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— Kamal Narang

Mr Anirudh Dhoot, CEO, Electrolux, at the launch of the new refrigerator series in the Capital on Tuesday.

Our Bureau

New Delhi, March 25 Home appliances company Electrolux is hoping to achieve refrigerator sales of five lakh units, besides capturing an 11 per cent market share.

The company, which has strengthened its product offering with a slew of new launches in the category, said it will invest Rs 7 crore for the quarter towards marketing and promotion.

“India is a large market for sale of refrigerators. Frost-free sales are growing and they currently form close to 30 per cent of the business. Electrolux holds eight per cent share within the frost-free category.

“We hope that frost-free sales alone will be close to 1.50 lakh units this year,” Mr Anirudh Dhoot, CEO Electrolux Division, a company from the Videocon stable, told reporters here.

The company has introduced its new range in refrigerators — Deo Fresh Direct Cool series and Frost Free Deo Fresh refrigerators.

Mr Dhoot said the cross odour issue has been addressed in the new direct cool series.

Stating that its new facility at Kashipur in Uttarakhand is ready for production, he said it will manufacture refrigerators. Electrolux is also eyeing exports to West Asia, Africa and SAARC countries once this facility is operational.

“We are looking at exports after the domestic market has been served,” he said adding the company will also use the facility to make other domestic appliances such as air-conditioners, microwave and washing machines.

The company, which has clocked a turnover of Rs 520 crore in 2007-08, said it is targeting a turnover of Rs 650 crore by 2008-09.

More Stories on : Outlook | Air-conditioners & Refrigerators

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