Miele, Germany-based manufacturer of high-end domestic appliances, announced on 27th October the opening of its first experience centre in India as part of its strategy to achieve the target sales of more than Rs 100 crore in the next five years.

The company would use the experience centre for creating awareness about its products in the country as it has launched its high-end products in the Indian market too.

Miele India Pvt Ltd Managing Director Dhananjay Chaturvedi told that we have spent six years understanding the Indian market and comprehended the consumers’ needs and aspirations. 

While announcing the opening of the experience centre he said, “There is a demand for our products in the country and going forward, we expects to clock a revenue of more than Rs 100 crore in the next five years” and added, the company would primarily focus on the below the line marketing activities to promote in the country.

Dr Reinhard Zinkann, fourth generation of founder said, “The Experience Centre is a symbol for the quality of Miele products that are ‘built-to-last’ and the passion consumers have for them globally. Miele promises to bring to India a stream of durable and innovative products with no compromise in quality.”

Miele’s product offerings include wine conditioners, coffee machines, refrigerators, steam ovens, warming drawers, dishwashers, washing machines, tumble dryers and vacuum cleaners. The products start from price range of Rs 23,000 and goes up to twenty lakhs. The company would concentrate only on word to mouth publicity and experiences to drive sales as are not in mass market products. 

Currently, company’s major target is realty players particularly luxury homes and villa makers for selling built in appliances to them. Miele is one of the Europe’s largest premium home appliance maker, let’s see how it works here in India.

Top Selling Home Appliances Range in India
Toaster / Grill
Tea / Coffee Maker
Food Processor
Vacuum Cleaner
Air Conditioner
Microwave Oven
Refrigerator
Water Purifiers

Related News:
Samsung to make home appliances at its Chennai unit
Bajaj to make mom rockstars, new add stunt?
Godrej launches the cheapest refrigerator
Electronics & Appliances industry to reach $40bln by 2012

Related Books:
The Design of Home Appliances for Young and Old Consumers
Collected Works of Henry Home (Lord Kames)
The New Home (1862)

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Posted by Naresh Koshti on 31 October, 2009 12:03:43 PM IST #