Seeking to expand its presence in the consumer electronics portfolio, Micromax has come up with a new range of air-conditioners and is aiming to capture a market share of 10% in the coming three years. The Indian consumer electronics company has launched as many as seven split air conditioners and a one window AC as a part of the ‘Aura’ and ‘Wave’ lineup.
“We are expecting a market share of 10% in coming three years time,” Sunil D Sharma, Business Head- Consumer Electronics, Micromax, said here today.
Micromax at the time of the launch said that its focus markets for the new AC range will be Punjab, Karnataka, Andhra Pradesh, Maharashtra, Gujarat, Delhi, Rajasthan, West Bengal, Telangana and Tamil Nadu. The products will also be made available via online retailers besides the traditional retail stores.
The new ACs will be priced between Rs 21,000 to Rs 35,000. They also come with features such as GoldFin and Ecco Blu technology, 4-way swing, 3-in-1 health filters and two-way drainage system high energy saver with 100% Copper for Condenser and Evaporator. Micromax will also be giving a 5-year warranty to all the ACs in the range.
The company introduced ACs as a pilot project last year in June-July (2016) and this will be the first year to see a complete line-up of ACs from Micromax, said Sharma.
The present size of air-conditioners market in the country is 40 lakh units and in the range of Rs 13,000 crore to Rs 15,000 crore, he added. The investments made into the AC products is “substantial” and it is a continuous process, he said.
Micromax has manufacturing plants in Rudrapur, Bhiwadi (Rajasthan) and in Telangana. “We are expanding categories of our products and we have plans,” he said, when asked about plans to open new plants but did not elaborate.
Micromax launches new AC range in India, price starts at Rs 21,000
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