Electrolux launches Nutrition range of microwaves

Company press release, January 21, 2004

New Delhi

Demonstrating its growth strategy, Electrolux Kelvinator Limited (EKL), a subsidiary of the Electrolux Group, the World's No.1 producer of powered household and outdoor appliances, today announced its foray into a new product category - Microwaves.

The company launched its 'Nutrition' range of microwaves. The launch marks the company's entry in a new product category, having already established its presence in refrigerators and washing machines.

Discussing the launch strategy, Rajeev Karwal, Managing Director & CEO, Electrolux Kelvinator Limited, said, "We are committed to the Indian consumers and plan to offer them the world's most technologically advanced products. The microwaves launch exemplifies the company's aggressive growth strategy and its vision to become the leading consumer durable brand in the country."

The company has introduced four microwaves models across three segments: Solo, Grill and Convection (Only to be launched in April/May). Available across a wide price range, from Rs. 8, 590 to Rs.12, 990, the company plans to attract maximum consumers in the country with its wide product range.

The 'Nutrition' range of microwaves has been launched strengthening the company's overall positioning of 'Nurturing Hopes. Nourishing Life'. Truly living to its definition, the advanced technology behind the Electrolux's 'Nutrition' range of microwaves, offers '100% uniform cooking' to retain the nutrition content of food. The Electrolux Nutrition range of microwaves would redefine the category as it has the '360 degree Maxiwave' technology, which cooks food evenly.

"With the changing demographics and psychographics of the Indian consumer, also visible by the nationwide patronage of the recently launched lifestyle products, microwaves are going to witness exponential growth in the coming years. Realizing the rising potential of the market, we have launched microwaves in all the three segments, at various price points, hoping to satisfy the needs of maximum consumers," said Karwal.

The company is currently in a turnaround stage. During the last year, it has augmented its product offerings, besides executing other company restructuring initiatives. The company launched many new models in the refrigerator and washing machine segment. Its 'Ozone' brand of refrigerator has become the fastest growing refrigerator brand in the country in the no-frost category. After an extensive consumer in-sights study conducted nationally, Electrolux also launched India's first Hands Free Refrigerator, OxySwing The company also supplemented its washing machine range, launching innovative and customer friendly models, such the Washy Talky, which is also the winner of Ripley's Believe it or Not, in three regional languages Hindi, Kannada and Tamil, its new top of the line washing machine - Fabriglow, the Wonder Machine with life nourishing features and Digitron, an all new digital washing machine.

Manufactured using the world's first Life Nourishing System, the Electrolux Microwaves' product features, designer looks, and range are also an outcome of incisive consumer insights and emerging trends. Maintaining the company's global reputation of producing technologically advanced and consumer-friendly products, the products' design, usage and other unique aspects are based on the company's corporate philosophy of: 'Nurturing Hopes. Nourishing Life'.

The unique 'Piezo Electronic Grill' in 'Nutrition' microwaves helps maintaining a stable temperature as compared to the element grill, thus saving 20 per cent energy. All the models consist of an easy to use tactile interface, time of day clock and digital LED display. Electrolux will also give a Start up Kit free with each microwave (which will include ovenproof bowls, Rotisserie, etc), and a cook book in English and Hindi.

To promote the new range, the company will unleash the multi-media campaign supported by host of on-ground promotional activities.

The Electrolux 'Nutiriton' Microwave Range

Model EM 28S G 40SL, 28 litre: Rs. 12,990

GRILL

Available in silver colour, its offers six power levels, light blue enamel cavity, 1300 watt moveable Piezo electronic grill, 99 minute timer, 900W microwave power, 318mm diameter glass turntable, auto defrost by food category and auto reheat/cook. This model also has a child lock to prevent use by children. Control flexibility is other enhanced feature.

Model EM 27E S 25SL, 27 litre: Rs. 8,590

SOLO

Available in silver colour, it includes features such as 99 minute timer, 900 W microwave power, 320 mm diameter glass turntable, 10 power levels, white painted steel cavity, auto defrost, auto cook, control flexibility to help change power level or cook time during cooking and a quick start button.

EM23 SSG 40SL, 23 litre: Rs. 9,490

GRILL

It features such as 99 minute timer, 800W microwave power, 1200W moveable Piezo electronic grill, 315 mm diameter glass turntable, five power levels, Grill and microwave combination, auto defrost and stainless steel cavity (aesthetically better and easy to clean). It also comprises of control flexibility.

EM 23EG 50WH, also 23 litre: Rs. 9,990

GRILL

It is equipped with unique features such as 60 minute timer, 800W microwave power, 1200W moveable Piezo electronic grill, grill and microwave combination, 315 mm glass turntable, 9 power levels, stainless steel cavity, auto defrost and auto reheat/cook, 8 pre-programmed recipes. The model is available in white colour.

Electrolux Kelvinator Limited

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.

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, Corporate Voice | Weber Shandwick

el: 51612372-74, (0) 98109-99796

E-mail : rajiv@corvoshandwick.co.in, ramnika@corvoshandwick.co.in