The Business Bytes
PRIYABRAT BISWAL
BHUBANESWAR, MARCH 17, 2021
In a bid to expand its market reach and target the mass market, India’s leading air conditioning brand Blue Star has launched its new range of ‘Mass Premium’ split air conditioners.
With this strategic foray, Blue Star has rolled out a series of split ACs at affordable prices, which are of the same high quality, reliability and durability, that all products from Blue Star promise.
The value proposition of this new range is affordable cooling. The new range comprises 3-star, 4-star, and 5-star inverter split air conditioners that are available at prices starting from Rs 25,990 for a 0.80TR 3-star inverter split AC. The air conditioners are available in various cooling capacities ranging from 0.80TR to 2TR. With this launch, Blue Star now offers products across various price points to cater to emerging and varied needs of the customers.
The range is embedded with various customer-friendly features and specifications such as ‘Eco-Mode’ for energy-saving; ‘Blue Fin’ coating for both IDUs and ODUs for longer life; ‘Comfort Sleep’ function that auto adjusts the AC temperature during night time for better comfort of occupants as well as power savings; and ‘Self-Diagnosis’ for troubleshooting to protect the AC from any critical failures. Besides, these ACs have a metal enclosure for the PCBs to ensure additional safety. The entire inverter range uses R-32 eco-friendly refrigerant.
Apart from this, it has also launched a range of innovative ACs with in-built air purifiers.
At the same time, the Company continues to significantly expand its retail distribution reach. Blue Star’s room air conditioners are available at 7,000 outlets in 650 locations spread across the length and breadth of the country in various formats. Currently, Blue Star has 200 exclusive brand stores in the country, and work is in progress to increase it to 250 stores by the end of FY22.
“We have strategically repositioned ourselves as a ‘Masstige’ brand with the launch of our new range of split ACs, to cater to the mass market and expand our market reach. ‘Affordability’ while retaining Blue Star’s ‘Premium Build Quality’ is the criterion which we have focused upon for this season’s launch,” said Blue Star Limited Managing Director B Thiagarajan, while speaking to the media at a conference held at Mumbai today.
