December 18, 2017

Black+Decker licensing grows in India

Expanded its licensing programme into India, BLACK+DECKER™ has secured a deal with Stovekraft to introduce a line of branded kitchen and home appliances.As per the deal, Bengaluru based Stovekraft will introduce a line of BLACK+DECKER branded kitchen and home appliances including Blenders & Juicers, OTG...

By Shipra

Expanded its licensing programme into India, BLACK+DECKER™ has secured a deal with Stovekraft to introduce a line of branded kitchen and home appliances.

As per the deal, Bengaluru based Stovekraft will introduce a line of BLACK+DECKER branded kitchen and home appliances including Blenders & Juicers, OTG, Kettles, Coffee Makers, Toasters, Food Processors, Air Fryers, Cookware, Rice Cookers, Induction Cooktops, Room Heaters, and Air Coolers to name a few.

Coordination of the partnership was led by exclusive brand licensing agency LicenseWorks, on behalf of BLACK+DECKER.

Amit Datta, Senior Licensing Manager, Europe and Emerging Markets at Stanley Black+Decker, commented, “Small domestic appliances are one of the key pillars for Black+Decker around the world and we are Corporate Licensing to announce this strategic initiative with Stovekraft in India.”

Adding to it, Rajendra Gandhi, MD of Stovekraft, said, “Black+Decker is an iconic brand that resonates strongly with consumers in India. The acquisition of the licence is part of our strategy to expand our offering across more product formats with elevated design, technology focus and premium price points.”

Pranav Anand, managing partner at LicenseWorks, continued, “We look forward to continue expansion of the Stanley Black+Decker brands in India through strategic licensing partnerships across a range of product categories that will complement and reinforce their position in the core business.”

Stovekraft is a leading manufacturer and marketer of brands in the kitchen appliances domain in India. Their flagship brands include Pigeon and Gilma. Stovekraft’s new collection of BLACK+DECKER products will be available across department stores, mass merchants and online retailers.

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