Under Women Leadersip SPPL strengthens American Brand White Westinghouse in India, reiterating Make in India
CXOToday has engaged in an exclusive interview with Ms.Pallavi Singh, Sr Vp at SPPL, Exclusive Brand Licensee of White Westinghouse in India
Give us an overview of the brand White Westinghouse, its legacy and how it has positioned itself in the India market.
White-Westinghouse is an American home appliance brand currently used under license by trademark owner Westinghouse Electric Corporation. 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 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)). It comes with a strong legacy in home appliances and has established itself well in the Indian market by positioning as a mass premium yet affordable brand.
2. What is the partnership like between White Westinghouse and SPPL?
We operate under a licensing arrangement with White Westinghouse and have rights for the Indian market for Washing machines. All our products are vetted and are meant to follow global standards.
3. What kind of market share has White Westinghouse been able to achieve since it entered the Indian market ?
WWH has managed to establish itself in the semi automatic segment with washing machines ranging from 6.5kg to 9 kg and Fully automatic top load/front load washing machines ranging from 6.5kg to 10 kg. Both these segments cumulatively have managed to acquire about 1-2% market share and can only be seen growing as we increase the number of SKUs.
4. How is WWH planning to strengthen its presence and compete with the already existing market players?
We will be setting up a new plant for washing machines only where a wide range of products will be manufactured which will be a huge shift from the current players that we are sourcing from. We will be introducing a range of products with unique features as well as attractive pricing to compete with existing players.
5. What kind of assurance does the brand offer its consumers in terms of after sales services ?
We provide on site service to all our customers and are constantly trying to improve our services till the last mile.
6. What is the brand’s most distinct feature?
The brand provides a large mix of washing machines which are accompanied with a mix of features which are offered at best prices.
7. Tell us about the future road map of the brand.
We see the road shaping up to be one with many diversions and intersections as we establish the brand in the online as well as offline space. We intend to introduce multiple SKUs in the semi- auto as well as fully-auto space which will further help in acquiring a larger market share than at present.
