White Westinghouse the 100 year old company has partnered with SPPL in India for their exclusive manufacturing rights. Launched in mid 2020 in India the brand has first introduced it’s category of Washing Machines on Amazon and have seen a steady growth since. The brand will soon be launching a series of fully automatic washing machines in a month’s time and plans to expand its category of products in the near future. Ms. Pallavi Singh, Senior Vice President, Super Plastronics Pvt.Ltd. (SPPL), Brand Licensee of White Westinghouse in India. Editor in Chief, Jayanta Ghosh caught up with her to find out more.
Why you have selected- White Westinghouse for India Market?
White Westinghouse is an American premium brand which has a buzz in the Indian FMCD market. The premium factor of the American brand and the affordability makes it a right fit for the Indian market. As the consumer buying trend is shifting towards E commerce and white Westinghouse is totally online exclusive brand on Amazon.
How this partnership help SPPL and its overall market share?
SPPL is established as a TV manufacturing unit, it is the second largest LED TV manufacturing company in India. Now the company is looking for future plans to diversify its portfolio into white goods. SPPL is a brand licensee of White Westinghouse which is an established name in the white goods banking upon the same, a good market share can be captured in the next three years.
“We do plan to diversify into other categories of CE, so that a market share can be acquired which is not just washing machines”.
What will be the highlights of the 1st line of products from White-Westinghouse?
The semi-automatic top load models are the best premium affordable washing machine with the best technology in that category. It comes in different modes. 360 degree wash technology for best washing experience, comes with shock proof and water resistant panel and with ABS model and heavy duty motor.
Which all product category you will be launching in India?
Currently we have expanded our portfolio in washing machine in the semi-automatic category are planning to expand into the fully automatic variant very soon. Strategically, we plan to expand to other categories as well which would be an year wise expansion. Plans so far have been delayed by atleast months due to the ongoing pandemic situation and it is very difficult to plan as there is no market stability. We could take projections from previous years as base earlier, which is no longer the case as even the consumer behaviour has changed many folds in the past year. Where one would prefer going to a physical store when it came to CE, we have seen that the fear of covid has trajected the ordering scale of online markets.
This is a time where technology has truly helped and even local dealers are allowing customers to place orders over WhatsApp by sending them pictures and specifications which allow the customer to choose from the safety of their homes.
In which price segment you want to place White Westinghouse ?
White Westinghouse has been launched in India in the Affordable premium brand segment. Major competitors are Onida Amazon Basics , Panasonic, Croma. We are exclusively available on Amazon and we are completely manufacturing in India. All our products comes with 2 years comprehensive and 4 years on motor.
White Westinghouse has a legacy in India of more being present for more than 20 years directly or through licensee’s. It is a strong household name and one that people associate with reliability. A company which falls under the umbrella of Electrolux group and has been a pioneer in many innovations such as refrigerators, air conditioners, auto washing machines, dishwashers etc. Introduced to the world as early as 1975, it continues to be a well trusted brand and holds high standards when it comes to products being manufactured, whether direct or through licensee’s.
