Voltas launches affordable range of refrigerators

Company release, April 2, 2004

New Delhi

While mercury levels are all set to soar with the onset of summer, India's premier air-conditioning and refrigeration company, Voltas Limited gears up for aggressive action. Voltas Limited, a part of the Tata conglomerate, plans to introduce a range of best in class products targeted at the semi-urban and rural markets in India.

Voltas with its recently launched range of small capacity refrigerators - Teenie Weenie, has once again lived up to its 5-decade reputation as a pioneer in the field. A sub brand under the Voltas umbrella brand Coldcel, Teenie Weenie is targeted at the younger age group across the metros and small towns. The 55-litre refrigerator is priced within an affordable Rs. 5,000, and offers complete value for money. Pleasing to the eye with vibrant visuals on the door and sides, Teenie Weenie is the only brand in India to be available in child-friendly colours like orange and yellow. The Company hopes to leverage its strong presence in these markets through its dealers and retailers who have already been selling its other products.

Adding to the array of top-notch products, Voltas has also introduced four premium refrigerators under the sub brand Xcel. The Xcel refrigerators are available in 175 litre, 190 litre, 220 litre, and 250 litre capacities, with advance features like Soft-tech handle, Table Top and Multi-colour Graphics. The Company has planned for hard-hitting local advertising campaigns in the print and outdoor media, banners and glow signs, in addition to promotional activities like roadshows.

Voltas' cutting edge technology and expertise has enabled the company to customize Coldcel for the economy segments; specially designed to withstand high voltage fluctuations and frequent power cuts. Coldcel, which was soft launched in key Indian states last year, had evoked a tremendous response. Now Voltas is poised to sustain the thrust by actively promoting the range to boost sales volumes.

"Voltas has paved the way for the industry with innovations and products that are at par with global standards; and today, is synonymous with air-conditioning & refrigeration. Now with the rollout of the new sub brands, we are looking to tap a potential market that exists in our country," said SN Tripathi, COO, Unitary Products Business Group, Voltas Limited.

"Our key differentiator is the high level of service we offer, backed by the indisputable Voltas reliability. This, along with products that are tailor-made to suit the needs of the rural markets are a result of Voltas' commitment to continuously provide end-to-end cooling solutions at optimum value for money," said KJ Jawa, vice-president, Cooling Appliances Business Division (CABD), Voltas Limited.

About Voltas Limited

Founded in 1954, Voltas has spearheaded various trends in the air conditioning, refrigeration and allied industry in India and has given the country a series of firsts - including the country's very first indigenous room air conditioner, the first integrated plant… the split air-conditioner… the mini water cooler… the elegant Slimline… the micro-processor-based package units… and more recently the 'Vertis'. Today, Voltas is no longer a home grown name but a global force to reckon with. The company is renowned, nationally and internationally, for its prowess as an electro-mechanical service provider offering entire spectrum of services including Heating Ventilating Air-Conditioning solutions.

For further information please contact:

BN Garudachar

GM-Corporate Communications

Voltas Limited New Delhi

Anisha Chopra and Shamik Nandi

Vaishnavi Corporate Communications

Ph: 24655952-53

Ext:133