Electrolux Kelvinator (EKL), under a new marketing initiative, will invest around Rs 35 crore to launch new products, including vacuum cleaners, which are expected to be launched in 2003, and rationalisation of certain products.
Anand Bhardwaj, executive vice-president for marketing, said vacuum cleaners, which will be launched in the high-end category, will not compete in the same space as that of Eureka Forbes in which the company has a stake.
Meanwhile, certain brands such as Electrolux Max Clean washing machine has been integrated into Electrolux Kelvinator. As per the brand rationalisation, all low and medium end home appliances will be marketed under Electrolux Kelvinator and Allwyn brands, while all top-end products will be marketed under Electrolux.