Electrolux to focus on premium products

Videocon Industries' home appliances division Electrolux today said it would focus on establishing stronger presence in the premium segment across categories in domestic and export markets, besides expanding its existing category of washing machines.

Electrolux will start manufacturing refrigerators including high-end models, washing machines, microwaves, and air conditioners at Videocon's new production plant worth Rs 200 crore at Kashipur (Uttaranchal).

"In the past, we have been present in the premium segment also but our maximum sales came from low and mid-segment products, but now our focus clearly is to establish a stronger presence in the premium category as well," Electrolux CEO Anirudh Dhoot told reporters here.

He said the new plant which was expected to be operational by mid-January 2008. It will manufacture a range of home appliances across categories enabling the company to serve overseas markets as well.

"Once production starts at the new plant, we intend to export to the Saarc and West Asia besides serving better the domestic market," Dhoot said.

Electrolux currently has two production units, one at Shajahanpur near Rajasthan and another at Varora near Nagpur to manufacture low and mid-segment refrigerators.