From Creamer Media in Johannesburg, this is the Real Economy Report.

Sashnee Moodley:

Turkish appliance manufacturer Arçelik has made its entry into the South African market with its global brand Beko, which is the biggest home appliances brand in the UK. Marleny Arnoldi visited the store.  

Marleny Arnoldi:

Arçelik decided to expand the brand into more sub-Saharan African markets, since the African continent has a growing middle class population and is posed for rapid urbanisation once its population reaches an estimated 1.7-billion by 2030.

Beko is already available in 20 African countries, including Nigeria, Kenya, Angola, Rwanda, Mauritius, Ghana and Tanzania, and more than 100 other countries worldwide.

Beko regional marketing director for sub-Saharan Africa Rajan Gungiah (Gun-jiah) tells us more about the stores it has established as a starting point and the company’s plan to roll out more.

Beko regional marketing director for sub-Saharan Africa Rajan Gungiah:

Marleny Arnoldi:

In catering to the changing demands of consumers, Beko undertakes extensive research to understand their needs and global trends.

This research and development becomes evident in Beko’s detailed aesthetic touches with product design through to how appliances now cater to increased hygiene needs as a result of Covid-19.

Additionally, with homes increasingly doubling as multi-functional hubs, time management has become a bigger priority. To this end, Beko appliances and short and smart programmes that allow consumers to be more time efficient, which also bodes well for reduced energy use. Gungiah shares some insight into how the company differentiates itself in the market. 

Beko regional marketing director for sub-Saharan Africa Rajan Gungiah:

Marleny Arnoldi:

Research shows that up to 40% of all household consumption is associated with the use of home appliances, so Beko considers it an imperative to supply appliances that are eco-friendly and help reduce households’ carbon footprints.

Beko has consistently won excellence awards for its products’ energy efficiency and also prioritises water efficiency in designing its washing machines. For example, Beko washing machines use a filtration system that removes up to 90% of microplastics from waste water, which limits these materials ending up in the ocean.

The company also uses recycled materials in the manufacturing of its appliances. Gungiah elaborates on these efforts. 

Beko regional marketing director for sub-Saharan Africa Rajan Gungiah:

Sashnee Moodley:

That’s Creamer Media’s Real Economy Report. Join us again next week for more news and insight into South Africa’s real economy. Don’t forget to listen to the audio version of our Engineering News daily email newsletter.