With an expanded distribution and retail network, Blue Star hopes to sell at least 2.8 lakh units of room air-conditioners this year, up from 2.3 lakh units in calendar 2012. “This, however, depends on how hot the coming summer turns out to be,” said B. Thiagarajan, President, Blue Star Ltd.

The Rs 2,700-crore air-conditioning major entered the residential air-conditioners segment a couple of years ago with the tagline ‘office like cooling at home’. “It has been a great success for us. When the industry registered 5 per cent drop in sales last year (2012), we registered 6 per cent growth in sales,” he said.

Launching its new range of air-conditioners for the ensuing summer, Thiagarajan pointed out that split air-conditioners now dominate the market with almost 80 per cent of the total room air-conditioner market coming from that. Given the star-rating (energy efficiency ratings) requirements, in 2014, the cost of the three-star window model will in fact be more expensive than its counter part in the split range. “Squeezing every component into the box, and at the same time ensuring lower noise levels is going to be a tough task, and will certainly cost more,” he explained. Considering this, he said, the market will be skewed more in favour of split models.

Besides expanding its distribution network, the company has earmarked Rs 25 crore for advertising, “80 per cent of which will be spent on television ads”.

The company has also introduced a range of inverter technology-based products, which are said to be 15 per cent more efficient than any 5-star rated split air-conditioner.

ravikumar.ramanujam@thehindu.co.in

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