Bajaj Elect. ties up with Italy’s Nardi for appliances
The stoves and chimneys would be imported initially, and would compete with Faber and Venita Cucine, two other foreign brands that are already present in India, reports Suprotip Ghosh.autos Updated: Apr 24, 2008 00:57 IST
Bajaj Electricals (BEL), the Rs 750 crore lighting and home appliances major is entering the Rs 400 crore premium kitchen and cooking appliances segment. BEL has tied up with Nardi S.p.A. of Italy, which leads the European market in cooktops. Nardi S.p.A. would manufacture state of the art gas stoves and chimneys under the “Bajaj Nardi” range, which will then be marketed and distributed through BEL’s marketing and sales network.
The stove range would include three-burner, four-burner and five-burner variants and chimneys. Prices could start from Rs 8,500 for the ovens, said PS Tandon, president, BEL.
The stoves and chimneys would be imported initially, and would compete with Faber and Venita Cucine, two other foreign brands that are already present in India. The products would be targeted at the upwardly mobile households who would get a ‘higher value for more money’, said R Ramakrishnan, executive director, BEL. The market for these appliances is growing at a rate of 40 to 50 per cent per year, according to industry estimates.
To capture the market, the cooktops, made to European designs and standards, would be modified to suit Indian needs.
“Indian utensils are round-bottomed, while in Europe, pans are flat. So we are changing our burner tops to fit Indian needs,” said Marco Narrdi, chairman, Nardi. Other innovations include use of scratchproof steel to cater to households where domestic helps do the cooking. The feature would eliminate the risk of scratches on both ovens and the utensils.
BEL has a design centre in Mumbai, which is working with Nardi’s designers to make the modifications in the product range. Nardi makes around 7,00,000 appliances a year and is a leader in gas stoves and ovens in Europe.