India: Headlines - Electrolux Kelvinator eyes rural market for fridge

Electrolux Kelvinator has launched a new refrigerator that can operate without electricity for up to 12 hours, by switching to an in-built battery. The model is targeted at India's rural markets, where power failures are common. The company will initially focus its marketing on 10 major towns in northern India, and estimates that the market is as large as 5.7 million households. The estimated US$900,000 promotional budget will cover national and regional media, as well as outdoor advertising.