Monday, May 28, 2018

Godrej Expands its Chest Freezer Portfolio Targeting a 10% Market Share of the Rs.1200 Crore Market

Godrej Appliances, one of India`s leading players in the home appliances segment and a brand known for its expertise in refrigeration, announced the expansion of their chest freezer portfolio with the launch of ‘Freezer-Cooler Convert’ range. Currently, the chest freezer market in India is pegged at Rs. 1200 crores and is rapidly growing particularly in northern region of India.

The new product is based on the insight that retailers and shopkeepers use chest freezers not only for freezing frozen foods and ice cream but also for cooling beverages and dairy products. Thus, the Godrej hard top ‘Freezer-Cooler Convert’ gives its customers an option to convert from freezer to cooler and vice versa. The entire range of Godrej chest freezers is India’s most energy efficient, promising maximum cooling and 40% more power saving. With the use of refrigerants such as R290 and R600a, they are also India’s greenest chest freezers as the refrigerants have zero ozone depletion potential and minimal global warming potential. 

Godrej chest freezers come loaded with a number of features for a powerful performance, such as D-cool technology resulting in faster freezing and faster pull-down time, superior insulation for greater cooling retention and a tropical compressor for optimal operations in high ambient temperatures. Additionally, the chest freezers are equipped with convenience features such as 360-degree rotation wheels for easy movement, lit interiors, and excellent drain design, as well as easy maintenance features such as ZOP technology for rust free operation and anti rodent body. The Godrej chest freezer range also comes with a glass top option.

Commenting on the launch, Kamal Nandi, Business Head and Executive Vice President – Godrej Appliances, said, “Ever since the launch of the first Indian refrigerator manufactured by us, 60 years ago, we have constantly been evolving to meet customer expectations becoming a popular choice in Indian households for frost free and direct cool refrigerators. Over the years we have developed a deep expertise in the domain of refrigeration and its adjacent spaces, offering India’s most energy efficient chest freezers and medical refrigerators with the highest holdover time. We have witnessed a good response to our chest freezers and will be strengthening this segment with a string of new launches in the coming months, targeting a 10% market share in the category.”    

Rajinder Koul, Product Group Head – Chest Freezers, Godrej Appliances added, “Offering the finest deep-freezing experience, the products come with features that deliver best in class performance and convenience to the user, while being 100% Green and environment friendly. Based on user insights and domain expertise, we are proud to present the new Godrej Hard Top Freezer-Cooler convert, with maximum cooling and 40% more power- saving effectively translating to a saving of up to Rs. 5,000 annually on electricity bills. Additionally, the Godrej Chest Freezer portfolio provides rust free operation through ZOP technology and a 5-year warranty on its compressor. 

Godrej chest freezers are backed by a solid Godrej Smartcare service promise. Godrej Smartcare offers the widest service network with more than 660 service centres, more than 4500 SmartBuddy technicians, 24 x7 call centre in 12 regigional languages and over 160 SmartMobile vans for one visit solutions amongst others advantages. Strong after sales service capabilities make a huge difference in this category given that bulk of the customers are businesses and any downtime can lead to food spoilage resulting in significant losses to them.

The new product portfolio has been launched in five different capacities of 100L, 200L, 300L, 400L, and 510L with hard top lids in single door and double door variants, priced between Rs. 17,000 – Rs. 36,000 and will be available throughout India.
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