"Exports at Whirlpool India will act as the growth engine in the times to come and our thrust is on expanding the export volumes," executive director (refrigeration and exports) Rajiv Verma told The Financial Express.

Whirlpool currently exports washing machines (twin tub and fully automatic) and no-frost refrigerators from India and exports stood at around 6 per cent of the total volumes. Whirlpool has further started exporting direct cool refrigerators, the demand for which is increasing exponentially, he said.

The company is currently exporting to over 40 countries and the Asian region alone account for almost 55 per cent of Whirlpools total exports. "We have embarked on brand building initiatives in the South Asian market which will result in improving the market share of whirlpool brand in the coming years," Mr Verma said.

"Exports at Whirlpool are growing at a scorching pace of over 50 per cent per annum and we expect this to shoot up to around 15-18 per cent of the total volumes over the next 2 to 3 years. Exports of home appliances from India offer the Pan-Asian leverage and low cost. The image that `made in India' products are inferior in quality is now changing and we are getting increased orders," Mr Verma said.

During 1999, exports volumes were around one million units, up from a meagre volume of around 500 units three years ago. Exports turnover in 1999 stood at around Rs 20 crore and is expected to exceed the earlier export target of Rs 45 crore this year. Whirlpool, after a disastrous initial years, is now on a comeback trail and is expected to turnaround this year. For the first nine months ended September 2000, Whirlpool reported a turnover of Rs 729.91 crore with a net profit of Rs 19.25 crore against a net loss of Rs 17.19 crore.