MAM
Electrolux launches hi-tech fridges, plans media blitz
MUMBAI: Moving in line with its commitment to nurture the hopes and nourish the lives of its customers by offering world class and innovative products, Electrolux Kelvinator Limited (EKL), announced the launch of ‘Tamanna’- World’s first refrigerator with FM Radio and message recorder.
Tamanna, which is priced at Rs 13,990 is available in 230 ltrs capacity. With the launch of Tamanna, Electrolux now offers almost 60 refrigerators in its Oxy range of direct cool refrigerators.
According to EKL managing director and CEO Rajeev Karwal, “Tamanna which means Desire is exactly in line with the Electrolux’s philosophy of nurturing hopes, desires and aspirations of its customers in whichever way possible. We are confident that this refrigerator will change the way women work in the kitchens and will make it more enjoyable by breaking the monotony of the kitchen.”
Tamannna comes equipped with an auto search FM band radio that, on press of a button, starts searching for the favourite band automatically and stops on the best channel. One can control the volume with the help of volume control. Tamanna offers a message recorder, that can record voice messages of 10 seconds duration. The LCD panel on the refrigerator ensures clear view of screen in case of inadequate ambient light.
“It has been observed that most of the times people were using magnetic stickers or post-it to leave messages for others on refrigerator door. Similarly housewives were using radio in the kitchen to avoid the monotony of daily routine work. Keeping these needs and desires of customer in mind, Electrolux developed Tamanna to offer these innovative features,” Karwal further added.
The other unique features of Tamanna include a health guard, digital clock with alarm, dual humidity control, special foldable bottle rack, drop down freezer and chiller tray, anti rust rear sheet, anti fungal gasket, designer ice tray, door open alarm that reminds one to close it in case door is left open for more than 90 seconds.
To promote this new product, EKL will unleash a multimedia campaign, stressing the ‘Life Nourishing System’ concept and showcasing the merit of the “Tamanna”, across print and electronic media.
Electrolux also announced the launch of another refrigerator, Bijlee with the view to tap the rural and semi-urban markets of India. Bijlee is the world’s first refrigerator that works even without electricity in the direct cool segment. It is priced at Rs 10,990.
Through this innovative product Bijlee, Electrolux plans to aggressively target the large untapped customer base of 13.1 million non-owner urban households with a monthly household income in the range of Rs. 3000-8000.
In the initial phase, the company plans to target 5.7 million non-users concentrated in one million population towns of North India, which can be reached immediately due to the company’s strong foothold in the region. In the second phase, the company plans to enter the B and C class towns.
According to Karwal, “It is our constant endeavour to attract maximum customers and to emerge as India’s favourite consumer brand. After consolidating our presence in the bigger markets, we are now expanding our focus on the rural markets. In India, the penetration levels of refrigerators, especially in rural markets, are extremely low primarily due to poor electrification and inadequate infrastructure in the rural areas.”
“Considering that about 80,000 villages in India do not have access to proper electricity, Bijlee provides us with an enormous potential to drive volumes. Befitting of a global leader, I am especially pleased to be launching this new category in the Indian market,” he added.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
