Whirlpool expands its portfolio with new range of customized Built-in Kitchen Appliances

Bangalore, Friday, 3rd November, 2017: Whirlpool of India, a subsidiary of Whirlpool Corporation, announced today the launch of its new range of customized built-in kitchen appliances which are specially designed to cater to the needs of Indian kitchens. The company unveiled a new range of hoods with sleek designs and enhanced features, offering customers a wide variety of 25 models to choose from. Whirlpool’s extensive range of built-in kitchen appliances includes ovens, microwaves, coffee machines, hoods, hobs, dishwashers, refrigerators, wine coolers and water purifiers. Versatile and technologically advanced, these appliances make cooking a pleasure and can infuse refreshing energy into any kitchen. The company also forayed into commercial range of appliances in India. The announcement was made today at ‘AceTech 2017’ - India’s largest architecture, construction and engineering exhibition – in Mumbai.

Whirlpool’s focus onexpanding the Built-in appliances portfolio speaks volumes for their growingfocus on the premium appliances market in India. In 2014, the companystrategically entered the Built-in appliance segment when the awareness aboutcuisines, food and appliances was gaining ground. The total built-in appliancesbusiness in India currently stands at around Rs. 1500 crore of which 80% isheld by mass players and the rest is with the premium players.


Commenting over thelaunch of new range of India specific Built-in hoods in India, Mr. Sunil D’Souza,MD, Whirlpool of India said, “With thegrowing demand of Whirlpool’s range of built-in kitchen appliances in India, itwas imperative for us to offer professionally crafted European products to thehomemakers that not only tops the charts in aesthetics but are equally usefulto the Indian needs. The Built-in industry is currently growing atthe rate of 25%. We are a crucial player of the industry and we are making adouble digit growth every year. We have grown more than 50% since we startedour Built-in appliance segment in India.”


Whirlpool is amarket leader in high end products in Europe and it strives to offer itscustomers with the same range of products in India that are well-crafted,robust, and durable and speak best in terms of craftsmanship, quality as wellas technology. Currently, 90% of the appliances that are sold in India areimported from Whirlpool’s multiple manufacturing facilities in Europe.


Whirlpool also madeits entry into the commercial appliance segment in India official today. Thelaunch of new product range is part of company’s aggressive growth plans inorder to expand its presence in new product categories. Introduction ofcommercial appliance is part of Whirlpool’s new business strategy to expand itsproduct portfolio in cooking, refrigeration and clean & hygiene segment inthe commercial appliances space. The newly introduced range of commercialappliances include ovens, dishwashers and ice makers.


Speaking at thelaunch, Mr. Natarajan A., Head-New Business Unit, India said, “Withnumbers of restaurants, hotels, institutes, hospitals and food line businessesmushrooming in the country, we see a huge scope for growth in commercial appliancessegment in India. Currently, the B2B market size of Kitchen equipment in Indiais INR 1900cr and laundry equipment stands at INR 5000cr. The overall industryis growing at a rate of 10-12 per cent annually. We are currently foraying intothe Kitchen equipment market of the commercial industry and eying a total offive per cent market share. Soon, we’ll thrill our partners with an innovativeproduct from Whirlpool in its signatory segment of laundry.”


Whirlpool hasalready partnered with distributors and food service consultants in India andhas started supplying its appliances. It believes that there are severalstakeholders who influence the success of their penetration into the Indianbuilt-in appliances market. For the same, they have partnered with somerenowned real estate developers, kitchen manufacturers, interior designers andarchitects. 

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