The Sunday Leader

Lankans Looking For Sophisticated Products

 Roy Silva

The Sri Lankan market, especially since the end of the three-decade-old conflict, is moving towards a more sophisticated, eco-friendly and better quality products. As such, Singer has decided to be associated with brands that meet those requirements, BEKO and Grundig, said Asoka Pieris, CEO/director, Singer Group of Companies on Thursday.

Making his presentations at the launch of BEKO and Grundig household appliances at the Ramada Hotel, Pieris said that the new partnership would immensely benefit their customers and noted that the Grundig brand was well known in Sri Lanka.
Although the Singer CEO said that the Grundig televisions came into Sri Lanka with the beginning of TV broadcasting around 1977, the German Grundig had been in Sri Lanka for decades in the form of other electronic devices such as radios, record players, tape recorders, cassette players/recorders, etc.

“BEKO is the No. 1 home appliance brand in the UK,” said Pieris, and added, “It’s the third largest consumer durable brand in Europe. European brands and quality standards are highly appreciated by Sri Lankan consumers.”

“Singer Sri Lanka is the first company in Asia to partner with the Arcelik Group and I believe that it will be followed by other countries,” said Pieris and noted that Singer is the largest consumer durable retailer in Sri Lanka and that was the reason for the Arcelik Group to partner with Singer in Sri Lanka to launch their products.

“BEKO is taking another step in the international arena,” said Can Dincer, Sales Director, Arcelik Group.  “In our 52 year expecience, we have moved to become one of the global brands.

Today we have ten brands and 14 production plants in five different countries-Turkey, South Africa, Rumania, Russia and China. We have sales and marketing companies in 23 countries and more than 24,000 employees worldwide. Our products are sold in more than a 100 countries,” said Dincer.

Worldwide BEKO products reach beyond the expectations of different consumers as it offers smart technologies generated through its own research and development and high capacity production plants, added the Director.
Ambassador of Turkey to Sri Lanka and Gabin Walker, CEO and President, Singer Asia were also present at the launch.

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