NE BUSINESS BUREAU
CHENNAI, JUNE 27
Home appliances major Godrej Appliances on Friday launched three new models – Godrej EDGE RIO Refrigerator, Godrej EDGE NEO Refrigerator and Godrej EDGE Ultima Semi-Automatic washing machine.
These new products were thoughtfully designed and developed by Godrej Appliances to meet the needs of people who preferred to stay at home due to Covid-19 pandemic. As the families stopped housemaids as a precautionary measure, they were looking for alternatives such as washing machines and dishwashers and Microwave Ovens.
With a view to avoiding going out very often due to lockdown, people were looking for refrigerators with more space to keep their vegetables, fruits and groceries etc, said Kamal Nandi – Business Head and Executive Vice President, Godrej Appliance in a virtual national launch of the products on Friday.
While addressing the virtual launch, Kamal Nandi 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.
Replying to a query on the price front of Godrej Appliance, Kamal Nandi said that as of now there is no idea to hike the prices due to COVID pandemic, however, it will have an impact if the duty on imported components changes.
When asked about the disruption of production due to reverse migration of labourers due to COVID-19 pandemic across the country, he said as the company has enough stock and would manage with the current employees to ignite production. However, the heat of reverse migration will be known after two or three months.
The company would attain pre-COVID-19 level sales during July, as it has achieved 80 per cent sales level during June, Nandi replied to another query.
Speaking on this occasion, 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.“
Godrej EDGE RIO and EDGE NEO
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.
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 Rs 14000.
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.
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.
