Business Case Studies, Brands & Branding and Private Labels Case Study, Electrolux, Consumer electronics in India

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Brands & Branding and Private Labels Case Study

Case Title:

Electrolux in India: Branding Blues

Publication Year : 2004

Authors: Dakshi Mohanty, T Phani Madhav

Industry: Home Appliances and Personal Care Products


Case Code: BBP0006

Teaching Note: Available

Structured Assignment: Available

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Electrolux, the Swedish white goods giant, entered the Indian market in 1995. Though the company was an early entrant, it failed to grab market share like LG Electronics and Samsung who also entered India during the same period. The company frequently changed its branding strategies, resulting in unclear brand positioning and declining sales. Rajeev Karwal who took over as CEO in 2003 initiated steps to arrest the declining sales and review the brand.

Pedagogical Objectives:

  • To understand how switching between multibranding and umbrella branding had resulted in unclear brand positioning
  • To discuss Rajeev Karwal's strategies to turn around the company.

Keywords : Electrolux, Consumer electronics in India, Rajeev Karwal, Kelvinator, Multibranding strategy, Umbrella branding, Turnaround, Brands & Branding Case Study, Ram S Ramsundar, Repositioning, Rebranding


  • Introduction
  • Electrolux in India
  • Multi-branding strategy
  • Umbrella branding
  • Karwal's revival plan
  • Advertising Agencies Employed by Electrolux in India

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