The Hindu Business Line : Amtrex Hitachi hopes for 35% growth in sales

THE Ahmedabad-based Rs 370-crore Amtrex Hitachi Apliances (AHA) expects to achieve a sales growth of 35 per cent this year as against 30 per cent last year. The company had sold 75,000 air-conditioners in 2001 compared to 58,000 in the preceding year.

AHA is a joint venture between Lalbhai group and Hitachi Ltd of Japan. The company's manufacturing facilities in Gujarat are among the seven Hitachi approved facilities worldwide. The Indian plant also exports Hitachi air conditioners to SAARC and other tropical countries.

The company recently launched a two-month long, Rs 15-crore advertising campaign. AHA is also planning to launch 31 new models. Of these, 17 new models will be from Hitachi and 14 models from Amtrex comprising windows and split air-conditioners in the price range of Rs 20,000 to Rs 70,000.

The Managing Director of the company, Mr Naishadh Parikh, said that the company was focusing on twin-brand strategy for the retail segment. The strategy entailed supporting Hitachi and Amtrex brands at two ends of the market.

While Hitachi Logicool air conditioners would continue to provide product innovations developed through consumer research, Amtrex range would rely on value engineering to provide a high degree of reliability with value for money features.

Mr Parikh told Business Line that the focus on value segmentation rather than just price had helped AHA grow in an extremely challenging market.

Send this article to Friends by E-Mail

Stories in this Section
Godrej to expand washing machine range

Amtrex Hitachi hopes for 35% growth in sales

Taj programme for children

Foreign food makers see India as huge market

Kodak launches new promo

Bad ads put off people: Study

ITC packaged food products launched