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The making of durable superstars

18-February-2004
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The making of durable superstars

Electrolux Kelvinator Ltd (EKL) believes that it can create a durable and winning corporate strategy by recognising and leveraging the power of women. Globally, Electrolux adapts itself to the culture of the country it works in. And that is exactly what it is increasingly doing in India. “Unlike in western countries, where almost 50 per cent of the women are working, in India only 15 per cent of them do. So, there is an increasing need to highlight women who can serve as role models to the aspiring class. This is one of the reasons why Electrolux has associated itself with the FE-Electrolux awards,” says Rajeev Karwal, managing director, and CEO, EKL. The awards have been instituted to recognise high achieving women in business. They will be given away on 19th February, 2004.

In its bid to showcase women as the decision-maker and relationship manager in any home, Electrolux has come up with four women-centric TV commercials in the last one month. The commercials highlight simple aspirations of a young girl wanting to be tall, a mother wanting to devote more time to children and a woman wanting to remain slim ...and how EKL’s products help achieve these dreams. Mr Karwal feels that women have the inherent quality to multi-task and these are well-captured in these commercials.

Mr Karwal adds that with women in India comprising only 15-16 per cent of the total workforce, awareness should be generated as to how a woman’s role is changing. “We also want to show that house jobs can be enjoyed and not merely taken as drudgery,” says he. But what about capturing the role of men in consumer decisions? “Well, those will be shown in our new set of commercials that we are currently working on. We are going to have four new commercials on real people and real situations,” says Mr Karwal.

He also says, in particular, the current commercials are meant to encourage the sense of independence in women. For instance, the hand-free refrigerators and the ones with water dispenser outside the refrigerator are specially designed for women who don’t have to depend on men, especially when they are alone at home with infants. At the same time the Washy Talkie model of washing machine is meant for working women.

‘Relationship managers’ or ‘hope managers’: that’s how EKL sees today’s women. And that is why it believes that there is a special need to highlight them.

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