WHIRLPOOL INDIA LIMITED
Background
Whirlpool of India Limited (WIL) is an 82.3 per cent
subsidiary of Whirlpool Corporation, US, one of the
leading global consumer durable players. Whirlpool is
among India’s leading home appliances companies. It
manufactures and markets refrigerators, washing
machines, air-conditioners and microwave ovens. Set
up in 1995, Whirlpool India has 2,500 employees,
an extensive sales and distribution network, a robust
manufacturing and R&D infrastructure. WIL has made
substantial investments in India so far.
Whirlpool Corporation is one of the world’s leading
manufacturers and marketers of major home
appliances, with annual sales of over US$ 12.3 billion,
68,000 employees, 50 manufacturing and technology
research centres around the globe. The company
manufactures its products in 13 countries and markets
them in more than 170 countries under brand names
such as Whirlpool, Kitchen Aid, Roper, Estate,
Bauknecht, Ignis, Laden, Inglis, Brastemp and
Consul.
Major player
in the home appliances market
Market share
WIL has a market share of 22.8 per cent in the
direct cool segment, 17.5 per cent in the frost-free
segment, and 14 per cent in the washer segment.
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Factors for success
Aggressive marketing and promotion
Whirlpool India Ltd. has changed its strategy from
being a premium-player to a mass-player. Whirlpool
has been concentrating on becoming a brand for the
mass-market and hence has introduced its products
in all price categories. Whirlpool recently announced
an alliance with the Italian appliances company Faber
Heatkraft to introduce its range of cooking appliances
in the Indian market. The products consisting of hobs,
chimneys and cooking ranges will be distributed and
sold by Faber through WIL’s dealer network and
exclusive outlets.
Taking quality initiatives
Whirlpool India initiated the Six-Sigma programme
in 1999 as a quality initiative to transform the
organisation to a globally competitive entity. It has
helped the organisation streamline operations, improve
quality and eliminate defects by increasing customer
satisfaction and enhancing its bottom line. Apart from
sales and marketing, Whirlpool has extended the Six-
sigma initiative to customer focus.
Wide product portfolio
Whirlpool has a wide product portfolio ranging from
air-conditioners to microwaves. Whirlpool has just
launched Whitemagic semi-automatic washing
machines, which will boost its market share. The
washing machines market has been growing at around
14-16 per cent per annum. Among the washing
machines, the semi-automatic segment enjoys the
largest market where Whirlpool has a significant
presence.
Leveraging the India Advantage • WIL runs an Export Oriented Unit (EOU) in
Whirlpool India Limited: AT A
Pondicherry to manufacture Kitchen Aid products
• WIL is incubating both technical and managerial GLANCE
for overseas markets
talent in India
• Whirlpool Corporation: One of the leading
• WIL offers shared services in India that will global consumer durable players. US$ 12.3
Infrastructure
undertake development work for Whirlpool Asia billion sales. 68,000 employees. 50
Whirlpool has manufacturing facilities at three locations manufacturing and technology research
• WIL runs a technical centre for refrigeration in
in India to manufacture refrigerators and washing centres across the globe. Manufacturing units
Pune, and for laundry and kitchen aid appliances
machines. in 13 countries. Marketing goods in 170
at Pondicherry
countries
Whirlpool has set up a Regional Technology Centre
(RTC) at Ranjangaon, Pune, which mainly focuses on • Whirlpool India: Amongst India’s leading
India as a major manufacturing centre for the Asia- home-appliance companies. 2,500
Pacific Region. Whirlpool’s Pune research lab develops employees. Robust manufacturing and R&D
refrigerators and air-conditioners for Asia (including infrastructure. Major player in the home
China), and Australia. 40 per cent of Whirlpool’s appliances market
Pune research lab’s resources are devoted to its core • Factors for success: Aggressive marketing
research on global projects. and promotional activities. Taking quality
initiatives. Wide product portfolio
Whirlpool has set up design centres at Pondicherry
to meet the global business needs of the fabric care • For Whirlpool, India is: A source for
and small appliance divisions. technical and managerial talent. A shared
service base for development work. A
Whirlpool is exporting refrigerators and washing
technical hub for refrigeration (Pune) and
machines to South Asia, Asia-Pacific, Latin America
laundry and kitchen appliances
and West Asia and is the largest exporter of home
(Pondicherry). A manufacturing base for
appliances from India. The manufacturing unit at
Kitchen Aid products
Pondicherry exports small kitchen appliances under
• Future plans, India: Grow the market.
the ‘Kitchen Aid’ brand to the US market. Products
Continue with operational and marketing
under the brand include coffee making machines,
initiatives. Continue to innovate and increase
coffee grinders and portable ovens.
product portfolio. To make India the
biggest manufacturing base in Asia.
Future plans
WIL’s future plans are to grow its existing market,
continue with its operational and marketing initiatives,
continue to innovate, expand its product portfolio
and start manufacturing everything in India. WIL plans
to make India its biggest manufacturing base in
Asia.

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