Our products are categorized into three segments –
The market share for the period April 2005– March 2006 Category Share (in %) Refrigerators 23.3 Washers 14 Microwave 3
All our product boasts the 6th sense technology. The 6th Sense is a unique feature in our products. The 6th Sense Technology is patented to Whirlpool of India.
We have just launched new products in 3 of our categories- Delight in Frost Free, Fusion - a new concept altogether, Splash in Fully Automatic Washing Machine and Jet Chef in Microwaves.
Whirlpool’s international outlook was initiated in 1958 when it entered Brazil, but it was the ‘80’s that marked the beginning of Whirlpool’s aggressive strategy to be a world-wide competitor. India was identified as a growth market in late ‘80’s when Whirlpool Corporation entered into a joint venture agreement with TVS group to produce automatic washers at a plant set up in Pondicherry. This was a modest beginning was made to establish the Whirlpool brand in India. In 1995 Whirlpool Corporation acquired Kelvinator of India Limited and entered into the Refrigerator market in India. In late 1995 majority ownership was gained in the TVS joint venture and the two entities were merged to form Whirlpool of India Limited in 1996.
Ajay & Kajol are our brand ambassadors. The association came about two years back.
We are planning to invest $15 – 20 million in the coming 12 – 18 months.
Our advertising tagline is ‘Your magic in Homemaking.’ This is our advertising tagline. Our earlier tagline was “You & Whirlpool. The world’s best homemakers.” It has been evolved to reflect the changed homemaker of today vs the yesteryears. Through our intensive consumer research we found that today’s homemaker believes in having everything perfect at home and takes pride in having achieved it! She has begun to look for that something exceptional, something additional in all the brands she chooses to help her achieve that. We, as the brand that partners to this demanding homemaker of today, call this quality of hers as ‘magic’ and wish to be the home appliance brand that helps her create her “magic in homemaking”. Hence the new tagline “Your magic in the homemaking”.
Whirlpool of India’s net sales for the period April 2005 -March 2006 stood at Rs. 1274 crores with a 'Profit before Interest, Depreciation and Tax' of Rs. 14.57 crores. Company witnessed a growth of 25% (Approx.) in net sales over the same period last year.
We have around 2,200 employees working with the company
Yes. We are delighted with the impact the star couple has had on our existing brand strengths. Kajol represents what today’s woman aspires to be – balance work and home beautifully. Her relationship with Ajay represents an ideal modern-day couple’s aspired relationship- one of equality, love and romance. Thus, they embody the brand values Whirlpool has stood for. They are an integral part of our strategy to take the brand positioning forward.