De’Longhi Group forms strategic partnership with Orient Electric in India

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28 NOV 2018 : De’Longhi Group, the renowned Italian small appliances maker, today announced a strategic partnership with Orient Electric Limited, part of the diversified USD 1.8 billion CK Birla Group, to bring its international premium range of small appliances to the Indian market. Orient Electric will have exclusive rights to market and sell the marquee brands of – De’Longhi, Kenwood and Braun.


Commenting on the partnership, Mr. Rakesh Khanna, MD & CEO, Orient Electric Limited, said “Premiumization is gathering pace in India, Indians are travelling abroad, experiencing global food and culture and this being coupled with rising income is leading to increased inclinational towards aspirational lifestyle. This 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”.

Commenting on the partnership, Mr. Tunc Gencoglu, MEIA Vice President Commercial and Turkey Managing Director, De’Longhi Group said, “We are excited to partner with Orient Electric as we share similar values and approach based on consumer-led insights. Our globally successful product portfolio, along with Orient Electric’s robust distribution and service network, will help us reach and serve the aspirational consumers in India. Coffee culture, health consciousness and food exploration amid youth is making it a fashion and lifestyle statement in India, and I am excited to explore the potential of De’Longhi coffee machines and other appliances.

Saurabh Baishakhia, Sr. Vice President and Business Head, Appliances, Orient Electric said “Orient Electric always strives to unravel and surface the latent consumer needs and meet them with apt solutions which make life simpler and experiences better. Therefore, it was natural for us to partner with the De’Longhi Group which is known for its, innovatively engineered category-defining differentiated products. We are confident that the partnership will help us capture significant market share in the premium appliances segment in the next few years.”


De’Longhi Group has over the years expanded its product portfolio under the brands De’Longhi, Kenwood and Braun to include nearly every category of small domestic appliances in the food preparation and cooking, as well as household cleaning and ironing segments. In India, the De’Longhi Group is launching their world class range of Coffee machines under the De’Longhi brand. The company is also launching kitchen machines, slow juicers and food processors under the Kenwood brand and hand blenders under the Braun brand.


Orient Electric is a leading home electrical player in the domestic market,while having strong presence in 35 countries globally. In the domestic market it has a well-organised distribution network driven by over 4000 dealers, 1,00,000 retail outlets and a strong service network covering more than 320 cities. Orient Electric has established itself in the market as one-stop solution provider of lifestyle electrical solutions with a diverse selection of fans, home appliances, lighting and switchgear.