The Hindu Business Line : Distributor RBS Home unveils six new Siemens products

Mr Vipul B. Raval ,Managing Director, RBS (Siemens) Home Appliances Pvt. Ltd, at the launch of Siemens' new home appliances in Chennai on Wednesday. — Shaju John

Chennai , Oct. 27

RBS Home Appliances Pvt. Ltd, sole distributors for Siemens Home Appliances in India, has positioned products for premium niche markets, Mr Vipul Raval, Managing Director, RBS Home Appliances, has said. This strategy will continue until the company decides to start manufacturing in India.

The company has launched six new products of freezers and refrigerators. It has made an entry into the mass market with the launch of the 270-litre `Direct Cool' refrigerator priced at Rs 14,990.

Mr Raval said Direct Cool refrigerators dominate the Rs 2,500-crore Indian market mainly in the 165 to 190-litre band. The company has also come out with refrigerators of 420 and 470-litre frost-free, which cost over Rs 40,000. Other new products that the company is introducing are a 140-bottle capacity wine cooler and a 200-litre stand-alone freezer for home usage.

The products are imported from Germany and Brazil.

A new market segment that the company has been targeting is the five-star service apartments. Mr Raval said RBS Home Appliances has entered into tie-ups with hotels such as the Taj Group and the Hyatt to furnish their service apartments with Siemens products. He said that all the white goods in these service apartments would be the company's brand.

The company has also entered into an agreement with Voltas for servicing at 650 franchisee locations.

Mr Raval said that the company has a strong brand presence in Tamil Nadu and Karnataka with 15 to 20 per cent of the laundry business (washing machines) coming from Tamil Nadu.The company is spending Rs 1 crore as a festival promotion where any purchase of a Siemens consumer durable will get a prize immediately.

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