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), the Indian subsidiary of the Electrolux Group, the World’s No.1 producer of powered household and outdoor appliances, announced the launch of “˜Tamanna’- World’s first refrigerator with FM Radio and Message Recorder. Tamanna, which is priced at Rs 13,990 (North India) 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 Mr Rajeev Karwal, Managing Director and CEO, Electrolux Kelvinator Limited. , “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. Not only this 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,” he 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.
Manufactured using the world’s first and only Life Nourishing System, the new Oxy range is an outcome of incisive consumer insights and the expected future 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 philosophy of “˜Nurturing Hopes. Nourishing Life’.
Recently company has also expanded Ozone range of No-Frost refrigerators with the introduction of technologically advanced, innovative models such as Ozone Plasma, Ozone DFF44 and Ozone DFF40. Ozone Plasma refrigerators are equipped with unique Plasma Technology that kills bacteria 400 times better than the conventional deodorizer and eliminates odour by 10 times thereby inhibiting growth of bacteria and retaining the nutritional value of the food that keeps food fresh for a longer period.
Ozone is the fastest growing no-frost refrigerator brand. It has been adjudged the most preferred and stylish no-frost refrigerator in the country in a recent nationwide customer survey conducted by an internationally reputed research agency, AC Neilson ORG-Marg. It is also adjudged the best on parameters like Aesthetics, Electronics, Space management in the refrigerator and freezer layout. It was also ranked very high on nutrient retention in the tests conducted by FRAC (Food Research and Analysis Center, a recognized laboratory sponsored by FICCI).
Also at the press conference, Electrolux 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.
This revolutionary refrigerator has been researched and designed at the company’s Shahjahanpur plant. Equipped to offer upto 12-hour power backup, Bijlee is designed with a built-in power pack, which facilitates it to operate on an external connected battery during power cuts. In case of power failure or voltage fluctuation i.e. below 165V or above 255V, the power automatically changes over to the battery mode. This saves the compressor & enhances its life.
In the initial phase, the company plans to target 5.7 million non-users (with monthly household income in range Rs 3000- Rs 8000) concentrated in 10 lac 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 Rajeev Karwal, Managing Director and CEO, Electrolux Kelvinator Limited, “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.
Bijlee, a direct cool refrigerator, will be available in 170 ltrs capacity and comes at a price of Rs 10,990 (excluding battery cost).
This refrigerator comes with Power Guard a unique feature that allows Intelligent Time Delay of five minutes whenever it changes to battery mode or back to power mode, to ensure the safety of the compressor, Overload Protection for safety against any malfunctioning of compressor and Voltage Fluctuation Safeguard in case of high (above 255V) or low (below 165V) voltage and helps the refrigerator switches over to the battery automatically. The Power Guard also has a smart diagnostic feature called IntelliSensor, which indicates low battery, battery recharging, automatic switchover to battery, and battery overload with the help of Red/Green/Yellow LED’s & beep sound.
The other key feature of Bijlee includes Health Guard, which is Silver impregnated activated carbon fabric that ensures retention of Nutritive value of food longer with natural smell and aroma of food.
For further information, please contact
Ramnika Jain / Pawandeep
Corporate Voice | Weber Shandwick
Tel: 011- 2693 6834/ 35; 98105-01794
E-mail: ramnika@corvoshandwick.co.in, pawandeep@corvoshandwick.co.in