Mumbai: Voltas has announced the launch of an entire range of sleek-looking Room air conditioners (AC) in India for the premium and luxury segments.

Functional as well as elegant, the new models are, according to Voltas, bound to heat up the AC market in the summer of 2008.

Among the new models the first corner AC to be introduced in India, the Vertis 'Pristine'. With a unique, triangular shape, the Pristine has been designed to fit discreetly on the wall in the corner of a room, and is therefore expected to be an instant hit with discerning consumers in upper end homes.

Other than the Vertis 'Pristine', the portfolio also includes several new product ranges, such as the Vertis 'Panache', with the revolutionary DC Inverter Technology AC and a versatile Heating-Cooling function; the Vertis 'Elan'; the Vertis 'Elite'; the new-look Vertis Gold, the flagship Vertis Plus.

Voltas was the first company to go main stream with Star Rated Ace last year, complying voluntarily with the government's energy efficiency-labelling program and system of test checks in government-approved laboratories. The program is designed to deliver clear-cut savings on electricity costs.

The Voltas range includes 'Star Rated' ACs in both split and window configurations, going right up to the most-efficient 5-star rated units.

Voltas has announced the launch of a total of 42 new models this year.

Speaking at a press conference, Pradeep Bakshi, Vice President, Voltas said, "Our endeavour in the air conditioning market is to lead the industry and make really good-looking as well as economical products available to all segments of consumers. We were the first to launch Star Rated ACs in 2007, to provide a power- efficient, money-saving option that is particularly relevant in these days of high electricity tariffs. This year we are introducing a whole new range of ACs with really exclusive designs. Our Vertis Pristine and Panache ranges in the premium segments of the ACs will compete with the best luxury brands in the market. As a Tata company, this is how Voltas seeks to provide superior solutions for households in a cost- effective manner".

The AC market, estimated to be 20 lac units (window and split) in 2007, is growing at a robust 30 per cent annually. With their pioneering launch of Star Rated ACs last year, Voltas says it gained market share and is optimistic of selling one out of every six ACs sold in India, which puts its share of the market at around 17 per cent.

The company's new launch could grow the market further, as it is backed by an advertising budget of Rs30 crore.

Voltas also has an extensive distribution network of exclusive sales and service dealers in the country, in addition to leading retail and consumer electronics stores. With a stated target of achieving 20 per cent market share, the company has put in place an aggressive distribution strategy to increase the number of channel partners from the current 2000 to about 3000 next year.

Voltas is also investing around 2 per cent of its turnover in beefing up its service infrastructure, to give the best service experience to customers.

Voltas' "India Ka Dil, India Ka AC" campaign appeals to the pride of Indians in the new emerging India, a booming economy and the feeling that India has now arrived on the global stage. The campaign is well differentiated compared to feature-led advertising strategies pursued by competing companies, says Voltas. The coming summer, therefore, promises a battle royal in the AC market between 'India Ka AC' and the international Companies.