Kenstar forays into AC segment in exclusive tie-up with Amazon

Consumer durables maker Kenstar has forayed into the air condition segment by launching a line-up of split models, which would be exclusively sold through e-Commerce firm Amazon.
The company, which is aiming to have five per cent of the market share this year, has aggressively priced its range of 1 to 1.5 ton split units between Rs 20,990 to Rs 25,990.
"We find it to be the right time to foray into this category (air condition). The Kenstar AC range will be exclusively available on Amazon.In," said Kenstar President Rahul Sethi.
Last year, the total estimated size of the AC market was 3.3 million units and it is expected to be around 4 million units this year.

"We are aiming to have five per cent share this year with our competitive pricing. It would be around Rs 500 crore in sales," he said, adding the company was primarily targeting the youth segment.
Initially, the Kenstar range of AC would be available only in top 20 cities of the country including metros and some other developed markets.

"We are targeting 20 cities initially which almost contribute 70 per cent sales in this segment. We would add other places later on," he added.
Commenting on it, Amazon India Director - Category Management - Samir Kumar said: "We are excited to be partnering with Kenstar. It would be housed in the large appliance store on Amazon.In."

He further said that as per the agreement between them, logistics and installation part would be taken care by Kenstar.
"After receiving the order, the AC would be delivered by Kenstar within 24 hours and in next 24 hours, it would be installed," he said.
Kenstar -- launched in 1996 -- has a product range of air coolers, microwave, water heaters, kitchen appliances and food processors. It has a network of 425 service franchisee and more than 3,500 trade partners.