Whirlpool expands its presence inBuilt-In Appliance Segment with launch of its new Premium Brand ‘KitchenAid’

·        ‘KitchenAid’ launches 28 new products in the major domestic appliance category

·        Whirlpool aims to capture 35% market share with the new launch

Mumbai, 10^th November, 2016:Whirlpool of India, a subsidiary of Whirlpool Corporation, the world’s leading home appliance company, today announced the launch of its premium kitchen appliances brand ‘KitchenAid’ in the Major Domestic Appliance (MDA) segment in India. The addition of a new brand to the built-in segment from Whirlpool was announced at ‘ACETECH 2016’ which is India’s largest architecture, construction and engineering exhibition.

The new lineup includes: ·         Ovens: 3 Products ·         MWO/Steam: 3 Products ·         Hobs: 10 Products ·         Hoods: 4 Products ·         Cooling: 2 Products ·         Dish: 2 Products ·         Special: 4 Products

KitchenAid, a leading kitchen appliance brand in Europe and USA has been providing a complete product line ie. From utensils to appliances large and small that offer professional performance and are designed for the passionate gourmet for close to a century now. In India, the brand already has its presence in ‘Small Domestic Appliance (SDA) segment, which includes counter-topappliances such as Stand Mixer, food processor, toasters and blenders that were launched in 2013 in India. KitchenAid has always taken pride on developing new and extensive line of designer kitchen Appliances that are specially geared to meet the high standards of Professional chefs, home cooks and cooking enthusiasts in general to help them prepare delicious dishes.

Commenting on the launch of KitchenAid in Built-In segment in the country, Mr. Sunil D’Souza, Managing Director, Whirlpool of India said, “The entire Whirlpool of India team is excited over the launch of KitchenAid’s addition to our built-in category. With entrance of our new Premium Brand ‘KitchenAid’, whirlpool shall offer a varied range of Built-In appliances under two brands – Whirlpool & KitchenAid. With the growing demand of Whirlpool range of built-in kitchen appliances in India, it was imperative for us to offer professionally crafted European products to the homemakers to experience the whole range in its full glory and functional form. The premium market for Built-In Appliances in India is estimated to be around 220 crorein 2018 and with the addition of KitchenAid Built-In Appliances, we expect to capture around 75 Crore in this market”.

Adding to this, commented, Mr. K R Subramanian, VP Marketing & International Business, Asia South, “India is an important market for us when it comes to the premium segment in the kitchen space. We are experiencing a huge demand for quality and distinctive products. For almost a century now, KitchenAid has been providing cooking enthusiasts with rewarding solutions, fueling their flair for culinary expertise. Today, KitchenAid appliances are synonymous of fine craftsmanship, durability, exquisite materials, robustness and meticulous attention to detail. With the launch of 28 products, in the major domestic appliance segment in India, we are thrilled to offer a complete range of European sourced premium Built-In Appliances to our esteemed consumers”.

Designed & Manufactured in Europe,KitchenAid’s newly launched products are carefully thought through and comes with beautifully crafted features which are exceptionally functional, conveying a sense of substance, durability and authenticity while meeting the practical requirements of professionals, home chefs or anyone passionate about food

Whirlpool of India, recently announced its second quarter results. The Company witnessed a Total income of Rs. 939 Cr. and Profit after Tax at Rs. 58.7 Cr, both higher as compared to the same quarter last year. Continued improvement in margins across all product categories, driven by material and other cost productivity initiatives, contributed to the record quarter performance.