* Introduces Germ Shield technology certified to eliminate 99.9% allergens and bacteria, in the top loading Eon Allure Washing Machines
* With the launch of 12 new SKUs in washing machine category, the brand targets to achieve 10% market share
* India’s first semi-automatic washing Godrej Edge Digi with in-built water heater and digital display
COVID-19 has impacted consumer behavior shifts in many different spaces - cooking, cleaning washing, etc. Washing needs to have clearly increased as consumers are forced to wash clothes more often – each time they step back home. Consumers are paying attention to preventive measures and rightly so. In line with the increased demand, the brand has introduced a range of 5-star energy efficient Godrej washing machines -12 new SKUs including Eon Allure, Eon Allure Classic and Eon Audra in the fully automatic top load segment and Edge Digi & Edge Ultima SteelNox in the semi-automatic segment, ensuring the new line up is for everyone.
Health & hygiene is foremost in consumer minds – and the same has been the guiding principle in the design and development of these new launches. Powered by Germ Shield Technology the new range of Godrej Eon Allure washing machines ensure a superior sanitized wash performance through its smart wash algorithm and in-built heater technology for 99.99% elimination of disease causing allergens and bacteria. With integrated superior Germ Shield Technology, the new range of Godrej Eon Allure is certified by NCL empaneled lab for eliminating 5 common types of disease-causing bacteria (E.coli, Staphylococcus aureus, Salmonella enterica, Salmonella typhimurium, Klebsiella aerogenes) and 12 major allergen groups (Mite group 2, Der f1, Der p1, S.tropomyosin, Fel d1, Can f1, Mus m1, Rat n1, Bla g2, Alt a1, Asp f1, Phl p5). These common bacteria can cause various ailments starting with food poisoning, a variety of infections in the body, including boils, cellulitis, abscesses, wound infections, toxic shock syndrome, pneumonia and many more while allergens can lead to dust allergies, rhinitis and bronchial asthma. It is important to safeguard yourself and your loved ones against such ailments, especially in this disease-prone environment.
The premium end of Godrej EON Allure models feature 3 temperature modes that allow the users to customize temperature setting.
• Germ Shield Mode - Removes 99.99% allergens and bacteria, heats the water up to 60°C and works with a smart wash algorithm.
• Hot Mode - Suitable for heavily soiled clothes as it heats water up to 55°C
• Warm Mode - Suitable for moderately soiled clothes and heats water up to 40°C
In line with Godrej Appliances’ commitment to environment, this washing machine comes with Eco Mode which reduces water consumption by approximately 44 Liters as compared to a normal wash cycle. As water becomes an increasingly priced commodity with groundwater levels reducing, water conservation has to be at the heart of superior washing performance.
Godrej has also introduced many more variants beyond the premium Allure washing machines: the Eon Allure Classic and the Eon Audra, all with Hot Wash option and different feature combinations like 100% wash-resistant digital panel, in-built soak, tough stain removal, customizable wash programs, etc. to give consumers enough variety and choice this festive season.
With about 55% Semi-Automatic users, Godrej has also extended the 60 degrees Hot Wash Technology to Semi-Automatics with its Edge Digi Washing Machine - India’s first Semi-Automatic Washing machine with 60 degrees Hot Wash, Digital Controls and LED display.
Godrej was the first to introduce steel drum in the semi-automatic segment and with Edge Ultima SteelNox series, it extends this segment further and promises hygienic thorough wash and faster drying with its superior wash motor and spin motor.
Commenting on the launch, Mr. Kamal Nandi – Business Head and Executive Vice President, Godrej Appliance said, “A sizeable chunk of Indian population continues to ‘work from home’ and with the reluctance in hiring domestic help still prevalent in larger cities, convenience and comfort aiding appliances like Washing Machines is expected to see increased demand in these cities. With more awareness of hygiene and preventive practices, people across India including the smaller towns are facing increased washing needs for their clothes. As Indian households continue to fight the pandemic, home appliances can go a long way in reducing their burden. Our newly introduced range of 5-star rated washing machines with Germ Shield Technology and in-built heaters across both top load and semi-automatic segments, place health and hygiene at the heart of its human-centric design. Guided by ‘Soch Ke Banaya Hai’ philosophy, these are being manufactured at our state-of-the-art factories in India, yet another step towards supporting ‘Aatmanirbhar Bharat’.”
Mr. Rajinder Koul, Product Group Head – Washing Machines, Godrej Appliances, further added, “At Godrej, we endeavour to bring meaningful technology and innovations that help improve the lives of our consumers, based on consumer insights gathered carefully. Our newly launched range of Godrej washing machines powered by Germ Shield technology and 60°C Hot Wash technology, among others, allow consumers to experience superior and hygienic wash. Stylish and sleek, these are uniquely designed to cater to the increasing need for protection against germs and allergens. We are confident these new machines which also comes with 5-star energy rating, will generate revenues excess of INR 135 Cr this year and help strengthen our position in the category. With this, we aim to gain 10% market share as well.”
Available in different capacities, these 5 Star Rated washing machines optimize electricity consumption and provide higher savings. Competitively priced, the new Godrej washing machine range keeps consumers worry-free with up to 10-year warranty on wash motor. The washing machines market size in India is estimated at 7.2 million units with penetration levels still hovering at a low 14 %.