Micromax announces new ‘Ayurveda Series’ of Air Conditioner

Micromax Informatics Ltd., today announced the launch of three new air conditioners series under its 'Ayurveda Series'- which comes with the goodness of 'Neem'. With its aim of challenging the mid-range segment, the new range also has 'Inverter' models. The inverter models save more power which provides low noise operations. In the next 12 months, the company aims to capture 5% market share of the Indian AC market, establishing itself as a serious player in the category. With this new launch, the company's focus is on the cooling segment as the company recently forayed into air cooler segment with the launch of the desert, tower, window & personal coolers.

Commenting on the launch, Rajesh Agarwal, Co-founder, Micromax Informatics Ltd. said, "Indian consumer's needs have been the top priority at Micromax and we have always believed in developing products based on consumer insights. With our innovative products, we are working towards becoming a leading consumer electronics brand and today's launch is a testimony to the same. Currently, bad air quality and inflated electricity are a great concern for consumers. Keeping this in mind, we have worked towards bringing an India-specific solution to the deteriorating air quality with this new range."

He further added, "We forayed into the air conditioner segment in 2016 and received great response from our consumers. With an aim to provide the most efficient air conditioners, we are very confident that 2018 will be a landmark year for Micromax Consumer Electronics Segment. We also expect to be sitting on a healthy market share and shall continue to achieve growth for our entire cooling segment by providing customers with innovative products and solutions that will help them discover endless possibilities."

Micromax new AC range would be promoted through a mix of digital marketing & region-specific BTL activities. Micromax has also set up dedicated service centres along with 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 length & breadth of the country.

Micromax Air Conditioners are built for the Indian weather and to curb the bad air quality. Moreover, they are powered by R32, which is an eco-friendly refrigerant and has lower ozone-depleting & global warming effect than some other refrigerants used in the market. Moreover, the machines are made of 100% copper and are expected to touch a chord with the masses