Intex enters refrigerator segment

Intex refrigeratorHomegrown mobile phone and consumer durables maker Intex Technologies has forayed into the refrigerator segment expanding its product portfolio.

The company, which has also added fully automatic washing machines, has roped in Bollywood actress Madhuri Dixit as brand ambassador for its range of refrigerators and washing machines, it said in a statement.

Ms Dixit has been signed for a period of two years, during which she will appear in Intex’s TV commercials besides being the face of the company for a series of brand promotions and activations, it added.

Intex Technologies director and business head-consumer durables & IT peripherals Nidhi Markanday said, “We have always received phenomenal response for our products and we are pleased to offer our new range of refrigerators and fully automatic washing machines. We are confident that these innovative products would appeal to the consumers.”

The Delhi-based company has introduced three models of single-door direct cooling refrigerators with a capacity range of 170 litres to 190 litres, priced between Rs 10,900 and Rs 14,300.

With this addition, Intex now has 56 running models in the consumer durables space and 133 in IT peripherals.

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