Blue Star launches a new range of ‘Premium-Yet-Affordable’ Residential Air Conditioners
- With this strategic foray into the ‘Premium-Yet-Affordable’ segment, Blue Star has rolled out a stunning range of 3-star inverter split air conditioners that are available at attractive prices
- Starting from Rs 31990/- for a 1 ton 3-star inverter split AC and from Rs 37990/- for a 1.5 ton 3-star inverter split AC.
Chennai: Blue Star,
India’s leading air conditioning brand, which is known for its premium products
and has earned the trust of millions of customers with its range of innovative
and elegant residential air conditioners, today announced the launch of its new range
of best-in-class residential air conditioners. This new range caters to the expectations
of those customers who desire premium, high-quality ACs but at attractive prices.
This new range of
ACs retains the premium build quality which is the hallmark of Blue Star air
conditioners.They are built to be highly reliable and durable and are virtually
trouble-free. The ACs are also highly energy efficient, so running costs are
low.Besides, the complete range runs on eco-friendly refrigerants.
Another significant
aspect of this range of ACs is that each unit comes with a built-in voltage stabiliser
that ensures trouble-free operations across a wide range of input voltage from 160V
to 270V without the need for an external voltage stabiliser. This not only saves
on the cost of the external stabiliser but it also does away with the need for space
besides the nuisance of having to mount one beside the AC.
B. Thiagarajan, Managing Director, Blue Star Ltd in front of the Product display |
Blue Star also
facilitates purchase of these ACs through easy financing options. Customers can
avail of attractive finance at zero percent interest with easy EMI options.There
are also cash-back offers via tie-ups with leading banks and finance firms. All Blue Star
inverter ACs are backed by an assured comprehensive warranty for the first
year, and a long-term warranty of 10 years for the compressor. Customers can also
avail of extended warranty options from the second year onwards for the next 5
years.
Innovative product range
- Apart from the ‘Premium-Yet-Affordable’ range of air conditioners, Blue Star has also launched a series of innovative range of split air conditioners:
- Super energy-efficient 5-star inverter split AC with an ISEER of 5.41, which is 55%more energy-efficient compared to a 3-star inverter split AC.
- 5-star inverter split AC with in-built air purifier, which can remove 99.78% of particulate matter (PM 2.5) and microbial kill rate of 99.999%. This can be operated just like an air purifier in winter, without the compressor being switched ‘ON.’
- Next-gen wi-fi-enabled 5-star inverter split AC, which can be controlled from anywhere in the world, with smart options such as energy budgeting, customised sleep modes, climate control, and dual user setting, amongst others;it can also be operated through voice commands in both English and Hindi by using an appropriate interface device.
- 5-star inverter split AC that can deliver 30% more cooling based on the heat load inside the room. This is one of the more popular of Blue Star’s innovations.Introduced in 2019, this range will be continued in 2020 as well.
- 4-star inverter split AC with Hot and Cool Technology which provides both, cooling and heating solutions throughout the year.
- Inverter split AC with ‘iRest,’ a unique fuzzy logic function, when activated, will switch automatically from air conditioning (cooling) mode to fan only mode, at the pre-designated time, to provide utmost comfort for undisturbed sleep.
(Right) B. Thiagarajan, Managing
Director, Blue Star Ltd and C.P.
Mukundan Menon, President - Sales & Marketing, Product Business, Blue Star
Ltd. in front of the Product display
|
Future ready products
Future ready 3-star
inverter split AC complying to the 2021 BEE energy-efficiency norms, with an
ISEER of 3.90.
Manufacturing and R&D prowess
Blue Star’s
manufacturing footprint spans five state-of-the-art manufacturing facilities,
and the Company has one of the best AHRI-certified R&D facilities in India
with the largest talent pool of engineers having excellent capabilities in
design and testing in the field of electro-mechanical engineering and
electronics. This has helped the Company in incorporating cutting edge technologies
in all its new product developments.
Blue Star has a robust distribution network across India with 90% of
the Company’s transactional interface with its dealers and channel partners
being digitised. At the same time, the Company continues to significantly
expand its retail distribution reach. Blue Star’s room air
conditioners are available at 5000 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 FY20. The products are also available on various
e-commerce portals. The Company has a strong installation and service franchise
network to support retailers.
Next phase of growth —Blue Star’s room ACs—“Owned by Virat, Loved by Virat”
In its next phase of
growth, Blue Star aims to shift orbit and accelerate growth by penetrating
deeper across the length and breadth of India. By leveraging its brand
salience, the Company intends to garner mass appeal cutting across geographies
and demographics.To achieve this growth, Blue Star recently rolled out the new
festive season campaign, which unveiled Virat Kohli’s association with Blue
Star’s room air conditioners. Since Cricket has mass appeal in India and Virat
Kohli’s skills are unmatched in this game, this campaign is apt for the
Company, as Blue Star’s persona deeply resonates with both Cricket and Virat
Kohli.
The Campaign began
with the launch of a new TV commercial which highlights Blue Star’s new range
of room air conditioners that can deliver up to 30% extra cooling when needed,
with an endorsement, “Owned by Virat, Loved by Virat.” The Company had also
rolled out another new TV commercial that talks about its new and innovative
product – an inverter AC with in-built air purifier which also bears the
endorsement, “Owned by Virat, Loved by Virat.”
Today, Blue Star has
unveiled yet another new TV commercial that talks about its latest innovative
product – an inverter AC with Next-gen wi-fi-enabled and Voice Command Technology
embedded in it. A simple voice command can turn on the air conditioner without
the use of a remote or smart phone. This too bears the endorsement, “Owned by
Virat, Loved by Virat.”
Virat Kohli on Blue Star
On his association
with Blue Star, Virat Kohli said, “Blue Star is a well-established brand and
definitely the best in cooling. So for me, it was a no-brainer to be associated
with a brand like Blue Star. I've never shot a campaign like this where there
so many quirks and so many things happening. It was very different from what
I've done in the past. Definitely something that people are going to love to
watch, I can guarantee that. Also, it nicely covered the many aspects of Blue
Star’s versatility when it comes to their product.”
Products across various price points
With the penetration
of room air conditioners in India as low as 5-6%, the room AC market continues
to offer abundant opportunities for Blue Star. The Company has already made
deep inroads into Tier 3, 4 and 5 towns with more than 60% of its sales coming
from these markets. Going ahead, Blue Star intends to make deeper inroads into
various customer segments and geographies and grow its market share with a wide
array of superior and innovative products across various price points.
Blue
Star’s innovative and super elegant air conditioners, with the capability of
delivering best-in-class cooling, are well known for quality, reliability and
durability, making Blue Star one of the
significant players in the industry with a market share of around 12.5% in
FY19, which the Company aims to increase to 15% by FY24.
Management outlook
Speaking to the Press at a conference held at Chennai,
B Thiagarajan, Managing Director, Blue Star Limited, said,“I am glad that with
this launch we are now present across the entire price spectrum of residential
ACs,and offer the most comprehensive mix of innovative and future ready products,
all of which can cater to the most specific and distinct requirement of any
customer. I am positive that this, in conjunction with our association with
Virat, will help us continue to expand further, cutting across geographies and
demographics.”
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