Godrej Enters the Premium Segment with Brand NXW

There were days when smiling meant liking. People became friends by shaking hands and not by sending friendship requests. In those days, socializing meant hosting parties and sharing meant passing the food around. Although social networking sites make one feel connected to a larger community, such easy and casual connections in the virtual environment create a false perception of being well connected.

Godrej Appliances, one of India's leading players in the Home Appliances industry, is set to bring back those nostalgic moments of real life socializing, not in a time machine, but in a highly advanced refrigerator. In line with its core philosophy of 'Brighter Living', Godrej Appliances announced the launch of NXW - The Next Generation Refrigerator. Packed with never seen before technology like JTRT – Just the Right Temperature and many other advanced features, Godrej NXW brings the best of friends together over the best of cuisines.

Just like different friends have different tastes, different foods require different temperatures. With the new JTRT technology, the NXW allows users to customise their refrigerator the way they want by storing food in 3 flexible temperature zones- Chiller (-1 to 3°C), Fridge (1 to 5°C) and Pantry (4 to 8°C). To add to the consumers' delight, this refrigerator is packed with advanced features such as Digital Touch Screen Panel, Motion Sensing Zone Light, Stay Cool Technology and Smart Air Lock Technology among others. This launch marks the entry of Godrej Appliances into the premium segment.

Commenting on the launch, Mr. Kamal Nandi, Business Head and EVP – Godrej Appliances, said, “As an organization, Godrej has always been on its toes to keep pace with the times. We are constantly turning, exploring, innovating and evolving. The organization is rapidly changing. We're embracing new technology and innovations, creating a culture of strategic and innovative thinking across the organization. Our constant endeavor has been to delight all our stakeholders with innovative products and services that can make their lives brighter.

Our philosophy of innovation is human-centric design. The all new Godrej NXW Refrigerator is a leap in that direction and promises to be a revolution by bringing never seen before technology. We designed this refrigerator not just as a cooling device but as something that can bring people closer through food."

Mr. Ramesh Chembath, VP – Marketing, Godrej Appliances, added, “With the launch of NXW, we have transformed the Refrigerator from a ‘just another appliance’ into a ‘smart & interactive gadget’ in your kitchen. This launch marks the beginning of a new era in the refrigerator category for Godrej Appliances and will set new benchmarks in the Indian consumer durables industry.” 

Mr. Shivaji Sengupta, Product Group Head- Refrigerators said, "We have designed NXW for highly discerning consumers. This range will include some of the best refrigerators to be available in the market today with many features that are first in the industry. In addition, the Godrej NXW is packed with a number of convenience features including a Smart Collapsible Wine Rack, Brighter LED lighting, Flexi Freeze bin, Slide and Serve door bins and 4 different modes of cooling - Regular mode, Party mode, Weekly Stocking mode and Vacation mode. The NXW redefines the term ‘Smart’ with the above and many other features that make living brighter for consumers."

Available in 3 colors and patterns called INOX, COSMOS and PLATINA, Godrej Appliances’ NXW Refrigerators club classy aesthetics with smart features and new technology and are priced between the range of Rs. 49,000 and Rs. 79,000.  Like all Godrej Refrigerators, these are also 100% green (CFC, HFC and HCFC Free) and environment friendly.

About Godrej Appliances:

The Godrej Group is one of the largest players in the Home Appliances space in India and has always delighted the consumer with relevant technology across a wide range of products. In 1958, Godrej was the First Indian Company to manufacture Refrigerators and has now become synonymous with the category. The company is known for delighting the consumer with innovative, relevant and green technologies. Godrej has created many milestones in the Indian appliance space – be it in the environment/energy efficiency space, including the launch of the first green AC in the world (2012), launch of the first green refrigerator in India (2001), launch of the first 5 star range of refrigerators (2008), launch of the first inverter AC in India (2005), the first refrigerator with 6 Star Performance(2012) or a pure consumer delight space like the launch of the music refrigerator, DAC (Dynamic Aqua Power Control) Technology, Tilt drum and U-Sonic technology in washing machine or Steam Microwave Ovens and Pizza/Kebab makers in Microwave Ovens. In recognition for its efforts, the brand has been conferred with many prestigious awards and honors such as the Consumer Superbrand Award (2011-12, 2013-14), ‘Voice of Consumer’ Award by Frost and Sullivan (2013, 2014), Business Superbrand (2008, 2010, 2011), ET Best Brands (2013-14), ET Promising Brand (2014-15); Consumer Superbrand (2009-10), ‘Most Innovative Company’ by Business Standard (2010), India Design Mark award for Green Balance ACs (2013) and many more. Both the manufacturing units of Godrej Appliances’ - in Shirwal and Mohali became the first and only manufacturing units in the country to be honored with the coveted Platinum Green Co certification for their efforts in green manufacturing.

Godrej’s focus on balancing consumer needs with the environmental cause has enabled the organization to redefine the technology landscape in the appliances industry – to the delight of both the consumer and the environment.