Voltas mantra: You name it, we cool it
By Julie Singh | 12 Feb 2002
Voltas’s air-conditioning and refrigeration business, which contributes around 75 per cent to the company’s turnover, has taken an aggressive stance in the growing air-conditioner market with the launch of a new range of air-conditioners, as part of the 21st century’s first international range - Vertis. This is part of the company’s drive to achieve its leadership position in the air-conditioner market.
Says Voltas managing director A Soni: “With the launch of the Vertis range, Voltas is planning to strengthen its image and trust with the retail and household customer. The Vertis has been aggressively priced at a mere Rs l7,000 (ex-Dadra) for a 1-tonne room air-conditioner. The idea is to offer American quality at Chinese prices. The plan is to achieve this through a ‘manufacturing only’ joint venture with the US-based Fedders International by becoming the lowest-cost producer of air-conditioners in India.”Says regional vice-president (cooling applications business division) R S S N Raju: “Vertis, the first of our new range, is not only of international standards, but the products are from a range that competes with the finest in the world and the latest technology. They are energy-saving with a pay-back period of two years.”
Vertis, the new range with a state-of-the-art technology, is a product of a ‘manufacturing only’ joint-venture between Voltas and Fedders, a leading global manufacturer of air-treatment products including air-conditioners, air-cleaners, dehumidifiers, humidifiers and thermal technology products. Fedders brings to the joint venture its expertise in manufacturing and product development, global sourcing network, and the command of the most up-to-date and relevant global technology. In 2001, the revenues from such products stood at US $410 million.
New eco-friendly Fedders technology
The joint-venture company christened Universal Comfort Products Pvt Ltd (UCPL) has, as its primary objective, to achieve truly international quality and technology standards in a cost-effective manner. It will have economies of scale-fusing Voltas’s decades of experience in climate control with state-of-the-art technologies and the product design of Fedders. The resultant Voltas products will be technologically superior and environmentally friendly.
Voltas’s existing manufacturing facility at Dadra, an union territory, which has an ISO 9001 certification by TUV of Germany, has been upgraded with a Rs 40-crore investment in modernising, manufacturing and product development. Subsequently, this facility has been transferred to the JV and will be further enhanced to manufacture the Vertis range.
New technology strengths for a growing retail segment
Says Voltas general manager (corporate communications) B N Garudachar: “The joint venture will result in giving Voltas the opportunity and competitive edge to capture a winning share of the growing retail segment in India. The Vertis range will facilitate Voltas’ foray into the residential segment through retail channels. Voltas traditionally has had a significant presence in this segment.”
The Vertis range of air-conditioners is a reflection of Voltas’s commitment to its customers to provide the latest technology products at affordable prices, he says. “Voltas has the wholehearted support of a strong dealer base. The dealers’ goodwill and trust have been built and nurtured over the last four decades.”
The microprocessor-controlled Vertis range incorporates the latest, top-of-the-line Fodders’ technology at affordable prices in keeping with Voltas’s business philosophy to provide value for money products with top-end features. This has helped Voltas as a brand to build trust among its customers and achieve top-of-the-mind awareness in the Indian air-conditioning and refrigeration business.
From the trusted name, a new range: Vertis
Says Unitary Products Business Group executive director and COO S N Tripathi: “Vertis, part of the Voltas International Range, is a natural extension after the acceptance achieved by the premium Verdant and the popular Vectra models with the Indian customer.”
The Vertis range includes optimum features ranging from value-engineered electronic controller with wireless remote, economy mode in window air-conditioners and whisper-quiet cross-flow blowers with an anti-mould coating, reusable air-purifying filter for split air-conditioners. Vertis is available as window and split air-conditioners in capacities ranging from 0.75 to 3.0 tonnes, humidifiers and dehumidifiers. Environment-friendly, it has the latest air-purification process to keep the room air-pollution-free.
The micro-processor-based Verdant range includes best in class, high-tech models with the latest and most modern fully-loaded features like electronic dust absorbers, sleep mode, PLTC filter, ionizer, anti-bacteria filter, four-way air-deflection system, super-quiet operations, LCD remote control and dry mode. It also incorporates the unique Oxy Max Air Purification process. The popular Vectra is Voltas’s regular range and is a ‘tough workhorse’ with the four-stage Quadra Plus Air Filter to effectively combat active odour, cigarette smoke and bacteria.
Contemporary design
The new international range has non-CFC rotary and reciprocatory compressors with microprocessor controls for efficient cooling and power saving. The cutting-edge Fedders technology in the Vertis range makes it one of the most silent air-conditioners on offer today. The design, which combines convenience, aesthetics and durability, is also quite contemporary to suit urban home and office interiors.
Crystal-care service
The new range is backed by Voltas’s Crystal Care Service package that has helped build the trust and confidence of its 1-million customer-base, unmatched in the Indian air-conditioning industry. One of the brightest facets of this package is that it offers full-life service, through its nationwide network of service centres. Well-trained engineers, technicians and a fully computerised network response system support each centre.
Aggressive marketing
To take an aggressive position in the market place, the new range of air-conditioners will be supported by a three-fold increase in its advertising and promotion budget, in addition to an inspired customer relationship management programme, a streamlined and reinvigorated dealer network and new customer-friendly easy finance schemes.
