Crompton Greaves, an electrical brand, has forged a long term partnership with SOGO, a European player in consumer appliances, to sell kitchen appliances in India.
“Through this alliance Crompton will leverage SOGO’s robust cost effective supply chain to introduce the new range of products through its well-established distribution network with a target of reaching 9000 premium retail counters. The high volume procurement projected will enable both Crompton and SOGO to achieve higher competitiveness,” states a Crompton Greaves press release.
The Spanish consumer appliances company is engaged in the marketing and worldwide sales of kitchen and home appliances and personal care products under the brand name SOGO since 1981. This alliance enables Crompton to offer a new range of high performance Kitchen Appliances to the Indian consumer.
The kitchen appliances segment has been growing at 14% in the past three years and is expected to grow faster in the future.
Chairman and CEO, SOGO Group, Satish Raisinghani, said, “It is our proud privilege to partner with India’s iconic brand Crompton. SOGO has vision, honesty and devotion to strive to increase every customer’s overall satisfaction and trust.”
Commenting on this strategic alliance, Avantha Group Company CG’s CEO and Managing Director Laurent Demortier, added, “We are excited to collaborate with SOGO. Crompton has a long-standing heritage of delivering high performance consumer appliances for the Indian market and is always seeking technologies to better serve our customers. This partnership with SOGO was a natural fit to support our strategy in providing new generation consumer appliances that affect a comfortable lifestyle.”
