Khaitan and Burly brand Air Coolers launched in Telangana Market

Hyderabad: Khaitan & Burly brand Air Coolers launched in Telangana Market in a dealers meet held on Thursday evening at Hotel Park Hyatt Hyderabad
 
Addressing a press conference prior to the dealers meet, Mr. Rajesh Sharma, Managing Director; Mr. Chirag Sharma; Mr. Vemula Raghavendra, Directors of BHAPL said it has a portfolio of a wide range of Air Coolers from 10 Litres to 110 Liters to suit every pocket size of customers such as silver line, popular and Platina series Air Coolers. It plans to sell 2 lakh Air Coolers across India this season.
 
The Indian Air Cooler market size is 8 to 10 crore units, branded market size is 30 lakh units and the unorganized market is many more folds of the branded market size. 
 
The Telangana overall market for coolers is one crore units out of which the branded is just 3 lakh units shared Mr. Chirag Sharma, Director. 
 
We are very serious about setting up an air cooler manufacturing plant in Telangana. This will be our first foray in terms of setting up our manufacturing facility out of Dharuhera, Haryana. We may likely invest Rs 50 crore in setting it up. As far as the location and other details are concerned we are working on them and maybe finalized in due course of time. It may take one year or more to set up the plant, he shared.
 
The market share of Air Coolers of Micro Precision Pvt. Ltd is the mother company and it has a 20% Market Share in the Indian Air Cooler Market. 
 
The turnover of Burly Home Appliances Pvt Ltd in the last financial year was INR 25 crore and this financial year it aims at Rs 150crore. When asked how they achieve this they said out of 2 lakh air coolers they targeted to sell this season, they have already booked orders to the extent of 1.5 lakh units and 45% of the order is already dispatched to the market. 
 
The company is happy in the offline market and they don’t have any plans to go online. They don’t have any immediate plans to foray into the ACs market. 
 
Khaitan is a 50 years old brand and enjoys a lot of market equity. Burly Home Appliances Pvt Ltd is an OEM(Original Equipment Manufacturers) of Home Appliances known for Green Coolers and Green Wash Washing Machines. They have acquired Brand Royalty from Khaitan through its Principal Company MPPL. We have a brand license based on royalty. We have this agreement of ten years but it is renewable every year. Under the Khaitan brand, we have two products Air Coolers and LED TVs. Geysers will be introduced this year. Under the Khaitan brand, they have 25 product ranges and it is the largest Air cooler range in the country. Burly, the marketing arm of the company, has a range of Air Coolers, Washing Machines and Geysers. 
 
The newly launched Air Coolers are available in the price range of Rs 3490/- to Rs 19990/-. For the first time in the Cooler Market, the new range offers three warranty on a tank of cooler. Two years on the motor of the cooler and one year on the cooler.
 
Representatives of M/s: Avvyukta Industries Pvt. Ltd, the Distributor for Khaitan Air-Coolers for Telangana was also present on the occasion