Italian Appliances Company Teams Up with India

by November 29, 2018 0 comments

IndiaItalian small appliances manufacturer, the De’Longhi Group, has announced a strategic partnership with India’s Orient Electric Limited. This is aimed at bringing the premium range of international small appliances to the Indian market.

Orient Electric is a leading home electrical player in the domestic market while having strong presence in 35 countries globally, which made it a suitable partner for this partnership. In the domestic market, the company has a well-organised distribution network, covering over 100,000 retail outlets and a strong service network with a reach in 320 cities.

Commenting on the partnership, the managing director and the CEO of the Orient Electric Limited, Rakesh Khanna, said, “Premiumisation is gathering pace in India. The Indians are travelling abroad, experiencing global food and culture and this being coupled with the rising incomes, is leading to an increased inclination towards an aspirational lifestyle. The partnership with De’Longhi will help us mutually expand our appliances portfolio and tap into the emerging trends in the consumer appliances space in India. Our association will help us offer the internationally acclaimed products to the Indian consumers, which they have been eagerly waiting for.” He further explained that the De’Longhi Group is known for its quality, innovation and design and with the strength of distribution, marketing and service of the Orient Electric, the company is confident that this association will unlock many opportunities for both the companies.

The Middle East, India and Africa vice president commercial and Turkey managing director of the De’Longhi Group, Tunc Gencoglu, added, “We are looking forward to this business partnership as we share similar values and an approach based on consumer-led insights. The appliances market in India is poised for a significant growth. We believe that our brands and the current product selection will cater to a wide spectrum of consumers and create an enjoyable experience. We have a clear strategy to position our three brands—De’Longhi, to deliver the true ‘bean to cup’ coffee experience, the Kenwood brand is positioned at the ‘joy of homemade food’ through its range of kitchen machines, food processors and blenders while the Braun brand will bring in world-class technology and innovation in hand blenders and irons.”

The senior vice president and the business head for appliances division of the Orient Electric, Saurabh Baishakhia, said “Orient Electric always strives to unravel and surface the latent consumer needs and meet them with apt solutions which make life simpler and experiences better. Therefore, it was natural for us to partner with the De’Longhi Group which is known for its, innovatively engineered category-defining differentiated products. We are confident that the partnership will help us capture significant market share in the premium appliances segment in the next few years.”

Orient Electric has already done a soft launch of these products in Delhi and the feedback received from their dealers has been encouraging. Now, the company will launch the same in a phased manner, starting from the Tier-I cities in India. Talking about the marketing strategy of the company, Baishakhi explained that since these appliances are experiential, the company has trained its distribution network across the country to offer a personalised, in-store service to the customers. “We understand that the appliance market demands a strong after-sales service as well. We have also put in place, a robust service infrastructure to cater to the demand of servicing. We have trained our staff across the network to meet the needs whenever necessary.”

Writer: Pioneer

Courtesy: The Pioneer

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