The Hindu Business Line : Voltas launching new energy-efficient AC models

New Delhi April 13 Voltas Ltd, a Tata Group company, is all set to launch 17 new models of window and split air conditioners under the Government's energy-efficiency labelling programme.

"We are going to soon introduce the new models of ACs under three categories — Vertis Premium, Plus and Gold — as per the Government's energy-efficiency labelling programme. All the ACs will have a star rating on the labels, denoting the levels of energy efficiency," said Mr Sanjay Johri, Executive Vice-President and Chief Operating Officer.Though the Government still has not made energy-efficiency labelling a rule for AC manufacturers, Voltas is introducing this line to achieve a jump-start over the other players in the segment.

"All our ad campaigns will woo consumers with details on how, by using one of our new energy-efficient ACs, they can cut down on their electricity bills. We plan to spend a total of Rs 20 crore on advertisements and promotions for all products launched in 2007-08," said Mr Johri.

With its new Rs 120-crore manufacturing unit in Pantnagar to be operational within the next four to five months, Voltas plans to capture 20 per cent market share in the domestic organised unitary AC market by 2009-10.

"We currently have 16 per cent market share, two per cent above the last fiscal. By 2009-10, we plan to capture 20 per cent of the AC market," said Mr Pradeep Bakshi, General Manager, Unitary Products Business Group, Voltas Ltd.

Voltas, which recorded 30 per cent growth in the AC market, at 2.50 lakh units in 2006-07 as against two lakh units in 2005-06, hopes to achieve a target of 3.50 lakh units in 2007-08. The company has also put in place an aggressive distribution strategy to increase the number of its channel partners from the current 3,000 to about 4,000 by next year.

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