{"id":14030,"date":"2018-11-29T05:10:25","date_gmt":"2018-11-29T05:10:25","guid":{"rendered":"http:\/\/faceinews.com\/?p=14030"},"modified":"2018-11-29T05:10:25","modified_gmt":"2018-11-29T05:10:25","slug":"delonghi-group-forms-strategic-partnership-with-orient-electric-in-india","status":"publish","type":"post","link":"https:\/\/www.faceinews.com\/?p=14030","title":{"rendered":"De\u2019Longhi Group forms strategic partnership with Orient Electric in India"},"content":{"rendered":"<p><strong><a href=\"http:\/\/faceinews.com\/wp-content\/uploads\/2018\/11\/From-L-R_-Tunj-Gencoglu-DeLonghi-Group-Rakesh-Khanna-Avani-Birla-Saurabh-Baishakhia-Orient-Electric-Ltd..jpg\" rel=\"attachment wp-att-14031\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-14031\" src=\"http:\/\/faceinews.com\/wp-content\/uploads\/2018\/11\/From-L-R_-Tunj-Gencoglu-DeLonghi-Group-Rakesh-Khanna-Avani-Birla-Saurabh-Baishakhia-Orient-Electric-Ltd..jpg\" alt=\"From L-R_ Tunj Gencoglu (De'Longhi Group), Rakesh Khanna, Avani Birla, Saurabh Baishakhia (Orient Electric Ltd.)\" width=\"1008\" height=\"672\" srcset=\"https:\/\/www.faceinews.com\/wp-content\/uploads\/2018\/11\/From-L-R_-Tunj-Gencoglu-DeLonghi-Group-Rakesh-Khanna-Avani-Birla-Saurabh-Baishakhia-Orient-Electric-Ltd..jpg 1008w, https:\/\/www.faceinews.com\/wp-content\/uploads\/2018\/11\/From-L-R_-Tunj-Gencoglu-DeLonghi-Group-Rakesh-Khanna-Avani-Birla-Saurabh-Baishakhia-Orient-Electric-Ltd.-300x200.jpg 300w, https:\/\/www.faceinews.com\/wp-content\/uploads\/2018\/11\/From-L-R_-Tunj-Gencoglu-DeLonghi-Group-Rakesh-Khanna-Avani-Birla-Saurabh-Baishakhia-Orient-Electric-Ltd.-768x512.jpg 768w\" sizes=\"auto, (max-width: 1008px) 100vw, 1008px\" \/><\/a><\/strong><\/p>\n<p><a href=\"http:\/\/faceinews.com\/wp-content\/uploads\/2017\/11\/Faceinews-Logo-Copy.png\" rel=\"attachment wp-att-7654\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-7654\" src=\"http:\/\/faceinews.com\/wp-content\/uploads\/2017\/11\/Faceinews-Logo-Copy.png\" alt=\"Faceinews Logo - Copy\" width=\"173\" height=\"43\" \/><\/a><\/p>\n<p><em>\u00a0<\/em><\/p>\n<ul>\n<li><em>Paves way for the entry of three international premium small appliances brands in India \u2013 De\u2019Longhi, Kenwood and Braun<\/em><\/li>\n<\/ul>\n<p><em>\u00a0<\/em><\/p>\n<ul>\n<li><em>Orient Electric to have exclusive rights to market the products in India<\/em><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>De&#8217;Longhi Group, the renowned Italian small appliances maker, today announced a strategic partnership with Orient Electric Limited, part of the diversified USD 1.8 billion CK Birla Group, to bring its international premium range of small appliances to the Indian market. Orient Electric will have exclusive rights to market and sell the marquee brands of &#8211; De\u2019Longhi, Kenwood and Braun.<\/p>\n<p>&nbsp;<\/p>\n<p>Commenting on the partnership, <strong>Mr. Rakesh Khanna, MD &amp; CEO, Orient Electric Limited<\/strong>, said \u201c<em>Premiumization is gathering pace in India, Indians are travelling abroad, experiencing global food and cultureand this being coupled with rising income is leading to increased inclination towards aspirational lifestyle. The partnership will help us mutually to expand our appliances portfolio and tap into emerging trends in the consumer appliances space in India. Our association will help us offer the internationally acclaimed products to the Indian consumers which they have been eagerly waiting for.De\u2019Longhi Group is known for its quality, innovation and design and with our strength of distribution, marketing and service, we are confident that our association will unlock many opportunities for both the companies\u201d.<\/em><\/p>\n<p>Commenting on the partnership, <strong>Mr. TuncGencoglu, MEIA Vice President Commercial and Turkey Managing Director, De\u2019Longhi Group<\/strong> said,<em>\u201c<\/em><em>We are looking forward to this business partnership with Orient Electric as we share similar values and an approach based on consumer led insights. The appliances market in India is poised for significant growth and premiumization. We believe that our brands and the current product selection will cater to a wide spectrum of consumers in India and create an enjoyable experience. We have a clear strategy to position our three brands \u2013 De\u2019Longhito deliver the true \u2018Bean to Cup\u2019 coffee experience across different types of consumers. Kenwood is positioned at the \u2018Joy of homemade food\u2019 through its range of Kitchen machines, Food processors and blenders, while Braun will bring in world-class technology and innovation in Hand blenders and irons.\u201d<\/em><\/p>\n<p><em>\u00a0<\/em><\/p>\n<p><strong>Saurabh Baishakhia, \u200eSr. Vice President and Business Head, Appliances, Orient Electric said<\/strong> \u201c<em>Orient Electric always strives to unravel and surface the latent consumer needs and meet them with apt solutions which make life simpler and experiences better. Therefore, it was natural for us to partner with the De\u2019Longhi Group which is known for its, innovatively engineered category-defining differentiated products. We are confident that the partnership will help us capture significant market share in the premium appliances segment in the next few years.\u201d<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>The De\u2019Longhi Group brand portfolios \u2013 Braun, De\u2019Longhi &amp; Kenwood \u2013 include nearly every category of small household appliance in coffee preparation, food preparation and cooking, cleaning and ironing andhome comfort. The Group is launching the No.1 Espresso Machine under the De\u2019Longhi brand and the No.1 in Europe &#8211; Kitchen machine and food processors under the Kenwood brand. It will also bring to India the No.1 hand blender from Braun.<\/p>\n<p>&nbsp;<\/p>\n<p>Orient Electric is a leading home electrical player in the domestic market while having strong presence in 35 countries globally. In the domestic market it has a well-organised distribution network covering over 1,00,000 retail outlets and a strong service network with reach in 320 cities. It has established itself in the market as one-stop solution provider of lifestyle electrical solutions with a diverse selection of fans, home appliances, lighting and switchgear.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0 Paves way for the entry of three international premium small appliances brands in India \u2013 De\u2019Longhi, Kenwood and Braun \u00a0 Orient Electric to have exclusive rights to market the products in India &nbsp; De&#8217;Longhi Group, the renowned Italian small appliances maker, today announced a strategic partnership with Orient Electric Limited, part of the diversified [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":14031,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[],"class_list":["post-14030","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business"],"_links":{"self":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts\/14030","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=14030"}],"version-history":[{"count":1,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts\/14030\/revisions"}],"predecessor-version":[{"id":14032,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts\/14030\/revisions\/14032"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/media\/14031"}],"wp:attachment":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=14030"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=14030"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=14030"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}