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.
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:
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
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.