Air cooler makers eye sales jackpot as temperature soars in the country

India: Indian air cooler market is set to see phenomenal growth this year as temperature is soaring across the country. India air cooler market, which is said to be around US$ 500 million in 2015, has seen high growth in last few years, including intensifying competition in this category as the market landscape is shifting from unorganized sector to organized sector. Companies like USHA International, Bajaj Electricals, Maharaja Whiteline, Voltas, etc. have already come up with innovative products and are significantly investing in branding and product promotion activities in order to tap the growing market of Air coolers.

Air cooler is an extremely seasonal product category with a short window of sales and in order to cash in on the limited window of opportunity, companies have already rolled out new products with advanced technologies. As of 2015, Indian air cooler market is dominated by unorganized players, who serve over 70% of the market while organized sector account for the rest of the market. Besides, companies have been marketing their products aggressively and each one of them has different strategy to sell its products. For instance, USHA strengthened the range of air coolers with five new evaporative air coolers launched across categories, including personal coolers, tower coolers and window coolers and is further strengthening its distribution network in the country.

According to TechSci Research, air cooler market in India is projected to register higher growth this year as IMD forecasts a severe rise in temperature this year. Furthermore, Tier II and Tier III cities are likely to emerge as the potential drivers in the India air cooler market as India is seeing increasing per capita income, rapid urbanization, and huge expenditure on marketing and promotion from air cooler makers. Besides, consumer shift towards products that offer energy saving is also contributing to high growth in the market as running cost of air cooler is less than air conditioners. Furthermore, online platforms are also triggering the high growth in the market, which save buyers’ time and also offer the ease of product and price comparison without visiting the physical shop.