Kelvinator, the iconic refrigerator brand that branded itself as the “coolest one”, is making a comeback in India under Reliance Retail.
Reliance Retail, the retail arm of the Mukesh Ambani-led Reliance Industries, has signed an exclusive brand licensing, manufacturing, marketing and distribution deal for Kelvinator with Swedish appliance maker Electrolux, which owns the brand.
A source said, “Under the more than 10-year contract, Reliance will shortly relaunch the Kelvinator refrigerator and other appliances such as washing machines, air-conditioners and microwave ovens in phases, to be sold through its network of stores and distributed to other consumer durable stores.”
Earlier, the brand licence was with Videocon Industries but the arrangement ended in 2018, due to the non-payment of royalty. The refrigerator brand used to do Rs 1,000 crore-plus business, which explains the lure for Reliance Retail.
An industry executive stated, “Since Reliance has all the rights over it, it can even use it as a price warrior brand for both its own stores and e-commerce venture to compete against value brands like BPL, Koryo, Haier and Whirlpool, which are pushing sales largely through affordable pricing.”