- Orient Electric is eyeing 25 per cent market share in the air cooler segment in the next two years
- The company is looking to expand its channel presence in South India
- Godrej Appliances had recently forayed into the air coolers category as well
- Unbranded air coolers still sell more units than the branded ones
Orient Electric Limited, part of the $2.4 billion CK Birla Group, has launched its new range of inverter air coolers at starting prices of Rs 5,190 in India. The company plans to start its advertising campaign in the month of March, starting from South India and then amplifying it in other parts of India in the month of April.
“India’s energy and electricity demand continues to grow and thus arises the pressing need for energy efficiency and conservation. Our new range of energy saving ECMT powered inverter air coolers is another step in the same direction. These coolers have been developed based on the strong consumer need identification of energy efficiency with 50 per cent power savings, high-thrust air delivery, silent operation and convenience of control through IoT & voice controls,” said Rakesh Khanna, MD & CEO, Orient Electric Limited.
Godrej Appliances had recently forayed into the air coolers category in the country. Unbranded air coolers still sell more units than the branded ones.
Select models equipped with IoT technology
The company is retailing these air coolers in various tank capacities ranging from eight to 105 litres. Orient air coolers, as per the company have been designed to suit varied aesthetic preferences, evolving needs and usage environments. Some of the key features of Orient’s inverter air coolers are inverter motor, honeycomb pads with DenseNest technology, fan blades with AeroFan technology, auto fill function, humidity control and anti mosquito breeding features.
“Inverter technology in coolers will not only help in saving the environment but by a modest assumption I can say that India can save up to 9200 GWh electricity i.e. around Rs. 7350 crores annually, if all air coolers installed in the country are replaced with inverter technology-based air-coolers,” added Rakesh Khanna.
Salil Kappoor, business head, Home Appliances, Orient Electric Limited stated “This year we are launching coolers in different capacities and materials with a special focus on Southern markets which have shown steady growth in demand in the last few years. We have a strong pan India presence and we are now aggressively working to ramp-up our presence and penetration in the Southern markets.”