Financial Daily from THE HINDU group of publications
Saturday, Apr 15, 2006
Financial Daily from THE HINDU group of publications Saturday, Apr 15, 2006 |
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Marketing
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Outlook EKL Appliances to export products to SAARC countries from June Our Bureau
Looking ahead Co aims to touch the Rs 750-crore turnover mark this year Expects to sell 8 lakh appliances Wants to be OEM suppliers to Electrolux globally Plans afoot to foray into rural markets with economy models of appliances Ad spend for the year planned at Rs 25 crore.
Pune , April 14 Consumer durable company EKL Appliances said here on Tuesday that it will commence export of refrigerators and washing machines from its Shahjahanpur-based manufacturing facility to SAARC countries, beginning June this year. The company is also gearing up to increase its portfolio with a range of washing machines, microwave ovens, refrigerators, dishwashers and robotic vacuum cleaners imported from Electrolux's manufacturing facilities across the world. The company has lined up a Rs 10-crore investment for plant upgradation to prepare for exports, Mr Anirudh Dhoot, Managing Director, said, adding that exports till December this year will include one lakh direct cool refrigerators, 25,000 washing machines, 10,000 air-conditioners to Sri Lanka, Nepal and Bangladesh and 25,000 frost-free refrigerators to the West Asian markets. "In addition to exporting products, we also want to be OEM suppliers to Electrolux globally," he added. The company, which clocked a turnover of Rs 450 crore last year, expects to touch the Rs 750-crore mark this year (January-December 2006) by aggressively growing the brand, Mr Madhav Nene, Deputy General Manager - Marketing said. "With over 16 air-conditioner models and a range of home appliances, we expect to sell 8 lakh appliances this year," he said. The company also plans to foray into rural markets simultaneously with economy models of home appliances. Plans are being firmed up to launch an economy model of Electrolux's front-loading washing machines, being developed at its Thailand plant, according to Mr Dhoot. "Sixty per cent of washing machines sales currently come from semi-automatic, twin-tub products, but our front-loading washing machine will be priced aggressively in the market and change the equations," he said. EKL, meanwhile, is expanding its dealership network and will add five new dealers to its 3,000-strong network, said Mr Nene, adding that the dealerships would also include exclusive Electrolux showrooms. The company will spend Rs 25 crore on various promotional and marketing campaigns for the brand this year.
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