Freeze over, new-age fridges are here

From ‘direct cool’ to ‘bio fresh’, manufacturers are offering newer and better technology refrigerators

by Ruchi Sud

As the summers sets in, the refrigerator market hots up. And each manufacturer has brought in new models, each with its own USP, vying to fill up that niche in your kitchen.

This summer, LG Electronics has introduced its hi-tech front door cooling refrigerator, which has a door cooling system to maintain freshness throughout the refrigerator, even in the door basket area by supplying cool air from the front and back of the refrigerator. LG has got its ‘door cooling technology’ patented worldwide so that no other competitors can copy this technology for the next 15 years.

LG’s front door cooling refrigerator is available in different capacities varying from 380 litre to 710 litre. The prices start at Rs 39,990 for 380 lts, going up to Rs 80,000 for the 710 lt.

Working on this theme of cooler refrigerators, Whirlpool has launched a new series, ‘Direct Cool’ frost free refrigerators. According to Mr Raj Jain, managing director, Whirlpool India, “We have a single focus on the consumer and all our products are designed to satisfy consumer needs, consolidating our position as the most preferred refrigerator brand in the country.”

Whirlpool has also introduced another range, the environmental friendly CFC free ‘Ice magic’ 260 litre refrigerators. “Its advanced cooling technology, superior insulation and airflow design ensures that this refrigerator makes ice faster than any other refrigerator,” says Mr Jain. The new range has smartly designed external control panel that allows the change of the temperature settings and activate defrost without opening the door, airflow control with adjustable summer and winter cooling mechanisms, multipurpose chiller, large vegetable tray with the unique Y-shaped separator and humidity control, spacious door, flexible space and smart legs. This range is available in three colours and comes at a price between Rs 12,650 to Rs 14,100.

The company has also introduced the Whirlpool 170L Corona Elite and Masterpiece Deluxe refrigerators, which have a stylish international look and a mega door to address the multitude of storage needs of the consumers. Whirlpool 170L is priced at Rs 8,050-10,650.

Living up to the competition, Electrolux has introduced its premium range of refrigerators for the Indian market. This range comes with the ‘freshness lock system’ with three distinct features, ‘Bio-Deodiser’ ensures that the smell of various food items do not mix, thus keeping the food fresh longer; ‘Surround Flow System’ ensures uniform cooling in the refrigerator; and ‘Moisture Control System’ maintains a proper level of moisture inside the refrigerator.

Electrolux’s new range fridges also come with reversible door that gives the user the freedom to adjust the door to open to the right or to the left and twist and serve ice maker where all you have to do is to simply twist the handles of the ice tray and the ice cubes pops into a container below. This new double door frost free range is priced between Rs 23,000 and Rs 33,000, depending on the size of the refrigerator.

Samsung, has also come up with a new ‘Bio-Fresh’ frost free refrigerator range comprising of nine models and priced between Rs 20,490 and Rs 1,16,000. The Bio-fresh refrigerators are available in capacities of 250L, 310L, 330L, 360L, 400L, 440L, 520L, and 680L.

The unique features of this range includes the ‘Bio Ceramic Vegetable Box’ which helps keep vegetables and fruits fresh longer by retaining the moisture content. Other features include the humidity controller which prevents water condensation and the dynamic super x-flow helps uniform cooling all around.

Samsung’s Direct Cool refrigerators are available in 170L, 190L and 230L capacities with the price ranging from Rs 9,525 to Rs 12,275.

According to Mr R Zutshi, vice president sales, Samsung India, “We are targeting a market share of around 45 per cent in the over 300L frost free refrigerator market this year and around 17 per cent in the entire frost free refrigerator segment.”

One of the oldest refrigerator manufacturer, Godrej is also not lagging behind in the cool race. It has launched the ‘Pentacool’ range which claims to make ice faster than any other of its competitors. Godrej Pentacool comes with a ‘Stay Cool’ freezer, that keeps the ice from melting for upto 6 hours after a power-cut. Also it is the only refrigerator in the country with a ‘Hi 5 freezer’ that cools from five sides. The power saver compressor of this model works faster and saves power. Its door handle comes with a unique ‘Eye design’ that is easier to grip.

Godrej Pentacool’s ‘magic eye’ is a set of three helpful little signals at the top of the refrigerator that acts as indicators of power, compressor and earthing. This model, too, features the door chime that rings if the door is left open for more than 120 seconds. Godrej Pentacool comes in two capacities 235L and 200L and in five colours namely fine gold, slate grey, lustre gold, cool red and metallic silver.

Allwyn has come up with its ‘Sensor Eternity’ and ‘Sensor Infinity’ refrigerators with ‘Duracool’ technology. The Sensor range of refrigerators come with one year warranty and four years of optional service contract. The range is available in three sizes, 250L, 210L and 175L. Sensor Infinity is available in three colours, blue, gray and red and it has uniquely designed doors whose interiors are with new granite finish (for the first time in India). The prices range from Rs 10,390 to Rs 12,290. The Sensor Eternity range comes in two colours, orange and gray and it also has a door opening alarm. This range comes with a price tag of Rs 10,990-12,890.

With such a huge range on offer, it would be difficult to zero in on the coolest one, but a good recce of the market will get you what you need, keeping your wallet in mind.