- The company manufactures coolers for big brands like Voltas, Crompton, Blue Star, Surya and Burly
- MPPL has recently acquired the brand royalty to Sell Khaitan branded plastic air coolers in India
Micro Precision Pvt Ltd (MPPL) told EFY Group that it is eyeing to be the largest air coolers manufacturer in India by 2020. Spread over 3.5 acres campus in Dharuhera, Haryana, MPPL’s air coolers manufacturing facility also operates a subsidiary consumer electronics brand in India.
Rajesh Sharma, director of MPPL, speaking to EFy Group said, “I am proud of my committed and competent workforce at my factory. Their dedication and commitment has helped MPPL to achieve this historical number. We have manufactured more than 2 Lakh 30 Thousand air coolers this season and our aim is to manufacture a total of at least 4 Lakh air coolers.”
MPPL’s subsidiary consumer electronics brand – Burly, had started retailing various consumer electronics products last year in India. Burly, this year has forayed into the washing machines market as well.
Air coolers market in India
The India air cooler market, as per a report by Imarc, has been experiencing healthy growth in recent years. In India, there are around 250-260 million households out of which a significant percentage of the population uses fans and air coolers during summers. Depending upon the cooling requirement and availability of space, air coolers such as personal coolers, desert coolers, wall-mounted coolers, etc, are available in the retail market. This represents a key driver for a country like India which has limited power supply.
The primary factor driving the air cooler market in India is its climate. The climate in most parts in India is characterized by long hot summers which begin in April and can continue till the beginning of October with temperatures often reaching up to 45° C. Moreover, the price, running cost and maintenance cost of air coolers is significantly lower than that of air conditioners. This provides an inexpensive and environment-friendly cooling alternative to the conventional air conditioning systems. Other factors driving the air cooler market in India include increasing penetration of electricity, technological advancements, rising incomes, improving distribution network, etc.
It is to be noted here that apart from manufacturing air coolers for brands like Voltas, Crompton, Blue Star and Surya, MPPL also retails air coolers under Burly brand name. Recently, the company has acquired a brand license to retail Khaitan branded air coolers in the country.
Mr Chandra Prakash Shrivastav, CEO, Burly, told EFY Group that this move will help the company in entering air coolers segment where Burly is currently not present. He said, “Two years back Khaitan used to enjoy seven per cent market share. With Burly and Khaitan together we will try to gain 10 per cent market share in 2020 air coolers season.”
Author – Mukul Yudhveer Singh. An avid reader, Mukul finds peace in books and technology. He’s as passionate about writing as he is about playing cricket and hitting the gym. If not writing or reading, you will most likely find him drawing tattoo designs or analyzing political campaigns.