Launch of the sustainable household appliance brand Beko in South Africa

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Environmentally conscious South African consumers will soon be able to choose from the world’s most sustainable household appliances when Beko, as a brand under the umbrella of Arçelik in South Africa after Defy and Grundig, launches its range of home appliances with stand-alone stores in Johannesburg and Durban.

Beko is the leading standalone appliance brand in Europe in the home appliance industry and the leading major appliance brand in the UK and France, and is sold in over 140 countries. It is the fastest growing brand in the European large household appliance market and has a permanent mission to make innovative and high-tech products accessible to the general public with sustainability at the heart of its strategy.

“We passionately believe that everyone must do their part to reduce the human impact on the planet. Our range of home appliances enables consumers to live in line with environmental values ​​and truly embrace sustainability as a way of life, reducing household energy consumption and using recycled and renewable materials wherever possible ”, said Rajan Gungiah, Regional Marketing Director of Beko, Sub-Saharan Africa.

Beko’s goal has been to make healthy living convenient for consumers with a wide range of devices helping families make healthy choices. She has now broadened her brand’s mission to recognize that healthy living is only possible on a healthy planet. Beko is committed to protecting the earth by designing and manufacturing energy efficient products and investing in resource efficiency in production. He encourages competitors to follow suit.

“The pandemic has revolutionized consumer priorities, with the average consumer becoming more aware of global issues every day. Consumers are now looking for companies that create value for their communities and for the environment. In the aftermath of Covid-19, customers want a cleaner conscience. They are open to energy efficient and sustainable products that limit the destructive impact we leave on the planet, ”said Gungiah.

“Sustainability is the cornerstone of our business, and we pride ourselves on being able to offer environmentally friendly products that meet the needs of today’s consumers,” said Gungiah. “We strive to reduce environmental damage by developing high performance, durable and affordable home appliances that are also environmentally friendly and resource efficient. It helps consumers reduce their personal carbon footprint.

Arçelik, the parent company of Beko and Defy, has the vision “Respect the world, respected worldwide” and this vision is embraced by all Arçelik brands, including Beko. Beko products reflect this vision.

Production operations were carbon neutral in 2019 and 2020, and its greenhouse gas emission reduction targets are approved by the Science-Based Targets Initiative. The group is committed to reducing scopes 1 and 2 emissions by 30% by 2030, compared to a baseline year in 2018. This target aligns with the scenario of keeping climate change below 1.5 degrees in the world and encourages competitors to follow suit.

As a result, Arçelik is the most sustainable company in its industry and was included in Corporate Knights Global’s 100 Most Sustainable Companies and was named the world’s most sustainable home appliance manufacturer by the Dow Jones Sustainability Index.

To learn more about Beko, visit www.beko.com/za-fr.


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