Good Show by Blue Star in the Room AC Segment
Kochi: Air conditioning and commercial refrigeration major, Blue Star Limited is aiming to increase its market share to 13.5 per cent from the current 12.8 per cent, in FY 2019-20. Speaking to media persons during his recent visit to Kochi, C P Mukundan Menon, President – Sales & Marketing, Products Business, Blue Star said in the 2018-19 fiscal, the company registered an increase of 0.5 per cent in the market share to 12.8 per cent. “As compared to 4 per cent industry growth in the room air conditioner segment, Blue Star achieved 10 per cent growth in the last fiscal,” he said, adding that the company is likely to close the current year with a turnover of over Rs. 5000 crore as compared to Rs. 4600 crore in the previous fiscal.
As compared to 4 per cent industry growth in the room air conditioner segment, Blue Star achieved 10 per cent growth in the last fiscal
Blue Star, which is celebrating its Platinum Jubilee this year, forayed into the residential segment in 2011. It has launched 75 new models of room air conditioners recently. These models also include energy-efficient inverter ACs capable of delivering 30 per cent extra cooling over and above its rated capacity. This enables faster temperature pull-down even in larger rooms during peak summers, thereby consuming less power and leading to significant savings on account of lower electricity bills, according to the company.
“As in the past, we have again launched a stellar array of new products which are differentiated and stylish. Blue Star has always been committed to provide consumers with products that are highly energy-efficient and deliver extra cooling while consuming less power and has products at all price points in order to cater to a larger set of consumers. We continue to make significant investments in product development, after-sales service as well as brand building, and are confident of enhancing our market share to 13.5 per cent in this financial year,” Menon said.
Blue Star’s share in the 5-star air conditioner segment is higher than the industry average, signifying that the company enjoys a preference amongst discerning consumers who purchase premium products. Blue Star’s room air conditioners are available at 5000 outlets in 575 locations spread across the length and breadth of the country, vide exclusive as well as multi-brand sales outlets, sales & service dealers, retail showrooms as well as on major e-commerce platforms. The company has a strong installation and service franchise network to support retailers.
Currently, Blue Star has 200 exclusive brand stores in the country, and plans to increase it to 250 stores by the end of FY20. Around 52 per cent of Blue Star’s room air conditioner sales are from smaller towns since consumers in these markets are aspirational and prefer premium brands. It has around 800 expert service associates across the country, which the company intends to increase to 1000 in FY20.
Blue Star has also launched a new range of air coolers under its ‘Windus’ sub-brand which is equipped with a unique Cross Drift Technology that helps in faster cooling during harsh and dry summers. The range comes with different water tank capacities starting from 35 litre to 75 litre and a price range from Rs. 8990 to Rs. 13,490. To combat the rising pollution levels in many cities across India, Blue Star has also introduced a new range of innovative air purifiers with SenseAir Technology, along with Nano-e, Plasma and UV purification systems. The price of these air purifiers ranges from Rs. 8990 to Rs. 23,990.