White-Westinghouse is one of the fastest growing electronics brands in India. It serves the market with highly innovative products which includes smart TVs, washing machines and etc. The company is growing at good pace and aims to further consolidate its growth in Indian market. To know more about White-Westinghouse’s future plans and product innovations, Rajeev Ranjan, Editor, Digital Terminal recently held an exclusive chat with Ms. Pallavi Singh, Vice President, Super Plastronics Pvt Ltd (SPPL). She shared valuable insights about the brand. Read full conversation below:
Rajeev: Please tell us about the brand White Westinghouse and how it is positioned currently in the India market.
Pallavi: White-Westinghouse is an American home appliance brand currently used under license by trademark owner Electrolux. The company entered the appliances manufacturing business by acquiring Copeman Electric Stove Company in 1917. It moved production from Flint, Michigan to Mansfield, Ohio. Copeman had begun manufacturing its first electric ranges in 1914. Electric ranges were first demonstrated by Thomas Ahearn in 1892, gained in popularity as electrification became widespread throughout the United States. The White Westinghouse appliance line expanded when the company entered the household refrigerator market in 1930. In 1975 the name was changed to White-Westinghouse (when Westinghouse was purchased by White Consolidated Industries (WCI)). Since then, White Westinghouse has made numerous contributions to the industry such as:
1930's refrigerators with sealed refrigeration units
1930's room air conditioners
1930's portable dishwashers
1939’s automatic washing machine that was not bolted to the floor
1950's Auto-defrost refrigerators
The brand is currently positioned as an affordable premium brand.
Rajeev: How has White Westinghouse grown since it entered the Indian market?
Pallavi: WWH has done considerably well since it entered the Indian market. We started out with only semi – automatic washing machines and now have a full range from washers to fully automatic washing machine. In revenue terms, we have doubled our numbers since introduction and are hopeful of maintaining this over the next year as well.
Rajeev: What are the major factors that have helped you grow?
Pallavi: The major factors that have helped us grow are Indian manufactured products, maintaining a consumer inducive price approach and cost-effective marketing.
Rajeev: How are you planning to expand your presence and compete in the highly competitive Indian market?
Pallavi: We plan to expand our presence by introducing a wider array of products which are highly price competitive and providing the best of features at no incremental cost to customer.
Rajeev: How do you commit to offer the best after sales services support to your customers?
Pallavi: We have tied up with various service partners as well as hired service engineers of our own in order to give the customer a hassle free after sales service experience. Our engineers are constantly motivated to keep up to date with all products and the technology that comes with it.
