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Wednesday, Apr 17, 2002

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Amtrex to launch 14 new models

Our Bureau

NEW DELHI, April 16

IN a bid to capture market share in a rapidly growing category, Amtrex Hitachi Appliances Ltd., the Rs 370 crore joint venture between Hitachi and the Lalbhai Group, has launched 14 new models of air-conditioners (in both window and split variants) under the Amtrex brand. The prices of the new models will range from Rs 18,000 to Rs 70,000.

Mr Naishadh Parikh, Managing Director, Amtrex Hitachi Appliances Ltd., said, "Amtrex has been present in India for almost two decades now and enjoys a strong customer base. With the launch of the current range, we intend to add another dimension in international features and styling."

The launch will be supported by various marketing activities and initiatives. Both the company's logo and baseline have been changed. The baseline for Amtrex will now be `My Lifetime AC'. Meanwhile, Amtrex Hitachi has been able to put up a good performance even in a sluggish market. According to the company, its sales grew by 30 per cent last year, while the rest of the industry barely managed to retain its sales.

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