labels: household appliances, philips india, marketing - general
Philips innovates the food processing category with the launch of India''s first hands free intelligent food processornews
03 November 2007
Bangalore: Philips Electronics India, a subsidiary of Dutch electronics major Royal Philips Electronics, has announced the launch of India''s first ever ''handsfree intelligent food processor'', which the company claims to be a breakthrough innovation in a category which has seen few innovations for the Indian market.

The launch is in line with Philips'' objective to transform itself into a lifestyle and healthcare company using innovation as a key driver.

The intelligent food processor has been developed in India, based on an extensive research on consumer insights carried out with several housewives all over the country. With this innovative range, the company plans to capture and sustain market leadership in the Indian domestic appliances industry.

"India is one of the fastest growing food markets for Philips and we are amongst the leading players today," said Murali Sivaraman, CEO, Philips Electronics India, on the market potential. "According to industry sources, the small domestic appliances industry is estimated at around Rs5000 crore, and is expected to grow at 12 per cent approximately.

"Within this industry, different elements in the kitchen appliances segment is growing between 6 and 20 per cent, which presents huge potential for us. In sync with the healthcare, lifestyle positioning of the company, this food processing range is the one of many in the innovation series from Philips, which will ensure healthy lifestyle for the consumers."

According to Rakesh Sharma, head of the domestic appliances and personal care division, Philips Electronics India, "Food preparation is done daily in Indian homes for 3-4 fresh meals. For this, we process a lot of flour, lentils, vegetables, etc, which is a cumbersome process. Consumer feedback shows that they need products that value their time, remove drudgery and make life simpler. The unique features of Intelli-arm and Intellicontrol in this product range will enable unsupervised and handsfree operation and therefore the option of doing something else. This first ever truly ''Indian intelligent food processor'' will help the consumer create healthy home made food for their loved ones. With this, we further extend our range of ''Health Enabling Kitchen Appliances'' and are confident of capturing a substantial share of the Rs1000-crore food processing appliance market, which is growing at an impressive growth rate of 15 per cent."

The food processor'' strengthens Philips'' food processor line with the introduction of a powerful 750 W motor, and a reverse quadra flow for a superior grinding experience. The food processor''s key differentiators from competing appliances are the extra wonder arm with ''Intellilock'' facility, and an ''Intellicontrol that has a timer, plus the Intellilock feedback and an Auto-Shut off ability that eliminate the need for supervision. Other meaningful advancements include vacuum pad, leak proof and break resistant jar providing an assurance of safety and reducing tension of spillage.

Philips plans to aggressively market the product with demonstrations, on-ground events & promotions in high traffic areas, and at retail outlets where the consumer can see, touch, feel and experience the Philips Intelligent Food Processor. The company is also planning on post-purchase home demos that customers can avail of by calling the Philips helpline.

The range will presently comprise 3 models, priced between Rs4995 to Rs8595, and will be marketed at all Philips authorized distributor and dealer outlets in India.

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Philips innovates the food processing category with the launch of India''s first hands free intelligent food processor