‘You don’t have to pay more to get more'
15 January, 2018
Gurmeet Singh, MD, Johnson Controls, Hitachi Air Conditioning India Ltd, talks to Sangeeta Yadav about the launch of a new series of expandable inverter ACs for extreme weather conditions and the upcoming campaign. Excerpts:
Tell us about the recently launched Hitachi’s energy efficient air conditioner (AC)?
We have launched a new technology — Expandable Inverter ACs in the room air conditioning segment. This feature will make your AC work a little more than what it is supposed to work on. For instance, if it becomes very hot, a 1.5 ton AC can actually go and work up to the capacity of 1.65 ton or a 2 ton AC can work up to 2.2-ton capacity. We have worked in its capacity building. It also has a unique Dual Flow Expansion Technology (DFET) which makes it the most energy-efficient air conditioner.
You have also consolidated your range of Tropical Inverters in the new model. Please explain.
The Tropical Inverters were launched keeping in mind the hot summers of Delhi when the temperature becomes so high that your AC doesn’t function properly. With Tropical Inverters, we’ve ACs operating up to 52 degree Celsius which is best for the ambient conditions of North India or the hot humidity of the coastal areas like Tamil Nadu etc. People wouldn’t find this kind of technology anywhere.
What about the places where there is no extreme weather condition?
We are going to launch standard ACs as well where expandable is not required. It will have high safety and advanced features available in affordable price range of Rs 29,990 of the 1-ton inverter. For entry level customer, aspirant or top notch, we have products for everybody ranging from 102 models of AC. I think everybody will be able to find one for them. Energy efficiency is the forefront of anything that we do now. People are also willing to pay more for energy efficiency. Of the total AC sold by us in 2016, 47 per cent were of 5 star. The customer is buying 5 star that is why we are selling 5 star.
Are you also planning to launch a new campaign?
It is titled as Kabhi Kabhi Zyada Ke Liye Zyada Nahi Dena Hota (You don’t have to pay more to get more). This will be launched soon.
The Variable refrigerant flow (VRF) technology is growing by leaps and bounds in India. Kindly elaborate.
It has good growth opportunity in both commercial and residential segment. We have introduced Set Free ‘Sigma Series’ in VRF segment, which not only saves energy but also saves on space and running cost. 1 ODU of VRF can provide efficient cooling for 5 IDUs.
What is the vision of Hitachi?
We aim to bring revolution in Indian AC industry and become India’s leading HVAC brand by 2021. With more than 30 years of legacy in India, Hitachi has always aimed to develop energy efficient ACs. The focus is to provide 5 Star Inverter ACs which is one of the most energy-efficient and eco-friendly machines. The idea is that when a person is investing in the air conditioner, it should be such that it is working in all weather conditions.
The WiFi technology has made things very convenient. Would you like to explain about it?
It is a very convenient thing because your AC can make your room cooler before you enter the home. One can download the WiFi technology mobile app called the IConnect, connect to the WiFi, and operate up to four AC through it. With the Internet of Things (IoT) coming in, the use of technology would become very hygiene.
Tell us about the new Channel Development Management programme.
The programme addresses the big challenge of accessibility of Hitachi products in Tier 2 and Tier 3 towns. We realised this gap and Hitachi has expanded its reach from 4,000 in 2015 to 8,500 by the end of 2017. We are now working on adding 2,000 to it and make it to 11,000 by 2018.