Blue Star expands market reach with launch of new range of split ACs

Panaji, Mar 17 (FN Representative) Blue Star, India’s leading air conditioning brand, on Wednesday announced the launch of its new range of ‘Mass Premium’ split air conditioners.

Addressing a press conference, B Thiagarajan, Managing Director, Blue Star Limited, said, “We have strategically repositioned ourselves as a ‘Masstige’ brand with the launch of our new range of split ACs, to cater to the mass market and expand our market reach. ‘Affordability’ while retaining Blue Star’s ‘Premium Build Quality’ is the criterion which we have focused upon for this season’s launch. This move is well aligned to our last year’s aim of shifting orbit and accelerating growth by garnering a mass appeal cutting across geographies and demographics. We are progressing well on our chosen trajectory, and we will continue to leverage our brand salience and association with Virat Kohli to march further ahead in this direction.”

He said the company had strategically repositioned its brand to include the ‘Mass Premium’ category with the intent to expand its market reach and target the mass market. Apart from the ‘Mass Premium’ series of air conditioners, Blue Star had also recently launched a range of innovative ACs comprising ACs with in-built air purifiers that improve the indoor air quality, ACs with 30 per cent more cooling than the rated cooling capacity, ACs with next-generation smart wi-fi and voice command technology and and inverter ACs with hot and cool inverter technology, amongst others.