Singer relaunches Hitachi in aggressive push

By Devin Jayasundera

Singer Sri Lanka on Tuesday relaunched world renowned Hitachi brand of consumer appliances and electronics products signalling an aggressive push to win more customers.

The relaunch was marked with the unveiling of a new range products.

“Through this re-launch both Hitachi and Singer are reinvigorating our partnership to serve the ever evolving needs of our customers in Sri Lanka,” Hitachi Electronics Deputy General Manager Tarun Jain said.

Hitachi’s major products are renowned for its eco friendly digital appliances, which include refrigerators, LED TVs, washing machines and other kitchen appliances.

This partnership with Hitachi enhances Singer’s market share in the electronic and digital products.  Singer’s annual revenue increased by 30% after the war ended and Singer is optimistic of the development and the expansion of the electronic appliances market in Sri Lanka, said Singer Marketing Director Naseer Majeed.

Singer Sri Lanka CEO Asoka Peries added that Hitachi, the biggest and the leading electronics provider in Japan, has dominated the consumer related electronic appliances worldwide.

“Hitachi believes firmly in its eco-friendly centred products and it is one of the major themes in its corporate social responsibility.

This has been incorporated into all of its major electronic appliances.

The latest range of refrigerators from Hitachi consumes fewer amounts of energy and freezes 10% faster than its competitors,” Peries asserted.

Front jet freezer and minus zero cooling system is an advanced technology that Hitachi uses in all its refrigerator products. Front jet freezer allows the refrigerator to cool from back and front, which makes it cool faster and save more energy.

The minus zero cooling system is the core technology which acts like a large ice block, which enables effective cooling. This system freshens food much faster, without using excessive cooling energy.

“Hitachi plans to introduce inverter tech, which is a high tech system that is used in modern refrigerators, later this year. An inverter tech refrigerator uses a dual fan cooling system in both compartments.

This gives a uniformed cooling environment inside the refrigerator,” stated Hitachi Electronics Deputy General Manager Tarun Jain.

The capacity of its refrigerators ranges from 600 litres to 700 litres, which is the largest capacity for any refrigerator products. It uses 24% less energy than conventional refrigerators and has been awarded the A++ rating from the European Union for energy efficiency.

The inverter tech refrigerator includes a high tech vacuum compartment, which is only used in Hitachi products.

“This enables the retaining of more nutrients and has the ability to limit the odour of the food.

The frost recycling cooling system, which is also a new technology from Hitachi, uses the coolness of the frost to cool other compartments, saving less energy.” The newest range of LED TVs unveiled by Hitachi combines energy efficiency, innovative design and user convenience for its consumers.

 Hitachi, a pioneer in energy efficient electronic products, manufactures mercury free, low power consumption LED TVs.  Its three cm ultra thin frame gives a sleek and modern look.

Singer’s joint venture with Hitachi is a result of its multi-brand and multi-product strategy that has been successful over the years, said Singer PLC Chairman Hemaka Amarasuriya.

He also stated that there was an urgent need for big format stores and for brands like Hitachi to enter the electronic appliance market in Sri Lanka.