SUPERBRANDS 2020
The chicken or egg paradox exists in everyone’s wardrobes. What is responsible for cleaning the clothes? Detergent or the washing machine? Today’s washing machines have made the answer a lot more complicated. They are highly intelligent, extremely efficient and are adequately equipped to take any kind of strain head on. The US$ 20 billion Whirlpool Corporation, the world’s leading home appliances brand, has spent nearly 110 years in designing and creating exactly these kinds of washing machines. And today, Whirlpool India offers the very same technology through its range of semi- automatic and fully-automatic washing machines and dryers to give Indian consumers that cutting-edge experience.
Market the first automatic Hygiene has been the washing machine in buzzword for quite some 1951. Before that, time, not just now. people struggled with Thanks to the internet, the whiteboard, as it people are well-versed was the only washing aid with the science of available and had been hygiene. And this in use since the well-informed generation Industrial Revolution. is where the new Indian As a company, consumers belong. They Whirlpool has been an aspire to stay away from integral part of washing the traditional dhobi machine history. ghats and stay close to In 1911, Lou Upton, technology that helps the founding father of them maintain hygiene. Whirlpool, patented an This can be testified by electric motor-driven the fact that the Indian wringer washer and set washing machine market up the Upton Machine is looking forward to Company. The next having an optimistic century saw the Upton growth at a CAGR of family continually 3.67% during 2020-2026. improving their washers, Valued at US$ 1,267 based on Lou Upton’s million in 2019, it is belief – “there is no expected to reach US$ 1,698 by 2026. This equity, Whirlpool is almost synonymous with right way to do a wrong thing.” These words growth will be driven, not just by urban washing machines. catapulted Whirlpool to become the world’s consumers with busy lives, but also by rural users In this age of modern homes, household leading kitchen & laundry home appliance with newly electrified homes. appliances need to look as good as their company, selling around US$ 20 billion worth of surroundings, and the design team has left no products annually. stone unturned. Their efforts have been awarded The Indian journey began in the 1980s as a part and celebrated. The 360° Bloomwash has been of Whirlpool’s global expansion strategy. The first nothing short of a showstopper. It has bagged steps were taken through a joint venture with the the coveted India Design Mark, thanks to its TVS Group in Chennai and with that, the first unique blooming action that helps remove up Whirlpool facility in Pondicherry (now And with the recent tides of time, Whirlpool to 50 stains. Puducherry) to manufacture washing machines has seen its entire washing machine segment And that’s not all, the iconic Whirlpool’s AceXL was established. expand significantly due to ease of use and lower and Bloomwash Pro walked away with awards at In 1995, ambition took centre-stage. Whirlpool human intervention. It has also introduced a bevy the iF Design Award – 2019, one of the most acquired Kelvinator India Limited to enter the of innovations to serve the finest and most prestigious design awards – amongst 6,400 entries refrigerator market. A year later, the Kelvinator hygienic experience to the consumers. The from 50 countries. and TVS acquisitions were merged to create In-Built Heater technology is a befitting example Whirlpool of India Limited. Headquartered in – a technology that has been developed keeping History Gurugram, the company runs three manufacturing the Indian market at the core. It modernises the It all started when Whirlpool gave a gift to the facilities at Faridabad, Pune and Puducherry. traditional method of washing clothes, and it does world in 1908 in the form of the world’s first it efficiently. electric-powered washing machine, followed by Product With time, the washing machine Achievements technology has undergone a When design and huge metamorphosis. technology work What we expect from towards a common the machine at the goal, the end product corner of washroom is bound to be iconic. has changed Whirlpool strives to drastically. It is not achieve the same with just expected to its washing machines. clean clothes In fact, owing to its anymore. It needs to tremendous brand be a lot more than
140 that. With its international lineage of innovative technology, Whirlpool has served the demands with smart washing machines that not only deliver exceptional washes but also has to be efficient in terms of hygiene and energy. The entire range not only has 5-star rating, making it highly energy efficient, it is also equipped with novel features that help the modern consumer deal with time crunch. Quick and easy programmes result in speedy and efficient wash cycles. The machines intuitively sense the wash load and recommends detergent dosage ideal to give best wash results. This constant chase for ground-breaking innovations has led Whirlpool to develop revolutionary technologies such as 6th Sense® SoftMove technology, SteamCare technology , 360° BloomWash technology, In-Built Heater and many more . The common thing in each of them – they all help deliver superior cleaning, customised fabric care and a quiet washing experience. The popular semi-automatic range of washing the machine that is No.1 in cleaning-performance with her washing machine, a mom confidently machines operates with four capacity options in its category. And it is not just performance that takes on any kind of stain. Subsequent campaigns ranging from 6.5 kg to 10.5 kg. And no short-cuts caught the eye but its great aesthetics too. The with the real-life cine couple, Kajol and Ajay, are taken to make them exemplary. They are perfect blend of form and function with its launched the easy 1-2-3 wash feature and the equipped with the ingenious edge-to-edge brand’s 6th Sense® technology by depicting a 3D Scrub technology which black glass top whole host of household stains. In 2019, the removes up to ten tough stains, and premium- popular celebrity Kirti Sanon became the brand even in hard water. The fully looking chrome ambassador to showcase the brand’s global automatic top load range has bar, set the narrative – Everyday, Care – that celebrated three different series – standards of caring through the little moments of life that really WhiteMagic, StainWash and designs others matter, to strengthen the brand’s emotional equity BloomWash. are still trying to with consumers. The marquee product, 360° match. BloomWash, utilises a unique The semi- Brand Values blooming action to remove up automatic range What drives Whirlpool as a company is the to 50 tough stains, ensuring the was further mission to make home appliance with advanced best-in-class cleaning strengthened technology that will exceed consumers’ performance. The In-Built when the design expectations each time. This mission serves as an Heater technology helps remove up to 99.9% philosophy of inspiration to make the germs and allergens. Along with its six-stage stain Bloomwash Pro company purposeful and remover and four spin drying speeds, 360° flowed down to performance-centric. At BloomWash holds its fort. the Stainwash the core of the company’s The crème-de-la-crème of fully automatic range, making it bond with consumers is washing machines, the front loaders, have been the most premium the brand vision – crafted with European precision and aesthetics offering in its class. Creating Happier Homes. and its three flagship ranges have been introduced Another 2019 Each Whirlpool washing in India for the first time. They are equipped with iF Design award- machine is designed with the advanced 6th Sense® SoftMove technology winner, the advanced technology to that intelligently senses the load and its type, and AceXL range make caring for each other then modifies the drum rotation accordingly. The gained its ground easier and each day a SteamCare technology provides slow gentle with an aggressive celebration of life. movements of the drum and combined with distribution the power of steam, keeps garments fresh inside strategy. the drum for up to 6 hours# after the end of Things you didn’t know about the washing cycle. Additionally the technology Promotion keeps clothes germ-free and odour-free. The Whirlpool has never been just about features Whirlpool Washing Machines Whirlpool FreshCare washer-dryer combos take and technology. It has always connected with the the washing technology up by several notches. consumer through the lens of care. From being ✲✲ Whirlpool’s semi-automatic washing Expert washing meets expert drying. These super the first brand to take the television route to machines have four drying levels to let you go advertise itself, to talking about care in everyday machine, Ace XL, can wash up to from wash- to dry- to wear in just 45 minutes. lives, Whirlpool has come a long way. It makes fourteen king-size bed sheets in one go consumers feel as if it’s a part of their family and Recent Developments the ‘Whirlpool Whirlpool’ refrain has now ✲✲ Whirlpool’s top load washing machines Whirlpool has always understood what the become a familiar tune. come equipped with Eco Wash Cycle consumer aspires for. The recent introduction of The brand has celebrated the role of the that saves more than two buckets of its successful European range of FreshCare homemaker in all its communication. It washing machines in India has empowered her and has let water every wash bears testimony to that. the world understand her Now consumers importance. The iconic ✲✲ Bloomwash Pro+ Range of top-load have products which Whirlpool Mom has evolved washing machines have an automatic blend with the with the times, taking on detergent and softener dispenser which lifestyle they desire. various cleaning challenges These launches and addressing them with can dispense for up to 30* wash cycles Whirlpool washing machines. have given the brand ✲✲ an impetus it was The memorable campaign – In 1947, the company introduced the striving for and now You and Whirlpool. The first automatic spinner-type washer has a strong foothold in World’s Best Homemakers – under the Sears’ Kenmore brand the front load category. struck a chord with the core Whirlpool launched target audience and helped the ✲✲ The company introduced automatic the BloomWash Pro brand establish a strong bond dryers way back in 1950, just before it Series with its 2019 iF with them. The commercial for Design award-winning WhiteMagic helped create changed its name to Whirlpool design and promoted it as Mummy ka Magic – where, armed Corporation
141 *Results based on internal lab tests done on select models under standard test conditions and may vary depending on testing conditions and programmes whirlpoolindia.com