The Hindu Business Line : Samsung launches new AC range

Electronics and home appliances major Samsung India today launched a new range of air-conditioners. Announcing plans for 2008, the company said it would bolster product offerings across categories.

Backed by a slew of launches that cover home appliances – ACs, refrigerators, TVs, audio products, microwave ovens and washing machines, the company expects to increase its India revenues by about 30 per cent in 2008, up from $1.3 billion it logged in 2007.

The Deputy Managing Director of Samsung India, Mr R. Zutshi, said the industry in 2007 witnessed double-digit growth for the first time in several years and 2008 is likely to see a similar robust growth.

Addressing a press conference here after announcing the launch of 10 split and 5 window ACs, including the 0.8, 1 and 1.6-tonne categories to cater to the growing number of small bedroom apartments, Mr Zutshi said they expect split ACs to contribute about 58 per cent of total sales. With this launch, the company now offers 29 ACs across 0.8 tonne-2 tonne capacity and the new range now comes with what the company refers to as Biosleep function. The biosleep function actually senses the room conditions and skin temperature and automatically adjusts air flow enhancing comfort.

These ACs also feature ultra tropical rotary compressor, customised for local conditions, while ensuring lower power consumption. The range is priced between Rs 15,230 and Rs 32,390, he said.

The company, targeting 22 per cent market share in ACs, is expanding presence through new dealership and partnership with large format retail chains such as Croma, Reliance Retail, Jumbo, Aditya Birla group and eZone.

Samsung India has expanded its manufacturing capability at Noida for refrigerators and expects to unveil a new range in the market shortly. The new plant at Chennai will be for rolling out new washing machines range.

While the refrigerator capacity has been hiked from 0.8 million to 1.4 million, the ACs capacity has gone up from 3 lakh to 5 lakh per annum. Alongside, the capacity has been stepped up for other home appliances, including fully automatic washing machines.

Samsung invested $180 million in manufacturing facilities, including $30 million in the recently commissioned Chennai plant. This has enabled Samsung to offer products that are localised for Indian requirements, Mr Zutshi said.

While the company plans to step up its ‘Dream Road Shows’ from 150 in 2007 to 225 in 2008 to provide touch and feel experience to people who do not have access to showrooms in their neighbourhood, the Brand Shops would go up from 115 to 200.

The company products were unveiled in the presence of Bollywood actress Soha Ali Khan.

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