Godrej, one of India’s largest and most respected conglomerates with businesses spanning industrial engineering, appliances, FMCGs, furniture, security solutions, agri-care and real estate, and a pioneer, innovator and key player in refrigerator manufacture, launched its hi-tech, and stylishly designed range of refrigerators in several models and colours under the Godrej EON brand. Their partner in marketing the range in Sri Lanka is none other than Sri Lanka’s premier retailer of white goods and electronics, Singer.
A US$ 3.3 billion company, founded by visionary Indian entrepreneur Ardeshir Godrej, the Godrej Group has a presence in over 60 countries with its various products with 25% of its business coming from overseas. In 1958, it was the first Indian company to manufacture refrigerators and became synonymous with the category. It was also the first to manufacture 100% CFC-free environmental friendly refrigerators and remains a leader in the field operating with advanced technology and patent rights. Godrej currently manufactures 1.3 million entry-level to high end refrigerators annually, and have penetrated markets in the Middle East, Africa, and now Asia.
Commenting on the link up with Godrej, Singer Group CEO Asoka Pieris said: “We are proud to join hands with a company like Godrej, with their reputation as a pioneer, innovator and key player in the Indian consumer durables market. With our commitment to offer the best and widest choice of appliances to our customers we are happy to include this international class range of refrigerators from Godrej and provide the extensive distribution and after sales services we are famed for, to support this brand.”
Godrej’s EON refrigerator range will initially bringing to Sri Lanka comprises four two-door models of varying capacities to suit newly-weds or large families. They are of the easy-to-upkeep frost-free type and are built with many freshness-protecting, convenience-providing and green technology features.
These include Godrej’s patented Cool Shower Technology which comprises shelves with in-built air vents to ensure uniform cooling, silver-enriched air vents, fruit tray and freezer box to ensure anti-bacterial action and keep food fresh, a unique Godrej invention to conveniently hang poly bags of frozen foods in the freezer, palladium-carbon based deodorisers, jog-dial moisture controls, together with toughened glass shelves and zinc-oxide anti-rust protection (ZOP) to provide enhanced durability. In terms of its ‘green’ features, Godrej fridges help save energy with their 5 Star energy saving rating and are 100% CFC free.
Singer’s Marketing Director Nasser Majeed speaking about the launch stated that while Singer offers multiple brands as a part of their philosophy of providing the widest customer choice, the new Godrej range they are introducing has some unique features and appeals particularly in terms of relevant technology, fine styling and a range of contemporary colours including a crimson, silver and black to suit the modern household. He said that he was confident that this range will particularly appeal to a segment of new, younger consumers who may be buying their first fridge, those making a move for the better, and those keen on style and tech.
The launch event which elegantly demonstrated the Godrej brand through dance was graced by Godrej Appliance’s Vice President for Sales and Marketing Kamal Nandi, who was responsible for rejuvenating the Godrej brand into a youthful, contemporary and vibrant one, making it ‘Mind Leader’ in the refrigerator industry, and winning accolades like the Reader’s Digest ‘Most Trusted Refrigerator Brand’, CNBC’s ‘Most Preferred Refrigerator Brand’, Brand Equity’s ‘Most Trusted Brand’, the Business World award for ‘The Most Innovative Company’ and the ‘Consumer Superbrand’ status. He was joined by Godrej’s Senior GM for Appliance Exports Diptendu Bhattacharya.
The range will be marketed through Singer’s Sisil World, Singer Mega and selected Singer Plus stores and independent retail dealers in order to provide maximum distribution coverage for the brand.