Singer introduces 'Sisil World'

Singer (Sri Lanka) has launched a new retail channel called ‘Sisil World’. Sisil is the pioneer heritage brand in local refrigerators which Singer acquired from Associated Electricals in 2001. Last December, Singer also acquired several retail outlets as well as the Philips and Kenwood brands from Hayleys. Consequently Singer saw market opportunity for a new chain of multi-brand retail stores that would be differentiated from Singer Plus, the company said.

Singer (Sri Lanka) Chairman Hemaka Amarasuriya said at Singer, “we never stop dreaming and seizing opportunities. Our dreams for the Sri Lankan people are big and when we saw opportunity for a new retail channel we decided to offer the market Sisil World.
We plan to move Sisil World rapidly into the No. 2 slot in the appliance market behind Singer Plus with the same culture of customer care.”

The Sisil product range which began with refrigerators now includes deep freezers, air conditioners, bottle coolers, water dispensers, home appliances and fans. The Sisil brand will open its doors to South India in May with the first batch of export shipments.
Sisil World which is pitched higher than Singer Plus will include the Sisil range as well as other brands in the Singer portfolio such as Hitachi, Kenwood, Philips and Panasonic and Unic. In time new brands will be acquired solely for this new retail channel.