In its third year of operations in the split A-C segment, Onida has occupied the number three slot, according to a retail sales audit by research agency ORG-GFK. G Sunder, CEO, Mirc Electronics, said, "When the company entered the split air-conditioners segment, the market trend was the opposite. As the market shifted towards split A-Cs, we benefitted." With 60 per cent growth, split air-conditioners have been outperforming window air-conditioners which had to content with a 15 per cent growth. As more consumers switch over to split A-Cs, the segment makes up 58 per cent of the market compared with 40 per cent of four years earlier.In 2007, Onida edged out Voltas to bag the third position in the split air-conditioner category in the January-March quarter. During the period, Onida had a market share of 10.8 per cent while it was 9.4 per cent for Voltas. However, in overall A-C sales, Onida is behind Voltas at the number 4 position.Korean consumer durable giants LG Electronics and Samsung have maintained their leadership with 26.8 per cent and 14.9 per cent market share, respectively. Onida executives claimed that a dominant position in Maharashtra and Gujarat has resulted in the brand achieve the current number three position. Demos inside showrooms and the 'cooling points' at 125 retail points also helped the company. "The company launched experience zones, which were insulated from the rest of a store and offered product experience to customers," said Sunder. The Onida executives added that the foray into A-Cs was a part of the strategy to reduce dependency on colour televisions. Currently, air-conditioners contribute 25 per cent to the Mirc Electronics' Rs 1,517-crore turnover.
