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India,United States : MORF India inks brand licensing deal with Electrolux Home Products
Publish Date : 05-Jun-2012
MORF India Ltd., a public limited company in water purification and sewage treatment industry, has inked a brand licensing deal with Electrolux Home Products Inc., a leading home appliances company.
As per this deal, Electrolux has licensed MORF to market the Kelvinator range of water purifiers and air purifiers in India and Sri Lanka. Kelvinator has been renowned old US brand with a strong global presence in the home products category and is owned by Electrolux. The Kelvinator water purifiers will be produced by companies approved / authorized by Electrolux in India and China.
MORF unveiled the first model of Kelvinator water purifier in Chennai on Monday and is planning to cover whole South India by the end of 2012 in a phased manner. By the middle of 2013, Kelvinator purifiers will be available across India.
“The market for residential POU water purifiers is growing at an exponential pace. We wish to gain a sizeable market share in this segment and have drawn up a very clear road map for the Kelvinator range. Our first task will be to establish a strong reach infrastructure throughout India in the shortest possible time frame through our unique business model. Besides, we also plan to bring out new products /models once in every six months and substantial investments have been earmarked for this purpose. Our marketing campaign will also gather momentum once our reach infrastructure is in place,†said MV Praveen, Managing Director of MORF.
“Electrolux is happy to be associated with an established company like MORF. Additionally, the focus on bringing clean water to people has a social aspect that aligns well with the efforts of Electrolux worldwide in being a company that focuses on maintaining a sustainable environment for all,†said Mathew Young, Head of Global Brand Licensing at Electrolux Home Products.
