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R. Ravikumar

Chennai, Oct. 11 Maharaja Whiteline, a Rs 180-crore kitchen and small appliances brand from Maharaja Appliances Ltd, is planning to launch a host of new products including geysers, room coolers, ceiling fans, CFLs (compact fluorescent lamps), gas stoves and chimneys.

Currently, the company offers a range of over 60 products in various categories such as food processors, mixer grinders, hand blenders and electric kettles.

Maharaja Appliances is a OEM supplier to brands such as Philips, Tefal, Singer, Godrej-GE, Bajaj and Electrolux. “That apart, we are also in talks with Reliance Retail, Big Bazaar of Future Group and Metro to supply for their private labels,” Mr Pawan Chadha, General Manager, Maharaja Appliances said.

“The company has drawn up Rs 10-crore capital expenditure for the proposed product line expansion,” said Mr Chadha.

According to him, the company has already soft-launched geysers in select markets for test marketing. “We will formally launch the product by January next year and will roll out other products by the middle of next fiscal,” he said.

The company, that has a manufacturing facility at Baddi in Himachal Pradesh, has over 250 distributors across the country and its products are available at over 16,000 retail outlets. The company also exports to the US.

The company has signed on South Indian actress Trisha to endorse the brand for the southern market. “Coinciding with the ensuing festive season, we are planning to break a TV commercial featuring Trisha in the next few days in Tamil Nadu, Andhra Pradesh and Karnataka.”

More Stories on : New Products & Services | Home Appliances

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