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Electrolux makes early market move for coming season

23-February-2005
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Electrolux makes early market move for coming season

For the coming season, Electrolux India has chalked out an aggressive marketing strategy. The company will be offering a completely new price-value equation to customers by launching new products in bigger capacities, new colours and features at the same price.

As a first step in that direction, Electrolux has launched a new range of refrigerators, Plasma Cluster, in the no-frost category. The range, equipped with plasma cluster ions to keep the food fresh and healthier, will be available in a price range of Rs 29,990 to Rs 54,990. With the launch, the total number of Electrolux refrigerator models in the no-frost category has risen to 17.

Ajay Kapila, VP-Sales and Marketing, Electrolux, said, "It has been our constant endeavour to provide innovative products and variety to our customers to make their lives simpler and enjoyable. Launch of the Plasma Cluster range is another step in that direction. We have brought about a major change in the direct-cool category by changing the entry-level capacity to 180 litres from earlier capacity of 170 litres. We are looking forward to the forthcoming season and these new products will give customers more range to choose from."

The company has also introduced two new models in the direct-cool (DC) range. At a price of Rs 8,500 and Rs 8,600, the new DC refrigerators OxyInsta and OxyPolo are available in 172 litres and 190 litres capacity.

Electrolux has been active in other consumer durable categories as well. In the recent past, the company entered high growth segments like microwaves and air-conditioners. Also, as part of its aggressive growth strategy to become a 'complete home appliances specialist' brand, Electrolux recently announced its foray into the category of Built-in Kitchen Appliances, where the company has introduced 10 models of hoods and hobs in a price range of Rs 25,000-50,000.

Additionally, in the washing machine segment, Electrolux has introduced five new models with an eye on the high potential fully automatic front loading segment.

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