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Haier Launches its Golden Ratio Bottom Mounted Refrigerators (BMR) just for India

09-12 2014
  • Haier Introduces the new series of BMRs with 1HIT technology to suit Indian needs

  • Products designed to help increase storage space for non-frozen items catering to  Indian sensibilities

Mumbai-September-Haier, one of the largest Home Appliances & Consumer electronics brand globally and world’s no.1 brand in refrigeration appliances, today launched its new range of Golden Ratio Bottom Mounted Refrigerator, HBR 340 and HBR 365 with 9SKUs( 4 and 5 respectively).  The launch is an ode to Haier’s invention of a smart and considerate system which includes its BMR product design. Designed to specially cater to the Indian audience, the new BMR series will enable the users to bend less while accessing items, with an increased storage space for non-frozen items in the upper half of the refrigerator. The new BMR line-up from Haier is specifically created keeping in mind the evolving Indian lifestyles.

The 1HIT BMR refrigerator models cater to the modern households and are meticulously designed keeping in mind the Indian Golden ratio, which means that 75% space is dedicated to fridge and 25% freezer space that eliminates the need to bend to avoid spinal pains. The refrigerators feature a 1 Touch control LED display, inverter Compressor technology, foldable glass shelves etc. to answer all needs of the i-age families.

Added features include Temperature Setting with an easy to use external feather touch display system, 360 degree Air Flow Cooling which helps retain necessary moisture and keeps the food with its freshness intact. A separate adjustable beauty and care box helps in storing special products such as, cosmetics, medicines etc. to keep them out of children’s reach.

Commenting on the launch, Mr. Eric Braganza, President, Haier Appliances (India) said, “Haier has always focused on creating solutions that suit the needs of modern contemporary families. The company’s legacy is built on inspiration and innovation – inspiration that comes from listening to our customer needs constantly and innovation that drives us to create the best solutions. In 2006, Haier pioneered the concept of Bottom Mounted Refrigerator technology by launching industry’s first BMRs and since then, we have been constantly innovating on the concept. The new line-up of Golden Ratio BMRs reiterates our previous campaign, “Jhukna Mat” that eliminates the need for the Indian consumer to bend to access the less frequently used items in the refrigerator.”

The new line-up of Golden Ratio BMRs feature the 1HIT (One Hour Icing Technology) which makes them refrigerators with the fastest cooling in the industry. Haier has recently announced a new range of Frost free and Direct Cool refrigerators which feature the 1HIT technology.

The new products come in attractive floral designs in colors ranging from Silver to Red Liana and  Stainless steel finish to add to the aesthetic environment of a home matching current trends in home décor.

Price and availability:

The new products are available in the market between the price range of INR36000 and INR40500.

About Haier India

Haier India is a 100 percent subsidiary of Haier Group, which is one of the fastest growing consumer durables companies in the world. Haier is world’s no. 1 brand of Major Appliances* for the 5th consecutive year, as per Euromonitor. Haier is also world’s no.1 brand in Refrigeration appliances, Home Laundry appliances, Freezer and Wine Chillers. The company initiated its commercial operations in January 2004. It offers a wide range of products in all of 7 categories like Panels (LED/LCD TV’s), Water Heaters, Refrigerators, Wine Cellars, Washing Machines, Water Heaters and Deep Freezers. Every Haier product stemmed from innovation and technology and has been inspired and designed keeping the day-to-day customer needs in mind. Haier has its manufacturing facility at Ranjangaon in Pune district of Maharashtra, which has capability to manufacture Refrigerators, CTVs and Washing Machines. Haier is upgrading the new facility with state-of-the-art equipment' to create a Research & Development facility for refrigerators. Haier is known for introducing innovative products in the country and is best remembered for its revolutionary Bottom Mount Refrigerators, launched for the first time in India followed by the patented Double Drive technology in Washing Machines. LCDs with motion gaming technology, Washing machines with NZP (Near Zero Pressure) technology, 3 door refrigerators with smart convertible space, Water heaters with music functions are examples of continuous innovation at Haier for the Indian market.


About Haier Group

The Haier group was set up in 1984 in Qingdao, China. In just over two decades as per Euromonitor Statistics of 2003, Haier was ranked as the 2nd largest Home Appliances brand in the world. According to Euromonitor statistics of 2008, Haier branded Refrigerators have been ranked as number 1 worldwide. The group has emerged as a top multinational, manufacturing a wide range of home appliances and consumer electronics products with 15 Industrial Parks globally including USA, Europe, Middle East, Africa, and South Asia other than its robust presence in China. Haier’s revenues have shot up fourfold since 2000 with an annual Group turnover of 180.3 billion yuan, US $ 29.5 billion. Haier has 24 industrial parks, 5 R&D centers, 66 trading companies, 143330 sales outlets and more than 70,000 employees around the world.The product range comprises of over 15,100 models in 96 categories. Continuous innovation is the soul of Haier’s corporate culture. Haier has been widely recognized as a leader of nine products in terms of domestic market shares and the 3rd player of three products in the world market and world-class company in the fields of home integration, network appliances, digital and large scale integrated circuits and new materials. Haier has long attached significance to innovation in satisfying the demands of worldwide consumers and realizing win-win performance between Haier and clients. Haier has currently obtained more than 7,000 patented technology certificates and 589 software intellectual property rights. Haier has hosted and taken part in modification of about 100 technological standards. Haier technology of safe care water heaters and dual drive washing machines has been proposed to the IEC Criteria.

For more information, please contact:

Mriga Arora |mriga.rora@2020msl.com|