EKL's Dream Machine 2020 offers fresh perspectives on product innovation

Company press release, September 18, 2003

New Delhi

In a unique effort to understand the future customers' needs and preferences, Electrolux Kelvinator Limited (EKL), a subsidiary of the Electrolux Group, one of the world's most technologically advanced and innovative company, today recognized and awarded the imaginative power of Delhi school children who participated in 'Dream Machine 2020', a nationwide customer interactive and insight recognition programme.

'Dream Machine 2020' has been launched by the company to comprehend the current and the future customers' present and latent needs and desires, and increase the customer involvement in the company's new product development strategy. The objective of this month long programme is to bring in fresh dimension to the existing new product development process. With this, the company hopes to delight its customers by producing products they most desire.

'Dream Machine 2020' is a nationwide integrated marketing programme that involved over 4000 school students, from the 6th to 9th standard from 40 schools of New Delhi who wrote a 250 word essay on topics like: My Dream Refrigerator, My Dream Air Conditioner, My Dream Washing Machine, or My Dream Microwave Oven.

The company today announced the winner of Delhi schools - who have been judged and awarded by the renowned jury comprising of Coomi Kapoor, Deputy Editor, The Indian Express, Amod Kanth, Joint Commissioner of Police and Shibani Kashyap, a renowned pop-singer.

According to Sanjeev Wadhwa, General Manger, Marketing, Electrolux Kelvinator Limited, "We are overwhelmed with the imaginative power of these school children and we feel that we have fairly succeeded in our objective of understanding the future customers' needs and desires. Now we will be sharing these creative inputs with our R&D team that would draw inspiration from them in developing and designing new products."

These dream machines' descriptions of future consumers' needs by the potential buyers has expressed in detail how they visualize the existing products in the year 2020, in terms of their looks, aesthetics, features, colour, shape, size, functionality, etc. The first prize winner Dhruv Anand from Heritage School, Vasant Kunj, who won Rs. 10, 000 cash prize and a personal computer, wants his Dream Refrigerator to have a computer, manage groceries on its own, should be more spacious and should have a water dispenser.

The second prize winner Saurabh Bose from DPS, Mathura Road would like his Dream Microwave to be remote controlled where with the loading of raw material and a single press of button one could savor cuisines of different countries, not just that he would want his microwave to look aesthetic enough to be placed in the living room. He has won the cash prize of Rs. 7,500.00 and a Hero Bicycle. Kartik Jain, who is the third prizewinner from Bal Bharti Public School, Pitampura wants his Dream Refrigerator to keep stock of groceries and should be able to order for replenishment on its own, also keeps a tab on his calorie intake. Kartik has won a gift voucher worth Rs.2000.00 from Reebok. Seven radio sets from Radio Mirchi were given as a consolation prize.

"The interesting aspect is Electrolux Group, committed to bringing innovative products to its customers, is already working on the similar lines. The recent launches such as the launch of world's first talking washing machine, the Washy Talky, an intelligent refrigerator, the Ozone, which comes with world's first Life Nourishing System and India's first pedal door refrigerator, the OxySwing are testimony of the same commitment," he further added.

Electrolux Kelvinator Limited

Nurturing Hopes. Nourishing Life.

The Electrolux Group, the World's No. 1 choice, is the world's largest producer of appliances and equipment for kitchen, cleaning and outdoor use, such as: refrigerators, washing machines, cookers, vacuum cleaners, chain saws, lawn mowers, and garden tractors. It is also one of the largest producers in the world of similar equipment for professional users. Present worldwide, customers in more than 150 countries buy more than 55 million of the Group products every year. The Group sells over 19 powered appliance brands, including brands like AEG, Electrolux, Zanussi, Frigidaire, Eureka, Philco, Simpson, Chef, White-Westinghouse and Husqvarna, etc. In India, the group sells its products under the Electrolux, Electrolux Kelvinator and Allwyn brand.

The Group's consistent focus of growing through innovation and insightful customer comprehension has led it to be rated as one of the most advanced and customer centric companies. Working towards making the customers' life more comfortable and enjoyable, the Group is credited of inventing many daily usage products, like washing machines, refrigerators and vacuum cleaners.

For further information, please contact:

Rajiv Bakshi / Ramnika Jain / Neha Hora

Corporate Voice Weber Shandwick

Tel: 011- 2693 6834/ 35 ; 98105-01794