Post acquisition, Groupe SEB to expand Maharaja Whiteline's footprint in India

In November 2014, Groupe SEB had bought the entire shareholding in Maharaja Whiteline

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France’s Groupe SEB, the world’s largest home appliances company, proposes to ramp up operations of Maharaja Whiteline, the company it acquired last year after an ownership battle with Indian partner Harish Kumar.

In November 2014, Groupe SEB had announced it had bought the entire shareholding in Maharaja Whiteline, and had renamed the entity Groupe SEB India (P) Ltd. The Maharaja brand name was retained for leverage in the marketplace.

In conversation with Business Standard, Emmanuel Serot Almeras, vice-president (marketing), Groupe SEB India, said the French major would introduce international products in India to expand its presence. “By 2016, we will bring one of our international brands into India, which will be positioned above Maharaja Whiteline,” Almeras said. "We could follow that up with more products," he added.

The French giant is the maker of popular global brands like Moulinex, Krups, Rowenta and Tefal. One of them could make their way into India next year, company sources said.

The introduction of new products is expected to provide Groupe SEB more negotiating power with dealers and distributors. Currently, dealers have only the Maharaja Whiteline range, products that sell for Rs 300-10,500. Groupe SEB's international offering would be priced above Maharaja Whiteline, Almeras said.

Groupe SEB is conducting dealer meetings in Mumbai and Bangalore to improve its distribution network in the west and south, traditionally weak areas for Maharaja Whiteline’s mixer-grinders, juicers and air coolers. Bajaj, Kenstar and Prestige are popular makers of kitchen appliances besides a number of local and imported brands. India’s branded kitchen appliances segment is around Rs 2,000 crore.

Groupe SEB is amplifying its marketing and after-sales efforts by launching a mobile phone app for customers complaints and through region-specific print and digital advertisements.