Top Story


Home >> Marketing >> Article

Whirlpool India shifts focus to AC, microwave segments

Font Size   16
Whirlpool India shifts focus to AC, microwave segments

Having suffered a severe pressure on margins due to multiple factors in the last accounting year that lead to a net loss of around Rs 34 crore, Whirlpool of India Ltd, the Rs 1,558-crore home appliances major and market leader in the domestic refrigerator industry, is now contemplating a significant shift in its focus areas.

The company, which has been concentrating mostly on refrigerators and laundering machines, is eyeing the huge air-conditioner and microwave market in the country for its future growth and comfortable margins.

A senior Whirlpool official told Business Line that enhanced competition, significant price erosion, particularly in the refrigeration segment, and a steep rise in input prices of commodities have put the company's margins under severe pressure.

To mitigate the impact, the company has been taking stringent cost control measures, new trade management strategies and increasing efforts to implement lean management programme and eliminate wastage in all areas of manufacturing.

To maximise the benefits and to promote further exports, the company has also converted its Pondicherry facility into an export-oriented unit.

On the outlook for the current fiscal, he said by extending the `fast forward ice system' across product segments in the refrigerator range, the company was able to consolidate its market share.

Having launched highly successful premium range in `no frost' refrigerators in the previous accounting period, the company now finds a strong opportunity to improve share in the `no frost' segment. Whirlpool is also planning new product launches extending the benefits of the premium range across the complete `no frost' range.

Stating that the new range holds plenty of promise for the coming years, he said there were a few more new product launches with consumer-relevant, innovative solutions that were expected to help the company grow its volumes, revenue and margins in the coming year. "The air-conditioner category, with an industry size of Rs 1,500 crore, presents a big opportunity. The microwave business, given the extremely low penetration levels, has a large potential in terms of growth," the official said.


Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)