Electrolux Kelvinator Ltd has chalked out a strategy to garner 30% revenue from its non-refrigerator business next year. The other products from the Electrolux stable include airconditioners, microwave ovens and washing machines.
According to Ajay Kapila, vice president (sales and marketing), Electrolux Kelvinator, “In a bid to garner a joint contribution of 30% from non-refrigerator products, plans are on the anvil to widen distribution reach for its microwave ovens from 600 to 1,000 dealers in smaller towns. In addition, we have also decided to increase our sales and service dealers from 170 to 250 to spur more volume growth of ACs, in the year 2005.”
Apart from this, the company is also in the process of adding a new distribution channel such as sanitary stores to promote Electrolux chimney and hoods, which we will be launching for the first time in the Indian market. Mr Kapila added that it is evaluating possibilities of entering into an outsourcing agreement through global network for introducing technological breakthrough products in India.
As part of the strategy, the company may launch a technological breakthrough airconditioner embedded with the phone connectivity. This is part of the continuous strategy of introducing technological breakthrough products which it has started following since 2004.
Currently, refrigerators contribute 95% to the overall sales turnover of Electrolux Kelvinator Ltd. It enjoys a 10% market share in refrigerators and microwave segments.
The company has witnessed a growth of 30% to 60% on an annual basis in split airconditioners.