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Overseas Connexion ties up European firm Indesit

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Overseas Connexion ties up European firm Indesit

Ariston, a built-in appliances brand of an European company Indesit, will be soon making its foray into the Indian market. The three billion euro company has entered into an exclusive marketing tie up with Overseas Connexion Limited (OCL) for its brands throughout India.

Ariston's product portfolio includes refrigerators, microwaves, ovens, dishwashers and washing machines. These products will now be available in India at a highly competitive price.

Sandeep Sabharwal, Managing Director, OCL, said, "In the first phase OCL would be launching Ariston in Delhi followed by Mumbai and Bangalore. Thereafter OCL would gradually move towards the prominent North Indian cities."

OCL hopes to garner a market share of 20 per cent in the Rs 300-400 crore niche premium consumer durable market which is around 3-4 per cent of the Rs 12,000 crore consumer durable market. It hopes to achieve a turnover of Rs 80 crore by the end of the current fiscal, said Sabharwal.

OCL has appointed distributors in Delhi, Mumbai and Bangalore and plans to appoint 15-20 dealers by the end of this year in North India. "Our objective is to be present in all the A- class cities by the year end," added Sabharwal.

OCL will be concentrating into print campaigns as well as TVCs for promoting Ariston.


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