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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 Indias leading home appliances companies. It manufactures and markets refrigerators, washing machines, airconditioners and microwave ovens. Set up in 1995, Whirlpool India has 2,500 employees, network of 2,500 strong, 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 worlds leading manufacturers and marketer 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.
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
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WIL runs an Export Oriented Unit (EOU) in Pondicherry to manufacture Kitchen Aid products for overseas markets
Infrastructure
Whirlpool has manufacturing facilities at three locations in India to manufacture refrigerators and washing machines. Whirlpool has set up a Regional Technology Centre (RTC) at Ranjangaon, Pune, India, which mainly focuses on India as a major manufacturing centre for the AsiaPacific Region. Whirlpools Pune research lab develops refrigerators and air-conditioners for Asia (including China), and Australia. 40 per cent of Whirlpools Pune research labs resources are devoted to its core research on global projects2. Whirlpool also 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
WILs future plans are to grow its existing market, continue with its operational and marketing initiatives, continue to innovate, expand its product portfolio and to start manufacturing everything in India. WIL plans to make India its biggest manufacturing base in Asia.
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