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Whirlpool India to Launch Range of Cooking Appliances
Mar 23, 2004
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Whirlpool India announced that it is expanding its product portfolio by launching a range of cooking appliances. In the initial phase, the product portfolio will include cooking ranges, hobbs, and chimneys.

The company is also entering a sales and distribution alliance with Pune, India-based Faber Heatkraft, a subsidiary of Faber SpA of Italy, which is one of the leading players in chimneys and hobbs.

Globally, Whirlpool is a strong player in the kitchen appliances segment under the brand name KitchenAid and outsources its chimneys from a number of players that include Faber SpA.

Under KitchenAid it also markets a range of small appliances such as toasters, blenders, egg beaters, and ovens. However, in India, the company has no plans to enter these categories.

The feeling within the company is that expanding the line of cooking products will be a total brand fit, with its platform of ‘Partnership in Homemaking.’ Though in a nascent stage in India, the chimney market is considered to have great growth potential.

At press time, Whirlpool sources confirmed that the deal with Faber was set to be signed on March 22, but declined to give more details, only saying it would be a ‘sales and distribution’ tie-up. (The Financial Express [of India])

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