Crompton launching built-in-kitchen appliances range

Crompton has announced its entry into the Built-In Kitchen Appliances. segment with a comprehensive range of Chimneys, Hobs, Built-in-Ovens, Built-in-Microwaves and Dishwashers. Crompton's focus area is kitchen and acquires Butterfly Gandhimati Appliances to strengthen its presence in this area. The entry into the built-in-kitchen appliances segment will further consolidate its position in the kitchen space, in addition to driving growth and premiumization of the brand. Company mid-term aims to garner double digit market share of INR 2200 crores built-in-kitchen appliances which is growing at ~10% per annum. Initially the products are launch in 10 city clusters, starting with Mumbai, Bangalore, Delhi, Kolkata, Chennai and Pune this quarter through exclusive brand outlets called “Crompton Signature Studios”. Company is also building a world class service network leveraging its large presence across the country. Mathew Job, Executive Director and Chief Executive Officer - Crompton,said, “Our aim is to become one of the top 3 players in this segment in the coming 3 years. For the same, we have carved out a separate business unit which is focused on built-in-kitchen appliances.Leadership is in our DNA and we are looking to win in this segment with our differentiated value propositions.” Nitesh Mathur, Vice President - New Business - Crompton said, “Crompton has built a deep understanding of its target consumer segment and will target them with a differentiated product range.