Maharaja Whiteline becomes Groupe SEB India (P) Ltd

Groupe SEB, is the world number one in the small domestic equipment market with presence in over 150 countries. The company operates in diverse product categories such as Cookware, Kitchen Electrics, Home Comfort, Personal Care and Garment care. The company has a unique portfolio of over 23 highly renowned brands which includes some of the biggest global brands such as Krups, Rowenta, Tefal. Groupe SEB, through its multi brand strategy reaching out to multiple consumer base, today enjoys a leadership position in Western Europe, Brazil, Russia, Eastern Europe and Middle East and with Asia Pacific accounting for 26% of the group’s overall sales; entering India was the next step towards strengthening its global presence.

On Groupe SEB’s foray into India, Wadhwa, CEO of Groupe SEB India said, “ Groupe SEB has decided to enter India owing to the large potential of the market, and Maharaja Whiteline provided us a strong platform because of a multiple of reasons -  Maharaja Whiteline is one of the most popular and well recognized brands in the country; it has one of the largest manufacturing facilities among competing brands in the country (located in Baddi, HP), with a capability of producing over 3 million units annually and finally a well-entrenched and widely spread dealer network of over 35,000.”

Over the last year, Maharaja Whiteline has displayed a remarkable turnaround - the brand has emerged as the fastest growing brand in 2014 – having witnessed 70% growth in sales across the country, and over 90% growth in UP, Rajasthan, Gujarat are some  of the key markets for the brand. Groupe  SEB India expects to clock a further 100% growth in 2015 – 2016

One of the key reasons for this growth has been the significant investment in new product development – the brand has launched an astounding number of over  80 new products across the three categories it operates in   - Kitchen Appliances, Home Comfort and Garment care. Moreover, the distribution has witnessed growth across Traditional Trade, Modern Retail and E-Commerce.

“Our seriousness toward the India market is reflected in the strong emphasis we have laid on new product development and the appointment of senior resources from international markets. We at Groupe SEB are looking at India as one of the most exciting markets to be in and are confident that over the next few years India will contribute a much larger share of our Global pie”, added Wadhwa

In the Digital medium as well, the brand’s turnaround has been phenomenal, new website has attracted over 200,000 visitors in less than 6 months, and has added over 50,000 new Facebook fans. The brand has been closely working with some of the key e commerce players, who have contributed towards brand awareness and brand distribution in some of the most offbeat locations across the country.

According to Emmanuel Serot Almeras Vice President, Marketing, Groupe SEB India,  ”This is an important step for Groupe SEB in India. There is a boom in the Indian Appliances market - with consumer sentiments on a high and growing disposable incomes, we today have a consumer who is actively looking for brands and products which are superior in quality and promise to make daily chores easy and comfortable. This signals Groupe SEB’s interest and commitment towards the Indian market.”

Emmanuel further announced some significant steps that  Groupe SEB India plans to undertake, The launch of 100 new products across categories by 2016, all designed and manufactured right here in India. He indicated that these products will come with the promise of Groupe SEB quality, while being competitive. The company plans to enlarge and expand their distribution base from the current 35, 000 dealers to 100,000 by 2017. Investments will also be made in doubling the number of service centers to 300 in 2016.

Groupe SEB plans to invest Rs.100 crores by 2016 in expanding production capacities, new product development and expanding the dealer network. “We have plans to introduce at least 1 global brand from our worldwide portfolio in India by early 2016. That will enable us to offer quality products across consumer and price segments in India in the coming years,” added Emmanuel.