A pan-India consumer research suggested that periodic defrosting of freezers is currently a tedious affair. Usually with competitor products, the users need to be mindful of defrosting the freezer which they often forget. The IceMagic Pro is a blessing as it offers intelligent Auto-Defrost technology which senses frost formation, automatically regulates temperatures and defrosts periodically without any user intervention. The internal UI on the freezer door allows user to quickly choose between everyday modes unlike controlling manually with a rudimentary knob which competitions offer.

The Whirlpool Corporation is an American multinational manufacturer and marketer of home appliances, headquartered in Benton Charter Township, Michigan, United States. The Fortune 500 company has annual revenue of approximately $21 billion, 92,000 employees, and more than 70 manufacturing and technology research centers around the world. The company markets Whirlpool, Maytag, KitchenAid, JennAir, Amana, Gladiator GarageWorks, Inglis, Estate, Brastemp, Bauknecht, Ignis, Indesit, and Consul. Their website also mentions Diqua, Affresh, Acros, and Yummly brands