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