Samsung India on Tuesday launched its latest all-in-one washing machine range with digital inverter motor consuming 40 per cent less energy with reduced noise and vibration.

The consumer electronics player has set its focus on the millennial and the working class, who will drive the growth for premium category washing machines.

Increased income levels and urbanisation is expected to trigger a rapid growth for the industry of fully-automatic category of washing machines, while Samsung expects to achieve a faster pace of growth than industry.

"Fully-automatic category will be the growth driver for industry. The new working class and the millennials are new potential target consumer class. While the industry grows at about 10 per cent we expect to grow at a double rate at over 20 per cent this year," said Maneesh Sharma, deputy general manager, Consumer Electronics Business, Samsung India while launching the new models here.

The fully-automatic segment is the fastest growing segment in overall washing machine industry with about 30 per cent annual growth rate against the 10 per cent growth for overall industry. Currently, the market size is estimated to be about 65-70 lakh units in fully automatic category.

While launching the digital inverter all-in-one fully-automatic washing machine, Sharma stated that the new models will strengthen company's position in the market with increased market share. The company has lunched 10 models in the new inverter series with capacity ranging from 6.5 kg upto 16 kg with prices starting from Rs 24,990. The entire lineup will be available across the country through key retail outlets and online.

"Samsung's Make for India ActivWash+ concept is receiving overwhelming response from consumers since the launch. Since 2015, every year we bring new innovations," said Sharma. In 2016, the company had introduced magic dispenser, which was followed by stainless steel pulsator in 2017 and now the latest technology of digital inverter direct drive motor.

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