MAM

White-Westinghouse forays into Indian market

Invests Rs 300 crore.

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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 Amazon.in.

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, https://www.ibef.org/industry/consumer-durables-presentation   
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 Amazon.in 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 Amazon.in. 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 Amazon.in.”

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