Whirlpool India is test-marketing its new sub-brand—Opera—in refrigerators and washing machines categories in limited markets of Andhra Pradesh and Maharashtra. The brand will target first-time users. It will be positioned as functional and durable, yet at the same time a contemporary home appliances brand. The brand proposition in fact has been finalised as: Waada khushiyon bhari zindagi ka.
The fridges under the Opera brand will be available in the Rs 7,000-10,000 price band. Opera washing machines are priced between Rs 5,500 and Rs 7,000.
The company will take a decision on a national launch of the brand only after assessing its performance in the markets. Data collection and analysis will take around six-eight months. Only after all the data is processed that the company will take a decision on whether to launch nationally and expand its portfolio.
Whirlpool, which is a leading player in both refrigerators and washing machines, claims a 25 per cent marketshare in fully automatic washing machines, and 16 per cent in semi-automatics.