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Maharaja enters gas appliances segment

Corporate Reporter



Harish Kumar

CHENNAI: Maharaja Whiteline, a leading home appliances player, has announced its entry into the gas appliances segment in the southern market with the launch of gas cook tops and cooking range.

Addressing presspersons here on Friday, Harish Kumar, Managing Director, Maharaja Whiteline group, said as small appliances were still an under-penetrated category in India, we had decided to expand our portfolio by launching new products.

He said the gas hoods, priced between Rs. 1,500 and Rs. 7,500 were available in three ranges to cater to the lower, middle and upper segments. The company was in talks with oil marketing companies to sell its products through their dealer network. It was looking to sell more than 40,000 gas stoves in the southern market.

New mixer-grinder

The company also launched multi-functional mixer-grinder. He said unlike conventional mixer-grinder, the new grinder with additional chopper attachment could perform up to eight functions with ease.

He said Maharaja was planning to launch air-coolers, water heaters, fans and kitchen hoods in the south towards the end of the year.

Mr. Kumar said an additional investment of Rs. 50 crore was made at its existing manufacturing facility at Baddi in Himachal Pradesh for product portfolio expansion and foraying into new categories.

Maharaja Whiteline was enjoying a market share of about 22 per cent in home appliances, he said.

The group’s turnover was Rs. 350 crore in 2008-09. It was targeting to reach Rs. 500 crore in 2009-10 with the launch of new products, he said.

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