Voltas unveils an aggressive multi-pronged strategy to grab 20 per cent of the market share in 2006
March 9, 2006

• Launches a new range of Window ACs and Split air conditioners
• To earmark 20 crores as advertising spends
• To invest 6 crores in Retail Expansion
• To expand dealer network from 2,000 to 3,500, nationally
• To strengthen current franchisee spread from 350 to 500

Voltas Limited, India's premier air conditioning and engineering services company of the Tata Group, announced its multi-pronged strategy to attain market share of 20 per cent of the 12.5 lakhs domestic air conditioner units market. With pioneering laurels in the category and breaking the sub 10K price points in WACs in 2004, Voltas now envisions to bridge the gap between shining Indians and 'Aam Aadmi' with the launch of a new range of WAC and Split ACs. With 16 per cent market share currently, Voltas is aggressively strategising to grab 20 per cent market share during FY '06-07, paving its way to becoming the leading Indian company in the air-conditioning space.

Strengthening its association with Air Conditioning & Refrigeration, Voltas is on a mission to transform the way air conditioners are marketed and enjoyed in our country. Voltas today unveiled their new marketing campaign for 2006 — "India Ka Dil, India Ka AC" nationally. In addition, the company will also be introducing its new range of products that will be introduced during the calendar year 2006.

This year, unveiling an aggressive multi-pronged strategy, Voltas will be targeting Sec B & C with the launch of the new range of Vertis Premium WACs and Vertis Gold for Sec A. Last year, for the first time Voltas introduced a range of air conditioners below Rs 10,000/- which were affordable and accessible for the larger section of Indian households. Yet again with the launch of its new range, Voltas breaks the price barriers and highlights AC purchase which was a dream, and now has became a reality for every Indian consumer.

Exhilarated on the aggressive multi-pronged strategy for 2006, Mr K. J. Jawa, senior-vice president, Unitary Products Business Group (UPBG), Voltas Limited, said, "We have earmarked an amount of Rs 20 crore as marketing expenses in addition to Rs 6 crore for the retail expansion. Over and above the advertising spends and other below-the-line activities, we would be looking at adding 1,500 dealers making it a total of 3,500 nationally, apart from strengthening our franchisee spread from 350 to 500 this year."

"Voltas is all set to target the leadership role by introducing 'India Ka AC' — the new range of AC's which will be supported by aggressive marketing strategies. The strategy for these markets is still evolving and the current priority is to 'ensure placement of the product' in these markets. The present effort in the markets is to reach out to the masses — 'Aam Aadmi', identify supply-demand gaps and provide products to fill them. It is our constant endeavour to meet the growing demand for cost-effective, high-performance yet simplistic cooling solutions for our most-valued customers," Mr Jawa further added.