Electrolux Relaunches Kelvinator Refrigerators

The Kelvinator brand of refrigerators was relaunched in the domestic market by Swedish multinational AB Electrolux through its Indian subsidiary Maharaja International. It was earlier being marketed by Whirlpool of India, formerly Kelvinator of India.

The company launched seven models of single-door, direct cool Kelvinator refrigerators in three sizes - 165 litres, 185 litres, and 210 litres, and in five colours - lavender, sage, blue, red and white. The prices range from Rs 7,500 to Rs 10,000. The launch will go national by the end of this month.

The company is presently investing about Rs 75 crore to increase the annual manufacturing capacity of its Shajahanpur manufacturing plant to 400,000 by the end of this year. It is targeting a 20 per cent share of the projected 22 lakh domestic refrigerator market with the Kelvinator brand in its first year.

 

Meanwhile, Electrolux has completely stopped the domestic manufacture of its Electrolux brand of refrigerators since mid-November last year, while it works out the repositioning of the brand in the country. The Electrolux brand will cease to exist in the conventional segment.

We will position Electrolux as a replacement brand in India, and get out of the conventional direct cool segment, except in very large sizes, said Craig Ibsen, vice-president of the company.

The company, which will begin domestic manufacture of Electrolux products once again by March-April this year, will launch a 290 litre CFC-free, no-frost model as well as a 310 litre conventional product by the end of this year, along with a few imported over-300 litre models.

Electrolux has postponed the launch of its washing machines in the country.