The Hindu Business Line : LG plans Rs 40-cr spend on cricket

Mr Anil Arora, Head (Marketing), LG Electronics India, with Mr Rajeev Jain, Product Group Head (Washing Machines), at a press conference in the Capital on Wednesday. — Ramesh Sharma

New Delhi , Feb. 18

LG Electronics India on Wednesday said that it intends to spend at least Rs 40 crore on cricket-related activities in the current calendar year.

Even as rival company Samsung India has won the title sponsorship for the Indo-Pak cricket series, a senior LG official said that the company would be making a bid for title sponsorship in the forthcoming Hong Kong Cup in June and the Asia Cup (which will be held in July).

"We would be spending at least Rs 40-42 crore on cricket-related activities. This figure would go up if we bag sponsorship rights for the Hong Kong Cup and the Asian Cup," Mr Anil Arora, Head-Marketing, LG Electronics, said. The company intends to spend about Rs 6 crore on advertising on Ten Sports during the forthcoming Indo-Pak series.

Meanwhile, the company announced the launch of a new range of fully automatic washing machines. The 14 new models of washing machines come in the range of 5 kg to7-kg capacity and have a range of nine models of top loaders and five of front loaders.

"LG has been a leader in the semi-automatic machines segment and our aim is to further consolidate our position in the fully automatic segment," Mr Rajeev Jain, Product Group Head-Washing Machines, LG Electronics, said.

"Incidentally, the year 2003 saw a positive growth in the washing machines segment after a long time, led by the fully automatic washing machines," Mr Arora said.

The company is also test marketing a range of dryers in the West and the South. The products will be rolled out towards the middle of the current year. Further, it is also toying with the idea of tapping the commercial segment such as hotels and nursing homes for the washing machines category.

An LG official told Business Line that, "It is another segment which has huge potential. In fact, the company is looking at setting up common laundrettes targeted at consumer segments such as students, bachelors and professionals."

These washers and dryers will be available in capacities of 8-10 kg.

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