Blue Star launches Multi-Inverter Split AC, targets residential market

Mumbai: Blue Star has launched a new break-through product called the Multi-Inverter wherein an inverter-technology based outdoor unit can be coupled to three indoor units to aircondition upto three rooms simultaneously. This range could be useful to consumers who want to aircondition their entire house and at the same time would like to save on power bills. The company release says that the futuristic range helps in reducing the number of outdoor units from three to just one unit, thereby maintaining the look of the façade of the building. The indoor units also have a state-of-the art sleek design with a diamond sparkle to appeal to interior designers and architects.

In a bid to penetrate the residential market, Blue Star has now made its room airconditioners available in home-appliance retail channels in 7 locations last year and the Company has increased its presence in 67 locations this year. In addition, its strong force of about 1000 exclusive and multi-brand sales and service airconditioning dealers will aggressively promote the range. The Company says that it also built up a strong installation and service franchise network to support the retailers.

Blue Star’s differentiated value proposition to the residential audience has been identified as ‘Get office-like cooling at home’ which leverages Blue Star’s expertise in cooling offices and communicates that one can get the very same expertise at home.

Speaking to the Press at a conference held in Mumbai, B Thiagarajan, President, Airconditioning & Refrigeration Products Group, Blue Star Limited said “Despite the fact that the room airconditioners market in India declined by about 15% due to a soft summer during 2011, Blue Star’s room airconditioners business has been on a fast growth track and grew about 29% in 2011, with the main growth coming from the residential segment. Several home consumers have instilled their faith in us and believe that we offer contemporary and modern products due to our airconditioning pedigree. Considering our impressive new energy-efficient product range, our aggressive distribution strategy and our commitment to continue to make investments in enhancing brand equity, I am confident that we will continue to perform well in the residential segment.”