Electrolux to rope in Bollywood actress

EKL Appliances Limited, a consumer durable company, is looking at roping in a brand ambassador this year. The company is likely to initiate discussions with a Bollywood actress in this regard.

Speaking on the sidelines of a press conference organised with regard to the launch of its air-conditioners (ACs), Anirudh Dhoot, managing director, EKL Appliances Limited, said, "We have given thought to the concept of having a brand ambassador for Electrolux. Though we have not finalised on anyone, we are looking at roping in a Bollywood actress." So far, the company has not used a brand ambassador to market its products.

According to Madhav Nene, deputy general manager (marketing), EKL Appliances Limited, a marketing budget of Rs 15 crore has been set aside for this year.

EKL Appliances has launched a new range of ACs consisting of 18 models. For the consumer segment, the prices range from Rs 10,000 to Rs 25,000 (0.75 tonnes to 2 tonnes capacity) and for the commercial segment it touches a price point of Rs 1,20,000.

The company, according to Vikas Muker, deputy general manager (product management), EKL Appliances Limited, has a market share of 6.5 per cent in ACs on an overall basis and around 20 per cent in the below-one-tonne capacity segment.

Summer contributes to around 65 per cent of the company's AC sales in the country. "The AC market in 2005 had a volume size of 1.5 million units (Rs 3,000 crore). In 2006, we expect it to grow to 1.8 million units," he added.

The market size for ACs in Andhra Pradesh was around one lakh units in 2005, estimated to increase to 1,20,000 units in 2006.

"Last year, our share in Andhra Pradesh was around three per cent. This year, we expect it to increase to 10 per cent," Muker said.

EKL manufactures window ACs in India and is deliberating on manufacturing split ACs in the near future as well. Meanwhile, EKL is also looking at launching a new range of refrigerators during Onam this year.