Blue Star expands market reach with the launch of ‘Mass Premium’ Products

Blue Star, in a recently held virtual meet, has rolled out a series of split ACs at affordable prices. The value proposition of this new range is “Affordable Cooling with Blue Star’s High Quality ACs.” 

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.”

Unique features 

The new range comprises 3-star, 4-star, and 5-star inverter split air conditioners that are available at attractive prices. The ACs are available in various cooling capacities ranging from 0.80TR to 2TR. With this launch, Blue Star now offers products across various price points to cater to emerging and varied needs of the customers. 

The range is embedded with various customer-friendly features and specifications such as: ‘Eco-Mode’ for energy-saving; ‘Blue Fin’ coating for both IDUs and ODUs for longer life; ‘Comfort Sleep’ function that auto adjusts the AC temperature during night time for better comfort of occupants as well as power savings; and ‘Self-Diagnosis’ for troubleshooting to protect the AC from any critical failures. Besides, these ACs have a metal enclosure for the PCBs to ensure additional safety.   

Another significant aspect of Blue Star’s inverter ACs is that they have a wide operating voltage range, thus eliminating the need for an external voltage stabiliser. This not only saves on the cost of the stabiliser but also does away with the need for space to mount one beside the AC.

For the Hospitality sector

On being asked about the features that have been focussed on for AC products w.r.t Hospitality sector, C P Mukundan Menon, President & Chief Operating Office- Cooling & Purifications Appliances Group (CPAG), Blue Star Limited said, “Our entire range of 3-star and 5-star air conditioners which are inverter-based are made for the hospitality segment as well, because power consumption is really important in this sector. Be it restaurants or fast food places or rooms within the hotel, we have products which are highly energy efficient and cater to this market of the hospitality segment.”

Different product ranges

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 inverter ACs with hot & cool inverter technology; amongst others.