Haier to bring in commercial freezers

Recognising the underlying potential of commercial refrigeration driven by growth of organised retail in India...

Recognising the underlying potential of commercial refrigeration driven by growth of organised retail in India, Haier India, a 100 per subsidiary of the $16.2 billion Haier Group, is planning to make its foray into this segment in India.

Initially, it will be bringing in commercial freezers in India, which it already exports to European markets. These freezers, with a capacity of 100 litres, 200 litres, 300 litres and 400 litres, will be available in different models like single glass lid, double glass door and customised display cabinets. “We are talking to all retailers and the production will be mostly need-based. Given the plans of modern retailers for expansion of their supermarkets, the demand for these products will be tremendous,” said Pranay Dhabhai, Whole Time Director & COO, Haier Appliances (India).

While these products will be manufactured in their Pune plant, some of its components may be imported from Haier’s other global manufacturing plants. The company is already supplying its commercial refrigerators to beverage giants Coca Cola and Pepsi in India. Refusing to divulge the investments company intends to make in this particular segment, Dhabhai said that they are likely to introduce these products within this year.

Meanwhile, he also said that the company will be developing India as a export hub for its refrigerators. Currently, it exports 12 per cent of refrigerators and is looking at increasing it to 25 per cent by December, 2009. Haier India is looking to increase its revenues by 70 per cent in the current year, targeting a Rs 550 crore revenue, riding on the back of newly launched products and a Rs 23 crore aggressive marketing campaign to be launched soon. Haier Group is the second largest home appliances brand globally.