* Newest additions to the brand portfolio – all three models perfectly combine style with functionality
* The brand introduced models through a virtual event to trade, another first in the Indian Home Appliance industry
Godrej Appliances, a leading player in the Home Appliances with a rich legacy of 62 years, has always put forth products based on consumer insights, and the pillars of innovation and sustainability. Staying true to the brand philosophy ’Things made thoughtfully’, Godrej Appliances recently launched 3 new models - Godrej EDGE RIO Refrigerator, Godrej EDGE NEO Refrigerator and Godrej EDGE Ultima Semi-Automatic washing machine. These new models attest the brand’s unabated commitment toward enabling brighter living for its consumers, always.
The brand took the baton of innovation a step forward by opting for a virtual medium for the Pan India launch, engaging its entire trade network. This is yet another attempt at breaking the barriers by the brand in its series of trade partner engagement initiatives.
Godrej EDGE RIO and EDGE NEO
Godrej EDGE RIO and EDGE NEO are uniquely designed to cater to the underlying need for more storage for the discerning Indian consumers. With the lockdown and social distancing increasing the need to store more in the refrigerator and for longer durations, Godrej Appliances has launched ‘Godrej EDGE RIO’ and Godrej EDGE NEO, the tallest refrigerators in the 192 litres single door category, standing at 1192 mm, with maximum space utilisation. It offers the largest freezer in the category of 16.3 litres capacity, and the Largest Bottle Space of 13.5 litres - making it a perfect companion for the harsh summers. It also comes with a large vegetable tray of 16.4 litres which gives consumers enough space to store all their veggies and also keeps them Farm Fresh for longer.
The 5-star rating as per the 2020 energy rating norms coupled with advantages of the Advanced Inverter Technology, makes Godrej EDGE RIO and EDGE NEO refrigerators highly energy-efficient and power-saving. With the PUF thickness of 54mm, the refrigerator models provide best-in-class cooling retention, even during power cuts.
The refrigerators are equipped with ‘Turbo Cooling Technology’ that ensures up to 20% Faster Ice Making and up to 20% Faster Bottle Cooling. Its ‘Hygiene+ Inverter Technology’ ensures no defrost water spillage, convenient cleaning and no germ and insect breeding. In line with Godrej’s commitment to environment and sustainability, the refrigerator uses the most eco - friendly refrigerant, R600a, with zero ozone depletion potential and thus helps in reducing its carbon footprint.
A Curved Door design, alluring transparent interiors and an array of attractive and fresh floral fascia/ pre-coats the refrigerators are a treat. Available in 192L capacity with 5-star, 4-star, 3-star and 2-star variants, the new Godrej EDGE RIO and EDGE NEO refrigerators are priced starting INR 14000.
The 190 – 195 litres capacity segment is 50% of the single door refrigerators which in turn forms ~77 % of the refrigerator industry.
Godrej EDGE Ultima – the new age Semi-Automatic
Godrej Edge Ultima ushers in the new-age high performing Semi-Automatic washing machines, with mesmerizing looks thanks to its borderless design. The 5 Star Rated washing machine optimizes electricity consumption and provides higher savings.
Redefining the concept of cleaning, the range of Godrej Edge Ultima semi-automatic washing machines are designed to deliver a thorough and better wash with the 460W Power Max Motor, making it easy to wash heavy laundry as well as everyday clothes, while its 1440 RPM Spin Motor ensures faster drying, making it a must-have for your homes, especially during monsoons.
A superior wash experience is assured with many distinct useful features built into these machines.
* Unique Active Soak feature to create turbulence in the drum during soak time, which helps in loosen tough stains.
* Spin Shower program to rinse clothes with a rainfall mechanism for better detergent removal
* Tri-Roto Scrub Pulsator that combines 3 ridges and 3 mini-pulsators to generate turbulence and scrubbing for a better wash every time.
* In-built Cartridge Lint Filter that collects lint, fluff, and particles even at low water levels, so that clothes come out clean and fresh after every wash.
* Soft-shut lid of Edge Ultima lifts and shuts gently to prevent any injury to the user.
* Its 100% rust-proof polypropylene body ensures greater durability while the toughened glass lids provide enhanced strength.
The Edge Ultima keeps you worry-free with a 5-year warranty on wash motor, and a 2-year warranty on the entire washing machine.
Godrej Edge Ultima washing machines place convenience at the heart of its design philosophy, making them easy-to-use whilst also standing out from the competition.
Available in 3 colours of Crystal Red, Crystal Black and Crystal Blue in 8 kg and 8.5 kg variants, the washing machines are priced at Rs. 16,400 onwards.
Currently, the 8 – 8.5 kg washing machine variant contributes to 23% of the Semi-Automatic Washing Machine segment and this segment is growing at the rate of 11% for the industry.
Commenting on the launch, Mr. Kamal Nandi – Business Head and Executive Vice President, Godrej Appliance said, “Godrej Appliances has always been known for providing high-quality home appliances. As Indian households fight the pandemic, home appliances can go a long way in reducing their burden and easing out their stress. Our newly introduced range of appliances – Godrej EDGE RIO, Godrej EDGE NEO and Godrej Edge Ultima, available in the high volume popular segments are meant to cater to consumers across the country. Placing convenience and efficiency at the heart of its human-centric design, these products are an embodiment of Godrej’s meticulous product quality and design, guided by ‘Soch Ke Banaya Hai’ philosophy at the highest level of craftsmanship. These are being manufactured at our state-of-the-art factories, yet another step towards supporting ‘Aatmanirbhar Bharat’.
Since the COVID-19 pandemic placed restrictions on large scale gatherings, Godrej Appliances has been the first in the industry to swiftly adapt to launching new products in a virtual format. These zone wise segregated launches were designed to engage with 5000+ trade partners from the comfort of their home. For a more interactive approach, the virtual event had a live chat window wherein all the participants could share their views and received tremendous feedback from the trade network.
Mr. Sanjeev Jain, National Sales Head, Godrej Appliances, further added ‘’At the beginning of the lockdown, we took the herculean task of enabling our network of trade partners to reach customers digitally. We have been breaking barriers across all fronts – from product cataloging and showcasing, multiple cashless online payment facilities to initiation of video-assisted remote selling initiative. By exploring alternative ways to communicate and engage, we were able to offer fantastic opportunities to our trade partners. The launch of our new models - Godrej EDGE Rio, Godrej EDGE Neo and Godrej Edge Ultima – is in sync with our ongoing approach of breaking the barriers through innovation. We plan to launch new products across the year across different segments. These launches are a testament towards our commitment to a culture of strategic and innovative thinking across the organization which enables us to live up to our brand promise of ‘Soch Ke Banaya Hai.’“