Micromax rolls out ‘Ayurveda Series’ of Air Conditioner 

Micromax launched its three new air conditioners series under its ‘Ayurveda Series’- which comes with the goodness of ‘Neem’. Targeting to challenge the mid-range segment, the new range also have ‘Inverter’ models which will save more power and lead to low noise operations. In the next 12 months the company aims to capture 5% market share of the Indian AC market, establishing itself as a serious player in the category. The new launch comes on the back of company’s focus on the cooling segment as the company recently forayed into air cooler segment with the launch of desert, tower, window & personal coolers.


With this launch the company is yet again expanding its product portfolio, offering consumers India’s first AC with a PM 2.5 filter powered by the goodness of ‘Neem’. Perfect for the Indian climate with its cooling solution, the new range will not only beat the heat but also provide anti-bacterial & anti-allergen properties through the neem filter. The company aims to bring 25% of its business from non-mobility segment to bring in newer set of consumers into the Micromax fold.

Commenting on the launch, Rajesh Agarwal, Co-founder, Micromax Informatics Ltd. said, “Indian consumer’s needs have been the top most priority at Micromax and we have always believed in developing products based on consumer insights. With our innovative products, we are working towards becoming a leading consumer electronics brand and today’s launch is a testimony to the same. Currently, bad air quality and inflated electricity are a great concern for consumers. Keeping this in mind, we have worked towards bringing an India-specific solution to the deteriorating air quality with this new range. We forayed into the air conditioner segment in 2016 and received great response from our consumers.  With an aim to provide the most efficient air conditioners, we are very confident that 2018 will be a landmark year for Micromax Consumer Electronics Segment. We also expect to be sitting on a healthy market share and shall continue to achieve growth for all our cooling segment by providing customers with innovative products and solutions that will help them discover endless possibilities.”

The launch of the AC range would be promoted through a mix of digital marketing & region-specific BTL activities. Micromax has also setup dedicated service centres and a special customer service application for the new product segment to provide its customers with the best after sales service experience. With peak summer approaching, Micromax is set to penetrate the market with a strong distribution channel spread across the length & breadth of the country.

Built especially for the diverse Indian weather and to curb the bad air quality, the Micromax Air Conditioners are powered by R32, which is an eco-friendly refrigerant and has much lower ozone depleting & global warming potential than some other refrigerants used in the market.  Moreover, the machines are made of 100% copper and are expected to touch a chord with the masses

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