Eureka Forbes Ties up with US-based BISSELL

Eureka Forbes, a Shapoorji Pallonji group firm, has partnered with a US-based home cleaning solutions and floor care company, Bissell, to strengthen its foothold in the premium cleaning category.

Through this partnership, Eureka Forbes has introduced a first-of-its-kind range of Zero-bend, Upright and Multifunctional vacuum cleaners for Indian consumers. Targeting millennials and double-income house, the new products are priced between Rs 8,000-Rs 20,000. The company will sell these products across all cities in the country. 

Marzin Shroff, MD & CEO of Eureka Forbes, said, "We have an exclusive marketing arrangement with BISSELL, where we will take products from them which are made specifically for the Indian consumers based on our insights."

"We do not plan to make these products in India initially as it involves a complex procedure. But over a period of time we can explore the opportunity to manufacture them in India," he further stated.

The company is also looking to set up a centre of excellence in partnership with BISSELL. The centre will ensure a steady stream of new products in the coming years backed by innovation and consumer insights. 

The new range of cleaning products will be available through the company's direct-selling channels and selected retail stores. It will also be available online through Eureka Forbes' own website. 

Shroff added, "We will sell through marketplaces also but that will come at a later stage."