The Hindu Business Line : It's women's exclusive at Electrolux

The Wo-managed stores will be wholly owned, manned and operated by women, according to Mr Ajay Kapila, Vice-President (Sales and Marketing), Electrolux India.

As part of this new initiative, the company plans to set up four more such stores in Delhi, Bangalore and Kolkata; by 2006, the company would have 15 such stores across India, he told newspersons.

The company would invest Rs 1 crore on training entrepreneurs, promotions and running cookery classes, he said.

"Women are our primary target audience, and these stores are built on the idea that women should feel comfortable and at home while shopping for appliances. We strongly feel that a women can best understand and comprehend the needs of other women. They also have a better understanding of factors such as product usage, convenience and maintenance," he said in a press release.

According to Mr Kapila, while setting up the store, the company brings in merchandise and the entrepreneur provides physical infrastructure (1,000-1,500 sq. ft). The shop would have inventory of around Rs 10 lakh, he said.

Mr Kapila said of the 3.8-million refrigerators sold in India every year, Electrolux India has a 12 per cent market share. Similarly, out of the 4-lakh microwave ovens sold every year in India, the company has 11 per cent market share, he said.

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