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Industry & Competitive Context In 2017 Voltas, an air-conditioning brand within the Tata Group, announced its entry into white goods. Voltas and Ardutch BV, a subsidiary of Turkey's Arçelik, agreed to set up an Indian joint venture with US$100 million in equity, described as Voltas's foray into consumer durables. The announcement came on 23 May 2017. The Indian company, Voltbek Home Appliances Private Limited, was incorporated on 18 August 2017 and uses the brand name "Voltas