September 13, 2018

Voltas Beko launches its new range of home appliances in India

Voltas, India’s No1 AC brand, and Beko, the leading appliances brand in Europe, partner to launch refrigerators, washing machines, dishwashers and microwaves / ovens

Voltas Beko range of appliances is India’s first such series powered with unique technologies to suit consumer needs.

Refrigerators:

  • StoreFresh+ technology ensures 30-day freshness of fruits and vegetables.
  • Neofrost dual cooling technology maintains same temperature right from top to bottom of the crisper, ensuring no mixing of odours between compartments.
  • Active fresh blue light technology simulates natural lighting conditions and keeps food fresh.
  • Pro Smart inverter compressor — all Voltas Beko refrigerators work on inverter technology.

Washing machine:

  • Stain expert function helps remove 26 types of stains.
  • Gentle wave technology helps fights dirt without damaging your clothes.
  • Auto dosing feature determines exact liquid detergent amount and fabric softener.
  • Air therapy helps avoid humidity and prevents creasing.

Dishwashers:

  • Aqua intense technology provides intense water pressure to clean heavily soiled pots and pans.
  • Aqua flex technology provides efficient and gentle washing for all kinds of dishes.

Microwaves / ovens:

  • Auto cooking helps to cook food with the touch of a button.
  • Active defrosting retains freshness and nutrition while defrosting your meals.

New Delhi: Voltas - a Tata enterprise, India’s No1 AC brand and Arçelik, a leading player in the home appliances industry (part of the Koç Group, Turkey’s largest industrial and services conglomerate), made a thumping entry into the Indian consumer durables market today with the launch of their brand — Voltas Beko. The new company Voltbek Home Appliances (Voltbek), an equal partnership joint venture, has introduced a wide range of home appliances which include refrigerators, washing machines, microwaves / ovens and dishwashers.

Voltbek plans to launch over 100 SKUs over the next three months including 44 SKUs of refrigerators, 40 SKUs of washing machines, 12 SKUs of microwaves / ovens and 7 SKUs of dishwashers. Voltas Beko has positioned itself as ‘partners of everyday happiness’ with the consumer benefit of ‘nutrition preservation for refrigerators and cleaning efficiency for washing machines’. The brand aims to provide its consumers with state-of-the-art innovative products leveraging Voltas’s brand and distribution strength coupled with Arçelik’s global expertise in product development.

Speaking on the occasion, Pradeep Bakshi, managing director and CEO, Voltas, said, “We are delighted to announce the launch of the Voltas Beko home appliances range for all our valued customers. As a market leader in the AC category, Voltas has always placed customer centricity at the core of all its offerings. Voltas Beko has been built on the same principle aiming to provide best-in-class products as ‘partners of everyday happiness’. In sync with the government’s ‘Make in India’ initiative, by FY20 we will be manufacturing these products in the facility at Sanand, Gujarat. We are very happy to partner with Arçelik, whose core competencies complement ours, and together we aim to make Voltas Beko the market leader in the white goods space too.”

Hakan Bulgurlu, CEO, Arçelik, said: “We are extremely excited about this new venture between Beko and Voltas. We strongly believe that Voltas’s trusted brand equity coupled with Beko’s innovative approach to product development is a recipe for success. With a vast population and significant economic growth prospects, India offers huge potential to support our continued plans for global expansion and we are thrilled to be entering the market with such a reputable partner.”

Noel Tata, chairman, Voltas, said, “This new venture allows us to offer a wide variety of globally renowned products in the Indian market. Arcelik is a market leader in Europe and is on the cutting edge of innovation in the consumer durables segment. Voltas has established its credentials as a market leader in the AC segment with wide distribution reach and has strong brand recall. Together, we hope the Voltas Beko products will become an integral part of every Indian household.”

As per industry reports, the consumer durables market in India is slated to grow at 10-12 percent per annum. The white goods market is currently valued at Rs43,000 crore (excl ACs). During the last 10 years, the Indian major domestic appliances market grew by nearly 9 percent (CAGR), surpassing the overall 3 percent growth of the global white goods market.