The Hindu Business Line : Symphony enters AC segment

New Delhi April 19 Symphony Comfort Systems Ltd, marketers and manufacturers of air coolers, has made its foray into the air conditioner (AC) segment with the launch of its range of window and split ACs, in an attempt to leverage the summer season.

"Symphony has always put in the best effort to keep abreast of changing consumer perceptions and buying habits. The air conditioner segment holds a lot of promise in our country with an upwardly mobile burgeoning middle class and hence a perfect business opportunity to capitalise on our stronghold in the cooling segment," said Mr Achal Bakeri, Chief Managing Director, Symphony Comfort Systems Ltd. "Based on the positive initial response for our ACs we are confident of cornering a sizable chunk of this category in the near future," he added.

The ACs, priced between Rs 15,000 and Rs 30,000, are available in four sizes, 1 tonne, 1.5 tonnes, 1.6 tonnes and 2 tonnes. Unlike its air coolers, the ACs will be initially available only across major metros. Symphony ACs have features such as instant cooling through a three way air filtration technique, auto restart option, self-diagnosis and auto protection, sleep mode and an LCD remote control for fingertip convenience.

The company also launched a new air cooler, Surround, priced at Rs 4,490. "In air coolers, Symphony is the leading brand with almost 35 per cent share in branded category. Symphony has been equally thriving on the global stage, exporting to over 30 countries worldwide. Symphony aims at expanding the current market share of branded coolers from 20 per cent to 50 per cent," said Mr Bakeri.

On marketing and promotions, Mr Bakeri said, "For our coolers, a television campaign is already running on air, accompanied by print and radio campaigns. Our range of air conditioners are being promoted only through the print medium, since we have launched only in selected cities," Mr Bakeri said. The company had clocked a turnover of Rs 250 crore in 2006-07.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Singapore Airlines to deploy all A380s on dense routes

Gold trade bets on Akshaya Trithi for boost in sales

Retailers hunt for right talent to man stores

Foreign buyers

Prosperous occasion

TBWA bags Arcelor Mittal's ad biz

Brand ambassador

Pokarna plans more exclusive `Stanza' stores

Fresh@ developing 5,000-acre cluster farming area

AXAAN launches B2C portal

PIL on spurious drugs: `Implement Mashelkar panel recommendations'

Nissan plans compact car segment entry

Sadhrta-Samina sleep system

Adobe unveils Creative Suite 3

Symphony enters AC segment

Bharti AXA product

ZenithOptimedia's digital unit