De’Longhi Partners with Orient Electric to Position its Brands in India


Under the partnership, Orient Electric will get the exclusive rights for marketing and selling the products of marquee brands of De’Longhi, Braun and Kenwood

De’Longhi Group, a leading Italian manufacturer of small appliances, announced on Wednesday that it entered into a strategic partnership with leading consumer electrical brand, Orient Electric Ltd, to bring its global range of small appliances to Indian market.

According to the pact, Orient Electric, a part of diversified CK Birla Group, will get the exclusive rights for marketing and selling the products of marquee brands of De’Longhi, Braun and Kenwood.

To tap consumer appliances space

Commenting on the development, Rakesh Khanna, MD and CEO, Orient Electric Ltd, said, “The partnership will help us mutually to expand our appliances portfolio and tap into emerging trends in the consumer appliances space in India. Our association will help us offer the internationally acclaimed products to the Indian consumers which they have been eagerly waiting for.”

“De’Longhi Group is known for its quality, innovation and design and with our strength of distribution, marketing and service, we are confident that our association will unlock many opportunities for both the companies,” he added.

De’Longhi Group’s product portfolio includes almost every category of small appliances used in household in food preparation, coffee preparation, cooking, ironing, cleaning and home comfort. With its partnership with Orient Electric, the group wants to position its three brands – De’Longhi, Braun and Kenwood, in India.

Cater to wide spectrum of consumers

Tunc Gencoglu, MEIA Vice President Commercial and Turkey Managing Director, De’Longhi Group, said, “We are looking forward to this business partnership with Orient Electric. We believe that our brands and current product selection will cater to a wide spectrum of consumers in India and create an enjoyable experience.”

Gencoglu further said, “We have a clear strategy to position our three brands – De’Longhi to deliver the true ‘Bean to Cup’ coffee experience across different types of consumers. Kenwood is positioned at the ‘Joy of homemade food’ through its range of kitchen machines, food processors and blenders, while Braun will bring in world-class technology and innovation in hand blenders and irons.”

Orient Electric, a leading name in Indian market for home electrical, has a strong presence in 35 countries across the world. In domestic market, the company has a well-organised network of distributors covering more than 1,00,000 retail outlets and a strong service network, reaching 320 cities in the country.