Whirlpool corporation strengthens its italian brand indesit in the region

Marrakech, November 11TH, 2017 – Whirlpool Corporation, the world’s number one major household appliance manufacturer, today hosted an exclusive event for its brand Indesit held at La Mamounia Hotel in Marrakesh, as part of its strategic plan to strengthen the position of the brand in the MENA region. The move also came as a result of the company’s expansion further in the Middle East and North Africa (MENA) region. The Indesit product portfolio offers a full complement of modern home appliances of freestanding and the built in cooking Aria range including refrigerators, washing machines, dishwashers, ovens and microwaves representing the aesthetic appeal and easy functionality of its products, designed to fit perfectly into today’s busy family lifestyles.

The event was attended by prominent distributors, channel partners and esteemed media members from the MENA region.

Commenting on the event, Mohamad El Yassir, Regional Managing Director MEA at Whirlpool Corporation, said, “ We are pleased to bring together our partners and distributors to showcase our latest product portfolio from our brand Indesit as a testament to our continuous pursuit to expand our brands’ fingerprint further in the region. This event also reaffirms Whirlpool’s commitment to bringing world-class appliances to our consumers” “We will continue to raise the bar by delivering intuitive products that cater to the needs and demands of today’s modern consumers,” he continued.

During the event, the company showcased their Indesit application “Turn&Cook” which is designed to take the stress out of everyday cooking, by allowing users to simply scan their favourite ingredient, by turning their smartphone or tablet to the side and explore a selection of recipe ideas designed to put flavour on the table.

The Italian roots of Indesit, which has been manufacturing home appliances for the last 60 years, shines through in its wide portfolio of products, particularly in the classic Italian focus on exceptional and beautiful design. A sense of distinctive character and harmony is subtly communicated by attention to detail, tasteful styling

and easy user interfaces that offer rewarding every day interaction – all ingredients that create a seamless unifying language that sets these reliable and innovative products apart.

The event attendees were given the chance to have hands on the Indesit most premium range of products , at the experience zone designed to feature the Indesit range of appliances:

Aria built in cooking suite

Aria Oven: Turn&Cook

The Indesit Aria Oven helps consumers make delicious meals while the easy cleaning solutions give them more time to spend with their family. The Aria oven offers the perfect combination of efficiency, reliability and simplicity to always meet your daily family needs. Thanks to the Turn&Cook function, you can simply get more than 70 recipes tasty and ready by simply turning the knob for the 1 hour Turn&Cook function.

Additionally, the Indesit oven features the exclusive Click&Clean system, which allows you to easily remove the oven door inner glass in just two steps for quick, hassle-free cleaning. Complementing this, the clever Tilting Grill pulls out and downwards to give you better access to the top of the oven cavity, making it easier to wipe away food and fat spits. With up to 71L of capacity, the oven allows you to cook all your favourite eXtra size dishes thanks to itsXXL capacity of the dripping pan allowing maxi flexibility.

Aria Microwave : Harmonic design aligned with the Oven

Featuring Double Power Wave technology ,the indesit microwave gives meals twice the attention which improves cooking, reheating and defrosting performance for tastier dishes without pockets of hot and cold spots The Aria oven new user interface is perfectly aligned with the oven, offering smart and easy interaction.

Free standing appliances

MyTime Washing Machine: Everyday Cycles under 59’

MyTime washing machine makes it possible to reduce washing times even with a full load and still provide perfectly clean laundry. MyTime is the first washing machine on the market with six “everyday fast” cycles immediately selectable and tailored to give a perfect result in less than 59 minutes even when fully loaded. All cycles represent optimum time saving solutions.

eXtra Hygiene Dishwasher : Space and Cycles for everything

Indesit’s eXtra hygiene dishwasher is tailor-made for the lives of busy parents. It features a great range of brilliantly practical features and more room to wash even eXtrasize items in just 1 hour. The new eXtra programme is specially designed for big items, so you can load anything you want and wash it to perfection in just one hour. Additionally, you can take out the dishwasher’s top basket to have 53cm of useful height and fit even the biggest items inside the dishwasher.

eXtra Refrigerator : eXtra flexibility and preservation

Indesit’s distinctive design of the eXtra refrigerator makes the fridge-freezer adaptable to any kitchen. The inside offers a comfortoriented aesthetic with transparent compartments that improve visibility and allow you to easily find the food. The New Extra refrigerator by Indesit is great to multitasking,its special Multi Task Zone can be used both as a vegetable box or a bottle container. Also, the eXtra refrigerator offers an improved usability in the freezer compartment thrugh its removable shelves and drawers to allow more space to store large –sized foods.

The Indesit products are available for purchase at selected retail stores in MENA.

About Whirlpool Corporation Whirlpool Corporation (NYSE:WHR) is the number one major appliance manufacturer in the world, with approximately $21 billion in annual sales, 93,000 employees and 70 manufacturing and technology research centers in 2016. The company markets Whirlpool, KitchenAid, Maytag , Indesit and Ariston in Middle East and Africa. In Europe Middle East and Africa (EMEA) it has approximately 24,000 employees, a sales presence in more than 30 countries and manufacturing sites in eight countries. Whirlpool EMEA is an operating segment of Whirlpool Corporation. Whirlpool Corp.’s MEA Operations Center is located in Dubai, UAE.

Additional information about the company can be found at WhirlpoolCorp.com or by visiting our Indesit Facebook page https://www.facebook.com/IndesitArabia/