The Hindu Business Line : Hitachi to focus on high-end AC segment

AFTER launching Quadricool (which the company claims to be the quietest window air-conditioner) and Atom (which claims to be the smallest spilt AC) last year, Hitachi Home & Life Solutions (India) Ltd has further expanded its offerings in the high-end segment with the launch of Quadricool TM and Atom UV.

Speaking to Business Line, Mr Rakesh Khanna, Senior Vice-President (Sales, Marketing and Service), Hitachi Home & Life Solutions, said that Quadricool TM comes with a twin-turbo and twin-motor technology which reportedly makes the product more power-efficient and also reduces the cooling-down time considerably.

Atom UV, which is a split air-conditioner, said to be equipped with an ultraviolet technology that helps to keep the air fresher and cleaner.

While a one-tonne Quadricool TM is priced in the region of Rs 26,000, a one-tonne Atom UV is priced at Rs 40,000.

The launch of the new products would be accompanied with a TV and press campaign created by Everest Advertising. Mr Khanna said that like its previous campaigns, the new campaign would also use humour to convey its message.

The company has a budget close to Rs 5 crore for various marketing and promotional exercises, which according to Mr Khanna would focus on consumer education. "We want to educate the consumer that an air-conditioner is no longer just a cooling machine but has evolved into a comfort machine. Our prices may be high, but in the long run it will be cheaper to own a Hitachi, as its product features would not only ensure better air-conditioning but also help in saving electricity and money."

Mr Khanna said that the company would continue to focus on the high-end segment. "The high-end segment is the fastest growing segment in India, as consumers are increasingly looking at upgrading," he said.

Hitachi hopes to sell close to a lakh air-conditioners by the end of this fiscal and is looking at a turnover of Rs 285 crore.

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