Electrolux has entered the fast growing water purifier market via a brand licensing agreement with Kent RO Systems. As per the agreement between these two players, Kent RO will manufacture and sell a premium range of water purifiers priced between Rs 18, 000 – 19, 000 under the Electrolux brand. The Sweden headquartered company will get royalty for the brand and a percentage of revenue for each product sold. Mathew Young, head of brand licensing at Electrolux, said, “We have no experience in this segment and our delighted to partner with Kent RO for water purifiers.” Kent RO is optimistic of selling 50, 000 units in the first year and then grow sales in subsequent years by more than 20 per cent year-on-year. The water purifier market in India is currently estimated at Rs 3, 500 – 4,000 crore and projected to reach Rs 7, 000 over the next few years, according to various industry reports. Electrolux also has a licencing agreement with Videocon Industries for selling Kelvinator-branded home appliances, including refrigerators and air-conditioners.
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