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Allwyn's new range
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 Allwyn,
the oldest refrigerator brand in India
and an integral part of Electrolux India's
portfolio of brands, has launched its
Sensorrange of refrigerators. The all-new
Allwyn Sensor range includes two models -
the Eternity and the Infinity. The launch
is in line with Electrolux India's long-term
strategy of having a strong presence in the
Indian market. Electrolux India is a 100%
subsidiary of the international leading Swedish
white goods major, AB Electrolux. In
India, the company's portfolio includes a
powerhouse of renowned brands namely, Kelvinator,
Electrolux, Maxclean besides Allwyn.
The Allwyn Sensor's two models,
Eternity and Infinity have been designed
specially for the Indian market at the Electrolux
Design Centre in Stockholm and manufactured
at the Allwyn factory in Nandalur in Andhra
Pradesh. The Allwyn Sensor incorporates unique
features and the latest Durocool Technology.
It is for the first time that such features
have been introduced in refrigerators in the
Indian market.
Announcing the launch Mr Ram S Ramasundar,
Managing Director, Electrolux India Ltd said,
"Allwyn has always been representative
of a strong, traditional, durable brand priced
competitively in the Indian market. Keeping
in mind the growing awareness amongst the
discerning consumers and the research indicators
of their changing needs, we have launched
today the Allwyn Sensor range of refrigerators.
An innovative piece of technology and design
being introduced for the first time in the
Indian market."
"Today Allwyn is a growing
brand in the Indian refrigerator market with
a current market share of 6.3%. The Allwyn
Sensor launch will be supported by a multimedia
marketing campaign with marketing spends of
Rs 10 crores. An important brand in the Indian
refrigerator market, Allwyn aims to achieve
a 10% market share in the direct cool segment,"
added Mr Ram S Ramasundar.
Reiterating Electrolux India's commitment
to the Indian market, Mr Ramasundar said,
"Today Allwyn has managed to create
a distinct and relevant positioning which
offers long lasting and reliable performance
to its consumers. A benefit emanating from
Allwyn's core strength - Durability. Electrolux
India is positive that this new range of Sensor
refrigerators will bring in a new face to
the Allwyn brand, boosting its image and reviving
its place in the minds of the discerning consumer." The
communication package for the Allwyn Sensor
is targeted at a wide cross section of quality
conscious first time buyers, for whom the
refrigerator is a long term investment. The
focus of the communication is "Future
fit, all time Hit," in tune with
the long term positioning of Allwyn, built
for the future.The revolutionary design
of the Allwyn Sensor Eternity includes
some first time unique features in the single
door range of refrigerators in the country
like the new Sigma door design with the door
open alarm, the compressor & power on/off
indicator and the digital alarm clock. It
also includes transparent and attractive accessories,
humidity control vegetable basket and is available
in a two new bright colours. The Allwyn Sensor
Infinity model comes in three colours, has
a unique door design and interiors with a
new granite finishing. The folding utility
shelves can be folded and removed to use the
space otherwise.
Text: Rahul Surkund
Photo Courtesy: Perfect Relations |
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