In a logical extension of its positioning of ‘Partners in Homemaking’, white goods major Whirlpool India is expanding its product portfolio by launching a range of cooking appliances. These will, in the initial phase, include cooking ranges, hobbs and chimneys.
The company is also entering a sales and distribution alliance with Pune-based Faber Heatkraft, a subsidiary of Faber SpA of Italy, which is a leading player in chimneys and hobbs.
Globally, Whirlpool is a strong player in the kitchen appliances segment under the brandname Kitchen Aid and outsources its chimneys from a number of players that include Faber SpA.
Under Kitchen Aid it also markets a range of small appliances like toasters, blenders, egg beaters and ovens. However, in India the company has no plans to enter these categories. The feeling within the company is that expanding the line of cooking products will be a total brand fit, with its platform of ‘Partnership in Homemaking.’ The chimneys market, though in a nascent stage in India, is considered to have great growth potential.