MORF to launch Kelvinator water and air purifiers

Chennai: Morf India, a leading water purification and sewage treatment firm, has entered into a brand licensing agreement with Electrolux Home Products Inc, one of the world's leading companies in home appliances.

MORF Managing Director MV Praveen and Director-Manufacturing V. Krishna with Electrolux officials

Under this agreement, Morf has been licensed by Electrolux to market the Kelvinator range of water purifiers and air purifiers in India and Sri Lanka. Kelvinator is a 100-years old US brand with a strong global presence in the home products category and is owned by Electrolux. Kelvinator water purifiers will be manufactured by companies approved / authorized by Electrolux in India and China.

MORF launched the first model of Kelvinator water purifier in Chennai on June 4 and plans are on to cover entire South India by the end of this year in a phased manner, the company said in a statement. By the middle of 2013, Kelvinator purifiers will be available throughout the nation.

MORF MD MV Praveen and Executive Director R Kcannan at the Electrolux Global Brand Symposium

MV Praveen, Managing Director, Morf India said, "The market for residential POU water purifiers is growing at an exponential pace. We wish to gain a sizeable market share in this segment and have drawn up a road map for the Kelvinator range. Our first task will be to establish a strong reach infrastructure throughout India in the shortest possible time. Besides, we also plan to bring out new products/models once in every six months and substantial investments have been earmarked for this purpose. Our marketing campaign will also gather momentum once our reach infrastructure is in place."

Mathew Young, Head of Global Brand Licensing, Electrolux Home Products, who was in Chennai to launch the first model of Kelvinator Water Purifier stated, "Electrolux is happy to be associated with an established company like Morf. Additionally, the focus on bringing clean water to people has a social aspect that aligns well with the efforts of Electrolux worldwide in being a company that focuses on maintaining a sustainable environment for all."

Morf India

Started in 1998, Morf is essentially a project organization executing large and customized water and sewage treatment plants. Morf also has a consumer product division selling a wide range of purifiers / treatment plants to the residential segment.

Morf is an ISO certified and CRISIL rated public limited company. Headquartered in Chennai, Morf has branches in Chennai, Bangalore, Hyderabad and authorized dealers / channel partners in select Tier II and Tier III cities across South India.

Electrolux:

Electrolux is a global leader in household appliances and appliances for professional use, selling more than 40 million products to customers in more than 150 markets every year.

The company focuses on innovations that are thoughtfully designed, based on extensive consumer insight, to meet the real needs of consumers and professionals. Electrolux products include refrigerators, dishwashers, washing machines, vacuum cleaners, cookers and air-conditioners sold under esteemed brands such as Electrolux, AEG, Eureka and Frigidaire. In 2011 Electrolux had sales of SEK 102 billion and 58,000 employees.