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Introduction

Whirlpool India

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

India Limited in 1996.



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Company Profile

Name: Whirlpool India.

Board of Directors: Dalton Nigel D‟Silva (Executive Chairman)

Raj Jain (Managing Director)

Anand Bhatia (Independent Director)

Registered office : Plot No – A4 MIDC Ranjangaon, Tal- Shirur,

District- Pune, Maharashtra-419 204.

Corporate Office : Plot No – 40, Sector- 44,

Gurgaon, Haryana-122 022.

Employees Strength: All over India: 1400.

Manufacturing Units: All over India 03.

Works: Ranjangaon (Maharashtra)

Faridabad (Haryana)

Thiribhuvanani (Pondicherry)



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History

1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form TVS

Whirlpool Ltd.

1989: This was a historic year since the revenues catapulted to heights of over

$6 Billion mark. Also, the joint venture with N.V.Philips of Netherlands called

Whirlpool Europe B.V. was formed to manufacture and market appliances in

Europe.

1991: The company introduced and committed globally to its Worldwide

Excellence System, which is a TQM program dedicated to exceeding customerexpectations. The vision to globalize 'Whirlpool Corp'. Was realized in the

same year.

1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd.

The DC manufacturing facility of Kelvinator India was also acquired.

1996: Whirlpool Washing Machines Ltd. and Kelvinator India Ltd. merged

together to form Whirlpool of India Ltd.

1998: This year gave birth to a new company vision that says, "Every Home

Everywhere with Pride, Passion & Performance."

1999: Whirlpool of India crossed the milestone of 1 million sales of

appliances.

2001: Whirlpool India registered profit & sold 1.2 million appliances. It also

achieved the No.1 position in DC & FA.

2002: The Aircon range was successfully launched and the Whirlpool of India

acquired 6% market share.



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2003: A new mission statement of "Everybody creating loyal customers for

life" was adopted.

2006: Whirlpool Corporation acquires Maytag and become the largest

consumer durable goods company.



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Awards Won By Whirlpool

Whirlpool Corporation has been honored with two iF Product Design Awards

2009, respectively, for the Whirlpool Glamour Oven and for

GREENKITCHEN, a kitchen eco-system design concept. The announcement

was made in Nov 08 by the iF Industries Forum Design GmbH., and

represents GREEN Kitchen's second design award in the past two months,

following its Gold SPARK Award, won in October 2008.

2009: Hewitt „Best Employers in India‟ 2009 Study

2009: Whirlpool was voted Product of the Year and received the award for the

'Best Innovative Product' in the popular refrigerators category. This was based

on 40,000 consumers across 36 towns in India voting Whirlpool Frost Free

Refrigerators with 6th sense as the Best Innovation in the Popular Refrigerator

Category

2008: Named one of the “2008 World‟s Most Ethical Companies”



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Products

Refrigerators

Whirlpool refrigerators, trusted by homemakers across the

globe come with: 6th Sense™ cool system for superior cooling in the peak of

summers.

Unique utility features to add that ''magic'' to homemaking

Range of storage capacity to suit needs. Energy efficient technology for

cooling retention during power cuts Sleek designs and contemporary.

Washing Machines

Whirlpool has been synonymous with excellence in

fabric cleaning and care electronic equipments.

6th sense is women intuition captured by technology. It enables machine to

adjust water level and detergent quantity depending on wash load and fabric

type.

Stain wash: Brings together unique properties of Hogwash and 1-2 , 1-2 hand

wash to completely remove all common household stains.



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Air Conditioners

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.



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100% Dryer

Whirlpool with its leadership in fabric care solutions

worldwide brings a 100% dryer exclusively designed and developed to help

cope with the Indian weather conditions: The 100 percent dryer comes with amultiple drying programs which give the best drying for your clothes.

UPS

Whirlpool is the most recognized brand in home appliance

globally. Products are engineered to suit the requirements of ''''smart,

confident and in-control'''' homemaker. The product range is designed in a way

that it employs unique technology and offers consumer relevant solutions. In

addition to its existing product range, Whirlpool now comes up with new

addition in the range of power accessories "Elantra" H-UPS. This H-UPS

comes with a two year warranty. With Elantra get the advantage of a host of

features, international quality and an exciting range.



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About Ranjangaon (Pune) Plant

Whirlpool have three manufacturing plant in India and Ranjangaon plant

is one of them, located 65 Km away from Pune is on the Pune -Ahmadnagar

highway and located in Shirur Taluka, Pune-District ,Maharashtra.

Board of directors : Mr. Raj Jain ( MD)

Mr. Ram Nataranjan (Head Of Operations)

Mr. Amit Verma (Head Of Product Development)

Mr. Sanjay Bhasin (Head Of Export Department)

Year of Establishment : 1996

Nature of Business : Manufacturer, Exporter.

Number of Employees : 250.

Turnover : More than US$ 100 Million (Rs. 400 Crore Approx.)

Whirlpool India's success story began in 1996, with the setting up of a

430000-sq-ft plant at a green field site in Ranjangaon. In October 1997, its

first no-frost refrigerator rolled out of the Ranjangaon facility, and commercial

production was underway by February 1998 .

An investment of about U.S. $80 million went into setting up a multi-

technology plant that today manufactures no-frost and direct cool refrigerators,

The plant works with a team of 46 suppliers from whom get components and

finished parts. "Despite the large number of suppliers and the stock keeping

units (SKUs) that manufacture at Ranjangaon, the pant have a 30-second

cycle - that is, every 30 seconds a machine is getting packed for delivery,"



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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

water proof and fire resistant.



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Export Of The Whirlpool

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.



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Major Export to Countries

Whirlpool has high global standard which exports in near about 70countries but here are some major countries where it exports:-

1. South Africa

2. Australia

3. Germany

4. New Zealand5. Hong Kong

6. Japan

7. Malaysia

8. Sri Lanka

9. Thailand

10. Central America



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Export Department:

Then Whirlpools Export department do the negotiation with the customer

based on the specification and requirement of the customer. Export department

discuss with the production department to check the feasibility of the

customer, production department check the available capacity of production to

fulfill the customer orders and then export department finalize the order within

company after approval from the production department.

Export department do all the calculation of profit and check the feasibility of

the order. Then export department give their quotation of the order tocustomer by mail and courier. Export department do the negotiation with

customer and after that order is finalized by the agreement between export

department and the customer.

Then export department process the final order to production department and

give them lead time for production and dispatch of order Ex factory as per

customer‟s requirement. Production department plan do the production

planning and prepare the Raw Material requirement which is send to vendors

to supply the raw material requirement. Production is done as per the lead time

requirement of customer and this material is dispatched from factory to the

company‟s warehouse on the backside of the plant at Ranjangaon.



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2. Consignment Shipment from Warehouse to Port

Warehouse

Preparation of

Consignment

Dispatch to Port of

Discharge

Documents to 3 PL:

1. Customer Invoice

2. Certificate of Origin

3. Marine Insurance of Goods

4. Certificate of Inspection

5. Bill of Lading

6. Confirmation on Board.



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Warehouse Operations:

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.



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Customer invoice contains:

1. No of units in the consignments

2. Price per Unit

3. VAT terms

4. Other terms and conditions.

Bill of Lading contains:

1. Consignee name and address

2. Port and date of loading Consignment

3. Port of discharge and receipt of Consignment

4. Name of Carrier

5. Mode of Transport: Marine Pack Cargo (MPC) normally

6. Other terms and conditions between Company and carrier.

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.

Marine Insurance

Marine insurance of goods is done by the Insurance Company which ensures

the repayment of Goods in case of damage or any unforeseen accident during

the transportation of goods.

United India Insurance Company Limited does the marine insurance of

Whirlpool shipments to all export countries



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Confirmation of Board:

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.



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INCO TERMS USED BY WHIRLPOOL INDIA.

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

and custom duty.



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5.Free Carrier (Named Point) FRC: The Whirlpool uses this term which has

been designed particularly to meet the requirements of modern transport like

'multi-modal' transport as container or 'roll-on-roll-off' traffic by trailers and

ferries. The principles on which the term is based is same as applicable to

FOB except that the seller or the exporter fulfills his obligations when he

delivers the goods into the custody of the carrier at the named point.



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EXPORT DOCUMENTS

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

carrier for export.



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5. Insurance certificate:-

United India Insurance Company Limited do the insurance of the

whirlpools consignment which is financial protection against the happening

of accidental or fortuitous events.

This certificate is issued by United India Insurance Company for

Whirlpool which contain period of the insurance which is starting and

ending date, insurance value, proximate clauses etc.

6. Export packing list:-

Whirlpools Export packaging list contains information of material in each

individual package and indicates the type of package: box, crate, drum, carton.

It shows the individual net and gross weights and measurements for each

package .

The company surrenders all these documents to the CHA (Custom House

Agent) and then on the behalf of the Whirlpool India the CHA does later

documentations and in return he gives three documents to the Whirlpool;



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ROLL OF ECGC & COMMERCIAL BANK

ECGC- Export Commission Guarantee Council.

When Whirlpool India received any purchase order from foreign customers

then they willing to check the credit worthiness of the customer & in this case

ECGC help them. ECGC having the contacts with the other nations embassy‟s

& they provide the information about their imports & exporters. On this basis

Whirlpool India decide whether the order should accept or not.

ECGC also giving the assurance to the domestic exporters for getting their

payment from the importers. As the ECGC is providing the credit worthiness

of the foreign importers then somewhere in the whole transaction the ECGC is

also responsible for the payment from the importer.

Like this the ECGC helps to the domestic importers & exporters by providing

the various types of information.

All the transaction between the importers & exporters are carried out through

the domestic commercial bank of both the nations. The importer decides one

commercial bank of his nation i.e. called as negotiable bank and same the

exporter also. The exchange of the documents between the two parties & the

payment between the two parties are done through these two banks. The banks

can make the payments in foreign currencies with the permission of the RBI.



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Export Of The Whirlpool In Year 2008-2009

Out of Rs 175 cr

Country Sale(Cr)

South Africa 30

Australia 25

New

Zealand

10

Germany 20

Japan 20

Malaysia 15

Sri Lanka 10

Thailand 5

Central

America

40

South Africa

17%

Australia

14%

New

Zealand6%

Germany

11%

Japan

11%

Malaysia9%

Sri

Lanka

6%

Thailand

3%

Central

America

23%

South Africa

Australia

New Zealand

Germany

Japan

Malaysia

Sri Lanka

Thailand

Central America



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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.



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Global Brands Of The Whirlpool

MAYTAG

AMANA

KITCHEN AID

BAUKNECHT

GLADIATOR

CONSUL

BRASTEMP

JENN – AIR



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Sample Of the Export documents

Commercial Invoice



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Certificate of Origin



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Bill of Lading



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Summary

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

export is up to 170 Crores.



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Whirlpool is the multinational country and this project is done in India

scenario. Export procedure is studied in Indian context.

This is research based project in which the primary data is collected

from the interviews of the professionals who are concerned with the export in

the organization and main focus of project is on export procedure and

documents and various departments involved in it is studied . Secondary data

is collected from Magazines, Internet and from various books.



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Bibliography

Whirlpool plant - Ranjangaon MIDC ,Shirur,Pune

www.whirlpoolindia.com

www.google.com

Export, Import Procedures and Documentation Book.

http://www.whirlpoolindia.com/


http://www.google.com/


