-The partnership denotes Haier’s focus on supporting women in sports and being an ally in their journey to realize their dreams
National, 22 April 2022: Haier, the global leader in Home Appliances & Consumer Electronics and World’s Number 1 brand in Major Appliances for 13 Consecutive Years*, today announced its partnership with the Bengaluru based Kickstart FC’s Women’s Team for two years - 2022 and 2023. The partnership is an extension of the company’s continuous focus to acknowledge the determination and success of Indian women achievers and athletes who continue to perform big but silently, denoting them as ‘Silent Performers’. The team is currently competing in the fifth edition of the Indian Women’s League, the top division of women’s professional football club competition in India.
Haier is partnering with the women’s team of the Bangalore-based Kickstart FC to become a behind-the-scenes supporter of the players by providing the necessary equipment and resources required for improving their training process to further hone their skills and enhance their overall performance on the field. Most of the players in the team hail from humble backgrounds, with many being from underprivileged sections, which sometimes becomes a deterrent to their following their passion for football. Through Haier’s brand philosophy of ‘Inspired Living’ to support the ‘Silent Performers’ of India, the brand hopes to create a conducive environment for the players to continue their journey hassle-free.
Commenting on the association, Mr. Satish NS, President, Haier Appliances India, said, “Haier India at every step celebrates the success and contribution women make in various fields of life. As women’s footballing action is back with the fifth edition of IWL 2022, we are super excited to partner with Kickstart FC Women’s Team to extend our support to women players. Through this synergistic partnership, we hope to inspire young Indian girls to become a part of this glorious sport and promote the spirit of sportsmanship.”
He further added, “Haier has been strengthening its brand message and spirit of ‘Silent Performers’, where we have lauded women achievers and sportswomen who have made our nation proud with their accomplishments and yet, have remained away from the media spotlight. Haier as a company seeks to support and provide a better platform to women in sports and, ensure that underprivileged girls are provided with the required skills to be able to become self-reliant and self-sustainable tomorrow.”
Speaking on the partnership, Laxman Bhattarai - Founder CEO and Head Coach, Kickstart FC said, “Being the unbeaten hat-trick champions in Karnataka Women's League (KWL) speaks a lot about our dedication and commitment to the Kickstart style of football. In the IWL 2022, the continuous support we have received from Haier is reinforcing both our conviction in uplifting women in sports in India. We have bigger plans ahead for our super talented players.”
The fifth edition of the premier Indian Women’s League of football will see 12 women’s teams vie for the top position across three grounds in Odisha (Kalinga Stadium, Capital Stadium, and Battalion Stadium) from April 15th to May 26th, 2022.
Kickstart’s focus on women’s empowerment is the core of their football philosophy, which has resulted in developing some of the best talented players playing for the state of Karnataka at a national level (6 players). The club has top players who have played for the Indian national team and have remained committed to the vision of Kickstart, which has resulted in the club winning a hat-trick in the KWL as the unbeaten champions for 3 years.
Haier has always celebrated women who continue to lead by example, inspiring several women to break barriers and question the status quo to emerge victorious in their respective fields. The brand mirrors its values and convictions with these women with its larger campaign theme of ‘Silent Performers’. First introduced in 2019 with India's ace sportswomen - Dipa Karmakar, Hima Das, and Simranjit Kaur, and then followed by ‘Perform Big, Silently’ in 2021, featuring Dr. Arunima Sinha; India’s first woman commando trainer – Dr. Seema Rao; Indian Female Chess Grandmaster - Harika Dronavalli; and Female Mountain Biker - Anissa Lamare. Haier aims to give center stage to women achievers and athletes to highlight how they have pushed boundaries to bring pride to India. Their commitment and hard work coincide with Haier's philosophy of ‘Inspired Living’. And the brand salutes and celebrates their excellence, performance, and strength that act as an inspiration to live better and bigger, not just louder.
ABOUT HAIER INDIA
Headquartered in Greater Noida, Uttar Pradesh, Haier India has pan India operations and a vast distribution network across the country along with two state-of-the-art industrial parks in Pune, Maharashtra and Greater Noida, UP. Product offerings of Haier India range from refrigerators, air conditioners, washing machines, TVs, water heaters, and freezers to microwave ovens, with a special focus on local needs. For example, washing machines that work at nearly Zero Water Pressure help solve the biggest challenge that Indian consumers face in their daily lives, while Haier Bottom Mounted Refrigerators have also been well received by Indian consumers due to their large refrigeration capacity which caters to local people’s dietary habits. A larger refrigeration capacity means the consumer can store more vegetables while the refrigerator also makes people’s lives easier by placing the refrigerating chamber at the top of the machine.
ABOUT HAIER GROUP
Haier Group today is the world’s leading brand of major household appliances which is now transforming from a traditional manufacturer to an open entrepreneurship platform. In the era of the Internet and post e-commerce, Haier will extend its ecosystem to social networks and community economies while enhancing the user value of Haier products and services and instilling integrity as a core competency throughout the Group. Haier aims to become a global leader in the era of the Internet of Things.
Revenue generated by the traditional economy: Haier Group’s global revenue in 2017 was US$ 37.2 billion, with year-on-year growth of 20%; total pre-tax profits exceeded US$ 4.62 billion, profits achieved year-on-year growth of 12.8%. Currently, the Group’s brands include Haier, Casarte, GE Appliances, AQUA, Fisher & Paykel, Leader, RRS, DCS, and Monogram. Each brand has its own unique market positioning and provides outstanding user experiences for end-users. Haier is now further deploying and demonstrating the effectiveness of the Rendanheyi management model and will internationalize Rendanheyi through its unique cultural integration system.
*According to the Euromonitor ranking 2022
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