Thursday, May 30, 2024

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US-based Equator Advanced appliances enter Indian Washing Machine Segment

Aims to target 10% of the Indian washing machine market share by 2025

One of USA’s leading Home Appliance companies, Equator Advanced Appliances recently announced its entry into the Indian Washing Machine segment with the launch of ‘Super Combo EZ 5000 CV’.

The company aims to disrupt the Indian Home Appliance sector with a first-of-its-kind dual vent technology and a 100% Dry Feature.

Commenting on the launch, Atul Vir, CEO and Founder, Equator Advanced Appliances says, “An average Indian housewife is opting to spend her money on transitioning from semi to fully automatic or buying a larger-capacity machine. As a product developer, we have tried to understand what the customers’ needs are for today and have successfully addressed every possible choice of our TGs.”

Atul Vir, CEO and Founder, Equator Advanced Appliances

Further speaking on the future plans, he says, “With an investment of $5-7 million, we are targeting a 10% market share in the next 5 years. To strengthen our presence in Tier 1 and Tier 2 cities across India, we are planning to adopt an Omnichannel route for a robust supply chain network.”

We have a pipeline of new products to launch in the coming months and will continue to broaden our portfolio across the appliance category in the country. Other than India, we will soon be expanding our operations to UAE, Singapore, Australia and Japan,” he added.

Customizing the US Technology for the Indian market, the company has introduced 12 unique India Specific Wash Cycles including a Saree cycle. Starting at the price range of 60,000, the washing machines come in 8kgs and 9 kgs weight load capacity.

The product will be available for sale online on the brand’s website and through e-commerce players like Amazon, Flipkart, PaytmMall, etc.

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