"With the launch, the company is expected to attain the number one slot in the washing machines segment as well. The market share in the calender year 2000 is expected to be in the range of of around 24-26 per cent, up from 21-22 per cent last year," say an industry source.

The washing machines market has been growing at around 14-16 per cent per annum. Total market grew from around 1.04 million machines in calender year 1998 to 1.2 million in 1999 and is expected to be around 1.4 million in 2000. Among the washing machines, the semi-automatic segment enjoys the largest market.

The new range has introduced Whirlpool's breakthrough technology of an advanced hand wash agitator in the semi automatic segment for the first time. In a bid to link the product design to consumer needs, the new range has introduced an `Agisoak' option and a revolutionary `rotobrush' which has been introduced for the first time in India.

The new range, with its elegant international looks, new wave design, see through window and a sleek looking control panel has been launched in a range of colours.

The launch of the white magic series earlier in the year helped the company make a smart turnaround last year. For the half year ended June 2000, Whirlpool announced a steep rise in net profit to Rs 19.24 crore, up from Rs 7.2 crore reported last year. The rise in net profit came on the back of a Rs 57 crore rise in turnover to Rs 536.98 crore.