The Hindu Business Line : Kenstar unveils refrigerator range

Mr Rahul Sethi, President and CEO, Kenstar Kitchen Appliances India, and Mr R.B. Garg, Vice-President (Sales and Marketing), at a press conference in Chennai on Tuesday. — Shaju John

Chennai , March 23

KENSTAR Kitchen Appliances has launched a range of refrigerators that have been designed to make maximum use of the space within and priced at a level that would place them among the lowest in the market.

Kenstar looked at design from the standpoint of space because their studies indicated that existing refrigerators had not made the best use of the same, said Mr Rahul Sethi, President & CEO, at a press conference on Tuesday.

The refrigerators, which were launched in Kerala on Sunday, would be initially introduced in South India, said Mr Sethi. They have been priced at a level that would place them among the three least expensive refrigerators in their respective categories, said company officials.

The basic frost-free range of refrigerators (220 litres) has been priced at Rs 13,290, while the 480 litres machine costs Rs 32,990.

Kenstar's marketing effort would be concentrated on the frost-free range said, Mr Vivek Kumar Gupta, Deputy General Manager in the refrigerator division.

Company officials said the refrigerator market could be loosely demarcated into the frost-free range and the direct-cool range. The frost-free range is technologically better, and makes up around 25 per cent of the refrigerator market.

Following the refrigerator launch, Mr Sethi said Kenstar is the only company that markets household durable products that meet most needs. The company launched its brand in October 1996 with microwaves and blenders. Subsequently, it added air-conditioners and washing machines, among other products, to the list.

Mr Sethi said Kenstar expected to register a turnover of Rs 225 crore in the current financial year (the company's financial year ends in June). The Videocon group companies and their promoters own the company's equity.

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Kenstar unveils refrigerator range