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Whirlpool is set to expand its MENA presence
Anil George
November 17, 2017
COMMENTS

Indesit will play a key role

The world’s number one major household appliance manufacturer Whirlpool is set to strategically strengthen its presence in the MENA region. Indesit, a flagship brand Whirlpool acquired in October 2014, will play a key role in this, thanks to its expansive product portfolio of modern home appliances including refrigerators, washing machines, dishwashers, ovens and microwaves.

At the brand’s strategic event in Marrakesh , Mohamad El Yassir, Regional Managing Director MEA at Whirlpool Corporation, mentioned how bringing together regional partners and distributors to showcase the latest Indesit product portfolio was a testament to the brand’s continuous pursuit to expand its fingerprint further in the region.

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The event also showcased Indesit’s most premium range of products, including the Aria Built In Cooking Suite, which offers features like the Click&Clean system and the Turn&Cook function, where you can access over 70 recipes by simply turning the knob for the 1 hour Turn&Cook function. The Aria Microwave on the other hand, features Double Power Wave technology, ensuring that improved cooking, reheating and defrosting performance without pockets of hot and cold spots.  The brand also showcased free standing appliances, like the Innex Washing Machine with its innovative Push & Wash feature, the eXtra Hygiene Dishwasher Space and Cycles for everything and Indesit’s distinctive eXtra Refrigerator. The refrigerator by Indesit has a special Multi Task Zone can be used both as a vegetable box or a bottle container, and boasts improved usability in the freezer compartment.

During the event, the company showcased their Indesit application Turn&Cook, which is enables 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.

Indesit products are available for purchase at select retail stores across the MENA.

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2017 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2015 and 2016. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering.  Reach him at: editor@t3me.com.