BLUE STAR DEPLOYS AN AC ARMY TO HIT 15% MARKET SHARE TARGET!

With the launch of 150 ACs, Blue Star has strategically moved from being a premium brand to an affordable premium and now to a more inclusive pricing structure that ensures affordability across segments.

- VAISHNAVI GUPTA

Blue Star Limited, one of India's leading air conditioning and commercial refrigeration companies, has announced the launch of its latest comprehensive range of 150 room air conditioner (AC) models. This strategic move is aimed at capturing a larger share of the growing market by offering products at every price point, from affordable to premium, while integrating energy efficiency, smart technology, and enhanced cooling capabilities.

Energy Efficiency and Affordability: A Dual Focus

The key feature of Blue Star's new AC range is its commitment to energy efficiency. With sustainability becoming a significant consumer demand, the company has made substantial efforts to enhance energy savings across its lineup. According to B Thiagarajan, Managing Director of Blue Star Limited, “The key thing is you have to make these products more and more energy efficient. The second is that you have to understand in a large and fast-growing market like this, affordability is crucial.”

Blue Star has strategically moved from being a premium brand to an affordable premium and now to a more inclusive pricing structure that ensures affordability across segments. This means consumers can access highquality ACs at different price points without compromising on efficiency and performance.

Catering to Diverse Consumer Needs