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Voltas to break price barrier in more segments

24-August-2004
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Voltas to break price barrier in more segments

"With its `mass-market' pricing strategy paying dividends, Voltas is looking to break the price barrier in more categories in the forthcoming months.

The company had earlier this year rolled out a window air-conditioner priced below Rs 10,000, and prior to that a refrigerator at less than Rs 5,000.

"The launch of our ACs priced at less than Rs 10,000 triggered overall brand awareness for Voltas. Our AC sales have grown by about 40 per cent in the April-July 2004 period and this is primarily because of the new models. The launch of the sub-one tonne range helped drive sales for our other models. In fact, out of the 2,00,000 units sales of ACs targeted this year, about 10 per cent will come from the sub-one tonne range," Mr K.J. Jawa, Vice-President (Operations), Voltas Ltd, said.

Interestingly, most of the smaller size models being developed are being done so with an eye on the children's segment. "We conducted a study which showed that children are increasingly asking for more privacy in their rooms — in other words asking for amenities such as a small refrigerator and an AC. We will be launching another product next month — a split air conditioner priced below Rs 15,000 next month - targeted at children's rooms and small guest rooms," Mr Jawa said. The sub-Rs 15,000 split AC will be available in the 0.8 tonne range.

With its new launches this year, Voltas is eyeing higher growth in the year. "

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