Whirlpool’s Indian division has recently introduced a cutting-edge technology called ‘Ozone AirRefresh,’ which enables gentle cleaning of clothes without the use of water or detergent. This technology has been specifically tailored to meet the needs of the Indian market and has been incorporated into the Xpert Care line of front-loading washing machines.

These machines offer standard wash cycles for everyday clothes and laundry. They are currently being produced at Whirlpool’s advanced washing machine facility located in Puducherry. The greenfield project, which was completed in just 11 months, required an investment of Rs 115 crore.

According to Vishal Bhola, Managing Director of Whirlpool of India, their company has carefully analyzed the changing needs and usage patterns of Indian consumers, and combined this information with their global technology expertise to develop revolutionary innovations. The company’s main objective has been to provide practical solutions that improve the comfort and convenience of consumers in their daily lives. Their upcoming product releases demonstrate their commitment to the Make in India initiative and their goal of becoming a market leader.

Whirlpool has announced that its latest technology utilizes ozone to refresh clothes delicately while eliminating up to 99.9% of bacteria, allergens, and odors. The Xpert Care washing machine range also incorporates steam wash technology to disinfect clothes, as well as Whirlpool’s proprietary 6th Sense SoftMove technology. This innovative feature utilizes sensors and algorithms to sense the weight of the load and adjust the speed and motion accordingly, reducing friction and improving washing performance.

Furthermore, the company has integrated Freshcare Technology into the machines to keep garments smelling fresh for up to six hours, even if they are left in the washer after the cycle has completed.

Whirlpool is not only strengthening its position in the front-loading washing machine market, but it has also updated its top-load and semi-automatic product lines, introducing a total of 30 SKUs just in time for the festive season. The top-load washing machines under the Stainwash Pro range now utilize 6th Sense Stainwash Technology, which incorporates a built-in heater to eliminate up to 40 tough stains and eradicate up to 99.9% of germs and allergens.

Additionally, the semi-automatic washing machine range, known as Hydrowash, boasts 3D Wave technology, which generates powerful waves of water to deliver exceptional cleaning performance for every fabric type, according to the company.

Whirlpool has invested significantly in India, manufacturing 95% of the washing machines sold in the country. Over the past two to three years, the company has invested over Rs 800 crore in expanding its manufacturing facilities and acquiring additional shares in Elica PB India, which is the Indian subsidiary of Italy’s Elica S.p.A. and produces induction hobs, boilers, kitchen hoods, and chimneys.

According to industry forecasts, the sale of washing machines in India is projected to reach nearly 6 million units this year, with a surge in demand for mid-premium category products. Whirlpool is among the top three washing machine manufacturers in India, with a combined market share of approximately 75-80%. Despite double-digit industry growth, Whirlpool’s Managing Director, Vishal Bhola, is confident that the company will maintain its lead over competitors.