Consumer durables firm Electrolux on Wednesday entered the domestic appliances market in India by launching a slew of products under its power brand ‘Kelvinator’.
The Swedish home appliance-maker currently sells air-conditioners, refrigerators, microwave ovens and washing machines in India under the Electrolux and Kelvinator labels.
“India is one market that is growing faster and there is a huge demand for domestic small appliances not only in the metros but in the tier II and III cities as well. This represents a huge scope for us to grow the business,” Electrolux Global Brand Licensing Business Development Manager Mark Ryan told reporters here.
The company, which has entered into an marketing partnership agreement with city-based Sundev Appliances for marketing the products, has introduced 3 product categories - water heaters, air coolers and tower fans.
“Sundev’s team has a master plan for building the market for Kelvinator small domestic appliances in tier II and III cities. This partnership will help us reach our desired customers,” Ryan said.
Currently, the small domestic appliances market, which includes mixers, irons, air coolers, water heaters, tower fans among others, is estimated at around Rs 15,000 crore.
“We have a master plan to garner 15 per cent market share of India’s domestic appliances 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,” Sundev Appliances Director Dev Anand said.
He said Kelvinator will be launching several appliances such as rice cookers, kettle and coffee makers, toaster and sandwich makers, chimney, OTG and grillers, bread makers and ice Makers, dry and steam irons, room heaters, solar domestic appliances and emergency lights in the next few quarters.