Air coolers don cool features to lure customers this summer

Air cooler makers are relying on innovation to make their products feature-rich in an effort to make the most of the early onset of summer.
Features like anti-bacterial water tanks, touch screen panel, voice assist, mosquito repellent and remote control are finding their way into air coolers this year.
The segment, which is expected to grow to around Rs 1,800 crore this fiscal, is also seeing entry of new players like Blue Star, intensifying competition with existing players like Symphony, Kenstar, Usha International, Maharaja and Voltas.
With the summer arriving early, the companies are expecting sales to grow by over 30 per cent during the season.

As the air cooler segment evolves over the years, Groupe SEB, which owns brand Maharaja Whiteline, is putting a high priority on new products with innovative features.
"Innovation includes new features added this year like anti-bacterial material, increased air flows and robust design," Groupe SEB India CEO Sunil Wadhwa told PTI.

Bullish on good sales this season, he said: "Sudden increase in temperatures has led to a spurt in room cooler sales in the market."
Usha International Ltd AVP - Marketing (fans and home comfort) Bharat Kharbanda said that this year, the industry is expected to grow in double digits, especially on the back of consumers shifting from unorganised sector to the organised.

"Further, this is driven by regular launches of new models by players with focus on product aesthetics and shift from metal body to plastic body to create value," he added.
Considered among the pioneers of branded air coolers in India, Kenstar said it is trying to customise products to suit requirements of different regions in India.
"Focused distribution for each region being the key strategy for the brand, we aim to provide a correct model mix and placement of products specific to the region," Kenstar COO Rajiv Kenue said.
He also expressed hope that the "early onset of summer and predictions of a warmer year ahead" would result in good sales this year.

"The aftermath of demonetisation is also almost over and we are expecting the air cooler market to further grow by 22 per cent," Kenue added.
Currently, branded air coolers are available in the market priced between Rs 3,200 and Rs 18,500 in various range such as window, desert, tower and personal coolers.
Market leader Symphony has introduced a range of coolers in the market with features such as digital touch screen, voice assist and mosquito repellent.
Sensing a good opportunity, traditional air-conditioner makers Blue Star and Voltas have also jumped into the segment.
"We have just launched this season and we will be building our presence now. Our goal is to have 10 per cent market share in the premium category/branded air coolers in next three years," Blue Star Joint Managing Director B Thiagarajan said.

The company did a pilot launch last year with some models last season and is now confident that it would do well with its range of air coolers.
"We would do at least Rs 50 crore of sales from air cooler this quarter," he said adding the company has started distribution in February using its traditional channels.
Thiagarajan said that for Blue Star, air coolers are steps towards upgrading its customers to air conditioners in future.
Tata group firm Voltas, a relatively new entrant in the segment, is confident of giving a tough competition to established players in the segment.

"People are sensing that there is a vacuum in the segment for quality products," said Voltas President and Chief Operating Officer Pradeep Bakshi.
He said that earlier there were very few branded players and in the last 12-18 months, at least 10 new brands have been added in this category.
"I see this category grow up to 30 per cent this year," Bakshi said.