Micromax Informatics has strengthened its consumer electronics portfolio by introducing a new range of window and split air-conditioners.
After initiating a pilot project for sale of ACs in June 2016 to test the market place, the electronics and consumer goods company this year will launch a complete line-up of ACs,
The air-conditioner range comprises seven split ACs and one Window AC. They are being introduced at the onset of the peak summer season in India.
The company, known for its mobile handsets and LED TVs, is planning to roll out an inverter range of ACs later this year. Work on the new range is now underway at the company's R&D centres.
The company had invested about Rs. 200 crore in its manufacturing unit in Rudrapur, Uttarakhand, where it produces the ACs for the domestic market.
With a strong distributor network of over 4,000 sales points and 400-plus service centres, the company aims to garner a 10 per cent market share of the country's AC market (estimated at about 4 million units per annum) over the next three years.
Rohan Agarwal, Vice-President, Consumer Electronics, Micromax Informatics Ltd. said, “We are bullish on the Indian air-conditioner market and have invested heavily in building a strong product portfolio, a robust distribution network to ensure wide presence and best-in-class service experience.”
“We have a strong brand presence and the South Indian market offers immense scope for Micromax ACs,” he said.
“We will build the business around the strong brand equity Micromax enjoys to gain market acceptance. As we achieved market acceptance in the case of LED TVs, where the company has garnered a double digit market share within three years, we will replicate similar growth in the AC market,” Sunil D. Sharma, Business Head, Consumer Electronics, said.
The ACs, priced in the range of Rs. 21,000 and Rs. 35,000, are built based on local innovation and customer feedback.
No comments:
Post a Comment