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Daily News

Kelvinator Refrigerators to Return in December
Aug 23, 2005
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The Videocon group has set a December deadline for bringing back the Kelvinator refrigerator brand. It would mark the return of the Kelvinator brand, which has a legacy of being a product of the company that produced and sold the first household electric refrigerator.

The group management team at Videocon, handling Kelvinator, is planning a relaunch in December, which would then be carried forward in the ensuing summer. Though, the peak period for refrigerator sales starts in March, manufacturers start pushing products a few months before hand.

The Videocon group, which acquired the operations of Electrolux in India along with the brand rights for Kelvinator and Allwyn last month, has brought the brand under the operations of Sansui. Sansui is part of wholly owned group subsidiary Kitchen Appliances, which has two divisions, Kenstar and Sansui.

Sansui is currently handled by Anil Khera, who has the reins of the Kelvinator brand. Khera could not be contacted for comments, but it is understood that he is planning to form a separate appliance division and to appoint a vice-president for refrigerators, who would be directly responsible for Kelvinator.

At this point Sansui, which operates in the brown goods space with color TVs and VCD-DVD players, has a vice-president for CTVs. While the focus of the Kelvinator brand will be on the direct cool segment, given that the category still accounts for about three quarters of the domestic market, it would also be present in the premium category of frost-free refrigerators. Kelvinator, which was at one point the largest-selling refrigerator brand in the country, was discontinued by AB Electrolux in 2003.

As for consumers who bought Kelvinator products before AB Electrolux co-branded it with mother brand Electrolux in 2002, will be given service support through the new set-up under Sansui. Consumers who have the co-branded product line would be served through the Electrolux operations, which are being merged with Videocon Industries.

The products to be sold under Kelvinator are expected to be sourced from the acquired plants of Electrolux, though a clear decision on that is yet to be taken. (The Economic Times)

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