1 IntroductionWhirlpool IndiaWhirlpool India is a subsidiary of Whirlpool, a US-based company. Whirlpool was established in 1911. The company started it‟s oper atons in India in late 1980s under a joint venture with TVS Group. The company has it‟s presence in more than 170 countries. In 1995, whirlpool acquired Kelvinator India Ltd. Whirlpool start its operations in IndiaWhirlpool‟s interna tional outlook was initiated in 1958 when it entered Brazil, but it was the „80‟s that marked the beginning of Whirlpool‟s aggressive strategy to be a worldwide competitor. India was identified as a growth market in late „80‟s when Whirlpool Corporation entered into a joint venture agreement with TVS group to produce automatic washers at a plant set up in Pondicherry. This was a modest beginning was made to establish the Whirlpool brand in India In 1995 Whirlpool Corporation acquired Kelvinator of India Limited and entered into the Refrigerator market i n India. In late 1995 maj ority ownership was ga ined in the TVS joint venture and the two entities were merged to form Whirlpool ofIndia Limited in 1996.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Whirlpool India is a subsidiary of Whirlpool, a US-based company. Whirlpool was
established in 1911. The company started it‟s operatons in India in late 1980s
under a joint venture with TVS Group. The company has it‟s presence in more than170 countries. In 1995, whirlpool acquired Kelvinator India Ltd.
Whirlpool start its operations in India
Whirlpool‟s international outlook was initiated in 1958 when it entered Brazil, butit was the „80‟s that marked the beginning of Whirlpool‟s aggressive strategy to be
a worldwide competitor. India was identified as a growth market in late „80‟s when
Whirlpool Corporation entered into a joint venture agreement with TVS group to
produce automatic washers at a plant set up in Pondicherry. This was a modest
beginning was made to establish the Whirlpool brand in India
In 1995 Whirlpool Corporation acquired Kelvinator of India Limited and entered
into the Refrigerator market in India. In late 1995 majority ownership was gained
in the TVS joint venture and the two entities were merged to form Whirlpool of
Whirlpool is the most trusted name in household appliances
sold in summer season .Whirlpool has wide variety and smartest, most
intelligent range of cooling solutions. The Whirlpool Mastermind series of AirConditioners. Built to perfection and loaded with host of unique features, the
Mastermind series offers the best of technology, design and unbeatable built
quality to meet cooling requirements.
Microwave
Whirlpool have a range of Microwave ovens designed to re-
define ease, convenience and variety in cooking with : A range of microwave
ovens made just for India Plenty of choice in capacity and types.
The Pune plant‟s design center has online connectivity with the other
Whirlpool design centers enables a continuous flow of work. Optimum
utilization of expensive modeling and analysis software is ensured as Indiansoftware engineers based in India work on it when the U.S. offices are closed.
To maintain export quality a positive rub-off on the quality of products
being manufactured for the domestic market as well. While Whirlpool
brand's performance in the domestic market is noteworthy.
This is assembly plant of the whirlpool where the parts required for
refrigerators are already available which is manufactured in another plant
and some parts are manufactured in this plant.
Assembly include 100% part fitting of the Refrigerator and after having
complete assembly there is a checking unit in which there is testing of
all parts and all functions is done.
This include testing of cooling of the refrigerators, checking of electronic
parts, fitting of the all parts of the refrigerator.
After finding all these things are ok then it is ready for the outer
finishing process, this include fitting of the doors and outer body of therefrigerator.
After this there is packaging unit which do packaging of the refrigerator
and then it distributed to storage unit.
While packaging the refrigerators which are for export are packed in
special containers which are totally shock proof and material used is
The first shipment to Hong Kong was made in April 1998.
Whirlpool India is one of the largest exporters of home appliances from India.
It exports include:-
1) Refrigerators2) Washing Machines.3) Micro waves4) Air Conditioners
5) Kitchen appliance
Whirlpool has three World class factories manufacturing a wide range of Refrigerators and Washing Machines.
Their appliances are exported all over the globe from Australia & NewZealand in the East right up to Central America and the Caribbean islands inthe West.
Apart from World Class factories, Whirlpool has also set up its Global
Product Development Centre‟s in India where hundreds of engineers andtechnicians are working round the clock, developing product designs for theentire Whirlpool world.
In warehouse of Ranjangaon plant the packaging is done with the exportquality requirement cardboard which is printed with all specification of the
product. An important stage after manufacturing of goods or their procurementis their preparation for shipment. It involves labeling, packaging, packing andmarking of export consignments. Labeling is differing from country to countryand the same ascertained well in advance from the buyer. The label indicatesquality, quantity, method of use etc.
Marking means mark the address, number of packages etc. on the packets. It isfor identification purpose and provides information on exporters' mark, port of destination, and place of destination, order number and date, gross, net andtare weight and handling instructions.
Preparation of Consignment:
Warehouse prepares the various consignments of the countries for the differentcustomers. For Example- consignment for Europe customers is prepared in 40Ft containers of the third part logistics (3PL logistics).
Whirlpool uses various 3 PL logistics such as Mearsk Sea land, Om Logistics
and TCI (Transport Corporation of India).
For Example: Consignment for Europe is prepared as per the requirementwhich is exported from Mumbai Port to Antwerp Port.
Then this consignment is send by the road transport from pune to Mumbai byroadway by 3PL to port of loading.
Whirlpool give the customer invoice and Bill of Lading to carrier and onecopy of that is send to the dealer located in the export company.
Finally when the consignment is loaded at Port of Loading the 3PL prepares
the COB (Confirmation on Board) which contains the final schedule which is
not subject expects and unforeseen troubles.COB contains followinginformation:
1. Final Date of Loading of goods at the Port in India
2. Final date of Discharge at the port in Export Country
3. Carrier Name
4. Contains of Consignment
5. Customs clearing agency name in Export Country
6. Mode of transport
Schedule in COB is almost final and do not subject to change in normaloperating conditions.
Customs Clearance at the Port in Export Country :
The customs clearance at the port for example at Antwerp port inEurope is done
By the company Sea freight FCL. Which forward documents for customclearance and release the containers after customs clearance to the carrierfor dispatch to the customers by roadway.
The Whirlpool India do the business on following INCO terms;
1.CIF Basis (Cost, Insurance & Freight):- Whirlpool India having the
transaction on the CIF basis, it means that the responsibility of the Whirlpool
to send the goods to their clients is up to only the point from where the goods
are going to be exported generally. Then after that all the cost like insurance of
the goods, freight for the ship should be paid by the importer.
2.FOB Basis (Free on Board):- When the contract is signed between the
importer & exporter on the FOB basis then all the cost should be paid by the
exporter.
3.X-WORKS:- In the X- Works basis type of contract the exporter do only
production of the goods as per the PO (Purchase Order) and packing &
labeling of the goods. Then all the transportation cost of the goods from the
exporter factory to the importer warehouse should paid by the importer; all the
shipping freight, insurance cost and custom duty.
4.DOOR DELIVERY: - In the Door Delivery type of contract the exporter is
responsible for the goods until it reaches to the importers warehouse. Then all
the transportation cost of the goods from the exporter factory to the importerwarehouse should paid by the exporter; all the shipping freight, insurance cost
Whirlpool India involving the following documents in their Export:
1. commercial In voice:-
The Whirlpools commercial invoice is a bill for the goods from the Whirlpoolto the customer. A commercial invoice includes basic information about thetransaction, including a description of the goods, the address of the shipperand seller, and the delivery and payment terms. .
2. Certificate of origin:-
Whirlpool gives certificate of origin of the products to the carrier and one
copy is send to customer by mail or courier. Certification of origin mentions
the products technical specification and warranty terms provided to the
customers
3. Inspection Certificate:-
This certificate is usually prepared by a third party logistics i.e by the TCI or
Mearsk which are 3PL of whirlpool. This certificate include inspection
of the quality of the Whirlpools products, Consignment inspection which
inspected by the Export inspection agency which issued by that agency.
4.
Dock receipt and warehouse receipt:-
The Whirlpool uses these receipts to transfer accountability when the export
item is moved by the domestic carrier to the port and left with the international
The whirlpools export Business has achieved a turnover of Rs 175Crores. in 2008-2009
The company‟s major domestic appliance export business registered a
healthy 30% turnover growth in spite of economic recession in year2009.
The highlights of the year was the runway success of the products indemanding markets like OCEANIC ( Australia, New Zealand) where thereis a gain in record market share.
Increase in market share also seen in SAARC market.
The project titled “Whirlpool India Pvt Ltd and Its Export Procedure” is
undertaken to understand the procedure and documents involved in export of
electronics goods and to study the various aspects.
This report focuses on the procedure of export and the various documents
involved in export of electronics goods. It covers the various products
produced by Whirlpool, their procedure to export the finished electronics
goods...
The study is done in Indian scenario and with respect to the Whirlpool India
Pvt Limited. I studied the various products produced at Rangangaon plant and
their export to various regions, departments and documents involved.
Whirlpool, right from its inception in 1911 as first commercial manufacturerof motorized washers to the current market position of being world's numberone manufacturer and marketer of major home appliances, has always setindustry milestones and benchmarks.
Whirlpool exports all types of consumer durable equipments produced in India
which are of International standards and exported to various regions like
Europe, Middle East, Central America and other developed countries and their