The four prominent players in the air and desert cooler segment are: Usha Lexus, Symphony, Bajaj, and Kenstar. These companies offer plastic body coolers which are an improvement over the local tin coolers that might initially score over their branded cousins by cooling the room better, but eventually prove heavy on one's pocket when it comes to performance and maintenance. The high noise level is another factor that the plastic branded coolers reduce to quite an extent.

While buying an air cooler the customer generally selects based on price, branded or local makes, colours, features, and past performance. The target customers in the coolers segment are people who can afford to buy more than the local tin coolers which are priced around Rs 2,500 to Rs 5,000, but cannot afford air conditioners priced above Rs 20,000.

Kenstar, who took over Videocon's cooler network, is one of the biggest players in this segment. Kenstar offers a range of four models, in desert, window, vibrant and mini coolers categories, available in brown and cream colour combinations. These are priced between Rs 3,490 and Rs 6,890.

Little Cooler-9702 model with a 13 litres tank capacity carries a price tag of Rs 3,490. It has a cooling capacity of eight sq. mts., and is ideal for small cubicles, offices and large air conditioned rooms where more than cooling, circulation of air is required. This model is best suited for coastal areas with humid climate.

Turbocool Junior-9705 has a 40 litres tank that cool 25 sq mts of area. Priced at Rs 4,890, this model is designed for cooling living rooms, bedrooms, offices, restaurants situated in areas with dry and arid climes.It can be fitted in the window or can be put on a trolley. The Tall Cooler- 99820HK has a tank capacity of 15 litres and is priced at Rs 4,155. It sports an international compact and space saving design with a cooling capacity of 12.5 sq mts. This model is a good option for tiny metropolitan flats, or small office spaces. Ideally suitable for dry and humid climate and has a honey comb to facilitate excellent cooling. The Turbocool-9704 priced at Rs 6,890 has a tank of 40 litres with a cooling capacity of 50 sq mts. It is advisable to be used in halls, banks, large office chambers in dry and arid climates.

The Turbocool and Little Cooler models have an ice chamber where ice can be poured in for enhanced cooling. Both the Turbocool models have float valve attachment that allows continuous flow of water when positioned at the windows.

Usha Lexus is going to introduce a new model, Oasis (PC 1824 A), this summer. This single blower, tall body, portable room cooler is sleek, and amongst other features has a centrifugal blower, a dust restricting mesh, honeycomb pads for longer life and better cooling. It has a tank of 22 litres capacity, and is priced at Rs 5,199.

All the models in Usha are available in marble finish and dark grey colour. The auto drain mechanism has been shifted to the bottom of the water tank to prevent leakage from the drain nut. The improved blade design provides higher air delivery along with reduced noise levels. The Toofan Single blower (PC 1515 A) is priced at Rs 5,999. It offers three speeds to choose from, with full length horizontal air guides and auto louvers. The Sameer Junior Single Blower Deluxe model (DC 1742 A) is available for Rs 6,899 has easy access control, with sealed capacitor, four way air deflection, and multi-speed control. The Sameer Desert Cooler (DC 1752 A) is priced at Rs 8,699 is equipped with a extra tough motor. Ajeet Double blower cooler (RC 1650 A) priced at Rs 8,999 has a special feature of never dry valve which indicates low water levels as the usage time progresses.

When asked about the ineffectiveness of coolers in monsoon season, Kenstar's assistant general manager North zone Rohit Vora explains, "One should either reduce or stop the water flow and use only the exhaust fan. In places like Delhi where the air is hot, cooler uses water to create humidity."Regarding the colours Symphony's senior marketing manager Raman Sud said, "In summers generally soft hues are in great demand. Earlier we were offering browns, greys, and marble finishes in some models. Last year we introduced Sumo coolers in grey and' white and we received an overwhelming response." Now its left to you to choose the coolest one.