October 10, 2013: Electrolux, the SEK 110 billion Swedish giant has renewed its efforts to garner market share in the Indian domestic appliance market under the Kelvinator brand. This is being done by Electrolux Global Brand Licensing which is a division of Electrolux. Electrolux Global Brand Licensing has tied up with Sundev Appliances Limited (SAL) which is based in Mumbai and known for Desire brand of appliances sold through major retailers like Reliance Digital, Spencer’s, Auchan etc.
10 Kelvinator branded appliances would be launched in India which includes water heaters, air coolers and tower fans. About the launch of more appliances under the Kelvinator brand, Mark Ryan, Business Development Manager, Electrolux Global Brand Licensing was quoted as saying: “At Electrolux, India is a very important market considering that by 2025, India is projected to rise from twelfth to the fifth largest market for consumer durables in the world. Add to that the government’s policy to increase electrification of rural areas and what you have is a market ready to explode. Thus, it is in this direction that we are building up our plans for the 21st century. On the marketing front, Electrolux Global Brand Licensing is pleased to partner with Sundev Appliances Limited. Their team shares the same passion as ours and is very cued in to the Indian market. More importantly, they have a master plan for building the market for Kelvinator small domestic appliances in Tier II and III cities.”
Sundev Appliances Limited is looking forward to garner 15 per cent market share in the India’s domestic appliances market in the next five years through the Kelvinator brand. There are plans to launch more appliances like Rice Cookers, Steam Iron, Room Heaters etc in the months to come.
