The excitement in the Rs 1,800 crore air conditioner market is like never before. Coinciding with the ongoing IETF where all leading AC manufacturers have showcased their products, a number of them have announced the launch of new initiatives and launches during the season.
Carrier, the country’s leading air conditioner manufacturer, is launching an unprecedented 41 models during this season. It had only around 17 last year. Fujitsu General, announced the launch of their range of ACs in the north through a joint venture with South-based ETA Ascon group.
Earlier, this week Amtrex Hitachi also announced new initiatives to carve out larger market shares, which included the launch of an advanced ``Logicool’’ range of ACs.
Carrier is also launching Toshiba brand of ACs in the market. Toshiba would be positioned at a higher end, he said. To provide a wider choice in its Carrier range it is also importing Carrier ACs from its operations in Phillipines and Saudi Arabia.
On the other hand, ETA General, a joint venture between ETA Ascon group and Fujitsu General, is targeting a 20 per cent share of the market in the next four years. It has already invested Rs 35 crore in the Indian market and is expected to go upto Rs 60 crore soon. It is setting up a one lakh unit per annum capacity manufacturing plant at pondicherry. It is pricing its products in the Rs 27,500 to Rs 60,000 range.
Amtrex Hitachi, which also launched a new Hitachi range this week is focussing on the household segment to grow its market shares and a leadership position.