Westinghouse aims to record Rs 200 Cr business!

Westinghouse, a part of Westinghouse Electric Company, a decent name the home appliance space has forayed into the Indian market. Venturing into the fast-growing Indian retail home appliance market, Westinghouse India has launched its range of Small Domestic Appliance, Personal Care, Garment Care, Heaters, Baby Care & Fans, among others. The operations in India come under Mapana Middle East FZ Co & W- Lifestyle Limited which is a Global Licensee for the brand. The operations are headquartered out of Hongkong in the days to come; the company will also be adding few more new product lines in India. The company is planning to invest Rs 70 crore in the next three years and is planning aggressive marketing campaign with the support of print advertisement, in shop activity, exhibition, and online campaign.

Some of the products are for the first time being introduced by any company in the Indian market. The products like Master Chef Mixer (it does chopping & cooking at the same time), Water Purifier (through vapor distillation), Multi Purpose Electric Pressure Cooker with LCD display (it does pressure cooking, slow cooking & rice cooking, auto keep warm function), contact Grill & Griddle (with extra large cooking plates, 180 degree adjustable hinges), Transparent Deep Fryer (Glass bowl with clear plastic housing) and Digital Multi Function Toaster Oven are some of the unique offerings from the company.

Speaking on the launch, Bert Doornmalen, Chairman & Founder, W- Lifestyle Limited & Mapana Middle East FZCo said, "We are extremely honored and proud to introduce Westinghouse range of household appliances in Indian Market. As the consumers are evolving, the only way to ensure consumer delight is innovation to meet their stated and innate needs. We are confident that Westinghouse will strike an instant chord with the Indian customers as it provides for an unparalleled experience with Westinghouse products."

To provide effective after sales support & service, the company has already tied up an all India services company that would be covering more than 120 towns and cities in the first phase. The company is looking at going pan India by the year 2013 primary with the help of traditional distribution channel, modern retail channel, institutional channel and online sales. By third year of its India operation, the company is expecting to generate Rs 200 crore worth business.

"We are very confident of Westinghouse becoming a trusted household name in coming years & will surely have inroads into Indian household”connoting quality, heritage and innovative products. Keeping the customers' family in mind, we will continue to enhance functionality and safety with innovation. Our endeavor is to provide affordable products for the contemporary kitchen, which minimizes or eliminates labor intensive or manual processes and simultaneously augments the lifestyle," R. Venkat, CEO & Director, Westinghouse Appliances India Pvt. Ltd.

With a long-term plan for the Indian market, Westinghouse has drawn up a comprehensive marketing and distribution strategy to provide an impetus to its India operations. Westinghouse, established in 1886, is known for offering high performance and easy to use home appliances.