Consumer durables firms are now following their FMCG peers in playing the health card. If snacking majors offer “no oil” baked products to entice health conscious consumers, then here comes Philips with an AirFryer, a kitchen appliance which fries with just air, notes the report.
AirFryer, according to the company claim, can cook at 80 percent less fat and the lightweight appliance, unveiled on May 29 in New Delhi is priced at Rs 14,995. The company also claims to be a category creator using a technology whereby the food gets cooked by hot air, unlike a microwave which uses radiation. The AirFryer is available at retail chains across Delhi, Mumbai, Bangalore, Hyderabad and Indore, the report said.
Ada Ratnam, President, Consumer Lifestyle, Philips India says: 'India is a focus market for Philips. We have a 25 percent market share of the Rs 2,500-crore kitchen appliances market,'. Agreeing to the fact that being hit by rupee depreciation, Ratnam said the Japanese firm could look to produce more products here to beat high import costs, 'Almost 20-25 percent of our sales contain import content. We are looking to increase localisation'. The global parent notched up sales of € 5.6 billion in 2011 across sectors and geographies. Five percent of their sales were invested in research and development in 2011, added the report.