In a bid to tap the rural markets for its refrigerators, Electrolux Kelvinator limited (EKL) today announced the launch of a new model which could run without electricity for nearly 12 hours. | |
| The model, named Bijlee, is a direct cool refrigerator designed with a built-in power pack that facilitiates its running on an externally connected battery during power cuts. |
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| "We felt that power shortage was a big deterrent to refrigerator sales in rural areas. Bijlee is an attempt to address this problem," said Rajeev Karwal, CEO, EKL. |
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| The product, according to Karwal, was developed at the company's local R&D facility in Shahjahanpur. EKL claims that in case of power failure or voltage fluctuation, the power automatically changes over to the battery mode, which saves and enhances the compressor life. |
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| The model is priced at Rs 10,990 and would initially be available only in the northern and eastern region. "Since it is a newly developed product, there are a few production constraints. In the next few months we will roll out the product to other parts," said Karwal. |
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