The Telegraph
Since 1st March, 1999
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Whirlpool plan to beat heat

Calcutta, March 15: Whirlpool of India Limited (WIL) is all geared up to meet the demands of summer with new additions to its range of refrigerators and air-conditioners.

“We will be extending the Frost Free and Fast Forward Ice advantage to smaller models of refrigerators,” said Ashok Bhasin, vice president (marketing). “In air-conditioners, we will add three new models in the 1-litre and 1.5-litre category in both window and split ACs.”

Whirlpool is the leader in the refrigerator and washing machines market with a 28 per cent and a 22 per cent share respectively. The company has a 10 per cent share in both the air-conditioner and microwave markets.

“The summer season extends from March to June and contributes to 30 per cent of the total sales in refrigerators and 50 per cent in air-conditioners,” said Bhasin. “We have lined up extensive support campaign for the new products. Our focus is on the theme — partnership in homemaking.”

Whirlpool has outlined a budget of Rs 10 crore for the advertising campaign. The company spends 5 per cent of its sales on advertising alone.

The company achieved sales worth Rs 1,223.66 crore for the year ended December 2002 as against Rs 1,115.84 crore in the previous year. Exports contributed to 12 per cent of the total revenue.

“We are developing products that suit Indian conditions. We have invested around $ 10 million on the products,” he said.

The company’s manufacturing plants have an annual capacity of 1.2 million direct cool refrigerators and 0.5 million frost-free refrigerators and 4,00,000 washing machines.

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