Jan 11 - 17, 2010

LG Electronics Inc. has with its innovative designs and consumer friendly business practices established its presence as a global leader in home appliances and consumer electronics. LG Electronics has always felt its responsibility to provide with technologically advanced and improved products for its customers in Pakistan.

For this purpose LG has joined hands with Pak Elektron Limited to come up with such products that consume less energy and delivers maximum customer satisfaction. Pak Elektron Limited is the pioneer manufacturer of electrical goods in Pakistan. Since its establishment, Pak Elektron Limited has been contributing in the technological sector of Pakistan by providing state of the art products and skilled workforce in shape of engineers, technicians etc through its workshops and training programmes. This is said to be the biggest partnership in the history of home appliances and air conditioners in Pakistan and this strategic alliance will expand in the times to come. PEL is now the official distributor for LG Air Conditioners, Refrigerators, Microwave Ovens, Washing Machines and Vacuum Cleaners from June 2009. The addition of LG brand for Pak Elektron will now mean that Pak Elektron will have two leading brands, PEL and LG, in both the categories of home appliances and Air conditioners.

Today the company's brand "PEL" is a household name in Pakistan, known for its quality products & superb after sales service. PEL is aggressively introducing new products suitable for the local market based on customer centric and market research based R&D (Research and Development). This experience led LG Electronics to believe that Pak Elektron Limited is the right candidate for the job of handling LG products in Pakistan.

LG Electronics and Pak Elektron have launched a whole new range of LG products that are eco-friendly, energy saving and health conscious. With its features like green ion door cooling system, vitamin plus, bio shield, the refrigerator series promises to store things with healthy preservation to keep food fresh and in good health so that you can be healthy.

The new split air conditioner series is exquisitely attractive. Combined with contemporary technological characteristics, modern designs and the split air conditioner series is a must for luxury and healthy living. The new series includes MF condenser which is 30% lighter, with longer life & energy efficiency due to the new multi flow technology.

LG microwave ovens with a variety of auto fixed Pakistani recipes are also based on the health care technology. These microwaves ensure healthy cooking which is nutritious and delicious and promise easy cleaning. There is additional option of "steam chef" cooking and "keep warm" option where you can keep the food at the same temperature even after you are done cooking or heating the food.

The LG front load washing machines range is eco-friendly due to its direct drive motor, effective with its added features for efficient cleaning and easy on the budget. LG washing machine front load models offer distinguishing features such as "Turbo Drum" and "I-Sensor" for smart cleaning.

An energy crisis is any great shortfall (or price rise) in the supply of energy resources to an economy. It usually refers to the shortage of oil and additionally to electricity or other natural resources. The crisis often has effects on the rest of the economy, with many recessions being caused by an energy crisis in some form. In particular, the production costs of electricity rise, which raises manufacturing costs. For the consumer, the price of gasoline (petrol) and diesel for cars and other vehicles rises, leading to reduced consumer confidence and spending, higher transportation costs and general price rising.

The energy crisis in Pakistan has expanded to such an extent that it is affecting every person in the country, it doesn't matter if he is small or big or rich or poor. Energy resources are hard to find these days. Resources available are simply too expensive to buy or already acquired by countries which had planned and acted long time ago. The situation has been made worse due to delayed efforts in the exploration sector and so there are not sufficient amounts of energy resources in the country. Many industries are on the verge of closing due to insufficient power supply. Price of oil has gone above the ceiling. Alternate methods like solar, biogas and other methods are being tried for mere survival but even this alternative energy source exploration requires resources and time which is not that much available.

The energy consumption is expected to grow at double digit if the overall economy sustains the targeted GDP growth rate of 6% by the government. Pakistan's energy requirements are expected to double in the next few years, and our energy requirements by 2015 is likely to cross 120MTOE. By 2030, the nation's requirement will be 7 times the current requirement reaching 361MTOE. Pakistan's energy requirements are fulfilled with more than 80% of energy resources through imports. The constant load-shedding of electricity and gas has left the citizens in despair and they need a quick and efficient remedy for this problem.

The power crisis in Pakistan has been particularly compounded by the fact that most home appliances are not energy efficient and fail to meet international energy consumption guidelines. The introduction of a new range of technologically advanced & health care conscious products is being felt as the need of the hour.

The step taken by both LG Electronics and Pak Elektron Limited by standing up to this challenge by adopting the leading technology with a view to make products that are desired by consumers while at the same time being energy efficient is a smart and innovative way of making products that are sophisticated in terms of technology and available at an affordable price. Furthermore, minimizing the ecological footprint has also been at the forefront of our efforts to create a win-win situation for both the consumer and the environment. This visionary move on the part of this strategic partnership has directed them clearly ahead of their competitors and has also brought relief to the consumers from the problems faced due to less efficient products like excessive consumption of energy, exceeding bills and inefficient working of the products.

In view of the severe energy crisis which is currently going on in Pakistan, LG Electronics and Pak Elektron Limited felt a need to devise a strategy to counter it and as the market leaders stood up to the challenge by making environment friendly products which use less electricity and energy, ensuring conservation of natural resources and delivers the same functional efficiency as is expected of LG products and also making sure that you stay in the best of your health.

These newly launched products by the combined partnership of LG Electronics and Pak Elektron Limited will be a ground breaking solution offered to counter this unprecedented on going energy crisis in Pakistan. These products will be a testament to efficient working, energy conservation and eco-friendliness creating a scenario beneficial for the consumers, the country and the environment.