Micromax Launches Air Conditioners Strengthing its Consumer Electronics Portfolio

Micromax Informatics introduced a new range of Air conditioners, to strengthen its presence in the AC market. This will be the first year to see a complete line-up of ACs from Micromax, after it successfully introduced ACs as a pilot project last year in June 2016. The range comprises of 07 split ACs and 01 Window AC right at the onset of the peak summer season in India.

To begin with, the focus markets will be the top 10 states (Punjab, Karnataka, Andhra Pradesh, Maharashtra, Gujarat, Delhi, Rajasthan, West Bengal, Telangana and Tamil Nadu) where Micromax has established a strong distribution with over 4000 sales touch points and backed it up with 400+ service centres to ensure strong after sales service support. In addition to the traditional retail touch points, the products will also be made available through leading E-commerce websites, in the months to come.

Commenting on the launch, Rohan Agarwal, Vice President, Consumer Electronics, Micromax Informatics Ltd. said, “We are bullish on the Indian air conditioner market and have invested heavily in building a strong product portfolio, a robust distribution network to ensure wide presence and best-in-class service experience. Being a dominant consumer electronics player, Micromax enjoys a strong brand equity and our success in these segments has given us the confidence to foray into a new product category. The key differentiators for our ACs is the local innovation that we have built as per consumer feedback (100% copper two-way drainage, turbo cooling etc.), along with the right implementation. We believe that as a brand we are very well entrenched to grow this category.”

He further added, “At Micromax, we realize that service is of utmost importance in order to connect with the last mile. We are introducing the Micromax Home Assist application for our AC & TV consumers to help facilitate, raising any enquiry or complaints with utmost ease and faster redressal. We want to replicate the same success that we have witnessed in the LED TVs segment and achieve a double digit market share over the next 3 years in AC segment as well.”