Electrolux launches new AC in Pune

EKL Appliances, owners of the Electrolux in India, launched on Tuesday its Oxigen range of airconditioners in Pune. In keeping with the consumer electronics manufacturers' latest practice of linking health and airconditioning, Electrolux is offering clean, healthy and evenly distributed air flow through the Oxigen range.

EKL Appliances Managing Director Aniruddha Dhoot said on Tuesday that the focus of the company was to cater to needs of the consumers.

"We care about the people who want to live a healthy life," Dhoot said. "Both, window and split airconditioners will be available in high end 'Oxigenrator' that generate air," he added.

To carry the message of health built into its new range, Electrolux has embarked upon a Rs 4-crore media campaign, covering print as well as audio-visual media, said Madhav Nene, head of marketing at EKL Appliances. "Additionally, we will also participate in 'below the line' promotions through consumer fairs and exhibitions across markets," he added.

The airconditioners range, available for prices between Rs 10,000 and Rs 31,000, had been earlier launched in Punjab and Andhra Pradesh.

The company will launch the ACs next in Kolkata and Delhi, Nene said.

The company has targeted a sales volume of 120,000 units of airconditioners during calendar 2006, Nene said. He also said a small proportion of the sales will be in the Saarc region including Nepal.

He explained, "The domestic air conditioner market has seen a growth of 20-25 per cent compared to last year. With the launch of Oxigen ACs, EKL Appliances hopes to cross the expected growth of over 50 per cent by the end of this year."

He however did not disclose any specific figures. The company expects a market share of 8-10 per cent in the AC segment, he said.