Voltas, the consumer durables arm of the Tata group, is targeting the top slot in the airconditioner market within the next two years.

Speaking to the Hindustan Times, K. J. Jawa, vice president, sales & service, Voltas, said that the company will continue with its aggressive strategy in the room airconditioner market.

The company manufactures room airconditioners at Dadra through United Comforts Products Ltd. a 50-50 joint-venture with Fedders of the US.

"Voltas was late in entering the retail segment of the AC market. However over the last two years, with help from our parent group, we have been able to acquire a strong position in this market," Jawa said.

Over a million airconditioners are expected to be sold by the end of this fiscal. However, with excise duties on these products dropping to 24% from the erstwhile 32%, Jawa expects the market to witness 15% - 20% growth during next fiscal.

At the same time, the branded players including Voltas have strengthened their grip on the market and now command a 80% share, vis-a-vis a 20% share only five years ago.

"Last year we began a three-year Rs.50 crore investment into new marketing strategies and we will start this year’s campaign within the next few days", Jawa said, pointing out that his company’s share had risen dramatically.

"We have also used Tata Consultancy Services to help us with new customer relationship, supply chain management and enterprise planning processes in a Rs.18 crore project", he added.