The SEK 109 billion Swedish giant Electrolux is launching a slew of small domestic appliance products under its power brand, Kelvinator. This includes a marketing partnership with Mumbai headquartered Sundev Appliances Limited (SAL). SUNDEV is known for its Desire brand of appliances that it sells Pan-India through organised retailers such Spencer’s, Bharti, Walmart, Auchan, Metro cash & carry, Reliance Digital, Girias & traditional retail, according to a company statement.
Speaking about the agreement, Mark Ryan, Electrolux Global Licensing said: “Electrolux is a global leader in household appliances, selling more than 50 million units per year to customers in more than 150 countries under various brand names including Electrolux, Kelvinator, AEG, Eureka and Frigidaire”.
Dev Anand, Director – Sundev Appliances Limited said: “We are pleased to partner with one-of-the-biggest domestic appliance brands. In less than a decade, Sundev Appliances Limited has created an enviable team of 100 professionals and 80 after sales service Engineers. Our in-house research shows that the Kelvinator brand has very high recall amongst Indian consumers. With the help of modern, traditional, online and offline retail, we are all geared up to take Kelvinator to newer heights with our distribution reach for cities up to 100,000 population”. In the next few quarters, Sundev will be regularly launching several products under the Kelvinator brand in India.
Electrolux is a global leader in home appliances, based on deep consumer insight and developed in close collaboration with professional users. Under esteemed brands including Electrolux, AEG, Zanussi, Frigidaire and Electrolux Grand Cuisine, the Group sells more than 50 million products to customers in more than 150 markets every year. In 2013 Electrolux had sales of SEK 109 billion and 61,000 employees.
Mumbai-headquartered Sundev Appliances Limited is one of India’s largest sourcing, distribution and after sales service company. Sundev owns and distributes small domestic appliances under brand name “DESIRE” (www.Desirehk.com) through organized and traditional retail across India.
Sundev’s Service Division ‘SERVICEMAN’ (serviceman.in) has countrywide Multi Product Service centres along with 80 plus well trained service engineers from varied industries having experience in servicing Audio, Video, White goods, Mobile, Telecommunication, Computer, Accessories and Electrical Appliances. ‘Serviceman’ provides support to Sundev’s Desire and the soon to be launched Kelvinator brand with its wide network of nationwide call centre and web support.