Voltas to give air-conditioned comfort to rural India

Lucknow, Apr 13 (UNI) After capturing a sizeable slice of the urban air conditioner market, premier Tata Group of Company, Voltas Limited today announced making a foray into the rural markets, through the new marketing campaign 'India ka Dil India ka AC'.

''Fully realising that the demand of ACs is increasing in the rural areas as well we are aiming to reach to the 'Aam Admi' as part of a larger plan to attain a market share of 20 per cent in the 15 lakh domestic AC units market,'', Senior General Manager, Unitary Products Business Group (UPBG) of Voltas Limited, K D Virmani told reporters while unveiling a multi-pronged strategy to reach out to the rural markets.

''Voltas now envisions to bridge the gap between shining Indians and commoners, with the launch of a new range of WAC and Split ACs,'' he said.

With 16 per cent market share currently, Voltas is aggressively strategising to grab 20 per cent slice during financial year 2006-07, paving its way to becoming leading Indian company in the air-conditioning market space.

As per the strategy, the company will be targetting B and C segement of the market through the launch of new range of Vertis Premium WACs. Last year the company, for the first time had introduced a range of ACs below Rs 10,000, Mr Virmani added.

''We have earmarked an amount of Rs 20 crore as marketing expenses under the new initiative in addition to Rs six crores for the retail expansion. Over an above the advertising spends and other below the line activities, we would be looking at adding 1,500 dealers, making it a total of 3,500 nationally apart from bolstering franchisee spread from 350 to 500 this year,'' he informed.

Voltas Limited, founded in 1954, has spearheaded various trends in the air-conditioning, refrigeration and allied industry in India.

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