SELONGEY, FRANCE--Groupe SEB, the French appliance giant behind Tefal, Rowenta and Moulinex, has called in new PR agency support in India and the UK.

In India, the company has hired Integral PR to provide corporate reputation support, following a competitive review that included at least two other firms.

The Integral hire comes as Groupe SEB navigates a difficult partnership with Indian company Maharaja Whiteline, in which it owns a 55 percent stake. The French company made the deal in 2011, but has since moved original promoter Harish Kumar to a non-executive role, against his wishes.

In addition to handling this issue, it is understood that Integral is also charged with improving the company's Indian profile and overseeing internal communications and public affairs support.

In the UK, meanwhile, Third City has been appointed to handle consumer PR for the Tefal, Krups and Rowenta brands, following a three-way pitch.

“This appointment marks an important transition in the evolution of our communications to a more integrated digital & social approach, which will focus on making lasting and more emotional connections with our consumers," said Groupe SEB digital marketing and PR manager Steve Lowe.