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Electrolux to explore new markets

— Photo: S. Subramanium

KEEPING COOL: Electrolux CEO, Anirudh Dhoot, launching the new deo fresh and frost free deo fresh series refrigerators in New Delhi on Tuesday.

NEW DELHI: The home appliances division of Videocon Industries, Electrolux, on Tuesday unfolded its plan to export refrigerators to West Asia, Africa and SAARC nations. Announcing the launch of a new range of direct cool and frost-free refrigerators, Anirudh Dhoot, CEO, Videocon Industries, told reporters that production at the new unit in Uttarakhand would start from April 5 onwards. “After six months of its commencement, the plan is to export refrigerators to SAARC countries, Africa and Middle East, besides serving the domestic market.”

The company has already invested Rs. 250 crore in the upcoming facility where it will manufacture refrigerators in the first phase and six months later, it will also be used for making other appliances like ACs, microwave and washing machine.

“We will even scale down contract manufacturing of other products like microwave and ACs once the new unit becomes fully operational,” Mr. Dhoot said.

At present, the company manufactures small refrigerators at its facility in Rajasthan, while washing machines, ACs and microwave are imported from China and Thailand.

The company planned to increase its focus in rural markets, he said, “We are strengthening our distribution in rural areas with an aim to penetrate deeper. There will also be separate campaigns. In next two years, we expect rural sales to contribute 40 per cent to the total turnover.” In 2008-09, Electrolux expects to clock a turnover of Rs. 650 crore across all categories, up from Rs. 520 crore in 2007-08.

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