Brand positioning

Create well thought-out solutions that make life easier, with beautiful and tasty results!

Brand Values
  • Beautiful
  • easy
  • tasty
  • energetic
  • intuitive
2nd most known small appliances brand in India with 76% awareness*
  • Founded in 1976 - Trust of 40 years
  • Maharaja Whiteline has been a leader in innovation ever since it's inception. Brand introduced the very first "1,2,3... Maharaja Mixie", a unique solution for a full meal preparation with 3 jars - liquidizing, dry and wet grinding and chutney and it is constantly innovating ever since.
  • 2nd most known brand
  • 2nd largest distributed brand in the country*
  • Leader in mixer grinder, juicer mixer grinder, food processor, air cooler and room heater
  • Largest range in the industry across kitchen appliances, home comfort and garment care
  • Leader in the North with 15% market share*
  • Strongest growth in the industry: +37% in 2014, +27% in 2015**

  • *source Francis Kanoi MG
    *source Francis Kanoi MG+JMG+FP
    **source YTD May 2015
2nd most known small appliances brand in India with 76% awareness
large portfolio
  • kitchen-appliance
  • home-care
  • garment-care