Electrolux plans to open more all-woman stores

After opening its first-of-its-kind all-woman manned, managed and operated exclusive store in Chennai, Electrolux India now plans to open another 14 such stores by the end of the year 2006.

The company will also open four more such stores in cities like Delhi, Mumbai, Bangalore and Kolkata in 2005. It will spend Rs 1 crore this year to promote the concept of the store and has even created a special corporate promotion cell for the purpose.

"The space will be focused on women and will provide a lifestyle experience to the customers," said Ajay Kapila, vice-president, sales and marketing, Electrolux India.

The cost of setting up an Electrolux Home is between Rs 22 and 25 lakh, and will be shared by the dealer and Electrolux. The company will bear the cost of promotions and branding.

The company had earlier started another initiative called 'Electrolux Femme Force'- a self-defence programme for women in Delhi and its neighbouring states. So far, it has trained 400 women and plans to start the programme in cities like Mumbai, Bhubaneshwar, Jaipur and Lucknow too.

In 2005, Electrolux plans to realise 65 per cent of its revenues from refrigerator sales, a reduction of 15 per cent from the 80 per cent contribution that refrigerators made to its revenues in 2004.

The rest of the revenues will be realised from microwave, air-conditioner, washing machine and hobs and hoods (kitchenware) sales.