While most of us focus on the shiny new launches in the world of smartphones, laptops, and TVs, the home appliances category continues to grow steadily in the country. As highlighted in our Home Appliance Satisfaction Study 2024, refrigerator, washing machine, and air conditioner space witness a cut-throat competition, with incumbents and new-age players fighting it out.
One company that has managed to carve a niche for itself is SPPL (Super Plastronics Private Limited) – majorly known as a licensee for Kodak, Thomson, and Blaupunkt TVs. It ventured into the washing machine space by licensing White Westinghouse, a name that many people may be familiar with, as it’s one of the world’s oldest electronics companies, founded in 1917.
Let’s delve into its journey with Pallavi Singh, SPPL’s Vice President, and explore the brand’s trajectory, differentiation strategies, future roadmap, and more.
PS: the interview has been slightly edited for the sake of clarity.
1. Can you share the journey of White Westinghouse in India?
White Westinghouse was established in India about three years ago in 2021. With a strong legacy in consumer electronics and large appliances globally, we decided to bring the brand to India. Initially, we imported washing machines, but last year, we set up our manufacturing plant to produce everything in-house, including top-load and soon-to-be front-load washing machines. We aim to become self-sufficient and expand into other categories over time.
2. What led you to choose White Westinghouse and venture into washing machines?
White Westinghouse’s global reputation in large appliances was a significant factor. While we already had others for offline sales (SVL), we needed a reliable brand for the online market. White Westinghouse offered the opportunity to develop products to global standards before launching them in the Indian market.
3. Can you share the USPs of White Westinghouse washing machines?
We focus on affordability without compromising on quality. By developing our machines in-house, we’ve introduced unique features like a stabiliser ring to reduce vibration. Additionally, we prioritise user-friendly designs, whether for automatic or semi-automatic machines.
4. How does White Westinghouse differentiate itself in a competitive market?
With over a century of existence, White Westinghouse carries a legacy of reliability and global standards. Our presence in both Indian and international markets instils confidence in consumers. We emphasise our local roots and commitment to customer service, which sets us apart from competitors.
5. What marketing initiatives are you taking to build awareness for White Westinghouse?
We primarily focus on online platforms like Flipkart, Amazon, and social media to increase brand visibility. Collaborations with other brands are also being explored to expand our reach further.
6. Considering the shift to online shopping, how do you address the challenge of customers not being able to physically experience large appliances before purchase?
This perception has changed post-COVID, with customers increasingly comfortable buying large items online. We also ensure convenient delivery, easy returns, and reliable after-sales service, addressing concerns about not being able to physically examine products.
7. What are the popular buying patterns you’ve observed for White Westinghouse washing machines?
In the Northern region, semi-automatic machines are preferred, while in the South, fully automatic machines are more popular due to smaller households and a higher proportion of bachelors. Top-load machines are generally favoured over front-load due to space constraints.
8. What have been the biggest challenges for White Westinghouse, and how have you addressed them?
Creating brand awareness, navigating through the challenges of COVID, and ensuring a consistent supply of washing machines have been significant hurdles. We’ve adapted by exploring alternative marketing strategies and investing in our manufacturing capabilities.
9. Can you share the manufacturing capacity of your facility?
Our manufacturing plant can produce 30,000 to 50,000 washing machines per month, with plans for expansion in the future. We’re dedicated to manufacturing our products under the White Westinghouse brand.
10. What’s next for White Westinghouse, and will you expand into other categories?
We’re currently focused on developing fully automatic front-load washing machines and plan to expand into other categories in the future.
While specific timelines aren’t set, we’re committed to growing our presence in the large appliances market.
