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Reliance acquires Kelvinator, a home appliance maker from Sweden's Electrolux

Reliance acquires Kelvinator, a home appliance maker from Sweden's Electrolux

Reliance Industries announced on Friday that its retail arm had purchased the Kelvinator Brand in India from Sweden’s Electrolux. The Mukesh Ambani led group is now a stronger player in the rapidly growing consumer durables market.

Reliance Retail is expanding its private-label product portfolio, as well as its footprint, in the home appliances and electronics segment, which has seen a boom due to urbanisation and rising incomes.

Reliance Digital operates stores that sell everything from washing machines to refrigerators and washing machines, as well as smartphones and laptops.

Since 2019, the company has sold Kelvinator refrigerators, air conditioning units and washing machines under a licensing agreement with Electrolux. This is primarily done through smaller appliance retailers.

In India, Kelvinator gained prominence during the 1970s and 1980s as its refrigerators marketed with the tagline "the Coolest One" became a symbol for aspirational life among the middle class.

The brand suffered a loss of ground in the 1990s after global competitors began flooding the market, and consumer preferences started to shift.

Electrolux, which did not reveal financial details about the deal, said that in its Friday quarterly earnings report it had booked a profit of 180 million Swedish crowns (about $18.5 million) on the sale of the brand.

According to an EY report, India's consumer products market grew the fastest among major economies in June 2024 and could double to 3 trillion Rupees ($34.8billion) by 2029.

Reliance Retail's initial public offering is not expected to happen before 2027 or even 2028, according to a report published earlier this month. Sources told the news agency in November that the company planned to solve operational issues before going public.

(source: Reuters)