Leading air conditioning brand Blue Star, recognized for its premium merchandise, on Wednesday announced its entry into the mass industry by launching what it named the ‘mass premium’ split air conditioners. The corporation has strategically re-positioned its brand to consist of the ‘mass premium’ category with the intent to expand its industry attain and target the masses.
With this strategic foray, Blue Star has rolled out a series of split ACs at cost-effective costs, which are of higher high-quality, trustworthy, and tough — qualities that all merchandise from the corporation guarantee. The new variety comprises 3-star, 4-star, and 5-star inverter split air conditioners that are readily available at desirable costs beginning from Rs 25,990 for a .80TR 3-star inverter split AC. The ACs are readily available in many cooling capacities ranging from .80TR to 2TR, stated Blue Star.
B Thiagarajan, MD, Blue Star, stated, “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. This move is well aligned to our last year’s aim of shifting orbit and accelerating growth by garnering a mass appeal cutting across geographies and demographics.”
The corporation will have 32 SKUs in the mass premium variety. Blue Star’s manufacturing footprint spans 5 facilities. Construction for the plant at Sri City, Andhra Pradesh, will commence in FY22. The corporation is also setting up a new plant at Wada to expand the manufacturing capacity of refrigeration merchandise.
Blue Star has been traditionally robust in the corporate and industrial segment. It forayed into the residential segment in 2011 and changed the item and marketing and advertising mix considerably to cater to the residential shoppers. The company’s space air conditioners are readily available at 7000 outlets in 650 places across the nation in many formats. Currently, Blue Star has 200 exclusive brand shops in the nation and work is in progress to boost it to 250 shops by the finish of FY22.