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Blue Star revamps operations; to focus on exports

Our Bureau

MUMBAI, July 13

BLUE Star Ltd today said it is reorganising the airconditioning and commercial refrigeration operations with an increased focus on exports.

The company has identified airconditioning projects within the country and abroad as growth areas. It plans to increase its share in the market for window and split airconditioners (ACs) as well, with a specific focus on corporate and commercial customer s.

``Our current market share in this segment is around three per cent and we intend to double our share by the end of the year. In the next two years we should be able it to take to nine per cent,'' said a company spokesperson.

The company also wants to expand its commercial refrigeration business apart from increasing exports operations. ``Currently, exports account for less than two per cent of our turnover. We plan to increase exports revenue to five per cent of total revenu e aggregating to at least Rs 25 crore this year,'' the official said.

Moving in this direction, Blue Star has reorganised its operations into six strategic business units (SBUs) on the basis of nature of project, values, customer segments and distribution channels.

The SBUs are:

* Airconditioning and Refrigeration Special Projects division (SPD) will handle large industrial and comfort airconditioning, exceeding Rs 5 crore in value, in the domestic and exports markets.

* Airconditioning Projects Division (ACPD) which will deal with large and medium-sized central airconditioning plants for industrial and comfort applications, less than Rs 5 crore in value. These projects will be handled directly by Bl ue Star or through dealers depending on complexity of project.

* Packaged Airconditioning Division (PAD) which will offer packaged and comfort airconditioning solutions for medium and small offices, banks and showrooms through dealers.

* Room Airconditioners Division (RAD) which will market window and split ACs through dealers.

* Commercial Refrigeration Division (CRD) which deals in cold rooms, deep freezers, water coolers and ice cubers.

* Central Airconditioning Service Division (CASD) promoting various products including maintenance, retrofitting and revamping.