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Home > City Resources > Home Needs > Allwyn Sensor

LogoThough Allwyn has the distinction of making the first ever refrigerator (1958) and introducing the double door firdge (1973) in India, the market share of the brand is still below 10%. Frequent changes in the proprietary of the brand may be one of the reasons for the present status of the brand. Allwyn is now an integral part of the Electrolux India's portfolio of brands. In order to revive the past glory of the brand, Electrolux launched Allwyn Sensor range of refrigerators. This launch is in line with Electrolux India's long-term strategy of having a strong presence in the Indian market. The all-new Allwyn Sensor range includes two models - the Eternity and the Infinity. The two models have been designed specially for the Indian market at the Electrolux Design Centre in Stockholm and manufactured at the Allwyn factory in Nandalur in Andhra Pradesh.

Announcing the launch, Mr Ram S Ramasundar, Managing Director, Electrolux India Ltd said, "Allwyn has always been a representative of a strong, traditional, durable brand, priced competitively in the Indian market. Keeping in mind the growing awareness amongst the discerning consumers and their changing needs, we have launched the Allwyn Sensor range of refrigerators. An innovative piece of technology and design, being introduced for the first time in the Indian market."

"Today, Allwyn is best known for its long-lasting and reliable performance. Electrolux India is positive that this new range of refrigerators will bring in a new face to the Allwyn brand, boosting its image and reviving its place in the minds of the consumer," remarked Mr Ramsundar, reiterating Electrolux's commitment to the Indian market.

The new Allwyn Sensor with sigma doorThe revolutionary designing of the Allwyn Sensor Eternity includes some first-time unique features in the single door range of refrigerators in the country. The new Sigma door design with the door open alarm, the compressor and power on/off indicator and the digital alarm clock are the some of the new features of the Sensor range. It also includes transparent and attractive accessories, humidity control vegetable basket and is available in two bright colours, Java Orange and London Gray. The Allwyn Sensor Infinity model comes in three colours - Sunset Red, Pacific Blue, London Gray - unique door design and interiors with a new granite finishing. The folding utility shelves, can be folded and removed to use the space otherwise. The two models targeted at the middle and lower class consumers, are available in three sizes, viz. 175 lit, 210 lit and 250 lit and priced in the range of Rs. 11,090 to Rs. 13, 590.

"Allwyn has strong brand equity in South India, especially in Andhra Pradesh. Currently, it has about 6.5% market share in the direct cool refrigerator segment. As a group, Electrolux is the leader in the refrigerator segment with our brands - Kelvinator, Allwyn and Electrolux, having a combined market share of 27%. In the year 2000-2001 we sold one lakh Allwyn refrigerators. With these new models we are targeting to increase Allwyn's market share to 10%," revealed Jayant Kaushal, Brand Manager, Allwyn.

Allwyn brand has a long-term commitment to sports in India. Dedicated to the sport of football, Allwyn has a strong association with the Durand Cup and today it is called the Allwyn Durand Cup.

A brief history of Allwyn:

Adjustable trasperant shelvesHyderabad Allwyn Metal Works was formed in 1942, as a joint venture between Nizam Knife Factory and Allwyn Steel Equipment. Khan Sahib Dost and Mohammad Alluddin & Co, were the managing agents for the company, until the Birlas took it over in 1956. The government of Andhra Pradesh took over in 1969 and sold its stake to Voltas in 1994.

Consequently, Voltas decided to get out of white goods market and sold the Allwyn compressors unit at Sanathnagar, Hyderabad and Refrigerator Assembling Unit at Nandalur in Cudappah district to Electrolux India in 1999. The Allwyn Refrigerators unit Sanathnagar is still with Voltas, but they are using it for out-sourcing for other companies.

AB Electrolux, the Swedish white goods major, is the largest home appliances manufacturer in the world, with annual sales of over 16 billion US dollars. Electrolux India is the 100% subsidiary of AB Electrolux. Electrolux group in India is the market leader in refrigerators with its three brands Kelvinator, Electrolux and Allwyn. Besides the fully owned Electrolux India Ltd., AB Electrolux has a 51% stake in Intron Ltd, 56% in Electrolux Kelvinator Ltd and 40% in Eureka Forbes Ltd. Electrolux in India currently has four established brands Electrolux, Kelvinator, Maxclean and Allwyn.

- Mohan G Jagan

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