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De’Longhi Group teams up with Orient Electric for India foray

Thursday, 29 Nov 2018
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De’Longhi Group, an Italian small appliances maker, is teaming up with Orient Electric, part of the diversified CK Birla Group, to foray in the Indian market. Under the partnership, Orient Electric will exclusively market and distribute premium small appliance brands -- De’Longhi, Kenwood and Braun in the country.

The company was scouting at the possibilities of manufacturing its products in India in the long-term. The De’Longhi Group’s product portfolio under three brands-- Braun, De’Longhi and Kenwood-- includes a range of small household appliances including products for coffee preparation, food preparation and cooking, cleaning and ironing.

Orient Electric will distribute these premium products through its own brand stores, large format retailers, specialist store channel and e-commerce. In the initial phase, the company will sell these products across the top 25 cities in the country and gradually ramp up distribution to about 100 cities in the next two-three years.

 
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