Currently, Voltas holds 26 per cent in the joint venture with the rest being owned by Electrolux.

Electrolux Maxclean will replace the Voltas brand name and a new range of top load washing machines will be launched under the new brand before the year-end. The new range will replace the existing range of washing machines.

Vacuum cleaners will also be introduced under the Electrolux Maxclean brand, Ramsundar told media- persons here. However, he refused to divluge the schedule of the new launch. Besides, a JV with Voltas, the company operates in India through Electrolux Kelvinator where Electrolux holds 56 per cent stake. The company also operates through Intron, which manufactures front-load washing machines.

Electrolux has 56 per cent equity in the company. Other than Voltas, the company markets three brands in India currently: Electrolux, Kelvinator and Allwyn. Electrolux vice-president for marketing, Anand Bhardwaj said the each brand would focus on a niche segment. While Kelvinator focuses on refrigerators, Voltas (to be replaced by Electrolux Maxclean) will basically manufacture top-load washing machines, Allwyn's niche area will be low-end refrigerators.