Micromax forays into AC segment, aims to capture 5% market share
Priced between Rs 20,000 to Rs 30,000, the ACs will be available in 1.5 tonne and 2 tonne variants. These ACs are complaint with BEE star ratings and comes with a 5year comprehensive warranty on compressors and functional parts of split ACs.
- Jun 9, 2016,
- Updated Jun 9, 2016 6:53 PM IST
Other than manufacturing mobile phones, the homegrown brand Micromax had entered the consumer electronics category with the launch of LED TVs two years ago. Today, the company has announced its entry into the Air Conditioner segment with the launch of three spilt ACs and one Window AC. Priced between Rs 20,000 to Rs 30,000, the ACs will be available in 1.5 tonne and 2 tonne variants. These ACs are complaint with BEE star ratings and comes with a 5year comprehensive warranty on compressors and functional parts of split ACs.
Micromax aims to capture 5 per cent market share by the next calendar year, breaking in the top 5 players. Rajesh Agarwal, Co-founder, Micromax Informatics Ltd. Stated, "The decision to foray in to newer categories is solely basis our strong positioning in the Indian market and the understanding of consumer demand and need. With our range of products developed especially for Indian conditions, we aim to penetrate the market with a complete range of air conditioners that can improve the quality of life of consumers across the country. With our new range, we are looking at capturing a market share of 5% by the next calendar year. As we further expand with the aim to be a complete consumer electronics brand, we will continue to evolve our technology to offer the best products, services and connected experiences to our customers."
Manufactured at the Micromax's Uttarakhand facility, the launch will be supported by a 360 degree marketing campaign across print, online and TV. The company claims to have added features such as Ecco Blu Technology that protects the condenser coil from humidity and moisture, long reach airflow of up to 30 meters, having a Volatile Organic Compounds filter for removing chemicals and vapours, dehumidification for removing excess moisture and more. It even supports Auto Cleaning that eliminates odour and also prevents growth of harmful micro-organisms by drying the heat exchanger. Micromax claims to have setup dedicated service centres for the same.
Other than manufacturing mobile phones, the homegrown brand Micromax had entered the consumer electronics category with the launch of LED TVs two years ago. Today, the company has announced its entry into the Air Conditioner segment with the launch of three spilt ACs and one Window AC. Priced between Rs 20,000 to Rs 30,000, the ACs will be available in 1.5 tonne and 2 tonne variants. These ACs are complaint with BEE star ratings and comes with a 5year comprehensive warranty on compressors and functional parts of split ACs.
Micromax aims to capture 5 per cent market share by the next calendar year, breaking in the top 5 players. Rajesh Agarwal, Co-founder, Micromax Informatics Ltd. Stated, "The decision to foray in to newer categories is solely basis our strong positioning in the Indian market and the understanding of consumer demand and need. With our range of products developed especially for Indian conditions, we aim to penetrate the market with a complete range of air conditioners that can improve the quality of life of consumers across the country. With our new range, we are looking at capturing a market share of 5% by the next calendar year. As we further expand with the aim to be a complete consumer electronics brand, we will continue to evolve our technology to offer the best products, services and connected experiences to our customers."
Manufactured at the Micromax's Uttarakhand facility, the launch will be supported by a 360 degree marketing campaign across print, online and TV. The company claims to have added features such as Ecco Blu Technology that protects the condenser coil from humidity and moisture, long reach airflow of up to 30 meters, having a Volatile Organic Compounds filter for removing chemicals and vapours, dehumidification for removing excess moisture and more. It even supports Auto Cleaning that eliminates odour and also prevents growth of harmful micro-organisms by drying the heat exchanger. Micromax claims to have setup dedicated service centres for the same.