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Godrej launched 'Edge Duo', a new age innovation
Atanu Roy | 07 Dec 2017

Godrej Appliances, one of the leaders in the home appliances sector, launched its pathbreaking single door refrigerator Godrej Edge Duo in Kolkata for the first time.

Unique selling point of the Edge Duo is, it's India's first single door refrigerator with a separate veggie drawer. As per company's research and development says, if a refrigerator is opened 3 times for 30 seconds each, it results in a 100% increase in temperature in the cooling chamber.

Loss of cool air causes thermal shock to the food stored inside and affect freshness. The compressor works for 2 hours in order to regain optimal temperature inside the refrigerator leading to higher energy consumption. Hence, if the door is opened frequently, it leads to significant cooling loss and higher energy consumption. Furthermore, the company's internal surveys also revealed that Indian consumers open a refrigerator at least 10 times a day, of which the vegetable section alone is accessed up to 40% of the time. Considering these insights, Godrej Edge Duo incorporates the unique Duo Flow Technology which ensures that consumers no longer need to open the full refrigerator door while accessing vegetables and helps in reducing cooling loss by 50%.

The refrigerator also maximizes space utilization by incorporating into its design, the most spacious veggie drawer of 21.1 litre capacity, largest freezer and dry storage of 21 litres as well as 2.25 litres of bottle storage in the door shelf and accommodation of five 1 litre bottles in the chiller space. Inclusion of LED lights inside the refrigerator adds to its aesthetic appeal.

The product comes in blue and wine colored bodies with an array of options of floral fascia. In line with Godrej's commitment to environment and sustainability, the refrigerator uses the most eco - friendly refrigerant, R600a, with zero ozone depletion potential and thus helps in reducing its carbon footprint. It can run on extremely low voltage, allowing it to operate on home inverters in case of power cuts. This new range of 4 star rated refrigerators help customers save an additional Rs.3850 over a similar capacity 3 star refrigerator and come with a 10-year compressor warranty.

Commenting on the launch, Mr Kamal Nandi, Business Head and EVP – Godrej Appliances,said, "As an organization, Godrej has always endeavored to push the envelope. We are constantly exploring, innovating and evolving with the single aim of delighting our stakeholders with cutting-edge products and services that seek to make their lives brighter. Our new Godrej Edge Duo refrigerator places convenience and efficiency at the heart of its human-centric design. We are committed to a culture of strategic and innovative thinking across the organization which enables us to live up to our brand promise of 'Soch ke Banaya Hai'. Godrej Edge Duo - the latest in our Direct Cool range of refrigerators is borne out of that culture of innovation. With this launch, we are confident of achieving leadership in the single door refrigerator category."

Shivaji Sengupta, Product Group Head – Refrigerator said, "Launch of Godrej Edge Duo marks the beginning of a new era in refrigerator category. Around 80% of India still buys single door refrigerators and Godrej Edge Duo with its revolutionary Duo Flow technology and break through design of separate vegetable drawer in addition to its unmatched space utilization, low energy consumption and other delightful features makes Godrej Edge Duo a winner among consumers."

He further added that, Godrej also owns the patent of Duo-Flow technology and Edge Duo will be available on gross 225 and 255 litre capacity with net capacity of 196 and 224 litre respectively. Godrej Appliances have targeted a whopping 4000 crores revenue this financial year which is 20 per cent higher than last calendar. Now in India all the units will be manufactured in their Mohali plant and they already have invested 200 crores for their new plant in Pune. They further have no plans to setup another plant in country. Demonetisation affected the business for a quarter but after festive season they got above 7 per cent of hike in revenue.

This is not the first time Godrej pioneered the invention. They launched the 5 star power rating in 2008 and then for the first time they introduced 24 hours cooling and India's only 6 star rated refrigerator. In the year 2014, they have introduced auto defrost system and finally this year they launched inverter refrigerators. The new Godrej Edge Duo Flow range of single door DC refrigerators is priced between Rs 23,000 – Rs 25,000.