New Delhi: Consumer electronics brand Micromax Informatics announced the launch of three new air conditioners under its ‘Ayurveda Series.’ Targeting to challenge the mid-range segment, the new range also has Inverter models.
In the next 12 months, the company aims to capture 5 per cent market share of the Indian AC market, the company said in a statement. The new launch comes on the back of company’s focus on the cooling segment as the company recently forayed into air cooler segment with the launch of desert, tower, window and personal coolers.
With this launch, the company is yet again expanding its product portfolio, offering consumers India’s first AC with a PM 2.5 filter powered by the goodness of ‘Neem’.
Perfect for the Indian climate with its cooling solution, the new range will not only beat the heat but also provide anti-bacterial and anti-allergen properties through the neem filter. The company aims to bring 25% of its business from non-mobility segment to bring in newer set of consumers into the Micromax fold.
The launch of the AC range would be promoted through a mix of digital marketing and region-specific BTL activities. Micromax has also setup dedicated service centres and a special customer service application for the new product segment to provide its customers with the best after sales service experience. With peak summer approaching, Micromax is set to penetrate the market with a strong distribution channel spread across the country, the company release added.