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Whirlpool, Electrolux Indian Subsidiaries Launch Awards for Women
Feb 25, 2004
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White goods manufacturers Electrolux Kelvinator and Whirlpool of India announced the launch of two new awards to recognize the accomplishments of Indian women.

While the "Electrolux-Financial Express Awards for Women in Business" aim to recognize contributions of women in the area of business, "Whirlpool GR8! Women Awards 2004" (Whirlpool teamed up with TV magazine GR8! for the award) look to appreciate contributions of women from all walks of life.

Commenting on the "Women in Business Awards," Rajeev Karwal, managing director and CEO, Electrolux Kelvinator Ltd, said, "Women have been the nurturers, caregivers, and the backbone of our society from time immemorial. They are increasingly playing an important role in all spheres of life. We believe there are many outstanding women who have never been recognized for their accomplishments. This initiative is an attempt to recognize their hard work and successful efforts."

As part of its mission of Partnership in Homemaking, Whirlpool's "GR8! Women Awards 2004" is also a celebration of the accomplishments of women. "The awards are an attempt to highlight women who can serve as role models for the contemporary Indian women," mentions a prepared note from Whirlpool.

Electrolux plans to keep a strong focus on women, particularly as it launches a new campaign that is geared toward them. "We have made a lot of effort in understanding women—how women use our products and what are their unfulfilled needs in all categories of products," Mr. Karwal explains. "Our new product campaign will ensure an emotional connect with the target audience, the women."

Not only is a campaign geared at women being launched, but Electrolux Kelvinator Ltd, the Indian subsidiary of the Electrolux Group has particularly kept women in mind during its product-development product as well.

Electrolux Kelvinator Ltd, has to its credit India’s first hands-free refrigerator, where the consumer, even with her hands full, can open the refrigerator with the help of a pedal at the bottom of the unit. The company’s Washy Talky washing machine has a voice interactive system that can guide her to "the cleanest and the most cost-effective wash," according to the Electrolux. The company also has a changeable panel door in one of its refrigerators where she can change the color of her refrigerator. (agencyfaqs!)

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