As we have mentioned in various articles here on the ever growing Kenyan middle class, brands have noted the same and are responding to new needs to serve this growing market.
Samsung which has been more known in the Kenyan market for its mobile phone, TV range of products is now seeking to improve the home experience by unveiling the Samsung Activ dualwash washing machine – a first of its kind with a built in sink.
“Our vision is to create happier homes through innovative technology. Samsung designs its home appliances, taking into consideration the consumers’ needs and aspirations, said Mr. Robert Ngeru, Vice-President, Samsung Electronics East Africa Limited at the unveiling of the new product. “We continuously design and innovate to make the daily home chores easier, saving time and effort for the family.”
Kenya’s middle class, estimated by the African Development Bank at 44.9 per cent, poses a great opportunity for the fast growth of industries such as real estate and consumer electronics. The middle class is greatly driven by a desire to achieve efficiency through purchase of gadgets and home appliances. According to 2013 Global Consumer Sentiment Report, between 60-90 per cent of African consumers are willing to spend more on durable goods such as cars and home appliances than on perishable goods.
The Activ dualwash washing machine, dubbed the comfort machine, comes with a built-in sink that will enable a consumer to pre-treat heavy soiled clothes and hand wash delicate items, all in one convenient place. The built- in sink puts an end to the repetitive bending, crouching and leaning that comes with the hand washing experience. This drastically reduces the pressure on the lower back muscles by 43 per cent thus making the appliance gentle on the back and kind on clothes.
The machine has a magic dispenser that lets one wash without worrying about residual detergent on clothes, ensuring that the detergent evenly dissolves and disperses before the wash cycle commences.
It also comes with Samsung’s Wobble technology that provides gentle care of fabrics without compromising the washing performance. Wobble pulsators generate a dynamic, multi-directional washing flow that prevents tangles while increasing the washing power. What this means in simple terms is that clothes will not crease as much as they do with some of the existing brands of washing machines.
The 16Kg washing machine comes with a 10-year warranty on the motor.
The washing machine – with an LED display, a strong and durable tempered glass door with elegant and rounded natural curves and a smart functionality with remote monitoring system – will be available from our retail outlets with the 13Kg one retailing at KES 99,995 for the 16Kg and 70,995 for the 13Kg model.