost structure, productivity and together with brand management create new platforms for product development, opportunities for growth and strengthen our position in the white goods category,'' he said.

Speaking on the brand integration, Mr Anand Bhardwaj, Executive Vice-President, Marketing and Marketing Services, EKL, said, "This integration, fuelled by a strong and focussed marketing effort coupled with an array of new products, including the talking washing machine, Washy Talky, will pave the way for establishing strong consumer preference and category leadership." Focussing on providing value appliances to consumers, the product portfolio will include refrigerators (frost-free and direct-cool) and washing machines (top-loading, fully and semi-automatic). This will soon extend to other home appliances categories, he said.

EKL will also continue to market its premium and imported range of home appliances under its brand Electrolux, which will include top-of-the-line refrigerators, air-conditioners, dishwashers, cooking ranges, microwave ovens and front-loading washing machines.

The third brand marketed by the group is Allwyn. The company plans to launch an upgraded range of refrigerators under the Allwyn brand targeted at consumers seeking value for money. A new multimedia advertising campaign to announce this integration is scheduled to be launched this week.

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