Voltas Limited a Tata Enterprise, India’s AC Brand and Arcelik, a player in home appliances industry, part of the Koc Group, Turkey’s industrial and services conglomerate, made a thumping entry into the Indian consumer durables market with the launch of their brand – Voltas Beko. The new company, Voltbek Home Appliances Private Limited (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 3 months including 44 SKUs of Refrigerators, 40 SKUs of Washing Machines, 12 SKUs of Microwaves/Ovens and seven 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’ brand & distribution strength coupled with Arcelik’s global expertise in product development.
Customer centricity
Speaking on this occasion, Mr. Pradeep Bakshi, Managing Director & CEO, Voltas Limited, 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"
“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 FY’20 we will be manufacturing these products in the facility at Sanand, Gujarat. We are very happy to partner with Arcelik, whose core competencies complement ours and together we aim to make Voltas Beko the market leader in the white goods space too.”
New venture
Mr. Hakan Bulgurlu, CEO, Arcelik, said, “We are extremely excited about this new venture between Beko and Voltas. We strongly believe that Voltas’ 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.”
Mr. Noel Tata, Chairman, Voltas Limited 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 durable 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 Rs. 43,000-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 global white goods market.
