Mumbai, April 19: Godrej&Boyce Mfg. Co. today announced the launch of a new range of refrigerators using ZOP(zinc oxide protection) technology with an offer of a 10-year rust free warranty, at a marginally higher price range.
The new range of of refrigerators will be costlier by 3 to 5 per cent over the existing entry level of Godrej refrigetors. Where an existing entry level refrigerator is about Rs 8000, the new range using ZOP technology at the entry level will be priced between Rs 8,200 to Rs 8,350.
Briefing mediapersons here today,Godrej Appliances Division Chief Operating Officer George Menezes said, ''the company has invested significantly on this(ZOP) technology, due to which material cost of the refrigerator by itself goes up by 20 per cent.''
''The new range of refrigerators will now be made with 100 per cent galvanized steel -- a first in India -- in contrast to regular cold rolled steel.'' He further said that a Rs 20 crore ad-spend has been earmarked to promote this new range of refrigerators exclusively as against the average ad-spend for the year at Rs 35 crore on refrigerator ranges.
Rust on refrigerators is a major concern among customers especially in India due to its tropical climate, Mr Menezes pointed out. In addition, factors like salinity, industrial pollution and temperature variation add to the problem, he said adding: ''Also the chance of contaminating the food with rust looms large in such situations.''
Effective April 2006, he said all refrigerators manufactured by Godrej are being made using ZOP technology and will carry the 10 year rust free warranty, he said while pointing out the periodicity of the warranty is by far the highest in the country.
Responding to a query, Mr Menezes said the company's market share of refrigerators is expected to improve by at least five per cent after the introduction of ZOP technology. Currently, it sells around 15,000 refrigerators a year.