New Delhi: Whirlpool has unveiled the Kalakranti series of glass door refrigerators inspired by the traditional art and architecture of India. There are two distinctive designs for the fridges. The ‘Swarna’ design is inspired by handcrafted gold jewellerry and the artifacts that symbolise opulence and fortune for festivals and celebratory occasions. The ‘Karigari’ design is inspired by the artistry of intricate, hand embroidery motifs on plush textiles. The Kalakriti range by Whirlpool is a part of an effort to resonate with the Indian consumer by providing premium designs with a purpose, combining design, performance and cultural storytelling.
The prices for the fridges in the Kalakriti collection starts at Rs 19080, with the appliances available across retail stores and online platforms. The collection is available in Frost Free and Direct Cool variants. The Direct Cool variants are available in 235 and 259 litres, while the Frost Free variants are available in 192 and 207 litres. Direct Cool fridges use convection to move the cold air, are more energy efficient, and affordable, while the Frost Free fridges use fans to circulate the cold air uniformly throughout the fridge, consume more power and are more expensive. There is no formation of ice on the cooling coils, which is why they are ‘Frost Free’, and do not require periodic defrosting.
Showcasing Pride for India
Vice President for Marketing at Whirlpool India said, “The India of today embodies a captivating blend of rapid technological progress and our traditions. The Indian consumer takes pride in the rapid strides we have made on multiple fronts – digital enablement, healthcare, life expectancy and our place in the global economy. At the same time he/she is also proud of our rich cultural heritage & traditions. The Kalakriti collection of glass door refrigerators are specially crafted for the contemporary Indian who wants to showcase his pride for our rich heritage.”