Home appliances firm Whirlpool of India has an ongoing tie-up with real estate firm DLF to fit kitchen appliances in some of the latter’s projects.

“The initiative started in 2013. We are invited for every project of theirs; we did one in Chennai and are presently executing one in Delhi,” Rajiv Kapur, Vice-President (New Business & Consumer Interface), Whirlpool of India, told BusinessLine .

The Chennai project comprised 800 apartments, and Whirlpool fitted kitchen appliances for 350, he said. “It does not end with the supply of appliances. We also provide service on site,” he said, adding that the company is looking to grow this business further.

Kapur was here for the launch of the company’s first exclusive ‘built-in’ showroom, Whirlpool Haute Kitchen. This is the second in India, after one in Bengaluru. The company plans to take the number of such stores to nine by September-end.

“We have finalised the place in Kochi, are looking at Chennai, Madurai and Hyderabad for opening such Haute Kitchen experience centres. These stores are ‘experience centres’ as they showcase the complete range of built-in products, from hobs to hoods, coffee machines, ovens, microwave ovens, refrigerators, wine coolers, water purifiers, steam ovens, dishwashers and stackable washers and dryers,” he said.

“We are intent on building a premium brand image,” said Shantanu Das Gupta, Vice-President (Corporate Affairs and Strategy), Asia South, Whirlpool.

“This (built-in) business is still small at ₹25-30 crore, but the opportunity to grow in this space is phenomenal. We want to grow it four-fold in the next two-three years,” he added.

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