iven the country�s obsession with scrubbing and cleaning, it takes some gall to launch a product such as this one. We are talking about the new detergent-free washing machine from the $9.2 billion Chinese consumer electronics major, Haier (The Brand Reporter, May 1-15). Launched globally earlier this year, this innovative washing machine hit India just before Diwali.

The detergent-free machine stands apart from the conventional ones in several ways. On usage, the company claims that the machine works on a patented technology that uses ultrasonic waves and the process of electrolysis to break down organic matter and clean grime off clothes. This process is fully hygienic, since there is no possibility of detergent residue on the clothes. On inputs, it takes about 40 per cent less water and 50 per cent less power than the typical fully-automatic machine. So far, so good. On price, however, Haier�s 6 kg washing machine is priced at Rs 35,000; automatic ones from LG and Samsung for the same capacity are priced at Rs 16,000 upwards. ... more