Videocon International Ltd intends shaking up the market by launching 45 consumer durables models across all segments of its business in the next two to three months.
This will include 12 colour television models, 10 refrigerators, 12 washing machines, 6 microwave ovens and 5 air-conditioners.
This was disclosed by Sunil Tandon, vice president (marketing) of the company. Tandon said that for the first time in the country, germ-free technology was being introduced across all product segments. The technology has been developed by Videocon International.
Tandon said in refrigerators, an anti-bacterial liner has been introduced which will periodically release silver ions to destroy cell membranes of germs and effectively control their growth.
Active oxygen generated from the action will help in sterilising the refrigerated environment and keep food fresh for a longer duration.
Washing machines will have state-of-the-art germ-free wash tubs that prevent building up of vermin. The company aims to revolutionise cooking with its Nutrilock Microwave Oven.
An advanced 360 degree reflection technology will preserve vital nutrients in the food during cooking and also cause thermal destruction of microbial elements.
The new technology in air-conditioners will combat all air-borne pollutants like smoke, dust and germs. In televisions, the new technology will enable strain-free viewing. “With all this, we will create germ-free homes from Videocon,” Tandon said.
Videocon is organising 24 dealer meets to create awareness about the new technology and about the product launches. The company has signed mega-star Shahrukh Khan for its commercial to be aired during the launch.
The commercial is being choreographed and directed by Farah Khan. Prizes collectively worth Rs 25 crore will be offered on purchases as a promo effort.
Videocon has 14 per cent market share in televisions, 26 per cent in washing machines and 11 per cent in refrigerators. It is targetting a turnover of Rs 6,000 crore this year.