Godrej Appliances Forays into Health and Hygiene Space with Godrej VIROSHIELD 4.0

The COVID 19 pandemic has made a significant change in Indian consumer behavior when it comes to the priority accorded to safety and hygiene. Consumers are doing their best to protect themselves from the COVID 19 virus, investing time and effort in washing or sanitizing or quarantining things for daily use and consumption that come into the house – without any certainty of the effectiveness of the methods deployed. A consumer dipstick conducted by the company revealed that more than 60% consumers are isolating all parcels and packets for more than a day, washing vegetables and leaving them aside for more than a day and in some cases even washing them in soap water!

Godrej Appliances, a leading Indian consumer durables manufacturer for 62 years, has always endeavored to offer relevant technology suited to Indian consumer needs. During this pandemic, the brand again rises to the occasion to offer another relevant India made product for the Indian consumer to help them tide over these testing times – Godrej VIROSHIELD 4.0, a UV-C technology-based device which disinfects against more than 99% COVID 19 Virus in 2-6 minutes. It operates at ~254nm UV wavelength which is optimal for neutralising COVID – 19, other viruses and bacteria. The brand which is known for its trusted offerings has ensured that VIROSHIELD is tested and certified by ICMR empanelled lab for its UVC Irradiance. 

Godrej VIROSHIELD 4.0 is designed to ensure that both safety and hygiene are addressed. With UV surround technology, Godrej VIROSHIELD 4.0 uses 4 UV-C tubes & 6 Side Reflective Interiors, which is the highest in the market in its capacity segment, ensuring 360° UVC coverage. Moreover, the cubic design of VIROSHIELD helps in uniform dissemination of the UV-C rays. It is well placed to disinfect anything - from grocery packs to vegetables, mobile phones and masks to gold ornaments, headphones to car keys, toys to currency notes, wallets to spectacles, etc.

Its larger volume of 30 L helps you disinfect more Items together at one go or larger item and saves time & energy. No more spending time washing, soaking, isolating things without knowing if it is helping enough. 

The brand is very particular about consumer safety. Prolonged direct exposure to UVC is harmful to human health. And hence, VIROSHIELD is designed with no see-through surfaces, thick side & door walls, and a gasket-based magnetic sealing system and Auto Cut-off facility as soon as the door is opened, Godrej VIROSHIELD 4.0 is thus 100% UV leak-proof for human safety. Its leak-proof effectiveness has also been tested and certified. 

The Godrej VIROSHIELD comes with a 1-year comprehensive warranty including on the UVC Lamps and is backed by the highest-ranked Godrej after-sales service assurance. 

Available in pure white, the feature-rich, 30 L, Godrej VIROSHIELD 4.0 is attractively priced at Rs. 9490, inclusive of taxes. 

Commenting on the launch, Mr. Kamal Nandi, Business Head and EVP – Godrej Appliances said, “The pandemic has clearly impacted consumer behaviour. Health and hygiene are paramount concerns of our consumers currently. We have always endeavoured to put forth offerings based on consumer insights and current needs, staying true to the brand philosophy of ’Things made thoughtfully’. We are working on various technologies and innovations, around the themes of health, hygiene, and effort minimisation. In line with the same, we bring to our consumers – Godrej VIROSHIELD 4.0, a UV-C technology-based disinfecting device that can protect our consumers and their loved ones from COVID-19, other viruses and bacteria. We want our consumers to not take any chances and be worry-free as they embrace the new normal.” 

Mr. Anup Bhargava, Product Group Head – Refrigerators, Godrej Appliances, further added, “Happy to share that we are launching the brand-new Godrej VIROSHIELD 4.0 to safeguard our consumers from COVID – 19, other viruses and bacteria, as they deal with the fear of pandemic every day. Certified by ICMR empaneled lab for UVC irradiance, it delivers 99%+ disinfection against COVID-19 in just 2 to 6 minutes. With 360° UV Surround Technology, the 100% UV leak proof Godrej VIROSHIELD 4.0 is feature-rich and very competitively priced for a 30 L offering. With this unique offering, we are targeting a revenue of INR 40 Crore in the year of launch. It has been made available on Amazon already, during its annual event. We are working closely with our e-com partners for online promotions as well. We will be making it available pan India across our network this month itself. Its superior value proposition and positive trade feedback give us the confidence to target a 20% share in this financial year. 

Godrej Professional Launches a Campaign Highlighting How Salons are Now #hairforyou

Godrej Professional, a professional brand with products in hair colour, care, styling and keratin from Godrej Consumer Products Limited (GCPL), launched the #hairforyou campaign as an extension to the Suraksha Salon Program, with the objective of helping the Indian salon industry get back on its feet and reinstate customer confidence to visit salons. As a part of this, the brand engaged with several influencers across Indian cities including Bengaluru, Hyderabad, Chennai, Kolkata, Ludhiana, Chandigarh, Delhi, and Pune. Renowned actresses such as Anupama Gowda and Rajni Dwivedi from Bengaluru, Madhu Shalini from Hyderabad, and Ritabhari Chakraborty, Alivia Sarkar, and Geetashree Roy from Kolkata were also engaged as part of the Godrej Professional #hairforyou campaign.

Godrej Professional through the #hairforyou campaign is attempting to re-establish the confidence of the customers to visit their favourite salons. During the past few months, hair care moved down the priority list and was largely neglected due to unavailability of professional help. However, now as the restrictions have eased, customers can once again treat their hair with professional care. Through engagement with the influencers, the campaign also endeavoured to showcase the hygiene measures that the salon chains have incorporated, to ensure client and employee safety. Right from entry into the salon to the conclusion of the service, the salons uncompromisingly adhered to hygiene protocols.

Commenting on the campaign Mr. Sunil Kataria CEO – India and SAARC, Godrej Consumer Products Limited (GCPL) said, “Godrej Professional always endeavours to support the Indian salon industry and with the imposition of the lockdown, the beauty establishments suffered with no business. Now, we wanted to communicate how salon establishments are ready to welcome customers once again with a revived importance of hygiene. Through this initiative, Godrej Professional aimed to show that hair care no longer needs to be neglected and that with the right safety measures in place, clients can have an immersive salon experience.”

Suraksha Salon Program by Godrej Professional rested on three pillars – free distribution and subsidized sanitizer and disposable kits cost for salons, education on safety and hygiene for salon infrastructure and services, and back-to-business support. All of these initiatives are available free of cost to any salon that requires support and is not restricted to those that use Godrej Professional.

About Godrej Consumer Products Ltd:

Godrej Consumer Products is a leading emerging markets company. As part of the 123-year young Godrej Group, we are fortunate to have a proud legacy built on the strong values of trust, integrity and respect for others. At the same time, we are growing fast and have exciting, ambitious aspirations.

Today, our Group enjoys the patronage of 1.15 billion consumers globally, across different businesses. In line with our 3 by 3 approach to international expansion at Godrej Consumer Products, we are building a presence in 3 emerging markets (Asia, Africa, Latin America) across 3 categories (home care, personal wash, hair care). We rank among the largest household insecticide and hair care players in emerging markets. In household insecticides, we are the leader in India, the second largest player in Indonesia and are expanding our footprint in Africa. We are the leader in serving the hair care needs of women of African descent, the number one player in hair colour in India and Sub-Saharan Africa, and among the leading players in Latin America. We rank number two in soaps in India and are the number one player in air fresheners and wet tissues in Indonesia.

But for us, it is very important that besides our strong financial performance and innovative, much-loved products, we remain a good company. Approximately 23 per cent of the promoter holding in our Group is held in trusts that invest in the environment, health and education. We are also bringing together our passion and purpose to make a difference through our 'Good & Green' approach to create a more inclusive and greener India.

At the heart of all of this, is our talented team. We take much pride in fostering an inspiring workplace, with an agile and high performance culture. We are also deeply committed to recognising and valuing diversity across our teams.

Peter England and HeiQ, Switzerland Jointly Launch Innovative Antiviral Collection Including Work Wear, Lounge Wear and Face Masks

Peter England, a leading international menswear brand from the house of Aditya Birla Fashion and Retail Ltd, is set to offer a fashionable and stylish collection with virus and bacteria resistant properties. The brand has collaborated with Switzerland-based HeiQ, a global leader in textile innovation, to bring the unique HeiQ Viroblock® fabric technology to India. Under this collection, Peter England will be launching work wear, lounge wear and face masks to meet complete lifestyle demands of the new-age consumer.

The HeiQ Viroblock® fabric is specially infused with virus resistant properties to ensure safety by inhibiting the persistence and growth of viruses and bacteria on its surface. For masks, the fabric retains these properties up to 30 gentle washes*. For apparel, the fabric retains these properties up to 20 gentle washes*.

Elaborating on the launch, Manish Singhai, COO, Peter England, “Safety and protection has never been more important than it is today, given the current situation which the entire world is facing. Peter England has a rich and strong legacy of introducing innovative products catering to spoken and unspoken needs of today’s consumers. We’re happy to announce our partnership with HeiQ, one of the world’s leading textile innovator from Switzerland, to launch our range of apparel and masks enriched with virus and bacteria resistant properties. We will be launching work wear, face masks and lounge wear in phases to address the country’s need for protection and safety. We believe that this new technology is a breakthrough in the lifestyle category and will bring us closer to the hearts of the consumers.”

In addition to the antiviral technology, Peter England has independently enhanced their mask offering with droplet resistant finish & Smart Straps. The droplet repellent finish makes the fabric hydrophobic. This repels contagious droplets on the masks’ outer surface, making it a perfect shield for the consumer. The smart straps used in the mask have a soft-finish and three-way adjustment to provide comfort, fit and a choice to carry the mask around the neck ,when not in use. Face contour design with chin mask and nose-clip make the mask sit over the consumer’s face comfortably. All these power-packed features come in varied styles and patterns, making this a comprehensive offering for protection, comfort and style in one go.

Co-founder and CEO of HeiQ Group, Carlo Centonze stated, “The team at Peter England undertook a through yet rapid learning about HeiQ Viroblock technology in order to quickly adapt it into their offerings, both in fashion masks and apparels. We worked closely with the teams to ensure that products that they have launched are fully validated in their performance to ensure that our stakeholders in India have the opportunity to add these fashionable article for their day to day protection from the current pandemic.”

Peter England’s new collection is currently available at www.peterengland.com and will shortly be available across the country through the brand’s retail network of outlets and multi-brand counters.

*Disclaimer: The fabric used in these products is treated with HeiQ Viroblock Swiss Technology that is tested to provide resistance against common viruses and bacteria, based on AATCC 100 and ISO18184 global testing methods, up to 30 gentle washes in masks & up to 20 gentle washes in apparel. Resistance to COVID-19 is yet to be assessed.

About Peter England:

Peter England is one of the most loved and largest menswear brands in India. It sells more than 14 million garments every year across 1000+ exclusive stores, 3500+ Multi‐brand outlets and across 800+ towns. The brand also holds a strong e-commerce presence. Peter England has been voted as India's Most Trusted Apparel Brand for 7 consecutive years by the Economic Times Brand Equity Survey. The brand is committed to offering varied styles across categories starting at an attractive price point of Rs. 999. Peter England was first launched in India by Madura Fashion and Lifestyle (previously known as Madura Garments) in the mid‐price segment in 1997; the company acquired the world rights for the brand in 2000. What began as a brand of honest shirts in 1997, in India, is today a complete lifestyle brand with merchandise available for every day and for all special occasions. The brand’s formal wear range of crisp formal shirts, well-tailored suits, jackets & trousers combines high fashion, impeccable fits along with a wide selection of highly curated looks for modern professionals. The casual wear range is a highly eclectic line of washed cotton shirts, denims, cargo bottoms, graphic tees, polos & winter-wear. The ‘Select’ line brings together premium formal wear with emphasis on fine detailing with a hint of color, comfort and panache. While the assorted collection of ties, pocket squares, belts, wallets and footwear assert a distinctive style statement, the finely crafted vests, boxer shorts and briefs from the newly launched innerwear line ensures highest comfort and great fit. While the brand continues to expand across India, they introduced a brand new retail identity called the Peter England Men’s Obsession, which is a large format store housing over 2000+ unique designs at an unmatched value, all the while delivering a young, vibrant shopping experience for all.

About ABFRL:

ABFRL is a part of USD 48.3 billion Aditya Birla Group. With revenue of Rs. 8,743 cr. spanning retail space of 8.1 million sq. ft. (as on March 31, 2020), it is India’s first billion-dollar pure-play fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats.

Aegon Life Updates its Life Insurance with Covid 19 Cover in India

Owing to the COVID – 19 spread across the country, self-protection is now of prime importance. In light of this situation, Aegon Life, the pioneer of digital insurance in India now provides an upgraded ‘Life Insurance with COVID-19 Cover’ policy that provides a life cover up to Rs. 50 Lakh and hospitalization cover up to Rs. 5 Lakh on a positive diagnosis of the condition. The launch of this product is in collaboration with Flipkart, India’s homegrown e-commerce marketplace, aimed to provide maximum benefit to the insured in case of a positive diagnosis.

The cost of hospitalization for COVID-19 has increased significantly in recent months which adds to the financial stress in addition to the emotional stress already faced by the family. Aegon Life’s ‘Life Insurance with COVID-19 Cover’ policy requires no medical test for purchase. The policy can be bought hassle-free on the Flipkart App from the comfort and safety of one’s home. For a confirmed COVID-19 diagnosis, the insured gets a guaranteed lump-sum payout on hospitalization for more than 24 hours. 

Shedding more light on the ‘Life Insurance with COVID-19 Cover’ policy, Mr. Satishwar Balakrishnan, CFO, and Principal Officer, Aegon Life said, “At Aegon Life, we are focused on the “direct to customer” model and therefore we can keep pace with our customer requirements, which, is our topmost priority. We introduced an innovation in the industry by launching the industry’s first life + hospitalization cover for COVID-19 earlier this May with Flipkart. However, we acknowledged the market scenario and the customer demands and felt the need to increase the cover to serve our customers better. The new updated ‘Life Insurance with COVID-19 Cover’ policy will further help to ease the financial burden on the policyholder if he/she tested positive for COVID-19 by now offering cover up to Rs.5 Lakh on hospitalization”.

A detailed structure of this policy is available on the Flipkart App. Customers can choose from a range of premium price points to best suit their needs.

About Aegon Life Insurance Company:

AEGON Life, one of the leading digital insurance companies in India, is a new-age digital service company and is amongst the first companies to launch Online Term Plan in India. Being the online protection specialists, AEGON Life has a company-employed service team that is fully geared to provide customers the highest levels of service.

With a vision to be the most recommended new age Life Insurance Company, the company’s Direct to Customer focus establishes a direct dialogue with the customers to make for greater clarity and transparency.

Godrej Appliances Unveils New Refrigerator Ranges and New Age Semi-Automatic Washing Machine Godrej EDGE Ultima

New Range 

* 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.’“

Philips poised for major growth in India

Royal Philips Electronics, a global leader in Healthcare, Consumer Lifestyle and Lighting has outlined its focus on India as an emerging market. Keeping its commitment to delivering affordable healthcare solutions in emerging markets, Philips announced the acquisition of Meditronics, a leading manufacturer of General X-Ray systems targeting the economy segment in India.

Emerging Markets
Philips has stepped up its focus on emerging markets by creating an emerging markets structure which has become operational since spring this year. Focusing on emerging markets allows the company to accelerate growth in developing countries such as India, China, Latin America and Russia.

“Executing on our strategic decision to scale up our presence in emerging markets has been an important element of Philips’ transformation into a focused, less-cyclical company in recent years,” said Gerard Kleisterlee, President and Chief Executive Officer, Royal Philips Electronics. “We are committed to continue this course of action by increasingly redirecting resources to help fuel growth in emerging markets, and build out our industrial footprint in this cost-effective and high-quality manufacturing environment - for Healthcare, but also for our Consumer Lifestyle and Lighting sectors.”

Thirty percent of Philips’ sales in FY 2007 were from emerging markets, also representing a 10% sales growth over FY 2006. This geographical spread contributes to the resilience of Philips’ portfolio.

Philips has said that it is redirecting Euro 250 million of innovation spend from mature to emerging market to drive growth and (original) product & market development, and that it is also redirecting Euro 250 million to emerging markets to align marketing spend with innovation to ‘embed’ its product & solution simplicity message with customers; increase the dialogue with stakeholders to allow them to experience the brand.

Healthcare
Philips is committed to delivering affordable healthcare solutions in emerging markets. And the acquisition of Meditronics is its second in recent months of a healthcare equipment maker in India specialized in manufacturing products for the economy segment - one of the fastest growing market segments in the global healthcare equipment market.

Said Murali Sivaraman, CEO, Philips Electronics India Limited, “Meditronics’ high-quality and clinically proven economy segment product portfolio complements Philips’ existing high-end General X-Ray range and further strengthens Philips’ leading position in India’s high-growth imaging and monitoring equipment market. This also allows us to gain access to local manufacturing platforms at emerging markets cost levels.”

Analysts estimate that the General X-Ray segment of the Indian market will show annual growth rates of 10% or higher. This acquisition gives Philips access to strong sales and distribution channel for the economy segment. Meditronics has dealer network of 25 dealers with large geographical coverage, focused on mid/low end X-Ray business.Lighting
Philips in India is now a key production, research and development (R&D) hub for the company’s global lighting operations.

Philips has recently set up a global research and development centre for lighting electronics at Noida, India. It is its third such unit in the world. The facility will develop advanced lighting solutions, will be scaled up and linked to the global development centre in Shanghai. The centre will cater not only to the specific needs of the Indian market but also the Asia-Pacific region, Europe and North America. The centre currently employs 35 engineers and the headcount will increase with the unit taking up more work.

Philips aims to lead the Indian industry in Green initiatives and create awareness about Energy Efficient Lighting solutions. Solid State Lighting is the next wave of energy efficient solutions and Philips became the first company to introduce LEDs for the home segment last year. The company now plans to introduce the Consumer Luminaire range in India in the next few months.

Consumer Lifestyle
In India, Philips drives innovation by actively combining its global expertise with local consumer insights to deliver offerings designed for Indian audiences. After the successful launches of the Intelligent Food Processor (hands-free mixer grinder) and the Intelligent Water Purifier last year, Philips introduced Rip-all AZ1856 Sound machine in India early this year. Philips now plans to introduce in India some of its innovative global offerings from the Consumer Lifestyle stable such as Aurea TV, Ambisound and high end beauty and personal care range.