Electrolux: same difference

Fisher and Paykel (F&P) is a New Zealand-based luxury white goods leader that launched operations in India two weeks ago. So what are its brand values and strategies? The same as its Swedish competitor Electrolux, according to its country head! “I am an Electrolux person, you see,” Sunil Wadhwa explained. He shifted to F&P after Electrolux’s India operations were taken over by Videocon but still sees the Swedish major as the gold standard in white goods manufacture and marketing. Asked why F&P shifted manufacturing operations from Australia to New Zealand, he replied, “Look at the big brands, they all do this, Electrolux also moved their factory operations from Eastern to Western Europe.”