The Hindu Business Line : Voltas earmarks Rs 30 cr for marketing new AC models

Chennai, March 19 Voltas Ltd, the air-conditioning and engineering services company of the Tata group, has launched a slew of air-conditioners in the premium and luxury segments.

Addressing a press conference here, Mr Pradeep Bakshi, Vice-President, Voltas, said the new models include the triangular corner AC, a first for the country. The range includes ACs rated five to zero as per the BEE (Bureau of Energy Efficiency) standards. A total of 42 models have been introduced in various ranges named Panache, Pristine, Elite, Gold, Plus and Elan.

Marketing plans

Voltas has earmarked Rs 30 crore for the marketing of these products. Rs 20 crore is being allocated for beefing up the service infrastructure. This is the company’s largest launch in the recent past. Mr Bakshi said that the air-conditioner market is growing at 30 per cent while other appliance segments were growing only at 8-10 per cent. This, combined with growing disposable incomes, is a good opportunity for the company to capitalise on. A new ad campaign will be launched shortly.

The air-conditioner market is estimated at 20 lakh units and Rs 3,500 crore. Voltas claims to be No 2, with a 17 per cent market share, following LG.

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