ISSN: 1391 - 0531
Sunday March 23, 2008
Vol. 42 - No 43
Financial Times  

Singer hoping to level competition against Abans

Singer Sri Lanka is hoping to nudge its main competitors LG from the refrigerator retail market through the launch of the new Whirlpool refrigerator the ‘Mastermind’.

Chairman of Singer, Hemaka Amarasuriya predicted that refrigerator sales will hit the 100,000 mark by the end of the year, cleaning out the competition which specializes in Door Cooling technology.

According to him, the Whirlpool brand is the biggest seller in Singer’s refrigerator line-up but has not been promoted enough by Singer Sri Lanka. “This product is a high-end product, not something for the ordinary guy on the street,” he said, speaking of the Mastermind which is Sri Lanka’s first automatic refrigerator.

Neighbouring India has seen the launch of the product extremely successfully, and Indranil Sinha, Director Exports of Whirlpool India expressed his belief in the potential of the local market.

“Some of the finishes on the product have never been seen on any other Whirlpool products and it will be these finishes that give the Mastermind the edge in the local market,” he said.

The Mastermind includes a number of hitherto unseen features, including the sixth Tower cooling system which Nasser Majeed, Senior Deputy Marketing of Singer called the “core of intelligence of the refrigerator”. The system monitors the temperature without and the load within the refrigerator and adjusts the temperature within. The Ice Accelerator gives the user the ability to speed up the freezing process to chill ice fast and then return the temperature to its normal level. The door alarm that rings when the door is left open for more than two minutes is another interesting feature as is the Crisper which absorbs the gases emitted by decaying vegetables and fruits and thereby ensures that they are garden-fresh for a longer time. Many of the officials placed emphasis on the “touch of elegance” that the new design incorporates. The door handle of the refrigerator is embedded with Swarowski crystal and there are a number of unique finishes like the carbon finish and the graphite finish.


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