Introduction Whirlpool India

Whirlpool India is a subsidiary of Whirlpool, a US-based company. Whirlpool was established in 1911. The company started its operatons in India in late 1980s under a joint venture with TVS Group. The company has its presence in more than 170 countries. In 1995, whirlpool acquired Kelvinator India Ltd.

Whirlpool start its operations in India

Whirlpools international outlook was initiated in 1958 when it entered Brazil, but it was the 80s that marked the beginning of Whirlpools aggressive strategy to be a worldwide competitor. India was identified as a growth market in late 80s when Whirlpool Corporation entered into a joint venture agreement with TVS group to produce automatic washers at a plant set up in Pondicherry. This was a modest beginning was made to establish the Whirlpool brand in India

In 1995 Whirlpool Corporation acquired Kelvinator of India Limited and entered into the Refrigerator market in India. In late 1995 majority ownership was gained in the TVS joint venture and the two entities were merged to form Whirlpool of India Limited in 1996.

Company Profile

Name: Board of Directors:

Whirlpool India. Dalton Nigel DSilva (Executive Chairman) Raj Jain (Managing Director) Anand Bhatia (Independent Director)

Registered office :

Plot No A4 MIDC Ranjangaon, Tal- Shirur, District- Pune, Maharashtra-419 204.

Corporate Office :

Plot No 40, Sector- 44, Gurgaon, Haryana-122 022.

Employees Strength:

All over India: 1400.

Manufacturing Units: All over India 03.

Works:

Ranjangaon (Maharashtra) Faridabad (Haryana) Thiribhuvanani (Pondicherry)

History

1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form TVS Whirlpool Ltd. 1989: This was a historic year since the revenues catapulted to heights of over $6 Billion mark. Also, the joint venture with N.V.Philips of Netherlands called Whirlpool Europe B.V. was formed to manufacture and market appliances in Europe. 1991: The company introduced and committed globally to its Worldwide Excellence System, which is a TQM program dedicated to exceeding customer expectations. The vision to globalize 'Whirlpool Corp'. Was realized in the same year. 1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd. The DC manufacturing facility of Kelvinator India was also acquired. 1996: Whirlpool Washing Machines Ltd. and Kelvinator India Ltd. merged together to form Whirlpool of India Ltd. 1998: This year gave birth to a new company vision that says, "Every Home Everywhere with Pride, Passion & Performance." 1999: Whirlpool of India crossed the milestone of 1 million sales of appliances. 2001: Whirlpool India registered profit & sold 1.2 million appliances. It also achieved the No.1 position in DC & FA.

2002: The Aircon range was successfully launched and the Whirlpool of India acquired 6% market share.

2003: A new mission statement of "Everybody creating loyal customers for life" was adopted. 2006: Whirlpool Corporation acquires Maytag and become the largest consumer durable goods company.

Awards Won By Whirlpool

Whirlpool Corporation has been honored with two iF Product Design Awards 2009, respectively, for the Whirlpool Glamour Oven and for GREENKITCHEN, a kitchen eco-system design concept. The announcement was made in Nov 08 by the iF Industries Forum Design GmbH., and represents GREEN Kitchen's second design award in the past two months, following its Gold SPARK Award, won in October 2008.

2009: Hewitt Best Employers in India 2009 Study

2009: Whirlpool was voted Product of the Year and received the award for the 'Best Innovative Product' in the popular refrigerators category. This was based on 40,000 consumers across 36 towns in India voting Whirlpool Frost Free Refrigerators with 6th sense as the Best Innovation in the Popular Refrigerator Category

2008: Named one of the 2008 Worlds Most Ethical Companies

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Products
Refrigerators

Whirlpool refrigerators, trusted by homemakers across the globe come with: 6th Sense cool system for superior cooling in the peak of summers. Unique utility features to add that ''magic'' to homemaking Range of storage capacity to suit needs. Energy efficient technology for cooling retention during power cuts Sleek designs and contemporary.

Washing Machines

Whirlpool has been synonymous with excellence in fabric cleaning and care electronic equipments. 6th sense is women intuition captured by technology. It enables machine to adjust water level and detergent quantity depending on wash load and fabric type. Stain wash: Brings together unique properties of Hogwash and 1-2 , 1-2 hand wash to completely remove all common household stains.

Air Conditioners

Whirlpool is the most trusted name in household appliances sold in summer season .Whirlpool has wide variety and smartest, most intelligent range of cooling solutions. The Whirlpool Mastermind series of Air Conditioners. Built to perfection and loaded with host of unique features, the Mastermind series offers the best of technology, design and unbeatable built quality to meet cooling requirements.

Microwave

Whirlpool have a range of Microwave ovens designed to redefine ease, convenience and variety in cooking with : A range of microwave ovens made just for India Plenty of choice in capacity and types.

100% Dryer

Whirlpool with its leadership in fabric care solutions worldwide brings a 100% dryer exclusively designed and developed to help cope with the Indian weather conditions: The 100 percent dryer comes with a multiple drying programs which give the best drying for your clothes.

UPS

Whirlpool is the most recognized brand in home appliance globally. Products are engineered to suit the requirements of ''''smart, confident and in-control'''' homemaker. The product range is designed in a way that it employs unique technology and offers consumer relevant solutions. In addition to its existing product range, Whirlpool now comes up with new addition in the range of power accessories "Elantra" H-UPS. This H-UPS comes with a two year warranty. With Elantra get the advantage of a host of features, international quality and an exciting range.

About Ranjangaon (Pune) Plant

Whirlpool have three manufacturing plant in India and Ranjangaon plant is one of them, located 65 Km away from Pune is on the Pune -Ahmadnagar highway and located in Shirur Taluka, Pune-District ,Maharashtra. Board of directors : Mr. Raj Jain ( MD) Mr. Ram Nataranjan (Head Of Operations) Mr. Amit Verma (Head Of Product Development) Mr. Sanjay Bhasin (Head Of Export Department) Year of Establishment Nature of Business : Number of Employees Turnover : : 1996

Manufacturer, Exporter. : 250.

More than US$ 100 Million (Rs. 400 Crore Approx.)

Whirlpool India's success story began in 1996, with the setting up of a 430000-sq-ft plant at a green field site in Ranjangaon. In October 1997, its first no-frost refrigerator rolled out of the Ranjangaon facility, and commercial production was underway by February 1998.

An investment of about U.S. $80 million went into setting up a multitechnology plant that today manufactures no-frost and direct cool refrigerators,

The plant works with a team of 46 suppliers from whom get components and finished parts. "Despite the large number of suppliers and the stock keeping units (SKUs) that manufacture at Ranjangaon, the pant have a 30-second cycle - that is, every 30 seconds a machine is getting packed for delivery,"
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The Pune plants design center has online connectivity with the other Whirlpool design centers enables a continuous flow of work. Optimum utilization of expensive modeling and analysis software is ensured as Indian software engineers based in India work on it when the U.S. offices are closed. To maintain export quality a positive rub-off on the quality of products being manufactured for the domestic market as well. While Whirlpool brand's performance in the domestic market is noteworthy. This is assembly plant of the whirlpool where the parts required for refrigerators are already available which is manufactured in another plant and some parts are manufactured in this plant. Assembly include 100% part fitting of the Refrigerator and after having complete assembly there is a checking unit in which there is testing of all parts and all functions is done. This include testing of cooling of the refrigerators, checking of electronic parts, fitting of the all parts of the refrigerator. After finding all these things are ok then it is ready for the outer finishing process, this include fitting of the doors and outer body of the refrigerator. After this there is packaging unit which do packaging of the refrigerator and then it distributed to storage unit. While packaging the refrigerators which are for export are packed in special containers which are totally shock proof and material used is water proof and fire resistant.

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Export Of The Whirlpool

The first shipment to Hong Kong was made in April 1998. Whirlpool India is one of the largest exporters of home appliances from India. It exports include:1) 2) 3) 4) 5) Refrigerators Washing Machines. Micro waves Air Conditioners Kitchen appliance

Whirlpool has three World class factories manufacturing a wide range of Refrigerators and Washing Machines. Their appliances are exported all over the globe from Australia & New Zealand in the East right up to Central America and the Caribbean islands in the West. Apart from World Class factories, Whirlpool has also set up its Global Product Development Centres in India where hundreds of engineers and technicians are working round the clock, developing product designs for the entire Whirlpool world.

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Major Export to Countries

Whirlpool has high global standard which exports in near about 70 countries but here are some major countries where it exports:1. South Africa 2. Australia 3. Germany 4. New Zealand 5. Hong Kong 6. Japan 7. Malaysia 8. Sri Lanka 9. Thailand 10.Central America

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Export Procedure of Whirlpool 1. Order Processing :

Customer Purchase Order

Final Customer Order

Negotiation

Export Department

Whirlpool get the customer order by mail to marketing department which mention the customers requirement which contain the technical specification of product, quality requirement, end use requirement for e.g home use or commercial use of the products like refrigerators, Air conditions, washing machines or other products and also mention the quantity requirement of the products.

Whirlpool has the separate manufacturing unit at Ranjangaon for the domestic and Export demand of customers. They do the tailor made production for the export as per the requirement and standards requirement of the overseas customers.

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Export Department: Then Whirlpools Export department do the negotiation with the customer based on the specification and requirement of the customer. Export department discuss with the production department to check the feasibility of the customer, production department check the available capacity of production to fulfill the customer orders and then export department finalize the order within company after approval from the production department. Export department do all the calculation of profit and check the feasibility of the order. Then export department give their quotation of the order to customer by mail and courier. Export department do the negotiation with customer and after that order is finalized by the agreement between export department and the customer. Then export department process the final order to production department and give them lead time for production and dispatch of order Ex factory as per customers requirement. Production department plan do the production planning and prepare the Raw Material requirement which is send to vendors to supply the raw material requirement. Production is done as per the lead time requirement of customer and this material is dispatched from factory to the companys warehouse on the backside of the plant at Ranjangaon.

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2. Consignment Shipment from Warehouse to Port

Warehouse

Preparation of Consignment

Dispatch to Port of Discharge

Documents to 3 PL: 1. 2. 3. 4. 5. 6. Customer Invoice Certificate of Origin Marine Insurance of Goods Certificate of Inspection Bill of Lading Confirmation on Board.

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Warehouse Operations: In warehouse of Ranjangaon plant the packaging is done with the export quality requirement cardboard which is printed with all specification of the product. An important stage after manufacturing of goods or their procurement is their preparation for shipment. It involves labeling, packaging, packing and marking of export consignments. Labeling is differing from country to country and the same ascertained well in advance from the buyer. The label indicates quality, quantity, method of use etc. Marking means mark the address, number of packages etc. on the packets. It is for identification purpose and provides information on exporters' mark, port of destination, and place of destination, order number and date, gross, net and tare weight and handling instructions.

Preparation of Consignment: Warehouse prepares the various consignments of the countries for the different customers. For Example- consignment for Europe customers is prepared in 40 Ft containers of the third part logistics (3PL logistics). Whirlpool uses various 3 PL logistics such as Mearsk Sea land, Om Logistics and TCI (Transport Corporation of India). For Example: Consignment for Europe is prepared as per the requirement which is exported from Mumbai Port to Antwerp Port. Then this consignment is send by the road transport from pune to Mumbai by roadway by 3PL to port of loading. Whirlpool give the customer invoice and Bill of Lading to carrier and one copy of that is send to the dealer located in the export company.

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Customer invoice contains: 1. No of units in the consignments 2. Price per Unit 3. VAT terms 4. Other terms and conditions.

Bill of Lading contains: 1. Consignee name and address 2. Port and date of loading Consignment 3. Port of discharge and receipt of Consignment 4. Name of Carrier 5. Mode of Transport: Marine Pack Cargo (MPC) normally 6. Other terms and conditions between Company and carrier. Certificate of Origin: Whirlpool gives certificate of origin of the products to the carrier and one copy is send to customer by mail or courier. Certification of origin mentions the products technical specification and warranty terms provided to the customers. Marine Insurance Marine insurance of goods is done by the Insurance Company which ensures the repayment of Goods in case of damage or any unforeseen accident during the transportation of goods. United India Insurance Company Limited does the marine insurance of Whirlpool shipments to all export countries
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Confirmation of Board: Finally when the consignment is loaded at Port of Loading the 3PL prepares the COB (Confirmation on Board) which contains the final schedule which is not subject expects and unforeseen troubles.COB contains following information: 1. 2. 3. 4. 5. 6. Final Date of Loading of goods at the Port in India Final date of Discharge at the port in Export Country Carrier Name Contains of Consignment Customs clearing agency name in Export Country Mode of transport

Schedule in COB is almost final and do not subject to change in normal operating conditions.

Customs Clearance at the Port in Export Country : The customs clearance at the port Europe is done for example at Antwerp port in

By the company Sea freight FCL. Which forward documents for custom clearance and release the containers after customs clearance to the carrier for dispatch to the customers by roadway.

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INCO TERMS USED BY WHIRLPOOL INDIA.

The Whirlpool India do the business on following INCO terms; 1.CIF Basis (Cost, Insurance & Freight):- Whirlpool India having the transaction on the CIF basis, it means that the responsibility of the Whirlpool to send the goods to their clients is up to only the point from where the goods are going to be exported generally. Then after that all the cost like insurance of the goods, freight for the ship should be paid by the importer. 2.FOB Basis (Free on Board):- When the contract is signed between the importer & exporter on the FOB basis then all the cost should be paid by the exporter. 3.X-WORKS:- In the X- Works basis type of contract the exporter do only production of the goods as per the PO (Purchase Order) and packing & labeling of the goods. Then all the transportation cost of the goods from the exporter factory to the importer warehouse should paid by the importer; all the shipping freight, insurance cost and custom duty. 4.DOOR DELIVERY: - In the Door Delivery type of contract the exporter is responsible for the goods until it reaches to the importers warehouse. Then all the transportation cost of the goods from the exporter factory to the importer warehouse should paid by the exporter; all the shipping freight, insurance cost and custom duty.

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5.Free Carrier (Named Point) FRC: The Whirlpool uses this term which has been designed particularly to meet the requirements of modern transport like 'multi-modal' transport as container or 'roll-on-roll-off' traffic by trailers and ferries. The principles on which the term is based is same as applicable to FOB except that the seller or the exporter fulfills his obligations when he delivers the goods into the custody of the carrier at the named point.

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EXPORT DOCUMENTS
Whirlpool India involving the following documents in their Export: 1. commercial In voice:The Whirlpools commercial invoice is a bill for the goods from the Whirlpool to the customer. A commercial invoice includes basic information about the transaction, including a description of the goods, the address of the shipper and seller, and the delivery and payment terms. .

2. Certificate of origin:Whirlpool gives certificate of origin of the products to the carrier and one copy is send to customer by mail or courier. Certification of origin mentions the products technical specification and warranty terms provided to the customers 3. Inspection Certificate:This certificate is usually prepared by a third party logistics i.e by the TCI or Mearsk which are 3PL of whirlpool. This certificate include inspection of the quality of the Whirlpools products, Consignment inspection which inspected by the Export inspection agency which issued by that agency. 4. Dock receipt and warehouse receipt:The Whirlpool uses these receipts to transfer accountability when the export item is moved by the domestic carrier to the port and left with the international carrier for export.
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5. Insurance certificate:United India Insurance Company Limited do the insurance of the

whirlpools consignment which is financial protection against the happening of accidental or fortuitous events. This certificate is issued by United India Insurance Company for Whirlpool which contain period of the insurance which is starting and ending date, insurance value, proximate clauses etc. 6. Export packing list:Whirlpools Export packaging list contains information of material in each individual package and indicates the type of package: box, crate, drum, carton. It shows the individual net and gross weights and measurements for each package . The company surrenders all these documents to the CHA (Custom House Agent) and then on the behalf of the Whirlpool India the CHA does later documentations and in return he gives three documents to the Whirlpool;

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ROLL OF ECGC & COMMERCIAL BANK

ECGC- Export Commission Guarantee Council. When Whirlpool India received any purchase order from foreign customers then they willing to check the credit worthiness of the customer & in this case ECGC help them. ECGC having the contacts with the other nations embassys & they provide the information about their imports & exporters. On this basis Whirlpool India decide whether the order should accept or not. ECGC also giving the assurance to the domestic exporters for getting their payment from the importers. As the ECGC is providing the credit worthiness of the foreign importers then somewhere in the whole transaction the ECGC is also responsible for the payment from the importer. Like this the ECGC helps to the domestic importers & exporters by providing the various types of information. All the transaction between the importers & exporters are carried out through the domestic commercial bank of both the nations. The importer decides one commercial bank of his nation i.e. called as negotiable bank and same the exporter also. The exchange of the documents between the two parties & the payment between the two parties are done through these two banks. The banks can make the payments in foreign currencies with the permission of the RBI.

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Export Of The Whirlpool In Year 2008-2009

Central America 23% Thailand 3% Sri Lanka 6% Malaysia 9% Japan 11%

South Africa 17%

South Africa Australia Australia New Zealand 14% Germany Japan Malaysia New Zealand 6% Sri Lanka Thailand Central America

Germany 11%

Out of Rs 175 cr Country South Africa Australia New Zealand Germany Japan Malaysia Sri Lanka Thailand Central America Sale(Cr) 30 25 10 20 20 15 10 5 40

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The whirlpools export Business has achieved a turnover of Rs 175 Crores. in 2008-2009

The companys major domestic appliance export business registered a healthy 30% turnover growth in spite of economic recession in year 2009.

The highlights of the year was the runway success of the products in demanding markets like OCEANIC ( Australia, New Zealand) where there is a gain in record market share.

Increase in market share also seen in SAARC market.

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Global Brands Of The Whirlpool

MAYTAG

AMANA

KITCHEN AID

BAUKNECHT

GLADIATOR

CONSUL

BRASTEMP

JENN AIR

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Sample Of the Export documents Commercial Invoice

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Certificate of Origin

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Bill of Lading

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Summary

The project titled Whirlpool India Pvt Ltd and Its Export Procedure is undertaken to understand the procedure and documents involved in export of electronics goods and to study the various aspects. This report focuses on the procedure of export and the various documents involved in export of electronics goods. It covers the various products produced by Whirlpool, their procedure to export the finished electronics goods...

The study is done in Indian scenario and with respect to the Whirlpool India Pvt Limited. I studied the various products produced at Rangangaon plant and their export to various regions, departments and documents involved. Whirlpool, right from its inception in 1911 as first commercial manufacturer of motorized washers to the current market position of being world's number one manufacturer and marketer of major home appliances, has always set industry milestones and benchmarks.

Whirlpool exports all types of consumer durable equipments produced in India which are of International standards and exported to various regions like Europe, Middle East, Central America and other developed countries and their export is up to 170 Crores.

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Whirlpool is the multinational country and this project is done in India scenario. Export procedure is studied in Indian context. This is research based project in which the primary data is collected from the interviews of the professionals who are concerned with the export in the organization and main focus of project is on export procedure and documents and various departments involved in it is studied . Secondary data is collected from Magazines, Internet and from various books.

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Bibliography

Whirlpool plant - Ranjangaon MIDC ,Shirur,Pune www.whirlpoolindia.com www.google.com Export, Import Procedures and Documentation Book.

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