Whirlpool aims to expand air conditioner business in India

Home appliances major Whirlpool today said it will go aggressive with its air conditioner business by launching 35 new models as it plans to triple its sales volume to 3 lakh units by the end of 2010.

The company also said it has increased its advertising budget to Rs 10 crore as it aims to capture 15 per cent share in the estimated Rs 7,000-crore Indian AC market by 2012.

"We are focusing on the air conditioners segment, particularly in the split AC...This year we will go aggressive with it. Our aim is to triple the volume sales to around 3 lakh units by the end of this year," Whirlpool of India (WoI) Vice-President (Marketing, Sales and Exports) Shahzad Akhtar said.

He said the company currently has five models in the segment with an annual sales of less than one lakh unit. The company plans to launch 35 new models this year, besides enhancing its dealership network across the country.

"We will launch around 35 new models of split AC across the country this year," WoI Vice-President for Corporate Affairs and Strategy South Asia Shantanu Das said.

Whirlpool currently has a market share of 5 per cent in the Indian AC market.

He said the company has increased its ad spend in this category by six times to Rs 10 crore. "Our aggressive strategy for ACs will be supported by increase in marketing activities for which we have earmarked Rs 10 crore, which is six times more than current spends in the category," Das added.