CALCUTTA, April 4: Voltas hopes to grab a major share of the market for air-conditioners in the current year with a projected 25 per cent growth in volumes. A revamped marketing strategy coupled with good finance schemes would enable the company to attain the target, according to company vice-president (operations) KS Oberoi.Addressing a press conference in Calcutta on Saturday, Oberoi said that the company, which earned a revenue of Rs 500 crore in 1996-97 from air-conditioners alone (the total turnover being Rs 1,500 crore), had drawn up a strategy to make greater inroads into the unitary market (ie the market for room and split air-conditioners of up to 3 tonne) as well as the industrial market for air-conditioners.
Oberoi emphasised the importance of workplace air-conditioning as this segment accounts for almost 80 per cent of the total consumption. "We are also aiming at a considerable marketshare of the self-employed professional group as our immediate target. For this, Voltas has tied up withCountrywide to provide zero-interest loans to consumers," he said.
The company has a production capacity of 75,000 and 40,000 air-conditioners per month at its two factories at Thane in Maharashtra and Dadra, respectively. In the organised market, Voltas has a share of about 40 per cent followed by Blue Star with 35 per cent. In the unitary category, Carrier Aircon happens to be the nearest competitor with a market share of 25 per cent followed by Voltas with 22 per cent.
Stating that the year 1998 would be a landmark one, Oberoi said that substantial investments of nearly Rs 70 crore had been committed in upgrading and modernising its manufacturing process, technology, R&D and product development facility.
The company executives, as part of the roadshows held in various cities, were here to demonstrate Voltas's new range of room ACs. Voltas Vectra, Voltas Verdant, Voltas Vertis and Voltas Visionaire were four of the 44 models which comprise the latest range from the company. Also, there were modelswith rotary compressors which featured optional microprocessor controls.
Voltas has recently bagged the single largest order for air-conditioning projects at the Information Technology Park at Bangalore at a cost of Rs 45 crore. It is expected to be completed by March 1998.
The company has a technical collaboration with Hitachi of Japan for vapour absorption and direct-fired machines. It has a collaboration with Dunham Bush of the US as well for screwchillers and semi-heremetic compressors.
Copyright © 1998 Indian Express Newspapers (Bombay) Ltd.
