23.02.12
Eureka Forbes, the Rs 1,250-crore manufacturer of water purifiers and vacuum cleaners, is going up the value chain with new variants of Euroclean, its vacuum cleaner brand. It is taking the help of its joint venture partner Lux International AG, Switzerland to bring in products such as steam-based vacuum cleaners (pegged at Rs 16,990) and vacuum cleaners which work silently (Rs 14,990). Currently, Euroclean has eight variants priced between Rs 6,000 and Rs 12,000.
Keeping in mind the need for consumers to ‘spring-clean' their homes with the onset of the festival season, the water purifier company is now pushing its vacuum cleaner sales with more offerings, such as high-pressure cleaning in both wet and dry conditions.
‘Push category'
The Rs 250-crore vacuum-cleaner segment belongs to the ‘push' category, whereby consumers need to be lured into buying the product as it's not on their priority list compared to other durables.
Source: Hindu Business Line