Electrolux to open 'women only' stores

Electrolux India, the consumer durables major, will set up the first of a series of exclusive outlets for their products, wholly manned by women "in the next three months".

Speaking on the sidelines of a conference announcing the launch of their new Plasmacluster range of frost free refrigerators here on Tuesday, Ajay Kapila, VP "� sales and marketing, Electrolux India said, "Women are our primary target audience. These stores are built on the idea that women should feel comfortable and at home while shopping for appliances. These outlets will be manned completely by women. The first one will come up in one of the four metros of the country."

A statement issued by the company said that Delhi will be the location of the first store. Kapila refused to give details on the number of stores the company planned to open. It might be recalled that Electorlux's retail push began in early 2004 with the start of its Electrolux Home stores.

The company has announced 10 new refrigerator models, six of them in the entry level Direct Cool range, to take advantage of the summer season where nearly 70 per cent of all refrigerator sales happen. The company, which saw a 15 per cent growth in revenues in fiscal '04, hopes to grow it by a further 20 per cent in fiscal 05. The company had also previously stated that they hoped to end the next fiscal in the black fuelled by a slew of new products in the market.

Electrolux India, in a bid to become a complete appliances company, introduced its range of microwave ovens and air conditioners in 2004. The company also recently announced its entry into the kitchen appliances market. "The size of the appliances market in India is around Rs 12,000 crore. We plan on achieving a market share of 15 per cent in 2005," said Kapila

When asked about the introduction of other Electrolux products like garden equipment, Kapila said, "India is a nascent market for appliances and penetration overall is as low as 5 per cent. We are looking to consolidate our position in this market before we enter new segments. We should see some new appliances in the next two to five years."