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Electrolux Kelvinator to Focus on Microwaves, ACs
Nov 24, 2004
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Electrolux Kelvinator Ltd. of India has chalked out a strategy to garner 30 percent revenue from its non-refrigerator business next year. The other products from the company include air-conditioners (ACs), microwave ovens, and washing machines.

"In a bid to garner a joint contribution of 30 percent from non-refrigerator products, plans are on the anvil to widen distribution reach for its microwave ovens from 600 to 1,000 dealers in smaller towns," said Ajay Kapila, vice president of Sales and Marketing, Electrolux Kelvinator. "In addition, we have also decided to increase our sales and service dealers from 170 to 250 to spur more volume growth of ACs, in the year 2005.”

Apart from this, the company is also in the process of adding a new distribution channel to promote Electrolux chimney and hoods, which it will be launching for the first time in the Indian market. Mr. Kapila added that Electrolux is evaluating possibilities of entering into an outsourcing agreement through global network for introducing technological breakthrough products in India.

As part of the strategy, the company may launch a technological breakthrough air-conditioner embedded with the phone connectivity. This is part of the continuous strategy of introducing technological breakthrough products, which it has started following since 2004.

Currently, refrigerators contribute 95 percent to the overall sales turnover of Electrolux Kelvinator Ltd. It is said to have a 10-percent market share in refrigerators and microwave segments. The company has also witnessed a growth of 30 percent to 60 percent on an annual basis in split air-conditioners. (The Financial Express)

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