GE Appliances to focus on premium segment

Appliances maker, GE Appliances, is focusing on penetrating the premium segment in India with its international luxury brands like GE Monogram and GE Profile, said Ranjan Damodar, general manager (Asia Pacific).

“Our focus is on the premium segment that is looking for appliances that match their lifestyle,” he said in a release on Thursday.

GE will introduce its international appliances in India, which will soon be available in select cities, in addition to the existing line of GE-branded appliances. The company has identified Classic Architectural Solutions and Servomax India Limited (CASSIL) to distribute its high-end appliances in the southern region. CASSIL will import GE products and sell through turnkey partners, kitchen designers, modular cabinetry supply houses, professional builders and remodelers.

“We are very excited about entering the market in India with our top-of-line US-style large appliances, especially the premium side-by-sides and bottom mount refrigerators along with large capacity US washers and dryers, offering Indian consumers a much-needed upscale alternative to the current range in the marketplace,” Damodar said.

Southern India has always shown higher propensity to lifestyle adoption as compared with other regions in India. The plan is to extend distribution to other regions in the country over the next six to nine months, he said, adding that a national-level service organisation with locations in over 72 cities would support the expansion of GE’s premium range in India.