Mumbai : Electrolux Global Brand Licensing, a division of Electrolux, the SEK 110 billion Swedish giant Electrolux, has renewed its focus for India and announced its aggressive plans with a slew of new small domestic appliance products under its power brand, Kelvinator.

Electrolux Global Brand Licensing is announcing the introduction of 10 Kelvinator branded small kitchen appliances including 3 models of Water Heaters, 5 models of Air Coolers and two models of Tower Fans.

Electrolux is a global leader in household appliances, selling more than 40 million units per year to customers in more than 150 countries under various brand names including Electrolux, Kelvinator, AEG, Eureka and Frigidaire.

Electrolux Global Brand Licensing also announced its marketing partnership with Mumbai headquartered Sundev Appliances Limited (SAL). SUNDEV is known for its Desire brand of appliances that it sells Pan-India exclusively through organized retailers such Spencer’s, Bharti, Walmart, Auchan, Metro cash & carry, Reliance Digital,  Girias & other Leading Chains.

Commenting on the agreement, Mr. Mark Ryan, Business Development Manager, Electrolux Global Brand Licensing said: “At Electrolux, India is a very important market considering that by 2025, India is projected to rise from twelfth to the fifth largest market for consumer durables in the world. Add to that the government’s policy to increase electrification of rural areas and what you have is a market ready to explode. Thus, it is in this direction that we are building up our plans for the 21st century. On the marketing front, Electrolux Global Brand Licensing is pleased to partner with Sundev Appliances Limited. Their team shares the same passion as ours and is very cued in to the Indian market. More importantly, they have a master plan for building the market for Kelvinator small domestic appliances in Tier II and III cities.”

Mr.   Dev Anand  , Director – Sundev Appliances limited said: “We are pleased to partner with one-of-the-biggest domestic appliance brands. In less than a decade, Sundev Appliances Limited has created an enviable team of 100 professionals and 80 after sales service Engineers. Our in-house research shows that the Kelvinator brand has very high recall amongst Indian consumers and we have a master plan to garner 15% market share of India’s small domestic appliance market in the next 5 years with the help of modern retail, online and offline sales. We are all geared up to take Kelvinator to newer heights with our distribution reach for cities up to 1 Lakh Population.

In the next few quarters, at regular intervals Kelvinator will be launching several small domestic appliances with Innovative Designs such as Rice Cookers, Kettle & Coffee Makers, Toaster & Sandwich Makers, Chimney, OTG & Grillers, Bread makers / Ice Makers, Dry  & Steam Iron, Room Heaters, Solar Domestic Appliances and Emergency Lights.

 Source :  Umesh Kamble