US-based Consumer Electronics Maker Westinghouse Forays into India

Westinghouse Electric Corporation, a US-based consumer electronics brand has launched a range of its TV sets in the Indian markets. The brand has collaborated with its Indian licensing partner Super Plastronics Pvt Ltd (SPPL) with whom it has entered into an exclusive licensing agreement.

The brands Westinghouse's manufacturing, branding, designing, packaging, and retailing supply processes will be managed by SPPL, as per the licensing contract. The brand will operate into the affordable segment of the LED TV and aims to gain a market share of 3-5 percent by the end of next year, SPPL said in a statement.

The Noida-based SPPL already has a branding license for international brands which includes Blaupunkt, Thomson, Kodak, and White-Westinghouse.

Commenting on the development, SPPL Vice-President Pallavi Singh said: "We are enormously elated to onboard such a trustworthy brand like Westinghouse that is well-famed as an American consumer electronics giant."

Westinghouse, the brand that has a legacy of around 130 years, would compete in the entry-level affordable segment of the smart and non-smart LED TV segment. This would be exclusively available on the e-commerce giant Amazon.

"Our prevailing collaboration with Amazon will play a predominant role to make these Television models reach millions of consumers. With this much-awaited launch on Amazon, we are expecting to additionally gain a market share of 3-5% of the affordable TV category by the end of next year," Singh added.

The entire range of Westinghouse TVs would be manufactured locally in India by SPPL at its manufacturing units. SPPL has 3 manufacturing plants in India located in Noida, Una, and Jammu.

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