India’s air conditioning Superbrand Blue Star finds Sri Lankan market hot!

Wednesday, 18 December 2013 00:00 -     - {{hitsCtrl.values.hits}}

By P. Waruni Blue Star Ltd., India’s leading air-conditioning and commercial refrigeration company, launched its operations formally in Sri Lanka yesterday. The launch saw the introduction of a multiple range of air conditioning and commercial refrigeration solutions. Previously Blue Star served Sri Lankan customers indirectly by supplying select air conditioning products through contractors. The air conditioning range unveiled yesterday encompasses everything from the ubiquitous split ACs, to VRFs, packaged ACs and chillers, while the refrigeration range covers water coolers, bottled water dispensers, deep freezers, modular cold rooms and ripening chambers. Blue Star is a $ 500 million listed company with a network of over 30 offices, seven modern manufacturing facilities and 2800 employees. With a strong foundation built assiduously over 70 years it is one of just 75 listed companies in India that have a turnover of $ 165 million. Fulfilling the cooling requirements of a large number of corporate, commercial as well as residential customers whilst offering expertise in contracting activities, the Blue Star popular among several nations now also in Sri Lanka. The Blue Star product range also includes as many as 60 Rooms AC models that are very popular in the residential air conditioning marketplace. The company sells 250,000 units of room ACs every year in India alone. With a strong market share in India, where Blue Star is market leader in most of the product segments they are present in, the company also exports its products to the Middle East, ie: the UAE, Saudi Arabia, Oman, Qatar, Bahrain, Kuwait, and Iran, as well as counties in the SAARC and ASEAN region, ie: Bangladesh, Nepal, Vietnam and now in Sri Lanka and the Maldives. With channel partners in 500 locations and 3,000 outlets across India, Blue Star is one of the few companies which is recognised as a Superbrand  by the Superbrand Council for both business as well as consumer segments. “The Sri Lankan AC and refrigeration market value is estimated at $ 50 million with an expected growth of 15% per annum. We plan to tap this market through a calibrated entry into the Sri Lankan market,” said Blue Star Ltd. Executive Vice President Mukundan Menon. He explained: “Our leadership in the AC and refrigeration industry in India and our expertise and experience spread across seven decades, supported by the Indo Lanka Free Trade Agreement and coupled with India’s proximity to Sri Lanka making transport economical and fast, make Sri Lanka ideal for blue Star’s export foray. “Also we realised the importance of local knowledge of the business scenario in Sri Lanka for its vast marketing and support experience. Hence we collaborated with some Sri Lankan market leaders in AC and refrigeration products. Under the ISFTA agreement Blue Star dedicates a 15% to 28% lower price for the Sri Lankan importers for the products. We also try to get experts from outside to expand our products.” These marketing agreements are already in place between Blue Star Ltd., Built-Mech Services Ltd., Frostaire Industries Ltd., Rohan Rodrigo Refrigeration and Air Conditioning Co. Ltd., United Electricals Engineering Ltd., Civimech Ltd. and KoolAir Ltd. Blue Star has put in place a dedicated team of professional at its HQ to manage the entire export business to Sri Lanka as a focused priority. This team will include personnel to assist in overall coordination, sales support, marketing communication, advertising, training in all aspects, despatches and after- sales service support and parts supplies. The team will ensure that the Sri Lankan market receives the attention it needs, especially in the nascent stages of developing the business. Blue Star launched their products with international standards, incorporating the best technologies for their refrigeration units. The company supplies their valuable and unparalleled services to hospitals, banks, hotels and many private projects in India. Most landmark buildings in India are air-conditioned by Blue Star, including prestigious ones such as the Rashtrapati Bhavan and the Lok Sabha of India, while many leading food and agri- businesses in India use Blue Star’s commercial refrigeration solutions.