Maharaja Whiteline, which is a leading home appliances player in India, has announced its foray into the gas appliances segment in the south. It has launched gas cook tops and cooking ranges as part of its initial strategy.

Acording to Harish Kumar, Managing Director, Maharaja Whiteline group, the company has decided to expand its portfolio in the gas appliances range as this sector was still an under-penetrated category in India.  He further added that gas hoods, costing between Rs. 1,500 and Rs. 7,500 were available in three ranges for the upper, middle, and lower class segments.

The company was also negotiating with oil marketing companies to sell its products through their dealer network.  Maharaja Whiteline has also announced the launch of their multi-functional mixer-grinder, which unlike conventional mixer grinders could perform up to 8 functions with ease with the help of its additional chopper attachment. The company was also planning to introduce air-coolers, water heaters, fans and kitchen hoods in the south by the year end.

According to Mr. Kumar, the company would also invest Rs. 50 crore at its existing manufacturing facility at Baddi, Himachal Pradesh to expand its portfolio and venture into new categories. At the moment the company has about 22 percent market share in the home appliances segment. The company has secured a turnover of Rs. 350 crore in 2008-09, while it aims to reach Rs. 500 crore by launching new products.

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Posted by Jigar Gondalia on 18 May, 2009 4:57:28 PM IST #