White-Westinghouse forays into Indian market

Invests Rs 300 crore.

NEW DELHI:  America’s largest consumer appliance brand White-Westinghouse announces its entry to the Indian market with the launch of its washing machines in India. Collaborating with the Indian manufacturing firm Superplastronics Pvt Ltd (SPPL) that is investing Rs 300 crore, the brand will launch its range of 7 kg, 8kg and 9kg, category, with price starting Rs 7499 on

The India brand licensee SPPL will further step up its operations with this launch as the firm is all geared up to set up a new manufacturing unit spreading over 300,000 square feet in Noida.

Known for producing innovative appliances for over 100 years, White-Westinghouse is one of the most trusted brands globally and currently used under license by trademark owner Westinghouse Electric Corporation. The brand sells appliances in more than 45 countries world over and is a name to reckon with. White-Westinghouse enjoys exceptionally high equity for its well-engineered and reliable products.

Timing its entry well; India’s appliance and consumer electronics (ACE) market is pegged to reach Rs 1.48 lakh crore ($ 21.18 billion) by 2025 according to IBEF’s ( India Brand Equity Foundation) recently released report: June 2020,   
White -Westinghouse is looking to tap the upsurge that has been caused in the country due to changing lifestyle and consumption habits. India’s white goods sector is under-penetrated and is on verge of a cyclical shift. Especially the rural market which is witnessing a reverse migration and therefore shift in the economy too. Analysts believe sales of consumer durables in small-towns and villages, as compared to urban markets, will see a larger potential in months to come.

Elated about the brand’s entry to the Indian market as the country reels from COVID2019 pandemic and picks back up on its pent-up demand, SPPL senior vice-president Pallavi Singh adds, “These are unprecedented times, however, we are excited to bring a brand of global repute and equity to the Indian market. Positioned as a product for the masses, WWH aims at capturing over five per cent of the market share in the Washing machine category in just two years. We are hopeful about the Washing Machine segment and looking forward to adding an array of products to the brand.” 

White Westinghouse entering the Indian market by launching its Washing Machines on on 6 August 2020.

Amazon India category leader – large appliances Siddharth Bhagat says, “We are excited to partner with SPPL and launch America’s largest consumer appliance brand White-Westinghouse on With this partnership, we continue to build a strong portfolio in the large appliances category providing customers with a vast selection, great value, fast & reliable delivery with easy exchange and installation. We are confident that quality appliances from White-Westinghouse will resonate well with customers on”

Latest Reads
Why marketers are quite unfazed by lack of TV news TRPs

NEW DELHI: The temporary halt that the Broadcast Audience Research Council (BARC) put on the issuance of the television rating point (TRP) of news channels three months ago is not bothering the marketing fraternity much. The observation was made by an elaborate panel consisting of some of the top...

MAM Marketing MAM
RB relaunches Colin with the added benefit of germ removal

RB (Reckitt Benckiser), relaunched Colin, India’s No.1 glass and household cleaner brand in an all-new avatar today. The iconic Colin brand has been relaunched by RB India keeping in mind the current requirements of the Indian consumer. The new Colin not only delivers on its impeccable shine...

MAM Marketing Brands
Infidigit bags SEO mandate for

NEW DELHI: Infidigit has won the SEO mandate for, a health and fitness business. The Bengaluru-based start-up offers digital and offline offerings including fitness training, healthy meals, mental well-being, and primary care. As part of the mandate, Infidigit will extend its extensive SEO...

MAM Marketing MAM
Bottle Openers wins the digital mandate for the Jaipur Literature Festival 2021

Bottle Openers is a full-service digital agency specializing in ‘Creative Performance’ that smartly integrates design with technology to showcase the brand’s communications with a streak of creativity. Backed by industry stalwarts from the best of Indian digital agencies, they operate with a...

MAM Marketing MAM
All-new MG Hector 2021 says ‘It’s a Human Thing to Evolve’

NEW DELHI: Following the launch of the all-new MG Hector 2021, MG Motor India has now joined hands with Cheil India to drive a nationwide, 360-degree marketing campaign. The campaign, named It’s a Human Thing to Evolve, builds on the idea of MG Hector’s It’s Human Thing and captures the internet...

MAM Marketing MAM
Urban Company appoints Abhinav Tyagi as SVP - marketing

NEW DELHI: Urban Company (formerly UrbanClap) has brought on Abhinav Tyagi as SVP - marketing. The appointment is in sync with the company’s efforts to invest in and attract world-class leadership to further accelerate business growth. An alumnus of the Delhi College of Engineering and IIM...

MAM Media and Advertising People
Bombay HC allows Sebamed’s filmstars kee nahi, science kee suno campaign

NEW DELHI: The Bombay high court has permitted German personal care brand Sebamed to continue with its advertising that calls out HUL brands Lux, Pears, and Dove along with Santoor for their harmful pH levels. HUL had moved the court against the ads, claiming that they “disparaged” and “denigrated...

MAM Marketing MAM
Gas-O-Fast is all set to rule the market with new marketing strategies for 2021

Gas-O-Fast, a subsidiary of Delhi-based pharma and wellness company Mankind Pharma is all set to roll their marketing strategies and govern the market in 2021. Gas-O-Fast is known for its Ayurvedic antacid which comes with natural Jeera and natural Ajwain variants and is focused on establishing a...

MAM Marketing MAM
Pratik Gandhi relates how a Duroflex mattress helped him sleep better

NEW DELHI: Sleep solutions brand Duroflex has teamed up with Scam 1992 star and theatre actor Pratik Gandhi to create a video that shines the spotlight on the merits of sleeping on a research-backed branded mattress.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required