Lateral Sutra will help White-Westinghouse grow its presence in the country as a premium affordable washing machine category brand.
Lateral Sutra has won the all India PR mandate for American consumer technology brand-White-Westinghouse as it forays into the Indian market with licensee partner Super Plastronics Pvt. Ltd. (SPPL), with effect from July 2020.
Founded in March 2017, Lateral Sutra is a boutique PR agency that serves clients across sectors including Consumer Technology, Legal Technology, Health Technology, Food & Lifestyle, Aviation, E-Mobility, Media, Advertising & Marketing, Medical & Healthcare, IT, VC, and Start-ups.
During its over two years association with manufacturing firm SPPL, the three-year-old agency has successfully launched French consumer appliance brand Thomson TV under its aegis. With White-Westinghouse, Lateral Sutra’s focus is to strengthen SPPL’s dominance, this time in the premium affordable washing machine category.
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Speaking about the announcement, Pallavi Singh, Senior Vice President, SPPL, India Brand Licensee White-Westinghouse, says “We are pleased to be launching our second brand with Lateral Sutra and a successful one at that. Team Lateral Sutra goes over and beyond to make sure the brand is treated as their own and ensure high-level brand building and visibility.”
Adding on the strategic partnership, Mamta Dhingra, Founder, Lateral Sutra says, “The growing sentiment of Go Vocal for Local, has brought back the spotlight on Indian manufacturing sector in a big way. Super Plastronics has been one of India’s foremost and fast-growing manufacturing firm. We are delighted to become a part its growth and success story. Our association stands on the pillar of strategic brand positioning, robust visibility and recall and a great working relationship. Having established Thomson as a key player in the competitive space of online television business, we are now excited to seize this well-timed opportunity. As SPPL is focused to gain a slice of market in washing machine segment with White Westinghouse.”