Whirlpool to foray into new product range

NEW DELHI: Whirlpool of India is expanding its product portfolio in a big way. It is entering three new product categories of dish washers, dryers and cooking ranges in the next two months.
It has also started importing top-of-the-line models to beef up its existing product range.
Simultaneously, Whirlpool is also wooing the medium segment with new introductions in semi-automatic washing machines and traditional direct cool refrigerators.
The new product categories will be aimed at the premium segment. Says Raj Jain, MD: “There is a very small market, of about 10,000 units each, for products like cooking ranges and dish washers. Our research has shown that these are upmarket purchases as of now.� Despite the small numbers, the company is getting into these products as it wants to complete its range for the home-maker. And margins justify the effort.
The top-of-the-line imports in existing categories of refrigerators and washing machines are also aimed at meeting the select demand. Otherwise, the company is focusing on the middle segment in these areas.
In direct cools for instance, Whirlpool has launched a new series to take on Godrej, that has turned up the heat this year and LG, that is expected to begin manufacture early next year. Launched under Icemagic range with a fast-forward ice feature, Jain claims it allows ice formation 40 per cent faster than normal.
In semi-automatic washing machines too, the company began offloading models with the heater (for hot water) in place last month. The company has also obtained certification from Woolmark, the world''s leading wool textile marketing organisation, claiming to effectively wash most delicate clothes.
Air-conditioners continue to remain a slow area for Whirlpool. In the last season, the company could corner only about 5 per cent marketshare. Jain says the aim is to double it next year.