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Electrolux inks pact with Kent RO Systems to introduce water purifiers

03 Jun 2013 Evaluate

Electrolux inked pact with Kent RO Systems to launch premium water purifiers, with aims to move into products associated with healthy living, of which the first is water. It is likely to market this product in Latin America, Africa and South East Asia. The company has tied up with Shilpa Shetty as the brand ambassador. The water purifiers under the Electrolux brand are priced between Rs 18,000 and Rs 19,000.

The entity aims to sell 50,000 units of the Electrolux range of water purifiers in the first year and then expects to grow 25% year on year. In the early days, it will be present in the top 50 towns, and it will invest substantially in marketing and promoting the brand across the country.

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