WHIRLPOOL INDIA: YOUR MAGIC IN HOMEMAKING

Whirlpool Corporation is a global manufacturer and marketer of major home appliances, with annual sales of more than $19 billion (for year 2005), 80,000 employees and nearly 60 manufacturing and technology centers around the globe.  Whirlpool of India’s net sales for the period April 2005 -March 2006 stood at Rs. 1274 crores with an operating profit of   Rs. 14.57 crores. Company witnessed a growth of 25% (Approx.) in net sales over the same period last year. The company manufactures in 13 countries and markets products in approximately 170 countries under 11 major brand names such as Whirlpool, Maytag KitchenAid, Roper, Estate, Bauknecht, Laden and Ignis.

Whirlpool has sustained its leadership position within the global appliance industry, thanks to its innovation led approach and a keen understanding of the customers' needs, a firm commitment to addressing those requirements through company’s superb brands, products and services. Whirlpool Corporation entered India in the late ‘80’s and today has grown to become one of the leading manufacturers and marketers of major home appliances in India.

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.  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.

Whirlpool’s aggressive business approach delivered the success that consisted of an extensive brand building exercise, fixed cost reduction and restructuring.  Whirlpool chose to position the brand as a “Partner to the homemaker” and the values were translated into the various elements of the brand identity leading to the well known tagline “You & Whirlpool, The World’s best homemakers.” In fact, Whirlpool is credited with changing the lexicon from “housewife” to “homemaker” in everyday parlance which truly celebrates the contributions the woman makes to the home.

Targeted at the modern Indian woman who sees home appliances as her ally in homemaking, Whirlpool believes in providing world-class quality to its consumers. In its endeavour to maintain international standards of quality and style and match the exacting standards of the Indian homemaker, Whirlpool has successfully become a ‘Perfect partner to the demanding homemaker’ of today who seeks to nurture herself as well as home & family. Whirlpool’s products are stylish, modern and contemporary with elegant looks and reflect the sense of pride homemakers take in choosing them for their homes.

Keeping this focus in mind, Whirlpool of India engaged a real life celebrity couple Ajay & Kajol to endorse the brand who symbolise the values that brand stands for. They both are two

strong individuals, very different yet complementing each other. Their relationship represents what the Whirlpool brand has always epitomised in its advertising through the years- A relationship based on equality, love and romance.

Whirlpool has the distinction of having ISO certification for all its facilities in India. The refrigerator facility is located at Faridabad and manufactures a complete range of direct cool refrigerators.  With the infusion of technology, machinery and streamlining the processes the capacity of this plant was increased from 700,000 to 1,000,000 annually.

Whirlpool’s commitment to the Indian operation has resulted in the setting up of a state-of-the-art facility for the manufacture of no frost refrigerators at Ranjangaon near Pune. This facility has set the standards as one of the world’s front runners in environmentally sensitive eco-friendly manufacturing units.

The washer facility is located at Pondicherry and manufactures both fully automatic and semi automatic washers.  Constant feedback is taken from the consumers resulting in products being continuously upgrade in features and in styling. 

Products manufactured in the above facilities match Whirlpool’s global standards and are exported to over 70 countries across the globe.  Whirlpool of India is today India’s largest exporter of home appliance and has been approved as an Export House.

Design Engineering is being developed as a core competency for Whirlpool of India.  A step in the direction has resulted in the setting up of Regional Technology Centres at Pune focussing on refrigerators and at Pondicherry for washers.  This will provide WOI with a competitive edge in speedy customisation of products suited to consumer needs.

In the second phase of developing this core competency Whirlpool set up a Global Technology Centre at Pune in 2002 to provide design support for the global organisation.  A design and development centre for Whirlpool’s global small appliances brand Kitchenaid has also been set up at Pondicherry. The already strong manufacturing and technology infrastructure was augmented by the establishment of a Global Consumer Design centre for Asia in New Delhi in 2005.